- Author
- Drewnicka Magdalena
- Title
- Zachowania konsumentów wobec reklamy na polskim rynku (na podstawie badań ankietowych)
Consumer Behaviour in the : Presence of Advertising on the Polish Market - Source
- Prace Naukowe Akademii Ekonomicznej we Wrocławiu. Zarządzanie i Marketing (7), 1997, nr 759, s. 111-130
- Issue title
- Problemy teorii i praktyki marketingu
- Keyword
- Reklama, Techniki reklamy, Efektywność reklamy, Zachowania konsumenta
Advertising, Advertising technique, Advertising efficiency, Consumer behaviour - Note
- summ.
- Abstract
- Autorka opierając się na przeprowadzonych badaniach ankietowych omawia zagadnienie reklamy na polskim rynku. Szczególną uwagę poświęca postawie konsumentów wobec reklamy, wpływowi reklamy na dokonywanie zakupów oraz formom i środkom wyrazu reklamy.
Advertising is the most visible of all promotional tools. It can change consumers' beliefs, attitudes, images and behaviour. The aim of this article was to analyse influence of advertising on consumer behaviour on the Polish market. The analysis was carried out on the basis of questionnaire research. While carrying out the research we took into consideration: -attitudes towards advertising (regarding to their affective, cognitive an cognitive components), -influence of advertising on making purchases, -importance of different forms and means of expression (from the view of getting the consumers' attention and staying in their memory). Generally we can assume that consumers often declare indifferent relation to advertising, they have rather sceptic opinion about advertising and they are a little tired with the number of advertisements in medias. But advertising has a great impact on their behaviour. (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
-
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- Wpływ reklamy na zachowania konsumenta, pod kier. K. Mazurek-Łopacińskiej. Wrocław 1996. (praca magisterska).
- Cited by
- ISSN
- 0324-8445
1426-8604 - Language
- pol
