دور الإعلان في بناء الصورة الذهنية لشركات التأمين الخاصة في محافظة اللاذقية

Authors

  • أديب برهوم
  • ربا محمد زيود

Abstract

هدفت هذه الدراسة إلى التعرف على دور الإعلان في بناء الصورة الذهنية لشركات التأمين, من خلال دراسة تأثير الرسالة الإعلانية والوسيلة الإعلانية على الصورة الذهنية لدى عملاء شركات التأمين. وتم إجراء استبيان على عملاء شركات التأمين حيث تم توزيع 400 استبانة وتم استرداد 370 استبانة صالحة للدراسة. وتوصلت الدراسة إلى وجود تأثير للرسالة الإعلانية والوسيلة المستخدمة على الصورة الذهنية ولكن بنسبة متدنية, وبأن الصورة الذهنية المتشكلة من عنصر الإعلان  لدى العملاء لم تكن جيدة وواضحة, وهذا يعود لعدم اهتمام شركات التأمين بالعنصر الإعلاني بالشكل الذي يساهم في تكوين ملامح لصورة هذه الشركات في أذهان العملاء, بالإضافة لوجود عوامل أخرى متمثلة بالعناصر الترويجية الأخرى التي تؤثر مجتمعة إلى جانب الإعلان وبدرجة أكبر في بناء الصورة الذهنية.

This study aims to identify the role of advertising in image building of insurance corporations by studying the effect of advertised message and advertising medium on corporate image held in clients' mind. A questionnaire was administered on a random sample of clients of insurance companies. 400 forms of the questionnaire were distributed but only 370 of them were valid. Results indicate that advertised message and advertising medium affect corporate image. However, the effect is low. The corporate image formed by advertising was unclear due to lack of insurance companies' interest in advertising to form corporate image in clients' mind. This isin addition to factors represented in other elements of promotional mix which have more influence and contribute in building corporate image.

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Published

2014-06-25

How to Cite

برهوم أ., & زيود ر. م. (2014). دور الإعلان في بناء الصورة الذهنية لشركات التأمين الخاصة في محافظة اللاذقية. Tishreen University Journal- Economic and Legal Sciences Series, 36(3). Retrieved from https://journal.tishreen.edu.sy/index.php/econlaw/article/view/1023

Issue

Vol. 36 No. 3 (2014): العلوم الاقتصادية والقانونية

Section

Articles

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