- Author
- Drewnicka Magdalena
- Title
- Kulturowe aspekty reklamy
Cultural Aspects of Advertising - Source
- Prace Naukowe Akademii Ekonomicznej we Wrocławiu. Zarządzanie i Marketing (10), 1998, nr 800, s. 145-162
- Issue title
- Problemy teorii i praktyki marketingu
- Keyword
- Wpływ kulturowy, Zachowania nabywcze, Komunikowanie marketingowe, Reklama, Sztuka reklamy, Kulturowe uwarunkowania reklamy
Cultural influence, Buying behaviour, Marketing communication, Advertising, Art of advertising, Cultural framework of advertisement - Note
- summ.
- Abstract
- Przedstawiono zakres pojęcia "kultura". Dokonano przeglądu poszczególnych elementów kultury i ich znaczenia dla działań reklamowych. Podkreślono, że nieuwzględnienie uwarunkowań kulturowych wpływa na skuteczność reklamy i może prowadzić do wysokich strat.
Advertising is one of the marketers use to inform, persuade and remind customers about goods and services. Advertising's primary mission is to reach prospective consumers and influence their awareness, attitudes and buying behaviour. To do this, advertisers use marketing communication process, an extension of the human communication process. To better understand and anticipate how people will decode and respond to marketing communication advertisers are keenly interested in consumer behaviour. The appropriateness of advertising creativity depends on how much marketers learn about people and groups of people from the studies of the market. Consumer behaviour is strongly affected by cultural influences. Culture refers to the way of life of a society and is a very powerful force in shaping people's lives. Consumer behaviour is different in various cultures, and these differences have very important implications for advertisers. Awareness of cultural influences helps marketers create succesful advertising campaigns. Knowledge of the meaning of cultural factors is particularly important when company begins to advertise its products or services abroad. The article discusses how culture influences consumer behaviour and what it means for advertisers. We characterise the elements of culture and their importance for advertising activities. In the article reader can also find implications for advertisers and description of some problems advertising people can have with cultural differences. (original abstract) - Accessibility
- The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics - Bibliography
-
- Axtell R.E.: Do's and Taboos of International Trade. New York: Johns Wileys & Sons 1991, s. 96 i 97.
- Cornwell T.B.: Unpackaging Ethnic Minorities. Proceedings of the 1991, Conference of the American Association of Adveitising, s. 117.
- Cunningham W.H., Cunningham J.C.M., Smith Ch.M.: Marketing & Management. Cincinnati: South-Western Publishing Со. 1987, s. 137.
- Daniluk W., Pałaszewska-Reindl T.: Oddziaływanie reklamy na konsumenta. Warszawa: PTE 1967, s. 3.
- Golka M.: Świat reklamy. ARTIA 1994, s. 101.
- Goodman N.: Wstęp do socjologii. Poznań: Zysk i S-ka 1997, s. 40.
- Hall E.T.: Beyond Culture. New York: Garden City 1976.
- Kall J.: Co kraj, to obyczaj. Badania rynku. Dodatek do "Gazety Wyborczej", marzec-kwiecień 1997, s. 8-10.
- Kall J.: Reklama. Warszawa: PWE 1994, s. 21-27.
- Kotler Ph.: Marketing. Warszawa: Gebethner i S-ka, 1994, s. 546.
- Kwarciak B.: Co trzeba wiedzieć o reklamie. Kraków: Wydawnictwo Profesjonalnej Szkoły Biznesu 1997, s. 229.
- Kwarciak B.: Reklama z importu. "Businessman Magazine" 1992, nr 10, s. 36.
- Maliszewska A.: Świat według Benettona. "Businessman Magazine" 1992, nr 9, s. 6.
- Miller M.: Kulturowa analiza rynku. "Businessman Magazin" 1994, nr 5, s. 78.
- Mitroczuk J.: Zwodnicze stereotypy. "Businessman Magazine" 1993, nr 11, s. 80.
- Myers J.H.: Marketing. McGraw-Hill 1986, s. 213 i 214.
- Nieć M.: Reklama narodowa. AIDA 1995, nr 6, s. 46.
- Schewe Ch.D.: Marketing Principles and Strategies. New York: Random House 1987, s. 176.
- Sznajder A:. Strategie marketingowe na rynku międzynarodowym. Warszawa: PWN 1995, s. 39.
- Sznajder A.: Sztuka promocji. Warszawa: Business Press Ltd 1993, s. 67.
- Wilkie W.: Consumer Behaviour. New York: John Wiley & Sons Inc. 1994, s. 317.
- Woźniczka J.: Globalne myślenie, lokalne działanie. AIDA 1995, nr 6, s. 18.
- Cited by
- ISSN
- 0324-8445
1426-8604 - Language
- pol
