- Autor
- Woźniczka Jarosław
- Tytuł
- Efekty reklamy w systemie komunikacji marketingowej
- Źródło
- Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu. Seria : Monografie i Opracowania (nr 190), 2009, nr 45, 411 s., rys., tab., bibliogr. s.387-398, załączniki
- Słowa kluczowe
- Przegląd literatury, Marka produktu, Efektywność reklamy, Komunikowanie marketingowe, Reklama, Planowanie reklamy
Literature review, Product brand, Advertising efficiency, Marketing communication, Advertising, Advertising planning - Uwagi
- summ.
- Abstrakt
- Przedstawiono klasyfikację efektów reklamy i omówiono ich poszczególne typy, ze szczególnym uwzględnieniem efektów komunikacyjnych. Omówiono przełożenie efektów reklamy na cele wyznaczane reklamie w procesie jej planowania. Poruszono problematykę pomiaru i oceny efektów reklamy. Zaprezentowano wyniki dwuetapowego badania ilościowego (realizowanego w latach 2005 i 2007) dotyczącego kształtowania hierarchii efektów komunikacyjnych w przypadku 40 marek produktów konsumpcyjnych oferowanych na rynku krajowym i wspieranych reklamą.
Classification of the advertisement effects was described, as well as their individual types were discussed, with special emphasis put to the communications effects. Transmission of those effects to the advertising aims chosen in the process of planning were discussed. Issues of the measurement and evaluation of advertisement effects were brought up. Results of the two-stage quantitative research (carried out in 2005 and 2007) were presented. This research concerned shaping the hierarchies of communications effects in case of 40 brands of consumer products offered on the domestic market and backed up with advertising. (AT) - Dostępne w
- Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka SGH im. Profesora Andrzeja Grodka
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Biblioteka Główna Uniwersytetu Ekonomicznego w Poznaniu
Biblioteka Główna Uniwersytetu Ekonomicznego we Wrocławiu - Bibliografia
- Aaker D.A., Batra R., Myers J.G., Advertising Management, Prentice Hall, Englewood Cliffs 1992.
- Aaker D.A., Bruzzone D.E., Causes of Irritation in Advertising, "Journal of Marketing" 1985, nr 2.
- Aaker D.A., Bruzzone D.E., Viewer Perceptions of Prime-time Television Advertising, "Journal of Advertising Research" 1981, nr 5.
- Aaker D. A., Stayman D.M., Measuring Audience Perceptions of Commercials and Relating Them to Ad Impact, "Journal of Advertising Research" 1990, nr 4.
- Aaker D.A., Stayman D.M., Hagerty M.R., Warmth in Advertising: Measurement, Impact, and Sequence Effects, "Journal of Consumer Research" 1986, nr 4.
- Advertising Spending Stays Nearly Flat, Vital Signs 2003.
- Alba J.W., Chattopadhyay A., Salience Effects in Brand Recall, "Journal of Marketing Research" 1986, nr 4.
- Albin K., Reklama. Przekaz, odbiór, interpretacja, PWN, Warszawa 2000.
- Altkorn J. (red.), Podstawy marketingu, Instytut Marketingu, Kraków 2006.
- Ambler T., Marketing and the Bottom Line, Pearson, London 2000.
- Ambler T., Marketing od A do Z, Wydawnictwo Profesjonalnej Szkoły Biznesu, Kraków 1999.
- Ambler T., Myths about the Mind: Time to End Some Popular Beliefs about How Advertising Works, "International Journal of Advertising" 1998, nr 4.
- Ambler T., Persuasion, Pride and Prejudice: How Ads Work, "International Journal of Advertising" 2000, nr 3.
- Ambler T., Burne T., The Impact of Affect on Ad Memory, "Journal of Advertising Research" 1999, nr 2.
- Ambler T., Ioannides A., Rose S., Brands on the Brain: Neuro-Images of Advertising, "Business Strategy Review" 2000, nr 3.
- Ambler T" Kokkinaki F., Puntoni S., Assessing Marketing Performance: Reasons for Metrics Selection, "Journal of Marketing Management" 2004, nr 3-4.
- Arnold S.J., Bird J.R., The Day-after Recall Test of Advertising Effectiveness: The Discussion of the Issue, "Current Issues & Research in Advertising" 1982, nr 1.
- Aronson E., Człowiek istota społeczna, PWN, Warszawa 2002.
- Azjen I., Fishbein M., Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, Reading 1975.
- Baran R., Miary stosowane przy ocenie efektów działań marketingowych, "Marketing i Rynek" 2008, nr 1.
- Baran R., Pomiar efektów marketingu, "Marketing i Rynek" 2006, nr 8.
- Barry T.E., Howard D.J., A Review and Critique of the Hierarchy of Effects in Advertising, "International Journal of Advertising" 1990, nr 2.
- Batra R., Ray M.L., Situational Effects on Advertising Repetition, "Journal of Consumer Research" 1986, nr 4.
- Bednarski L., Analiza finansowa w przedsiębiorstwie, PWE, Warszawa 2007.
