نوع مقاله : مقاله پژوهشی
چکیده
کلیدواژهها
عنوان مقاله [English]
The objective of this study is to review comparatively the status in top companies and brands of cultural products and goods from the viewpoint of advertising budget with emphasis on tables of the advertising expenses and of top companies on the basis of ranking of the Industrial Management Institute with respect to the general policies of the Fifth Development Plan in cultural field. The theoretical framework of this research is a combination of the viewpoints of critics of cultural studies in the field of economy of culture and culture industry with focus on commercial advertising and on the importance of branding in culture and identity of the society from the viewpoint of David Aker, a pundit in the field of branding at international level. In this study a combination of methods including survey, documentation and content analysis of tables of advertising expenses has been used. The findings of the research, including 10 top companies in terms of advertising budget and top Iranian companies in terms of sale amount (rankings of Industrial Management Institute), show:
Top Iranian companies and top companies in terms of advertising budget have considered a very low position for cultural goods and products in the years between 2011 and 2013.
Most of the advertising is related to financial institutions and banks, communicative and information technological services companies, household appliances and foodstuff from the viewpoint of budget, number and recurrence
کلیدواژهها [English]
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