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Author
Kozioł Leszek (Kolegium Nauk o Zarządzaniu i Jakości), Trzaska Sebastian
Title
Etapy projektowania kampanii reklamowej
Planning and Implementation Program of Advertising
Source
Folia Turistica / Akademia Wychowania Fizycznego im. B. Czecha w Krakowie, 2002, nr 11, s. 19-38, bibliogr. 17 poz.
Keyword
Reklama, Kampanie reklamowe, Planowanie reklamy, Media reklamowe, Komunikowanie marketingowe
Advertising, Advertising campaign, Advertising planning, Advertising media, Marketing communication
Note
summ.
Abstract
Projektowanie kampanii reklamowej wyraża się w: wyznaczaniu celów kampanii, oszacowaniu wielkości budżetu, wyborze form reklamy, formułowaniu treści komunikatu reklamowego, wykorzystaniu odpowiednich mediów oraz ocenie siły ich oddziaływania. W artykule scharakteryzowano poszczególne etapy planowania kampanii reklamowej.

The problems associated with planning and advertising campaign are an issue of fundamental theoretical and practical importance. Given the dynamic development of the media and advertising markets, one problem is how to use an advertising campaign plan as effective management tool. In this article an attempt is made to define and order the key concepts connected with planning an advertising campaign. It is shown that an advertising campaign plan is a fundamental management tool. The article considers the organisational and methodical bases for planning an advertising campaign, as well as its effectiveness. An appropriately prepared advertising campaign plan is a factor influencing the effectiveness of advertising activities and thus the activities of the enterprise on the market. (original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of University of Economics in Katowice
Cited by
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ISSN
0867-3888
Language
pol
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