دور الإعلان في تحسين الأداء التسويقي من وجهة نظر المستهلكين : دراسة ميدانية على عينة ميسرة من مستهلكي المنتجات الغذائية لمؤسسة سيم 'SIM' في الجزائر

الملخص EN

This study aimed to determine the impact of advertising on the marketing performance of food products companies in Algeria, and based on a survey of a convenience sample of customers of the Algerian company "SIM".

To achieve this, a questionnaire was designed to collect the necessary data, and the study sample consisted of 66 individual consumers of SEM products in Ain Defla Governorate, and 60 questionnaires valid for analysis were retrieved using the statistical package spss.

The study found that there is a statistically significant effect at the level of 5%, for the elements of advertising combined (the credibility of the advertising message, advertising innovation, advertising design) on the marketing performance in the Food Products Company "SIM", as well as the presence of a significant significance for each of the elements mentioned On the marketing performance, it also concluded that there are no statistically significant differences between the perceptions of the Algerian consumers to the dimensions of the study variables due to the demographic variables.

The study recommended the need to pay attention to aspects of advertising in general, and aspects of creativity, credibility and design in particular to raise the marketing performance of the company.