Efekty reklamy w systemie komunikacji marketingowej

• Autorzy: Jarosław Woźniczka
• Języki publikacji: PL

Abstrakty

Przedstawiono klasyfikację efektów reklamy i omówiono ich poszczególne typy, ze szczególnym uwzględnieniem efektów komunikacyjnych. Omówiono przełożenie efektów reklamy na cele wyznaczane reklamie w procesie jej planowania. Poruszono problematykę pomiaru i oceny efektów reklamy. Zaprezentowano wyniki dwuetapowego badania ilościowego (realizowanego w latach 2005 i 2007) dotyczącego kształtowania hierarchii efektów komunikacyjnych w przypadku 40 marek produktów konsumpcyjnych oferowanych na rynku krajowym i wspieranych reklamą.

EN

Classification of the advertisement effects was described, as well as their individual types were discussed, with special emphasis put to the communications effects. Transmission of those effects to the advertising aims chosen in the process of planning were discussed. Issues of the measurement and evaluation of advertisement effects were brought up. Results of the two-stage quantitative research (carried out in 2005 and 2007) were presented. This research concerned shaping the hierarchies of communications effects in case of 40 brands of consumer products offered on the domestic market and backed up with advertising. (AT)

Słowa kluczowe

PL

Reklama; Efektywność reklamy; Planowanie reklamy; Komunikowanie marketingowe; Marka produktu; Przegląd literatury

EN

Advertising; Advertising efficiency; Advertising planning; Marketing communication; Product brand; Literature review

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu. Seria : Monografie i Opracowania (nr 187)
• Rocznik: 2009
• Numer: nr 45
• Strony: 411

Twórcy

autor

Jarosław Woźniczka

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