The aim of this research is recognizing the level of the effect of each of the advertising instruments on the consumers ' behavior of detergents. The research, has classified the advertising devices in the form of two groups of the writing tools and the speech tools and while determining the level of the effect of each tools on the consumers ' behavior have determined the priority of these tools from the level of the effect on the consumers' behavior of detergents point of view in Iran. Besides in this research the level of the effect of the writing and speech tools have also been compared with each other. The method of the research is descriptive. The statistical society of this research is consisting of all of the consumers of detergents in some cities. The number of 384 customers has been selected as the statistical sample and the required information from this number of sample have been collected by questionnaire. The results of the research show that there is meaningful difference between the effects of various tools on the consumers' behavior of detergents. In such a manner that tools such as television and radio have had the highest effect on the consumers' behavior and tools such as internet and the specialized magazines have had the lowest effect on the consumers' behavior of detergents. Also the results of the research show that the effects of speech tools have been more than the effect of writing tools. Based on the results the repliers had believed that the advertising instruments have not supplied them with the complete information about the products of detergents.
