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This includes a set of abilities and capabilities w hich allow the organization to show a better performance than competitors. Therefore to a chieve this privilege, an organization International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 160 must notice both its external situation and its int ernal capabilities [2]. Regarding what already mentioned, investors and stockholders in ca pital market need information which helps them with making decisions in terms of evalua ting the quality of companies’ profits and determining companies’ survival capabilities an d strength within the competitive market. Determining the effects of product market c ompetition and industry structure on the quality of companies’ profits can help with acc urate assessment of future survival capabilities of organizations and the effect of com petition on earnings, and leads to conscious decision making [1]. In this respect, usi ng advertisement results in changes in the knowledge, attitude and behavior of the audienc e. Informing, encouraging, reminding, strengthening the relationships, and accelerating t he correspondence are among the functions of advertisement, and evaluating the effe cts of advertisement on each of these is a necessity for the organizations who consider adve rtisement as a requirement for development and growth. Furthermore, one of the cri teria for measuring successfulness in organizations is the degree to which the organizati on has managed to realize its goals.

Here the successfulness of every organization is de termined according to the goals of the organization. This has been addressed in the litera ture of management as efficacy. Efficacy is, indeed, the degree to which an organization mee ts its goal. To measure the efficacy in a given organization, some goals must be considered i n advance. Then, the programs designed to achieve these goals are compared [3]. With regards to the fact that consumers are divided into various groups, there exist different tastes within the market, which are frequ ently subjected to change. Considerable expenses are spent on advertisement. To achieve a p roper position in the market and to realize success, certain factors are required to co me together [3]. This refers that what content must be conveyed to the audience at what ti me, through what media, and in what manner, so that maximum effectiveness is achieved [ 4]. Therefore in this paper, decision-making style, innovativeness, and ideology are considered, which are among the International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 161 most effective individual factors in evaluating adv ertisement and attracting customers.

Furthermore the new model is presented based on a c omprehensive review of the research background. Review of Related Literature Within the present competitive market environment, where solely products and services are not sufficient to attract a new market or even to retain the current market and customers, it is believed that the emotional aspect of the products is the key distinction in the ultimate selection of the product and the price that the customers will readily afford; also that the main emphasis is on promotion and imp rovement of the products with trademarks which meet the emotional needs of the co nsumers [5]. Therefore advertisement is regarded as one of the main tools of communicati on with the audience of the organizations and the organizations are trying to l eave the most effects on the customers by affording the least possible expenses. Any profe ssional marketing will lack efficiency without advertisement. This is why advertisement is regarded as investment rather than expenditure despite its fairly high costs. This eff ective tool is no more for buying and sale only; rather it is an important tool for conveying a message or introducing a goal. One of the most important steps in any advertisement plan is evaluation of the effects of advertisement. By studying the effects of advertise ment and its relation with the goals of the organization, one can make changes in advertise ment budget, form and content of the messages, type of media and communicative channels, and even the time and conditions of implementing the advertisement so that it will be m ore efficient than before [3]. In this respect, only the advertisement will be successful which can attract the audience, leave and evocative effect, stimulate buying reaction of the audience, and awaken their sensory perception. Therefore, it is required to apply a se t of factors in order to affect the audience’s perception and sensation and to realize the anticipated goals of advertisement. International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 162 Hence only the factors should be applied which obje ctively convey the message to the audience, involve their trained mind, and contain e ffective components [6].

Advertisement Evaluation Generally, display advertisement is divided into th ree main categories. The first category includes the commercials which are usually displaye d between TV programs. The second category is called subliminal advertisement, and fi nally the third category is considered as intangible advertisement. Due to its key role in de termining the goals and measuring the results, efficacy has a long history in promotion, advertisement in particular. For the first time, Levis (1989) the author of the book “Propagan da”, proposed his well-known four-word manner (notice, interest, desire, and att empt) to make the advertisement more efficient. Since then, the criterion became one of the most important issues in advertisement discussions. Therefore, awareness of the factors which are effective in assessment of commercial advertisement helps the ma rketers and advertisement designers in designing high-quality and efficient advertiseme nts. The most important of these factors include: Attitude towards the brand : attitude towards the products and services can af fect assessment of advertisement because consumers are r esponding to the advertisement affected by their own attitudes towards the product s. Attitude towards the advertisement affects the consumers’ buying intentions and mental backgrounds regarding the brand. A customer with a positive attitude toward a brand gr adually moves toward commitment.

