Rola reklamy w funkcjonowaniu amerykańskiego rynku papierosów w świetle badań statystycznych

• Autorzy: Elżbieta Gaszyńska

Warianty tytułu

Role of Advertising in Functioning of American Cigarette Market in the Light of Statistical Data

• Języki publikacji: PL

Abstrakty

Omówiono badania statystyczne konsumpcji papierosów na rynku amerykańskim, a także wpływ reklamy i jej późniejszego zakazu na tę konsumpcję.

EN

In the article the author has presented the results of the research carried out for a number of years on the impact of advertising on the consumption of cigarettes as well as other factors favouring this consumption. By writing this article the author wishes to increase the scope of discussion conducted in Poland. Although, and there is not doubt about it, the market of cigarettes possesses numerous specific features, a broad presentation of the results of the research conducted in the U.S.A. may help to enrich argumentation and verify the results of the research carried out in Poland. In consequence, more light will be thrown on this social issue that is still widely disputed in Poland. The thesis presented at the beginning of the article that a ban on cigarette advertising in mass media exerts (or could exert) a relatively small impact on the number of cigarettes smoked was confirmed by the presented marketing surveys. (original abstract)

Słowa kluczowe

PL

Reklama; Rynek papierosów; Badania marketingowe; Analiza statystyczna

EN

Advertising; Cigarettes market; Marketing research; Statistical analysis

• Czasopismo: Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie
• Rocznik: 1994
• Numer: nr 442
• Strony: 49--60

Twórcy

autor

Elżbieta Gaszyńska

Bibliografia

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