Document Type : Original Article
Authors
1 Associated Professor in Social Science, Islamic Azad University, University of Islam Abad e Gharb, Islam Abad e Gharb, Iran. moradi.pop@gmail.com
2 M.A. of Education Management
3 Bahman Saeidipour, professor of Educational Administration Department of Educational and Psychological sciences, payame noor university, Tehran, Iran
Abstract
The purpose of this research is the study of the impact of the news on reaction to online advertising. Successful internet advertising is influenced by the effective processing of information. Therefore, it can be argued that news-oriented strategies, which are planned in light of the rapid processing of information and new news in order to take ad-vantage of the opportunities created and to prevent the damage caused by changes in the environment and the orientation of the target community, can greatly contribute to the achievement of the organization's goals. In this study, after discussing the issue and making hypotheses about the impact of people's reactions to online advertising, First, a library and a study of previous work and through inference and conclusion to prove the hypothesis. Continue to strengthen hypotheses, conducted a study on a news item published in the media and advertising related to this news by e-mail, data about the reaction using a simulated online store website, is collected. To do so, after the release, over a period of 14 days, each day promotional emails will be sent to 1,500 people. News releases and events conducted statistical analysis shows that the responsiveness of the Internet advertising there is a significant relationship. Based on these results, the highest response in the first 24 hours after the news was announced in the first week, the second week was much higher response level.
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