Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
Advertising Messages & Iranian Culture: Some Criticisms and
Solutions
Iman Arastoo
In developing countries, consumerism with the lack of economic security
provides some problems. Mass media became an instrument for modism &
consumables advertising.
The paper explores some Banks & consumer goods advertisements that
emphasize not to meet the needs but to win the prize. These Ads showed at
national TV channels in Iran in last year and persuade people to use a product or
bank services for winning the prize like a lottery. Also, advertising attendance in
individual privacy, provide different conditions in society. On the other hand,
lottery Ads affect to individual behavior and culture. The author criticized many
advertisements such as banks and consumer goods. Finally, I discuss about
cultural effects of advertising on people and give some solution for true
advertising.
Keywords: Advertising, Culture
Introduction
We watch TV or radio advertisements about cell phone SIMcard or see banks' advertisements
billboard about lottery prize in the morning. In workplace, employees saying about deposit rate of
interest in the banks. At the evening, family members sending number of tomato paste cans by
SMS or etc. Our children think about collecting chunky coupons of snacks to win the prize. What
is the effect of advertisements that arouse recipients to win the prize through buying products or
using services on society?
Advertisements produced with consumers' traits and behaviors, but they affected by them
through appearing and disappearing messages. Mis-planning and relying to chance become one
of the most current behaviors in Iranian families. Advertisers have found this and so, they have
been successful in action. However, we should consider that while media has an effective role to
shape public opinion, it could be encouraging cultural behaviors. Bilateral relationships between
culture and advertising have negative or positive consequences. They can encourage recipients
to positive change in development culture, rational consuming or persuade social values.
Oppositely, they can move people to think about individual interest rather than social interest, to
make emotional decisions or to get a big money neither by working hard or creativity but based
on chance. Here, we explore lottery approach, the most common advertising approach in Iran TV
channels, billboards or newspapers.
Lottery Advertising Approach
In 1956, television has established in Iran and after some years, commercial advertisements
began in the media. Primary Ads were about importable products that often produced in Europe
and the United States. In 1970s consuming these products with advertising waves, became very
_____________________________________________________________________________
Iman Arastoo, Bancassurance Sales Deputy Manager, Saman Bank, PhD Candidate in Management of Media &
Ads.Tel: +98 912 430 68 44 email: i_arastoo@sb24.com,
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
excessive. Thus, ad contents were consistent with western countries. After Islamic revolution, TV
Ads stopped for a long time. Television has been administered by the government after 1979 and
had a key role in leading public opinion. The most important effects of TV messages happened
during 8 years war in front of Iraq. In those years, the propaganda and news programs have an
important role in directing public opinion in front of Iraq and USA. Until 8 years' war, propaganda
was the main goal of TV channels. Due to these special conditions, there is not any development
in marketing communication. In other words, Commercial advertising is common but subject to
specific rules and regulations, including the time framework to prevent the fragmentation of
programmes". (Khyabani, 2006) After war, economic conditions were better than previous,
companies could increase their products, and consumers could select better goods and services
more or less the first commercial ad has showed in 1986 about an Iranian men shirt. Nowadays
there is relative competition in many products in food industry, dairies, and children goods and in
services like insurance, banks, information technology and educational institutes. However, there
are some criticisms about cultural conflicts in advertisement contents.
A content analysis of TV Ads cultural effects on family showed that family presence are at least in
Ads considering Iranian culture. In most Ads, there is one parent or one child or a single person
and Family members get together only for economic things. The happiness and the enjoyment
may found in streets, out of home and without family. Ads make possible impossibilities, so that
meet the false needs, which substituted with family culture. These Ads will develop alienation and
will decrease mental and social security in family. This kind of freedom persuades people to
individualism or another life style in contrast with Iranian culture. (Sayyarpour, 2008)
Commercials arouse and enforce new consuming habits more than providing information about
product quality to customers. The goal of producers is setting supply-demand relationship to
increase demand and product sales. However, showing Ads in media will affect on consumer
behavior. The negative results of this approach are secondary need to products and subliminal
effects on culture (Sayyarpour, 2008).
The more showed Ads without cultural inputs, the more alienation. On the other hand, less family
factor encourages individualism. It develops untruthfully needs to meet the real needs. Many Ads
of banks in 2008, which have been showed on TV, said about higher interest rate in bank
deposits. They try to collect 1-year deposits with 19% interest rate, while the minimum of real
inflation rate was 22%. Thus, the future value of bank deposit would be less than present value.
