Purpose: The purpose of this study was to design a model to evaluate the effectiveness of advertising campaigns for food industry products - snacks.
Materials and Methods: The research method was qualitative in terms of the nature of the data and developmental in terms of purpose. The participants of the research were qualitatively professors and experts in the field of academic marketing and marketing and advertising experts of food-snack companies. From theoretical saturation, 8 people were selected by purposive sampling. Data collection was semi-structured interviews. Data collection was done through in-depth semi-structured interviews and data analysis was done using content analysis technique and MAXQDA software. To evaluate the validity of the research, the triangulation method was used and to determine the reliability, the Holstein method was used.
Findings: According to the findings, the main and sub-topics include; Underlying factors (product and target market), organizational factors (purpose, content, message and media), level of engagement (engagement with product, engagement with advertising, engagement with message and engagement with media), competitive effects (sales, cost share, share Market and market stability), and consumer behavior (mind share, heart share and buying behavior).
Conclusion: The results led to the identification of five main themes and 14 sub-themes for the model of the effectiveness of advertising campaigns for food industry products - snacks.