عنوان مقاله [English]
For centuries Persian handmade carpet has not only been a commodity but also a significant representative of Persian culture, history, traditions, artistic heritage, and ethnic identity.
Additionally, Persian handmade carpet plays a remarkably valuable economic role. While considered an “investable commodity” as well as one of the most prominent non-oil exports, it is also known as a “low-cost and employment-creating” occupation.
Based on this, achieving the best methods and tools for promoting Persian hand-woven carpet, to preserve this ancient skill and national industry along with maintenance and development of its marketing, is of great importance, and this investigation has been carried out for this purpose.
To determine the objective of this investigation, it should be said: for perseverance and persistence of arts an industry which is a source of national export income in addition to being the source of employment of some in Iran, as a result, one should pursue effective market expansion and the increase in customers base and to achieve this, “advertising” undoubtedly plays a dominant role.
Based on this, the objective of this investigation has been ‘the discovery of proper tools and methods of introduction and promotion of Persian handmade carpet’ in accordance to which, other secondary objectives such as ‘discovery of values and desirable characteristics of Persian hand-woven carpet to apply them in the advertising process’ have also been pursued.
The primary question asked by this investigation is to how, using which method and advertising technique could one introduce and further expand the market for Persian hand-woven carpet? And does Persian handmade carpet have notable benefits in this process?
This investigation has been carried out using the Survey method to utilize the ideas and perceptions of notable figures in the advertisement and communication filed and the data have been analysed in accordance with the differential sections.
By looking at the answers given by the interviewees, it can be realized that although most of them are familiar with the benefits of Persian handmade carpet, they have had fewer encounters with advertisements of this commodity. Based on this, the under representation of Persian handmade carpet becomes more noticeable and the position holders in manufacturing and marketing must pay more attention to the advertisement.
From the results of these surveys it can be realized that a costumers’ desire to buy Persian hand-woven carpet is high however with machine-made carpets and other manufactured flooring and rugs as competition, fewer customers tend to buy Iranian hand-woven carpet.
In this subject, emphasizing on the advantages of Persian handmade carpet over other rugs and flooring increases customers' tendency to buy Persian handmade carpet.
Interviewees questioned in this survey, have not considered the promotion and presentation of another competitor country’s carpets of any significance in reduction of demand for Persian handmade carpets and in their belief, highlighting the imperfections of carpets manufactured in other countries would not be much of a representative of Persian handmade carpet.
Most of the interviewees believe that using the most effective methods and the most efficient advertising tools could lead to the increase in customers’ tendency to purchase this commodity and based on this, more attention should be given to effective advertising.
In this investigation, it became evident that different advertising platforms do not have equal efficiency in introducing handmade carpet to the consumers.
There is a meaningful link between ‘presenting the advantages of Persian hand-woven carpet and disadvantages of other floorings and rugs’ and also ‘presenting the advantages of Persian hand-woven carpet and disadvantages of carpets manufactured in other countries’ with “customers tendency to buy Persian carpet.”
When deciding the tools and advertising message to introduce Persian handmade carpet, “media coverage ratio”, “punctuality”, “persistence and permanence”, “accessibility and convenience” and “cost” are all determining factors.
From all types of advertising media, (print media, broadcast media, electronic media, interactive media, etc.), communication and advertising experts believe broadcast media (Tv, radio, satellite,...) are the most effective in promoting and advertising Persian handmade carpet.
Launching trade-fairs and exhibitions are the second most effective in advertising followed by print media (newspaper, magazine, brochure) in third place.
Digital advertising, (Social media platforms, sending e-mails,...), outdoor and transit advertising, and other types of advertising handing out samples, are less effective in introducing and Persian handmade carpet.
From remarkable characteristics of Persian handmade carpet which can be used in the advertising process, the vast majority of experts questioned in this investigation, “variety in designs, extremely rich colour combinations, unique patterns, size, and material” are considered the most notable.
As a result, it is desirable to focus on these qualities when advertising Persian handmade carpet.
Other qualities such as “historic, cultural and artistic significance of Persian handmade carpet”, “recognised commercial brand of Persian hand-woven carpet” and "eco-friendly material used in the manufacturing of Persian handmade carpet” in the next consecutive places can also be considered for advertising.