BazEkon - The Main Library of the Cracow University of Economics

BazEkon home page

Main menu

Author
Dołhasz Magdalena (Kolegium Nauk o Zarządzaniu i Jakości)
Title
Rozwój rynku reklamy zewnętrznej w Polsce - aspekt podmiotowy
Various Aspects of the Development of the Outdoor Advertising Market in Poland
Source
Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie, 2004, nr 663, s. 183-192, bibliogr. 7 poz.
Keyword
Rynek reklamy, Reklama zewnętrzna, Promocja, Marketing usług
Advertising market, Outdoor advertising, Promotion, Service marketing
Note
summ.
Abstract
Polski rynek reklamy zewnętrznej do tej pory nie jest wystarczająco dobrze opisany w literaturze przedmiotu. W artykule przedstawiono istotę i pojęcie zagadnienia oraz opisano zmiany w strukturze podmiotowej rynku reklamy zewnętrznej w Polsce.

In observing the Polish advertising market, despite the downward trend, for years its most dynamically growing segment has been external, or outdoor, advertising. According to Zenith Media estimates, the world outdoor advertising market is growing on average by 8.5% annually, while the advertising market as a whole is growing by 7.1%. Zenith Media forecasts show that this trend has continued up to 2003. Large outdoor posters provide an increasing opportunity for companies to communicate with the market because the potential audience for external advertising is growing from year to year. The variety of products existing on the outdoor advertising market enable various groups of entities constituting the supply side of the market to be identified. The most important of these are: 1) outdoor advertising agencies - owners of the medium; 2) outdoor brokers - intermediaries; 3) other entities - companies offering lit advertising, printers, etc; 4) market institutions - supporting the activities of the outdoor advertising market (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
Show
  1. Dołhasz M., Rynek usług reklamy zewnętrznej - wybrane aspekty [w:] Kierunki rozwoju marketingu usług. Teoria i praktyka, red. A. Czubała, J.W. Wiktor, WSPiM w Chrzanowie, Chrzanów 2002.
  2. Kodeks o reklamie zewnętrznej, www.igrz.pl.
  3. Raport specjalny Media Polska, „OUTDOOR" 1997.
  4. Materiały wewnętrzne firmy AMS SA, 2000.
  5. Media Watch 2000, www.mediawatch.com.pl.
  6. Niestrój R., Zarządzanie marketingiem. Aspekty strategiczne, PWN, Warszawa 1996.
  7. Wiktor J.W., Promocja. System komunikacji przedsiębiorstwa z rynkiem, PWN, Warszawa 2001.
Cited by
Show
ISSN
0208-7944
Language
pol
Share on Facebook Share on Twitter Share on Google+ Share on Pinterest Share on LinkedIn Wyślij znajomemu