Iranian banks Ads focus on 19% and show it as the wonderful and surprising interest rate!
Bank Advertising
After Islamic revolution, Iranian banks use primarily a banking model based on the mechanism of
qarzol hasana. As in the case of current accounts, this model essentially uses deposits as a loan
from depositors of the banks. There are no dividends payable to qarzol hasana depositors and
banks provide a range of benefits including non-contractual gifts to their customers. (Obaidullah,
2005). The term "qarzol hasana" stems from The Holy Quran where in it mentioned:
"Who is he that will lend unto Allah a goodly loan, that He may double it for him
and his may be a rich reward?" (hadid:11)
Lo! those who give alms, both men and women, and lend unto Allah a goodly
loan, it will be doubled for them, and theirs will be a rich reward."(hadid:18)
It has appeared that qarzol hasana mostly has a charity purpose. However, Iranian banks
combine these ethical interest-free-loans with individual interests. Iranian banks ballot among
their customers for allocating 2% of the deposits to them as prize. In reality, they do not pay any
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
benefit for accounts and to attract more deposits, they carry out lottery with big prizes like
furnished house, luxury automobile, gold ingot or great loans with low rate. On the other hand,
unfortunately they mix the qarzol hasana deposits with other deposits and use them to borrowing
loans with high rate. Although lotteries have legal limits in Iran, but in action, Iranian banks do a
kind of lottery for collecting money. In 2008, 10 banks have done lotteries one or two times. TV,
street billboard and newspapers are full of advertising that encourage people to put money into
wining the prize. While, their Ads focus to come into big money in short time, the nature of qarzol
hasana is an aid by loan without rate of return instead of high rate loans. This approach can
manipulate public opinion and infuse in mind that money does not gain by good working; there is
money for jam or ready money that we can get it by a little deposit. A case study conducted from
an Iranian bank showed that 4 primary factors of selecting a bank in Iran are: availability, qarzol
hasanah lottery prizes, the bank famousness and interest rate. Whereas lottery prizes and
interest rate at the banks are relatively similar. It was interesting that the bank experience,
employee behaviors and service rapidity placed following them. (Saman Bank, 2007)
We specified three kinds of bank Ads in Iran: E-banking Ads, lottery Ads and long-term deposit
Ads. E-banking Ads persuade people to use electronic banking services rather than traditional
services. These Ads include messages that usually emphasis E-banking can decrease traffic
stress and waiting time in branches. Lottery Ads include messages for persuading people to put
deposits for winning the prize. Ads for long-term deposits lead people to invest in the bank for
guaranteed rate of return. These Ads showed repeatedly in media and lead people to invest in
the banks for one year or more and get more than 20% annual guaranteed interest rate in
average. Recently, some banks calculate accumulated rate in deposits and express that you can
double your money in 4 years. These messages notice that your money will double without
working. Guaranteed rates cause many people bring their money to banks, be stayed at home
and
gain
income
without
business.
Although
we can see a few banks such as SAMAN Bank, which concentrate on their strategy and don‘t
use lottery ads for qarzol hasana. They try to persuade customers for using bank services with
the best convenience, speed and trust. they also use some promotions for increasing SME
customers and POS transactions.
Consumer Goods Advertising
Products offer different benefits to people and are different, therefore, in their meanings and
goals to people. For instance, the benefit and meaning of owning a television is clearly different
from using shampoo. Family members watch television together, while shampoo often
individually used by each family member. It is intuitive that the same appeal cannot fit all product
types or all consumption goals. In their study of the effectiveness of different advertising appeals,
Johar and Sirgy(1991) pointed out that the effectiveness of value-expressive as opposed to
utilitarian appeals is a function of such product-related factors as product differentiation, life cycle,
scarcity, conspicuousness, and consumer-related factors, such as involvement, prior knowledge,
and self-monitoring. Therefore, appeals, which used to demonstrate the benefits and values of
different products, could be differentially effective in inducing desired responses from consumers.
However, after increasing lottery ads from iranian banks, many companies followed this approach
and considered planning several campaigns with lottery.
There is intense competition among producers of food sauces in Iran. Tomato sauce, salad
sauce, tomato paste are consumed in Iranian foods. Increasing lottery Ads have different effect
on culture. For example one of the Ads about tomato paste include that you can win the prize
about 200,000 $ by sending the can serial number. However, the price of each can is about 2 $.