This issue is so critical and can be regarded as th e most important achievement of an advertisement. When a brand which has created a pos itive image in customers’ mind is re-advertised or other products and services of the same brand are advertised, customers pay considerable attention to the advertisement of that brand. This is a great step in establishing a group of loyal customers [7]. International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 163 Self-efficacy in remembering : remembering the brand is the second stage of bran d awareness and is tied to the consumer’s ability to recover a brand from his memory when a relevant sign is presented. According to Keller, re membering the brand depends on the customers’ ability in recovering data from their me mory [7].

Brand buying intention : buying intention is a concept particularly consid ered in marketing.

Buying intention of a given product is depended to the attitudes towards that product.

Today, buying intention reflects the consumer’s pre dictable behavior in future shopping decisions, which significantly contributes to the f ormation of the consumers’ attitudes. In fact, buying intention is a pattern of conveying at titudes regarding a future purchase [7]. Attitude toward advertisement : attitude toward advertisement is defined as the b ackground to respond to a particular advertising stimulant, d esirably or undesirably, through a given display context. Attitudes formed toward advertisem ent affect the consumers’ attitudes toward the brand and their buying targets. If the u ltimate goal of advertisement is to create a positive attitude toward advertisement and the br and, increasing the likelihood of buying through a positive emotional response to the advert isement can be the best measure for evaluating advertisement effectiveness. Various res earch show that a positive emotional response to advertisement has a correlation with br and recognition and positive attitude towards the brand as well as the consumers’ buying intentions [6].

Decision-making style : consumer’s decision-making style refers to the me ntal orientation indicating how a consumer selects. Consumer’s decis ion-making profile is very critical to marketers and advertisers [8]. Sproles and Kendall (1986) define consumer’s decision-making style as a tendency or mental incli nation which describes the consumer’s orientation toward selecting [9]. The eight decisio n-making styles proposed by Sproles and Kendall are as follows: 1) perfectionist and sensit ive to premium quality; these individuals are systematically seeking for the premium quality of a product and do not suffice to the International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 164 products in “good enough” category. 2) Sensitive to brand; individuals who buy more expensive products with a well-known brand. They pr efer to buy expensive and famous brands and believe that products of higher quality are more expensive. They usually select advertised brands. 3) Stylish and innovative; the p rivilege of these individuals is that they prefer products of new style to old-fashioned ones [8]. 4) Sensitive to price; these consumers value money and generally include individ uals with considerable awareness of prices, low prices in particular, who are seriously seeking for the best value for the money they pay [10]. 5) Looking for entertainment; the mo st important characteristic in this category is enjoyable shopping. Previous studies sh owed certain factors inhibiting the joy of shopping including worrying about time. However, certain efforts have been made to add joy to the act of shopping [11]. 6) Careless an d impulsive; these are individuals who do not have any plan for their shopping. It seems t hat they do not notice the amount of money they spend and usually regret for their decis ions. These individuals tend to buy in the moment (impulsive buying) [10]. 7) Confused due to so many alternatives; this style of decision-making examines the factors confusing the consumers due to the variety of products. Data from these factors analyze the probl ems related to the variety of products and brands. Furthermore, experimental data can also help with better perception of this factor [11]. 8) Habit-oriented and committed to bra nd; these are individuals who usually buy from the same brand and supermarket [10]. Thought : human is regarded as sophisticated when compared with other creatures.

Psychologists try to attribute the same behavioral characteristics to different individuals.

Individuals’ personality reflects their traits and behavioral preferences, and includes instructions, emotions and intuitive behaviors. Ind ividuals’ reactions in different situations are led by their personality, and conscious selecti on can prevent response to various stimuli from being accidental. Due to personality d ifferences, individuals use their mental abilities differently. Hence, perception of the sur rounding environment and others and the International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 165 related decision making will also be different. Mey ers and Brigs have managed to determine four opposing preferences based on Young’ s studies. These include energetic preferences, data collecting, decision making, and lifestyle [12]. Extroverts/Introverts : extroverts act upon taking energy from other indi viduals and objects while introverts use their internal energy and thei r own ideas and concepts. Extroverts focus on the surrounding world, individuals, things , and tasks and explicitly express their feelings. They enjoy communicating with other indiv iduals. They like dynamicity and are hopeful to the future and success. They first act a nd then think about what they have already done. On the contrary, introverts avoid exp ressing their feelings. Sometimes they get tired of communicating with too many individual s. They also think well before they act [13]. Table 1: Key features of introverts vs. extroverts [13] They have calm and well-considered behavior.

