Television Commercials and Components of Television Message Production in Sepah Bank: A Mixed-Method Study
Keywords:
Television advertising, television message production, honesty and fulfilling promises, customer awareness, customer persuasion, effective advertisingAbstract
The study aimed to design a model for producing effective advertising messages to enhance the efficiency of television advertising in the banking industry. This research employed a sequential mixed-method approach. In the qualitative phase, open and semi-structured interviews were conducted with Sepah Bank managers and academic experts in marketing and banking management until theoretical saturation was achieved with 20 participants. Data were coded and categorized using MAXQDA through open, axial, and selective coding. In the quantitative phase, 384 customers and visitors of Sepah Bank branches were selected using the Krejcie-Morgan table. Data were analyzed using SmartPLS, applying confirmatory factor analysis to assess reliability and validity. The qualitative analysis revealed four key dimensions: honesty and fulfillment of promises, customer awareness, customer persuasion, and identifying the most effective advertisements. Quantitative results confirmed significant positive effects of television advertising on all dimensions: customer awareness (3.324), honesty and fulfilling promises (11.663), customer persuasion (5.279), and determining the most effective advertising (6.303). All relationships were significant at the 0.05 level, indicating good model fit. Television advertisements of Sepah Bank most strongly influence honesty and transparency while showing relatively lower effects on direct customer persuasion. Emphasizing honesty, awareness-building, and content consistency in message design enhances audience trust and loyalty. The proposed model offers a strategic framework for improving advertising effectiveness in banking and strengthening customer engagement.
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