Zarządzanie reklamą

• Autorzy: Jan Beliczyński

Warianty tytułu

Advertising Management

• Języki publikacji: PL

Abstrakty

Przedstawiono koncepcję zarządzania reklamą w firmie, jej istotę, aspekty określania procesu zarządzania, a w nim: analizę i identyfikację czynników zewnętrznych oraz mocnych i słabych stron firmy, planowanie i organizowanie działalności reklamowej, motywację (finansową, twórczą itp.), oraz kontrolę jej efektów.

EN

The paper is an attempt to present the essence of advertising management. First, a rough analysis of the literature concerning that problem is presented and the most important conceptions as regards advertising management, developed in the U.S.A. and Western Europe, are shown in chronological order. Their selection has been based on functional, decisive and system approaches. In the Polish literature on management and marketing, the problem of advertising management is not sufficiently discussed. The present paper shows the assumptions of that conception and characretistics of advertising management which is treated as a specific line of the management speciality including both advertising activities and managerial functions. It is worth noting that advertising management can be studied from several angles: functional, structural and material, instrumental and informative ones. Because of the limitations of the present paper the structural and organizational solutions to the advertising activities, which also comprise the essence of advertising management, have been only roughly discussed. Other author's publications on that subject have been mentioned. The problems raised in this paper are concerned mainly with managerial staff of firms ordering advertisements (advertisers), advertising agencies and other institutions which manage advertising. A uniform conception of advertising management, adequate for practical needs, plays a specific role in the market activities. (original abstract)

Słowa kluczowe

PL

Zarządzanie przedsiębiorstwem; Proces zarządzania; Reklama; Planowanie reklamy

EN

Enterprise management; Management process; Advertising; Advertising planning

• Czasopismo: Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie
• Rocznik: 1997
• Numer: nr 499
• Strony: 107--119

Twórcy

autor

Jan Beliczyński

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