They talk less.

They are usually self-contained.

They think before they talk.

They speak more slowly and gently.

They can focus their concentration.

They work on one project at once.

They tend to spend their time alone.

They avoid being the center of attention.

They are rather cautious and hesitant. They have warm and friendly behavior.

They talk more.

They are more dynamic.

They speak fast and loudly.

They are easily distracted.

They easily shift the topic.

They prefer to be with others.

They tend to be the focus of attention.

They first act, and then think about it. Contemplative/emotional : a logic individual in Meyers-Brigs theory makes r ational decisions. He observes the shortages and criticizes . He gives value to the reality and is motivated by his tendency to succeed. An emotional individual, on the contrary, does not make rational decisions. He considers value for sym pathy and harmony. To an emotional individual, politeness is more important than reali ty. He is motivated by the tendency to be appreciated [14]. Table 2: Key features of emotional vs. logical [13] International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 166 They are friendlier while treating others.

They feel sensitive about their emotions regarding others.

They are usually moderate and considerate.

They meet the ceremonies and traditions of social life.

They avoid conflict and confrontation.

They start conversation with greetings.

They might seem excited and thrilled.

They may lack venture and self-confidence.

They usually call people with first name.

They are usually engaged in service jobs. They are less friendly in their treatments.

They may seem as lacking emotions.

They might be inconsiderate and relentless. They usually seem serious and hardworking. They may argue for fun.

They are usually impassive.

They go directly to the heart of the matter.

They seem conservative and realistic.

They are usually assured and insistent. They seldom call people with first name.

Intuitive/Sensual : according to Meyers-Brigs, an intuitive person is an individual with strong sixth sense. He pays attention to meanings, relations, likeliness, and deduction. He notices the future and does not carefully consider the details. Sensual individuals, on the contrary, have strong five senses. They trust at th eir own experiences. They live in the moment, regard common sense, and use their skills. While learning, they consider practice and application [14]. Table 3: key features of sensual vs. intuitive [13] They have simple and clear verbal patterns.

They have continuous and chain thoughts.

They are more accurate; they use facts and real instances.

They use language as a tool.

They are well aware of their body.

They are attracted to jobs requiring realism and practice.

They are less likely to get a university They have sophisticated verbal patterns abundantly using compound sentences.

They have deviant thoughts; they jump from one to another.

They are more imaginative; they frequently use simile and metaphor.

They use language for themselves.

They are rather adrift in their mind.

They are usually attracted to jobs requiring International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 167 degree.

They prefer non-fictional contents for study. They speak with short and explicit words.

They consider the details.

They clearly remember the past.

They listen as far as others explain all their thoughts. creativity.

They are more likely to get university degrees.

They prefer fictional contents for study.

They repeat and restate their word.

They speak about world issues and general images.

They predict the future.

They usually complete others’ words. Judgmental/Observer : according to Meyers-Brigs, a judgmental person li kes to work with planning and order. He considers work ethics and be lieves in “first work, then play”. An observer individual, on the contrary, loves freedom . He does not like planning and organizing. He is flexible and believes in “first e njoy, then work”. His goals can easily be changed. He adapts to new situations. Finishing the job is not important to him; rather, he considers the way of performing it. He does not jud ge people, things, and phenomena; rather, he observes them the way they are and obtai ns data from them [14]. Table 4: key features of observer vs. judgmental [13] They are more friendly and less conventional They are more playful.

They can adapt to the environment very well. They may delay things.

They might be hesitant and confused.

They prefer slower rhythms. They usually have messy appearance.

They usually dress casually.

They are likely to change their goals.

They prefer to start projects. They are more conventional and formal.

They are more serious.

They like to take the responsibility.

They tend to decide quickly.

They are certain and their opinions are often strong.

They prefer fast rhythm (hurry). They have tidy appearance.

They usually dress formally.

They like to set some goals and to achieve them. Innovativeness Innovativeness is a personality trait often reflect ing tendency to change. Innovative consumers are an important part of the market to ma rketers. Earnings from the new International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 168 products admitted by innovative consumers play a ke y role to many organizations.

