Wpływ reklam na polskich nabywców finalnych

• Autorzy: Baruk A.

Warianty tytułu

EN

The influence of advertisements on polish customers

• Języki publikacji: PL

Abstrakty

EN

In the article the problem connected with perceiving of advertisements by Polish customers was described. On the base of the results of the field researches the authoress presented the respondents' opinions related to informative and activating functions of advertisements. The special attention she paid to their trust to advertisements which was the important factor deciding about the power of marketing influence of advertisements. In this article the categories of products purchased the most often by final customers under the influence of advertisements were defined. The power of this influence was presented too. The results of mentioned researches showed that television plaid the key role as the driver of advertisement in the opinions of respondents and Internet was listed on the last position. The kind of Information which should be included to advertisements and forms of its presentation were also identified. At the end the attitudes of the respondents towards advertisements were presented. The largest part of them responded that the world would be quieter without advertisements and they didn't care for this form of marketing influence. On the other side 12% respondents had contact with advertisements longer than 30 minutes each day, so this influence could be unconscious.

Słowa kluczowe

PL

reklama; klient; marketing; promocja

EN

advertisement; customer; marketing; promotion

• Wydawca: Polskie Towarzystwo Zarządzania Produkcją
• Czasopismo: Zarządzanie Przedsiębiorstwem
• Rocznik: 2008
• Tom: Vol. 11, nr 1
• Strony: 2--6
• Opis fizyczny: .

Twórcy

autor

Baruk A.

• Zakład Marketingu Produktów Żywnościowych Katedra Ekonomiki i Organizacji Agrobiznesu Uniwersytet Przyrodniczy w Lublinie tel. [phone],