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
Therefore, slogan of Ads is a sentence like "buy tomato paste to win the prize". Many companies
set prizes like automobile, golden coin or cash money for buying a cheap product like toothpaste,
shampoo etc.
Snack, chocolate and toys are common Ads in TV channels. However, there are some prizes
such in most of them. These prizes include gifts for buying the product like doll, watch, additional
food, small toys, shirts and lottery for winning playstation, bicycle, digital camera and etc. these
messages although increase the sales but learn to children that they can win the prize by a little
money.
Some other Ads in TV channels or newspapers are about home appliances such as refrigerator,
television set, home cinema, launderette and air conditioner. Lottery campaigns arouse people to
buy for wining fantastic tour, luxury automobile or golden coin.
Unfortunately, buying for winning the prize is a common consumer behavior. Child-centered
families and parents who provide children goods as soon as possible, Emotional and fast
decision-making and the lottery, which merged with commercials, have effect on cultural
behaviors. So that winning the big money without working became more valuable than gaining
money with good working. Although we say, cultural behaviors will affect to advertising message
and vice versa.
Culture & Advertising
Goffman (1979) argues that advertisements are like real life: people are interested in dynamic
descriptive poses that express ideals of themselves to show how things really are, or how they
would like them to believe they are. He acknowledged that advertisements posed, practiced and
embellished, but advertisers and people in everyday life draw upon the same corpus of displays,
the same ritual idiom, that is the resource for all of us who participate in social situations. O‘Barr
(1994) suggests that advertisements depict a number of things about society, such as who does
the laundry, who prepares breakfast while someone else sits at the table, and who drives and
who rides as passengers in a car. Culture is the basis for images, and through the images, we
create identities. (Morris & Lee, 2005)
In constructing advertising messages, businesses must understand how people communicate in
a group and make purchase decisions. Advertisers research and consider their lifestyles,
attitudes, perceptions, habits, behaviors, wants and needs to develop effective communications.
Integrated marketing expert, Schultz (2001) argues that successful communication results from
overlapping fields of experience – common languages, concepts or ideas, backgrounds or
histories. One must know the reference points of the other, some basis for sharing ideas .From
these perspectives, mass media and culture are closely related each other and does not easily
separate: culture provides mass media with sources for content. All content must be derive from
culture, including entertainment, news and advertisements; otherwise, it could not be understand.
(Morris & Lee, 2005)
Using an anthropological perspective, Morris (2004) builds a model suggesting that
advertisement content that influenced by culture at the most basic level – cultural dimensions.
The model shows how dimensions are at the heart of people‘s cultural models. According to
anthropologists, these are blueprints for how we view the world and they provide us with
dispositions and guide our actions and behaviors. Morris uses advertisements from 108 countries
to find that underlying dimensions of culture, identified as Egocentric, Nationalistic, Feminine and
Masculine, have an influence on advertisement content, specifically the presence of people and
their portrayals. Inkeles and Levinson (1969) defined national culture as ―relatively enduring
personality characteristics and patterns that are modeled among the adult members of society‖.
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
They added that national culture includes concepts regarding relations of the self with society,
authority and gender, as well as accepted ways for dealing with conflicts, aggression and
expression of emotions. (Morris & lee, 2005)
Sociologists also use the concepts of individualism and collectivism to differentiate cultures
(Hofstede, 1980). In individualist cultures, individual uniqueness and self-determination are
valued. A person is all the more commendable if he or she shows initiatives or works well
independently. Collectivist societies expect individuals to identify with and work well in groups
that protect them in exchange for loyalty and compliance. In other words, individualism
represents a social pattern in which loosely linked individuals who see themselves as
independent of collectives and who look after themselves. Collectivism, on the other hands,
symbolizes closely linked individuals who see themselves belonging to one of more collectives
and are inclined to give priority to the goals of the groups before one‘s own (Earley & Gibson,
1998; Triandis, 1995). Many Asian cultures are collectivist, while Anglo cultures tend to be
individualist, in which individual independence is valued. (Morris & lee, 2005)
Iranian children usually live with family usually until age 22 in which have got married.
Communication and celebrations with uncles, aunts and cousins are very common in family.
Relating to family has been encouraged from childhood. Due to the cultural differences
discussed above, we argue that a collectivistic appeal would probably fare better in a collectivistic
culture, whereas an individualistic appeal would typically perform well in an individualistic culture.
A low context culture is one in which things spelled out as concisely and thoroughly as possible.