Appropriate perception of decision-making styles of innovative consumers is too critical in marketing. Consumer’s decision making style is the mental way in which the consumer experiences shopping and consumption. These styles can help the researchers of consumers’ behavior obtain a deeper understanding o f consumers’ behavior. With regards to the gap observed in research background, innovat iveness is solely described as a personality trait in consumers’ innovative behavior [15]. As Inkles and Smith state, the main feature of innovative individual has two aspec ts; the internal corresponding to the opinions, values and feelings; and the external cor responding to the environment [16].

A review of previous research on the effective fact ors in advertisement evaluation Table 5 presents a summary of previous research reg arding advertisement evaluation selected as the theoretical base of this study, upo n which the conceptual model is designed. Table 5: a summary of previous research on advertisement evaluat ion Ref. Researcher(s) Year Population Variables under study findings 1 Shariat 2007 People of Isfahan Advertisement effectiveness, people’s attitudes, advertisement characteristics TV channels, animated structure, attractive packaging, informing bout the quality, background, and price on TV.

2. Samady 2009 Customers of Refah Chain Supermarkets in Tehran Evidence of brand, customers’ satisfaction, customers’ attitudes, relations of brand, intentions of re-buying Brand evidence and relations have positive effects on satisfaction, attitude, and behavioral intentions. 3. Kheiry 2010 Customers of Shahrvand Chain Supermarkets& Grand Mall in Tehran Buyer’s marital state, size of family, level of education, income, age, having children below 6 years old Buyers of generic products are characterized with demographic features such as being married and being young.

4. Javadin 2010 Zones of Tehran Commitment, satisfaction, value, resistance to change, emotions, brand trust Brand specific value and trust are the most effective factors in consumers’ behavioral patterns and attitudes of commitment. International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 169 5. Shah Mohammadi 2011 Inhabitants of zones 1,2,3,4 in Mashhad Proper pictorial manners, audience’s notice, message structure, display methods, amount of trust TV commercials between hot programs attract the audience’s attention; the attractiveness of a program is important in attracting the customer and his notice to the commercial. This can make the audience trust at the advertisement and follow it.

6. Amirshahi et al. 2011 Students of Islamic Azad University, branch of Science and Research, Tehran Innovativeness and buying decision-making styles Cognitive innovativeness is correlated with “perfectionist and sensitive to premium quality”; emotional innovativeness is correlated with “sensitive to brand”, “stylish and fashion-oriented”, and “looking for entertainment”. 7. Heidarzadeh et al. 2011 The following four observer variables:

Speed of remembering, attitude toward the brand, brand position, buying intention Advertisement, intangible representation of the brand, audience involvement, advertisement promotion, demographic factors Intangible advertisement of the brand affect the consumer’s unconscious in short-term.

8. Kafash pour et al. 2011 Students of higher educations in Firdausi University of Mashhad Attitude toward online advertisement, gender, entertainment, informing Users’ perceived value of entertainment and informing has a significant correlation with attitude toward online advertisement. Furthermore, gender has modifier effect on the relationship between perceived value of entertainment and informing and attitude. 9. Moradi et al. 2012 University staff Personal decision-making style, responsibility, group Corporative decision-making style of the managers is the best predictor of the employees’ International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 170 decision-making style, consulting decision-making style, corporative decision-making style, managerial decision-making style responsibility 10 Amiri et al. 2013 Employees of Sepah Bank, Branch 18, Ardabil Commercial advertisement, attracting customers, sales promotion, public relations, normal data distribution Sales promotion has the greatest impact in attracting new customers.

11 Kheiry et al. 2013 Students of Islamic Azad University, Science and Research, Tehran Brand attachment, brand experience, brand satisfaction, brand attitude, knowledge of brand, brand commitment, consumers’ tendency to afford additional costs, promotion of word of mouth regarding the brand Consumers’ experience and attitude affect the formation of brand attachment. No significant relationship was observed between consumers’ knowledge and satisfaction with brand attachment. Consumers with brand attachment show higher levels of brand commitment, promote word of mouth regarding the brand, and tend to afford additional costs of the brand.

12 Tabatabayi Nasab & Arjmand 2014 Buying decision-making styles, aspects of innate innovativeness, aspects of consumers’ personality No significant relationship was observed between the three identified clusters in aspects of innate innovativeness and the three aspects of neo-personality.

However, there is a difference between the clusters in two aspects of neo-personality.

