دور الإعلان الصحفى على الأداء التسويقي للمنظمات الصحفية لدولة الإمارات

Abstract

Abstract The research aim is to measure the role of advertisement on marketing performance through the study of advertising industry in the U A E enviromnent, as well as, to measure the extent of sellers‘ trends towards clients orientation via direct distribution outlets affiliated to the companies in question through the marketing advertisement of media organization. The research also aims to evaluate the prevailing sales practices in the advertising industry through the direct distribution outlets affiliated to the companies or advertisers in question, this is in addition to clarify the use of "advertisement" not as an element of marketing mix but as a marketing service in its self, this is besides the movement of advertising institution in delivering the service through distribution outlets. In light of research problem and through the question of the role of media and marketing perfonnance the research hypotheses can be formulated as follows: First hypothesis: it is expected that interest in clients may occupy the most priority in the companies in question compared with marketing perfonnance. Second hypothesis: the SllCC6SSfi.1l media organization in question is the most to flow the market orientation via its advertising publications such as newspaper and magazines. Third hypothesis: there is a positive correlation of statistical significance between the media and the effectiveness and efficiency of marketing performance. Fourth hypothesis: there are marketing differences between sellers‘ trends towards clients’ orientation and clients‘ trends towards sellers’ orientation. Fifth hypothesis: there is a positive correlation of statistical significance between the trends of sellers towards clients‘ orientation and the effectiveness and efficiency of marketing performance of the companies in question. Sixth hypothesis: there is a positive correlation that is statistically significant between the trends of market orientation of the companies in question and trends of its sellers towards clients‘ orientation. The researcher performed indispensable tests on the said hypotheses and ' J

proved its validity and reached the following findings: Advertising industry in the U A E is extremely developed; therefore, it is able to exceed the regional competition heading towards intemational competition, for many reasons the most important of which is that state polarization of international competent human resources working in this field, in addition to potentialities and the existence of potential markets to promote such industry in a continuous manner. At present time the U A E has become a source of advertisement, throughout the performance of many state companies in exporting creative thoughts for marketing campaigns outside the country. Therefore, local companies have made benefit from its local experience and expertise to be applied abroad. Many producers have satisfied with only reproducing foreign commercial advertisements for marketing their products in the local market. However, such position may excite astonishment and proved the naivety of the producer who expends his money in a translated advertisement which in fact has no relation to the traditions and customs of the final consumer in the area, but only focuses on the extemal frame rather the content of the advertising message. In fact this is not a call for isolation, as far as it is a call to formulate a message that observes differences of traditions, in order to obtain the acceptance and favor of the indigenous community. On the other hand there is no specific body to plan the structure of the message for advertisement producers. Therefore, self control of advertisement designers should be enhanced in order for the consumers‘ vast majority to accept the product through the study of targeted markets to know its requirements and then to determine the structure and content of advertising message. As a result, the seriousness of such control is not in the interest of the development of such industry, this is because of the role of commercial advertisement in cultural exchange and assimilation of local communities in the world. The research recommended the following: - To give indispensable priority to the marketing advertisement. - Interest in clients and to reach them via the distribution outlets and service sellers.