Investigating the Effect of TV Advertisements on Financial Performance of Business Units in Kurdistan and Ardebil Provinces

The aim of this study is to investigate the effect of TV advertisement on financial performance ofbusiness units in Kurdistan and Ardebil province during years 2014-2015. Statistical populationof this study are all business units in Kurdistan and Ardebil provinces that used TVadvertisements to sell their products that were selected by random sampling method and in totalcensus. In order to collect data, the researcher-made questionnaire was used. The reliability ofthis questionnaire was confirmed by Cronbach alpha coefficient. The obtained results showedpositive and significant correlation between TV advertisement and financial performances ofbusiness units. In addition, various dimension of TV advertisement such as intensity, content,and budgets of advertising have significant relationship with financial performance of businessunits. Moreover, results of multiple regression analysis showed that the intensity of TVadvertisements, content of advertisement, and budget of advertisement are statistically significantand can predict the variable of financial performance in business units. Results showed thatintensity, content, and budget of advertisement are good predictors for financial performance ofbusiness units.

کلیدواژه ها:

TV advertisement ، Financial Performance ، Business Units