Warianty tytułu
The Effect of TV Cosmetics Advertising on Consumers' Decisions
Języki publikacji
Abstrakty
Narzędzie marketingowe, jakim jest reklama, a zwłaszcza reklama telewizyjna spełnia często istotne zadania. Jest ona szczególnie ważnym elementem kampanii reklamowej w wypadku nakłaniania do zakupu produktów konsumpcyjnych takich jak kosmetyki. W artykule zaprezentowano wyniki badań dotyczące wpływu reklamy telewizyjnej kosmetyków na decyzje podejmowane przez konsumentów.
The paper presents the results of a questionnaire survey conducted on a random sample comprising 1107 respondents. The questionnaire was divided into two parts. In the first part the surveyed were asked whether they watched TV cosmetics advertisements, whether those spots affected their decision to buy the advertised cosmetic, whether they paid attention to the packaging of the advertised product, and what was their attitude to TV cosmetics advertisements. The second part of the questionnaire inc1uded questions concerning the sociological profile of the respondents. The results of the survey show that almost three quarters of the respondents watch cosmetics advertisements on TV, and that women watch them more actively. More than half of the surveyed have admitted that they bought a cosmetic as a result of its advertising, which proves the effectiveness of TV cosmetics advertising. 54% of the respondents say that they give attention to the packaging of the advertised product, and 84% of the surveyed remember the image of the packaging after the spot has been broadcast. (original abstract)
Słowa kluczowe
Rocznik
Numer
Strony
23--40
Opis fizyczny
Twórcy
Bibliografia
- Hales F.C., Opakowanie jako instrument marketingu, PWE, Warszawa 1995.
- Komunikat CBOS. Polacy o reklamie, www.cbos.pl
- Schrattenecker G., Schweiger G., Werbung, Gustav Fischer Verlag, Monachium 1992.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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