Findings indicate a correlation between Neurosis personality and emotional innovativeness.

However, no significant relationship was observed between other aspects of International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 171 neo-personality with cognitive and emotional innovativeness. 13 Shahbandar Zadeh and Khosravi Laghab 2015 413 students of Khalij Fars University, Bushehr Economic beliefs, social beliefs, moral beliefs, legal beliefs, advertisement usefulness, advertisement attitudes Economic beliefs in advertisement, moral beliefs in advertisement, legal beliefs in advertisement, and advertisement usefulness affect individuals’ attitudes towards advertisement.

14 Wesley 2006 Shopping centers in the U.S Market SES/Demographic learning styles, main reason for visiting, the intention of visiting the center etc. Complexity of the history and the consequences of consumer’s decision making style 15 Sara Sapuletea Et al. 2009 B.S students in Netherland High price, low price, consultant, decision making Managers and official employees benefit from the effects of consulting in decision making, which can result in exploration of better solutions to decision making.

16 Park et al. 2010 Young consumers in a particular area of the country Cognitive innovativeness, quality, price awareness, confused due to variety of choices, brand awareness, stylish and fashion-oriented, looking for entertainment, impulsive and careless, habit-oriented, committed to brand, emotional innovativeness Cognitive and emotional innovativeness can lead to various buying styles.

17 Dianoux et al. 2010 Students of the first or second year of Management Advertisement, higher attention, better memory, attitude Nationality (in given parts of Europe) is not significantly affected by attitude toward nudeness in advertisement because different inclinations were observed in Czech Republic, International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 172 Spain and France. 18 Liu et al. 2011 University students in Australia Brand personality congruity, brand attitude, commitment, brand user, brand tendency Both brand users and congruity have considerable effects on brand attitude and brand commitment. However, no significant BPC effect was observed in brand attitude or brand commitment for the two examined brands. 19 Liu et al. 2012 Employees of 5 Spanish organizations Employees’ relations, tendency to innovation, employees’ knowledge, innovation-orientation, temporary employees, foreigner employees When relationships exist, employees’ tendency to innovation is greater, making the attitudes positive. Different findings confirm foreigner employees as the moderating variable.

20 Burmester et al. 2014 3336 products of the market of video games Public thoughts, advertisement, sales attraction, advertisement attraction, advertisement in sales Public thoughts are more important than advertisement.

The reverse is true after the establishment of the product. 21 Rezai 2014 Malaysian University of Technology Brand awareness, informed price, entertainment, informed fashion, price, advertisement impulsivity, perfectionism, product, retailer Effective factors in selection of products include informed price, brand, advertisement, and retailing throughout the channel 22 Drossos et al. 2014 Greece Buying intention, advertisement, product involvedness, buying interest Our perception is aided by text advertisements on cell phone.

Moreover, the findings show that advertisement is important for all products, particularly where a high level of intervention in relations is not required, and increases buying intention.

23 Robin Bell et al. 2015 Students in Worchester Learning, trading Simulation is an effective technique for active interactions International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 173 between students in learning how to bridge the gap between theory and practice. It also can improve students’ criticizing skills. 24 Uribe 2015 M.S Students in Santiago University, Chile Brand awareness, brand attitude, buying intention, advertisement Synergistic in common use of advertisement was not confirmed in the three studied variables. 25 Shao et al. 2015 Online poll Consumer’s behavior, advertisement, demand for advertisement, self-regulation theory Consumers can adopt different combinations of data processing styles and target orientation. Conceptual Model As the literature review shoed, various studies hav e been conducted on the effective factors in advertisement evaluation. Having reviewe d the previous works, the research conceptual model was designed, in which the effects of decision-making styles, ideology, and innovativeness on advertisement evaluation will be examined. To implement this model, the following hypotheses can be examined. International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 174 Figure1: Research Conceptual Model Source: Park & Zhou (2010), Lun (2014), Olsson & Romero (2014 ) Suggestion (1): examining the effect of ideology on attitudes towa rds radio advertisement Suggestion (2): examining the effect of ideology on attitudes towa rds TV commercials Suggestion (3): examining the effect of ideology on brand buying i ntention Suggestion (4): examining the effect of ideology on self-efficacy in remembering Suggestion (5): examining the effect of ideology on attitudes towa rds the brand Suggestion (6): examining the effect of decision-making styles on attitudes towards radio advertisement Suggestion (7): examining the effect of decision-making styles on attitudes towards TV commercials Suggestion (8): examining the effect of decision-making styles on brand buying intention Suggestion (9): examining the effect of decision-making styles on self-efficacy in International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 175 remembering Suggestion (10): examining the effect of decision-making styles on attitudes towards the brand Suggestion (11): examining the effect of innovativeness on attitude s towards radio advertisement Suggestion (12): examining the effect of innovativeness on attitude s towards TV commercials Suggestion (13): examining the effect of innovativeness on brand bu ying intention Suggestion (14): examining the effect of innovativeness on self-eff icacy in remembering Suggestion (15): examining the effect of innovativeness on attitude s towards the brand Results and Discussion In today’s world, where advertisement plays a signi ficant role in promoting the goals of the companies, all investors are trying to attract the profits through making consumers buy their products, which is possible through advertise ment. They can change the position of their products. To do so, they must design an appro priate and unique advertisement plan.

