Effect of culture on effectiveness of advertisement in modern marketing (a case study: Export companies of Tehran)

The aim of the study is investigation effect of culture on effectiveness of advertisement inmodern marketing. This study was a descriptive survey and the survey instrument was aresearcher-made questionnaire. Statistical society was all of experts in export companies ofTehran. Sample size (140 persons) determination is based on the Krejcie and Morgan tableand cluster random sampling method was used. After data collection, data analysis wasperformed using SPSS. Results showed that Iranian customs and traditions affecteffectiveness of advertisement in modern marketing. Iranian religion affects effectiveness ofadvertisement in modern marketing. Iranian Local art, music and Literature affecteffectiveness of advertisement in modern marketing.

کلیدواژه ها:

Culture ، Advertisement ، Modern Marketing