Advertising Efficiency and Effectiveness in the Palestinian Banking Sector: A Quest for Measuring Parameters

Zedan Salem, Mohammad, H. Kheirelsid, Musa

ISBN 10: 3844306803 / ISBN 13: 9783844306804

Published by LAP LAMBERT Academic Publishing, 2011

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Bibliographic Details

• Title: Advertising Efficiency and Effectiveness in the Palestinian Banking Sector: A Quest for Measuring Parameters
• Publisher: LAP LAMBERT Academic Publishing
• Publication Date: 2011
• Language: English
• ISBN 10: 3844306803
• ISBN 13: 9783844306804
• Binding: paperback
• Condition: New
• Book Type: book

About this title

Synopsis

This book aims to evaluate the level of banking advertising efficiency and effectiveness in Palestine. To achieve its objectives, the book researched the internal and external banking environments in Palestine. This was done after so much attention was paid to advertising media selection and the special evaluation process dictated by the history of Palestine. Readers of this book know that writing on Palestinian problems especially economic problems requires avoiding political issues that may distract the attention of authors from their main purpose which is to find solutions and give recommendations to overcome some technical economic problems. In order to achieve our objectives, we had to clarify the two basic concepts, efficiency and effectiveness, and design methods for measuring their effects on our advertising plans. We were able to show that calculating and using these two concepts is independent of environmental variations. Finally, we recommend that bank managers should use the redefined concepts of efficiency and effectiveness to examine the strengths and weaknesses of their advertising plans.

About the Author

Mohammad Zedan Salem is an Assistant Professor of Marketing at University College of Applied Sciences, Palestine. His current research interests are in marketing. Musa H. Kheirelsid is an Associate Professor in Operational Research at Sudan University of Science and Technology.