The messages are explicit, and there is considerable dependence on what is actually aid or
written. A high context culture is one in which the communicators assume a great amount of
shared knowledge and views, so that less is offered explicitly and much more is implicit or
communicated in indirect fashions. In a low context culture, more responsibility placed on the
listener to keep up their knowledge base. The United States and most Western European
countries grouped into low context countries, and most Asian and Arabic countries grouped into
high context countries (Hall, 1990) Xue and et al (2003) noted that Advertising content is heavily
influenced by the culture in which it‘s created. Some researchers using the high/low context
demarcation confirmed that context could be a predictor of advertising content. Advertisements in
low-context cultures are prone to be informative; have more of a hard-sell approach; use direct
and confrontational appeals; use a more direct rhetorical style, and stress breadth rather than
depth. On the other hand, advertisements in high-context cultures contain less information; use
more of a soft-sell approach; use indirect and harmony-seeking appeals and stress depth rather
than breadth. (Xue & et al, 2003) Research on high/low context points out that effective
communication in one context may do not work in the other context. Hall and Hall (1987) noted
that people from high context might become impatient and irritated when people from low context
insist on giving them much more information than they expect. Conversely, people from low
context will feel lost when they are not given enough information. (Xue & et al, 2003) Highinvolvement buying is in contrast with low-involvement, low-cost purchasing. When people are
parting with substantial sums of money to buy a TV, a car or a vacation, they do not take the
decision lightly. These are high involvement decisions for most consumers. Before making them,
we actively hunt down information, talk with friends and generally find out all we can about our
prospective purchase.(Sutherl & Sylvester,2000) As Lin (1993) has suggested, communication in
a collectivist society concentrates more on achieving group consensus and harmony. It
considered impolite to be direct or "boastful‖. In an individualist culture, however, competition is
often encouraged in the belief to achieve personal excellence. Within that context, specific
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
comparative or logically based appeals often desired for more effectively convey product images
(Xue et al, 2003).
We considered other cultural approach, which look at the time with some aspects. Hall (1990)
mentioned that two specific time systems. "Monochromic time" means doing a task in one time
and members of the culture that do in the system, have low involvement that divide time and rely
to time plan seriously. "Polychromic time" means doing multiple tasks in one time, and members
of the cultures have high involvement and allow relationships to prior use of time. (Hall, 1990)
Polychronic cultures do several things at the same time and don‘t worry about disorders. They do
not concentrate to program. Appointment may shift until last minutes to show its importance to
family, friends and co-workers. Monochronic cultures know the time as limited good that can
saved, spent or useless. They usually do a task in linear arrangement and time. They worry
about disorders and have commitment for program. (Hall, 1990)
Hall suggest that China, Japan, India, France, Spain, Latin America & Arab countries are
Polychronic, while the United states, England, German, Scandinavia are monochromic. As
Iranian culture is closer to Middle East than Europe or others, successful providers can use these
features to advertising. For instance, they can emphasize on multi-functional features of
electronic goods like cell phone or refrigerator. In addition, they can highlight the life style, which
in family members do several works in short time.
As far as men‘s role in advertising, Morris & Lee (2005) discovered several findings. The number
of men in occupations has positively related to the degree of masculinity. In masculine countries
like Japan and Mexico, they found more men in occupations portrayed in advertisements.
