Document Type : Research Paper
Authors
1
Ph.D. Student, Media Management, Islamic Azad University, Science and Research Branch, Tehran, Iran
2
Associate Professor, Department of Media Management, Islamic Azad University, 3Science and Research Branch, Tehran, Iran
3
Associate Professor, Department of Journalism and News, IRIB University, Tehran, Iran
4
Assistant Professor, Department of Social Science, Islamic Azad University, Tabriz, Iran
Abstract
Introduction: This article evaluates the content of Health-based commercial advertising in IRIB. Therefore, the mail goal of this study is designing practical guideline for producing contents of Health-based Commercial Advertising in National Media.
Materials and Methods: Combined method of qualitative and quantitative was used in this study. More than 14 people who are the population of the research consisting all experts and top professors in the field of media and advertisement. At the qualitative stage, following the literature review and data gathering of upstream documents (guidelines) from relevant organizations, the studies were performed and the analysis of literature and upstream documents (guidelines) was done through content analysis method. By accomplishment of content analysis, 95 indicators were identified which after purification and item reduction, 58 non-repeatative indicator were extracted. At the final stage, 8 dimensions and 146 indicators were reached.
Results: By Delphi Panel, the indicators were screened. At the first stage of Delphi technique, a servey of 5 scale likert open questionnaire was performed through 14 experts. Following the data gathering, indicators with the score of less than 2.8 were eliminated which reached to 16 items, at the same time, 1 dimension and 18 indicators were added by experts. As a result, 9 dimensions and 60 indicators were achieved at the end of first round of Delphi. At the second stage, a new quationnaire consisting of 60 indicators was given to the experts for the second round of Delphi which following the data gathering, 10 items with the score of less than 2.8 were eliminated and 50 indicators were reached. The cronbach alpha was used for validity and reliability of the study which showed higher than 0.7 for all items of both questionnaires. Finally, by a survey of the guideline method, 71.5 % of the experts voted for a categorized type of guideline including dimention, items and indicators and the guideline was designed.
Conclusion: it seems that the standard tool can be used as a basic for the further researches and it is recommended to perform the practical studies with considering of standardized questionnaire.
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