Modele organizacji działalności reklamowej

• Autorzy: Jan Beliczyński

Warianty tytułu

Models of Organization of Advertising Activities

• Języki publikacji: PL

Abstrakty

Przedstawiono struktury organizacyjne służby działalności reklamowej przedsiębiorstwa: formalne i nieformalne, rozwiązania strukturalne agencji reklamowej, a także instytucji, które reklamę prezentują (stacje i sieci radiowe i telewizyjne, redakcje dzienników i czasopism, wydawnictwa, przedsiębiorstwa transportowe).

EN

In Poland since 1989 advertising as an element of market activities performs an important role in the social and economic life. There has been an increased interest both among practitioners and theoreticians in advertising, which, among other things, requires an appropriate organizational framework. Most often advertising activities are conducted within a definite organizational structure. It integrates all the advertising tasks and all of them are subject to one managing body as well. It is also responsible for the division of labour, decides about if a given ad does not depart from accepted standards, imposes certain limits on advertising activities and regulates the decision-taking process. Appropriate organizational structures controlling advertising activities of particular economic units and institutions determine the extent of tasks, powers and responsibility in the field of advertising. They decide about the hierarchical order of organizational units fulfilling advertising tasks and the way they are interconnected. The present article constitutes an attempt at a presentation of typical practical solutions in the sphere of organizational structures of units dealing with advertising. The author demonstrated the typical, most often encountered methods of organizing advertising activities focusing on those which he considers most effective in the course of managing advertising. (original abstract)

Słowa kluczowe

PL

Reklama; Agencje reklamowe; Służby marketingowe; Struktura przedsiębiorstwa; Organizacja pracy

EN

Advertising; Advertising agency; Marketing services departments; Structure of company; Work organisation

• Czasopismo: Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie
• Rocznik: 1996
• Numer: nr 471
• Strony: 115--128

Twórcy

autor

Jan Beliczyński

Bibliografia

• Advertising Its Role in Modern Marketing, Dunn W S. at al. The Dryden Press, Chicago 1990 (seventh ed.).
• Arens W.F., Bovee C.L., Contemporary Advertising, Richard D. Irwin Inc. Homewood HI. 1994 (fifthed ed.).
• Kall J., Jak funkcjonuje agencja reklamowa, "Businessman-Magazine", Raport specjalny: Polski rynek reklamy, 1993, nr 12(33).
• Kwarciak B., Dobra agencja reklamowa, "Businessman-Magazine" 1992, nr 2( 11).
• Nagłowski P., Smolak M., Od marketingu do reklamy. Vademecum wygranej, Sorbog Warszawa 1992.
• Reklama w handlu zagranicznym, Jańczak Z. i inni, AE, Poznań 1983.