Investigating the effect of Media Advertising (through TV) on attracting banks clients based on AIDA model: case study of Bank Mellat

Background: To survive in today's competitive market and achieve organizational goals, organizations are more compelled to advertise goods and services and for this aim they use different media to convey the message to the audience and entice them to purchase goods or services. The appropriate strategies and effective advertising is very important in this situation. Given the importance of banks among economic organizations and due to the increasing number of banks and financial institutions and credit organizations’ effective advertising for banks, especially nonstate-owned banks is important. Objective: As well as taking the place of the TV as the most important advertising medium into consideration, this study attempts to investigate the influence of television advertising to attract clients at branches of Bank Mellat in Zanjan based on AIDA model. Results: Results of this study showed that three features of television ads, including creativity and innovation , structure and content, are in high levels and one other features, including repeat in low level can be effective in attracting clients. Conclusion: Based on the findings, we can conclude that media advertising attracts clients attraction based on AIDA model and bank managers and commercial makers must pay more attention to the creativity, innovation, good structure and contents of commercials.