Every day, consumers are subjected to hundreds of c ommercial advertisements relating to various mechanisms; hence, the results of advertise ment do not seem to appear via introspection. A question here is why some advertis ements are more lasting than others.

Most advertisement companies and customers are seek ing for the answer to this question.

To find the answer, one must consider the way of in volvement. In this respect, repetition and the way of presenting the advertisement are the factors which can involve the customer and audience. Another important factor is perception of the advertisement [7].

Biometric studies have shown that the effects of ad vertisement depend not only on information and emotions but also on environmental factors [17]. Individuals increasingly distinguish between the ad vertisements through the perceived quality, features and images. Brand commitment is n ot realized at once; rather, it takes long time to be fulfilled. Therefore, advertisement should be designed in a way to give a specific vision to the marketer because the markete r is required to consider the sales and is most concerned with customer satisfaction. Today, m arketing is not solely for products; International Journal of Information, Business and Management, Vol. 8, No.4, 2016 ISSN 2076-9202 176 rather it includes brands. Indeed, customers are id entified with their brands rather than products. Therefore an advertisement needs to be ef fective to transform a product into a brand in customer’s mind. Moreover, advertisement m ust be able to improve the customers’ attitudes because attitude is composed of customers ’ experiences of the product or brand.

Advertisement affects attitude because people respo nd to advertisement individually.

Finally, advertisement should be able to revive the experiences in customer’s mind as clear and complete. References [1] Abbaszade, Mihammadreza, 2014, “Competition of Product Market, and Various Criteria of Profit Quality based on Marketing Practices”, Third National Confe rence on Management and Accounting, Center of Semin ars, Tehran University [2] Attaran, Javd, Divandari, Ali, Adinof, Hayat, 2 012, “Identifying the Effective Factors in Market S tability of Banking Services in Mellat Bank based on a Source-C entered Viewpoint”, Journal of Business Management, V4, pp. 91-112 [3] Farhangi, Ali Akbar, Firouzian, Mahmood, Mousav ian, akram Sadat, 2008, “Investigating the Effectiveness of the Advertisements of the National Iranian Gas Comp any in respect with Consumption Optimization”, Journal of Marketing Management, 4 th year, No:7, pp. 19-44 [4] Rabiei, Ali, Mohammadian, Mahmood, Baradaran Ja mili, Bita, 2011, “Evaluating the Effectiveness of the Advertisements of Bank Parsian, and Identifying the Most Important Factor in Increasing its Efficacy in Tehran”, Journal of New Marketing Studies, 1 st year, No. 2, pp. 17-40 [5] Kheiri, Bahram, Samiei Nasr, Mahmood, Azimpoor, Mohammad, 2013, “Consumers’ Emotional Attachment t o Brand: Prerequisites and Results”, Journal of Busin ess Management, No. 20, pp. 49-65 [6] Shahbandarzadeh, Hamid, Khosravi Laghab, Zohreh , 2015, “Examining the Effects of Environmental and Personal Factors on Attitude toward Advertisement; Case Study: Students of Khalij Fars University, Bushehr”, Journal of New Marketing Studies, V.5, No. 3 [7] Heidarzadeh, Kambiz, Behboodi, Mahdi, Ghodsi Kh ah, Atena, Monsefi, Mitra, Monshi, Ali, 2011, “Intangible Brand Advertisement and its Effect on Consumer’s Se lection”, Journal of Marketing Management, No.13, pp.

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