However, this finding is not consistent across other measures of men‘s portrayals in advertising,
such as the number of men as spokespersons. Even though the number of men in occupations
and the number of men as spokespersons is highly correlated, the number of men in occupations
has more directly related to the degree of masculinity of a country because we did not control for
the types of products in the advertising. If products in advertisements are heavily female targeted,
the spokespersons are more likely to be women rather than men. Regardless of types of
products, the number of men portrayed as professionals can be explained more by the
characteristic of a country‘s culture. In a masculine society, men are expected and actually
dominating the professional world by working in a social domain, in contrast, women expected to
play a role in housekeeping and to raise children by serving in a family domain. Advertising
represents this cultural trend in a society. Another reason that men as spokespersons may not
have been as correlated with culture as men in occupations, is that women may be substituted
for men as spokespersons. In some masculine countries, such as Iran or Pakistan, women and
images of women are uncommon in the public sphere. Therefore, their image can be even more
effective in capturing attention and provoking a response. For businessmen who are both
responsible for advertisement effectiveness and in control of social attributes, women as
spokespersons would be a legitimate way to use a women‘s image.(morris & lee,2005)
From an ethical perspective, they all are obligated to moral claimants: those who have some
stake in our decisions, who affected by what we do or say. Educator and ethicist Clifford
Christians defines values as those things that ―reflect our presuppositions about social life and
human nature."Values cover a broad range of possibilities, such as aesthetic values (something
is harmonious or pleasing), professional values (innovation and promptness), logical values
(consistency and competency), socio-cultural values (thrift and hard work), and moral values
(honesty and nonviolence). Ideals, on the other hand, are a bit easier to define. Vincent Ryan
Ruggiero defines an ideal as ―a notion of excellence, a goal that is thought to bring about greater
harmony to ourselves and to others.‖ For example, our culture respects ideals such as tolerance,
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
compassion, loyalty, forgiveness, peace, justice, fairness, and respect for persons. In addition to
these human ideals are institutional or organizational ideals such as profit, efficiency, productivity,
quality, and stability. Principles are those guidelines we derive from values and ideals and are
precursors to codified rules. They usually stated in positive (prescriptive) or negative
(proscriptive) terms. For example, ―Never corrupt the integrity of media channels‖ would be a
principle derived from the professional value of truth telling in public elations. Or, ―Always
maximize profit‖ might be derived from belief in the efficacy of the free-enterprise system.(Bivins,
2003) Levi Strauss, makers of Levi‘s jeans and other products, regards business ethics as an
important consideration in the marketing of its products as well as in the marketing of its
corporate image. While insisting it will ―always be mindful of our promise to shareholders that we
will achieve responsible commercial success,‖ the company offered the six ethical principles it
uses to guide its business: honesty, promise keeping, fairness, respect for others, compassion,
and integrity. (Marconi, 2002)
The real question is, do the media want to be ethical? The problem, as we shall see, is that the
dictates of the various media professions often impose a ―way of doing things‖ that clashes
dramatically with societal norms. The routine of media work and the accepted standards that
rapidly socialize neophytes into the media occupations frequently serve to blunt personal or
societal principles. The accepted decision-making norm for most media is situational; every
determination is made on a case-by-case basis, rendering consistency practically moot. The
result is that the reputation of the media (in all its forms) has increasingly suffered in the eyes of
the public. Every time a journalist invades a grieving family‘s privacy, the reputation of the entire
profession suffers. Each deceptive or misleading advertisement is a black mark against all of
advertising. In addition, every public relations dodge used to avoid bad press results in achieving
just that what likely effect we will have on them. For all media there are four primary claimant
groups: our clients/customers, the organization for which we work the profession of which we are
a part, and society as a whole. (Bivins, 2003)
Conclusion and solutions
Gamson (1998) says that Media is ―the most important forum for understanding cultural impact
since they provide the major site in which contests over meaning must succeed politically‖
(Ragusa, 2004). Vehicles of mass media reflect the encompassing socioeconomic structure and
as wood(1996) said ―play a pervasive role in shaping practically every aspect of our postintellectual culture - our family, political, economic, educational, religious, and entertainment
institutions‖ (Ragusa, 2004).
We cannot build a wall in opposite to a wave. The right approach is to direct it or to provide a
more powerful new wave than current wave. Regulations and reviewing ade before showing in
media, relatively control them. But it is a temporarily procedure that can be effective in
governmental media. As we can see in Iranian TV, the regulation can control appeared facets like
words and women clothes.
Emotion occupies a rather strange position in the practitioner textbook view of advertising.
Marketers seem nervous of it, as exemplified by Adcock et al. (1998) who avoid the words
emotion and affect entirely, adopting the view, that advertising‘s remit is simply to ‘… be read,
understood, believed, remembered, and finally, acted upon’ . More recently, Armstrong &
Kotler(2007) see the objective of advertising as being to ‘… inform, persuade, or remind’ but
nowhere do they reference the role of emotion or affect. The earliest explicit reference to emotion
in a model of advertising appears in Lavidge and Steiner (1961). Their model advocates three
sequential components of advertising effectiveness:
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
Cognitive (the realm of thought), Affective (the realm of emotions), and Conative (the realm of
motives), and describes a sequence of Awareness (cognitive) →Knowledge (cognitive) → Liking
(affective) → Preference (affective) → Conviction (conative) → Purchase (conative).
