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Author
Nowakowski Marcin (Uniwersytet Warszawski), Nowakowska Barbara (Uniwersytet Warszawski)
Title
Wymiary komunikacji marketingowej w reklamie
Dimensions of Marketing Communication in Advertisements
Source
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska, 2016, z. 92, s. 231-242, bibliogr. 36 poz.
Keyword
Reklama, Komunikowanie marketingowe, Informacja marketingowa
Advertising, Marketing communication, Marketing information
Note
streszcz., summ.
Abstract
Niniejsza praca odnosi się do wpływu przekazu reklamowego na zachowania konsumentów oraz koncepcji treści informacyjnej reklamy (w tym metod wykorzystywanych do jej mierzenia). Następnie artykuł przedstawia wprowadzenie do zagadnień związanych z komunikacją marketingową, wraz z omówieniem wymiarów, jakich można użyć do jej analizy. Celem artykułu jest zwrócenie uwagi na dostosowanie informacyjnego oraz komunikacyjnego wymiaru reklamy do segmentu rynku, na którym działa sprzedawca. (abstrakt oryginalny)

This paper refers to the influence of advertising on consumer behavior and the concept of the information content of the advertisement (including the methods applied to measure it). Subsequently, the article provides an introduction to the issues related to marketing communications, along with a discussion of dimensions that can be used for the analysis. The aim of this article is therefore to draw attention to the adaptation of information and communication to the buyer segment targeted by the advertisement. (original abstract)
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Bibliography
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ISSN
1641-3466
Language
pol
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