Identification and Assessment of Impersonal Advertising in Health Manufacturing Industries and Its Impact on Desire to Buying of Customers

ABSTRACT The main objective of this study is determining the impact of impersonal advertising to customers who buying health products which this main objective is divided into three sub-goals which include: 1 -Effect of nonpersonalized advertising message 2 -Effect of place of offering impersonal advertising 3 -Effect of time of non-personalized advertising on desire among consumers to buy health products. This research is descriptiveanalysis type, in which statistical population are (1 -manufacturers of health products 2-Buyers of health products in Rasht). Number of sample for first population equal to 60 people and for the second population is equal to 250 that in both population simple random sampling is a way of acting. In data collection step questionnaire method were used and number of technical questions in a questionnaire is equal to 13 questions that were added to general questions relevant to each population. Information after gathering with assist of SPSS software and hypothesizes with linear regression analysis method were tested, all hypotheses were confirmed. In the next step is attempted to ranking hypotheses and questions of questionnaire with the help of Friedman test. The results obtained in this study that can be mentioned: 1 -Use of high quality and reliable media such as TV 2 -Providing impersonal form of comparative advertising 3 -Providing a large number of advertising for more effectiveness