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Purpose: The purpose of current study is to provide a comparative description of the managerial understanding of managers of university and public libraries in Tehran according to their academic field of study.
Methodology: This is an applied research in terms of purpose and a descriptive-survey study in terms of data collection method. The research population includes all the employees (who numbered 780) working in public libraries in Tehran (depending on the libraries and municipalities) and libraries of the public universities affiliated to the Ministry of Science, Research and Technology in Tehran in 1394 SH. Data were collected using a researcher-made questionnaire about library management performance measurement.
Findings: The results indicate that there is a significant difference in general management skills between library managers whose field of study was library and information science (LIS) and mangers whose field of study was a discipline other than LIS, and performance of managers having expertise in LIS has been better than performance of managers lacking this expertise. Furthermore, there is a significant difference between the library managers in the managerial understanding according to gender and type of library, the performance of female managers and public libraries has been better than the performance of male managers and university libraries, respectively.
Originality/value: The value of this paper lies in that it shows the importance of having expertise in knowledge and information science in the management of libraries, which by considering the various aspects of management can provide solutions to improve the library managers' managerial understanding.
 

 
 

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Purpose: The present study aims to evaluate the role of advertising in attracting the users to subordinate libraries of Iran Public Libraries Foundation in Tehran, based on the AIDA model.
Methodology: This is an applied research in terms of the purpose and an analytical-survey study in terms of data collection method which is a branch of field studies. The research was conducted based on the Aida model and the statistical population of the study included the members of Iran Public Libraries Foundation in Tehran during the October 2015-October 2016 period. The total number of the public libraries members in Tehran during this period were 39085 of whom 379 people were selected as the research sample based on the Cochran formula. The sampling method was stratified random sampling and the public libraries members were according on to educational level of the members. The data were collected by using researcher-made questionnaires modelling Rabiee, Mohamadian and Baradaranejamili questionnaire (2011). The data were analyzed using SPSS software, version 24 on both descriptive and inferential levels of statistics.
Findings: The results showed that advertising in Public Libraries Foundation in Tehran has not been able to pass the AIDA model successfully, but it has been effective in lower than average level. In the AIDA four-level model, advertising in the interest level has been better than other levels and the action level has the lowest average (i.e. effectiveness). The results showed no significant difference between the component level of education and the role of advertising. The visibility of online advertising has also been more than any other media.
Originality/value: The value of this research lies in its showing the effect of advertisements run in Tehran's public libraries. Furthermore, one of the features of the present research is that it has applied for the first time the AIDA model for evaluating the role of advertising in Iran's public libraries.