From this, it is evident that not only was affect a consequence of cognition, but also its realm in
the model was limited to the decision-making area of liking and preference. (Heath, 2007)
Whether the media simply reflect our cultural morality or whether they directly influence that
morality is a question of considerable debate and disagreement. Undeniably, the media influence
our lives in myriad ways—some good, some not so good. We rely on them for information vital to
our daily lives, including everything from hurricane alerts to the variety of products available for
headache relief. They also sell us ideas and images we might not be exposing to were it not for
the ―mass‖ nature of the media. They can, and sometimes do, remind us of the joys of being
human, rational decision making or improvement standards of life. but just as often they mislead
people to consume unnecessarily, to lie others or to wait for a lot of money from the sky.
In developing countries, consumerism has joined with economic non-security that aggravates it
too. Therefore, mass media change to the most functional medium for modism and consumer
goods advertising. Consumerism generates a gap among people social categories.
Some dilemma will appear when there is not an appropriate empirical base to produce and gain
income and companies have stressed consuming goods and services. Impolitic consumerism is
the most important dilemma. Thorstein Veblen (1899) suggested in developing countries,
purchasing luxury goods became ends by itself. He mentioned that under the simple test of
effectiveness for advertising, we should expect to find leisure and the conspicuous consumption
of goods dividing the field of pecuniary emulation pretty, evenly between them at the outset.
Leisure might be expect gradually to yield ground and tend to obsolescence as the economic
development goes forward, and the community increases in size; while the conspicuous
consumption of goods should gradually gain in importance, both absolutely and relatively, until it
had absorbed the entire available product, leaving nothing over beyond a bare livelihood.
(Veblen, 1899)
As Ads designed through people wants and interests, the society affected by appeared and
disappeared messages from Ads too. Leading people to more consuming are very good for
producers. They desire to provide consumer satisfaction. So that they try to manipulate minds
until people think about their dreams through using products and services. Thus, sender will bring
down messages up to recipients' satisfaction and demand. This is a reality that content analysis
about Ads shows it properly.
As palmer (1994) mentioned, if customers retained over several transactions, both buyers and
sellers may profit from the experience gained through previous transactions. The basic aim is to
increase profits by attaining a rising proportion of specific customers' lifetime spending rather
than to maximize profits from individual transactions. Thus, the development of customer-supplier
relationships may describe as a set of cumulative phases during which the trustworthiness of
suppliers and buyers is tested and mutual norms governing exchange activities are developed.
However, Duncan and Moriarty (1998) believe that in marketing relationships, communication
serves roles other than persuasion, viz. such roles as informing, listening and answering, which
require interaction and two-way communication forms. In addition, the communication task is no
longer confine to a small group of marketing persons. Essentially, all supplier personnel having
dealings with customer personnel serve as part-time marketers fulfilling roles in the overall
relationship marketing communication scheme. In the marketing of banks, relationship marketing
has gained a remarkably strong position (Anderson, 2001)
Anderson (2001) suggests a 3 phase's model that can use in true ads:
1. a pre-relationship phase;(2) a negotiation phase; and (3) a relationship development
phase.
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
From a marketing communication perspective, each of these phases involves a number of
challenges in terms of the design of communication means and strategies (Anderson, 2001)
The message communicated in this contribution is a simple one: because communication needs
change during the relationship-building process, relationship marketing management has to
adjust its communication strategy accordingly. Ads from Iranian banks usually stated prerelationship phase. Task communication in lottery Ads and Ads for time deposits in mass media
like TV channels, newspapers and billboards focus on awareness. Lottery Ads propound big
prizes while Ads for time deposits notice higher interest rates in mass media. The type of
communication is unidirectional from banks to people and communication tactics often include
mass media and reputation and brand management. Communication task in E-banking Ads is
persuasion. They try to encourage people paying bills electronically to save time and money. The
type of communication is relatively bidirectional. Messages in these Ads stated the customer
interest and win-win situation that consider remaining money in banks and saving time for
customers.
When we die, we will have spent an estimated one and a half years just watching TV
commercials. No matter which way you look at it, advertising today takes up a significant chunk
of our lives. For that reason, if for no other, advertising is an important phenomenon in our
society. Looking at advertising through this window has led us to several conclusions:
1. Advertising works on people just like you and me—not just on that other ‗more gullible‘ people
out there.
2. The typical world of advertising that we may have envisaged where advertisers always knew
exactly what their advertising was doing turned out to be very far from the truth.
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Erfanian, javad (2008),"Commercial advertising in Iran, from the beginning to today", insurance &
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Hall, Edward Twitchell(1990) "Understanding Cultural Differences: Germans, French and
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Heath, Robert (2007)," Emotional Persuasion in Advertising:A Hierarchy-of-Processing Model"
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