Czasopismo
2017
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49 Potencjał innowacyjny i marketingowy współczesnych przedsiębiorstw : problemy - motywy - dylematy
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113--140
Tytuł artykułu
Warianty tytułu
Języki publikacji
Abstrakty
The article is focused on advertising in cinema. The cinema advertising is a new big advertising global industry. Classical cinemas are changing to new multiplex system. The main aim of the article is to explore and review the Polish and Slovak cinema advertising industry. In the research were analyzed the historical aspect of cinema industry in both countries. The observation and content analysis were a base for evaluation of the on-screen and of-screen advertising at the cinemas in Krakow, Banska Bystrica and Bratislava. Results of research presents differences and similarities between the cinema advertising in Poland and in Slovakia. In Poland is movie audience interrupted by advertising and advertising time is two time longer than in Slovakia. In both countries was presented in cinema advertising the same brands or the same product categories with different brand.(original abstract)
Rocznik
Tom
Strony
113--140
Opis fizyczny
Twórcy
autor
- Wyższa Szkoła Bankowa w Gdańsku
autor
- Wyższa Szkoła Bankowa w Gdańsku
autor
- Uniwersytet Mateja Bela w Bańskiej Bystrzycy
Bibliografia
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- DIXON, W.W. et al. 2008. A Short History of Film. New Jersey: Rutgers University Press, 2008. pp. 4-8. ISBN 978-0-8135-4475-5.
- LULE, J. 2013. Understanding Media and Culture: An introduction to Mass Communication. Minnesota: The Saylor Foundation, 2013. p. 17. ISBN 1453329188.
- PAUTZ, M. 2002. The Decline in Average Weekly Cinema Attendance: 1930-2000. North Carolina: Elon University, 2002.
- WINOKUR, M. et al. 2000. The Complete Idiot's Guide to Movies, Flicks, and Film. Indianapolis: Alpha Books, 200. ISBN 978-0-0286-3988-8.
- ZIELINSKI, S. 1999. Audiovisions: Cinema and Television as Entr'actes in History. Amsterdam: Amsterdam University Press, 1999. pp. 95-98. ISBN 978-9-0535-6313-7.
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- Historia filmu na Slovensku. [online], [cit. 2016-11-03]. Available at: https://www.encyklo- pediapoznania.sk/clanok/2859/historia-filmu-na-slovensku-v-rokoch?pdf=true.
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- KRASKO, I. Slovensko: Trzby kin rostly, ale domaci filmy nebodovaly. [online], [cit. 2016-19-03]. Available at:
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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