- Belch G.E., Belch M.A., Advertising and Promotion. An Integrated Marketing Communications Perspective, Irwin/McGraw-Hill, New York 1999.
- Belch G.E., Belch M.A, Guolla M., Advertising and Promotion. An Integrated Marketing Communication Perspective, McGraw-Hill, New York 2005.
- Beliczyński J., Planowanie mediów w zarządzaniu reklamą, Antykwa, Kraków 1999.
- Berger I.E., Mitchell A., The Effect of Advertising on Attitude Accessibility, Attitude Confidence and the Attitude-Behavior Relationship, "Journal of Consumer Research" 1989, nr 3.
- Berkowitz E.N., Kerin R.A., Rudelius W., Marketing, Irwin, Homewood 1989.
- Biel A.L., Love the Ad. Buy the Product?, "Admap" 1990 (September).
- Biel A.L., Bridgwater C.A., Attributes of Likable Television Commercials, "Journal of Advertising Research" 1990, nr 3.
- Bigné E. J., Advertising Budget Practices: A Review, "Journal of Current Issues and Research in Advertising" 1995, nr 2.
- Blair M.H., An Empirical Investigation of Wearin and Wearout, "Journal of Advertising Research" 1987, nr 6.
- Blythe J., Komunikacja marketingowa, PWE, Warszawa 2000.
- Bolls P.D., Muehling D.D., Yoon K., The Effects of Television Commercial Pacing on Viewers' Attention and Memory, "Journal of Marketing Communications" 2003, nr 1.
- Bovée C.L., Arens W.F., Contemporary Advertising, Irwin, Homewood 1992.
- Braun K.A., Postexperience Advertising Effects on Consumer Memory, "Journal of Consumer Research" 1999, nr 4.
- Brown G., Tracking Studies and Sales Effects: A U.K. Perspective, "Journal of Advertising Research" 1985, nr 1.
- Brown S.P., Stayman D.M., Antecedents and Consequences of Attitude towards the Ad: A Meta-analysis, "Journal of Consumer Research" 1992, nr 1.
- Brzeziński J. (red.), Metodologia danych psychologicznych, PWN, Warszawa 2004.
- Brzeziński J. (red.), Metodologia danych psychologicznych. Wybór tekstów, PWN, Warszawa 2004.
- Buck R., Anderson E., Chaudhuri A., Ray L, Emotion and Reason in Persuasion: Applying the ARI model and CASC Scale, "Journal of Business Research" 2004, nr 6.
- Burke M.C., Edell J.A., The Impact of Feelings on Ad-based Affect and Cognition, "Journal of Marketing Research" 1989, nr 1.
- Buttle F., What Do People Do with Advertising, "International Journal of Advertising" 1991, nr 2.
- Buzzell R., Gale B., The PIMS Principles: Linking Strategy to Performance, Free Press, New York 1987.
- Callioni G., Montgros X. de, Slagmulder R., Van Wassenhove L.N., Wright L., Wpływ zapasów na koszty, "Harvard Business Review Polska" 2005, nr 6.
- Cannon H.M, Riordan E.A., Effective Reach and Frequency: Does It Really Make Sense?, "Journal of Advertising Research" 1994, nr 2.
- Caples J., Hahn E.E., Skuteczna reklama, Oficyna Ekonomiczna, Kraków 2001.
- Cebrowska T. (red.), Rachunkowość finansowa i podatkowa, PWN, Warszawa 2006.
- Chaffey D., Ellis-Chadwick F., Johnston K., Mayer R., Internet Marketing: Strategy Implementation and Practice, Prentice Hall, Upper Saddle River 2006.
- Chang Ch., Ad-self-congruency Effects: Self-enhancing Cognitive and Affective Mechanisms, "Psychology & Marketing" 2005, nr 11.
- Chessa A.G, Murre J.M., A Neurocognitive Model of Advertising Content and Brand Name Recall, "Marketing Science" 2007, nr 1.
- Chung Ch., Kaiser H.M., Measuring of Advertising Effectiveness Using Alternative Measures of Advertising Exposure, "Agribusiness" 1999, nr 4.
- Churchill G.A., Badania marketingowe. Podstawy metodologiczne, PWN, Warszawa 2002.
- Clancy K.J., The Coming Revolution in Advertising: Ten Developments Which Will Separate Winners from Losers, "Journal of Advertising" 1990, nr 1.
- Clancy K.J., Trout J., Pomieszanie marek, "Harvard Business Review Polska" 2003, nr 7.
- Clayes C, Swinnen A., Van den Abeele P., Consumers' Means-end Chains for "Think" and "Feel" Products, "International Journal of Research in Advertising" 1995, nr 3.
- Cohen D., Advertising, Scott, Foresman & Co., Glenview 1988.
- Colley R.H., Defining Advertising Goals for Measuring Advertising Results, Association of National Advertisers, New York 1961.
- Collins J., Przywództwo piątego stopnia. Triumf pokory i determinacji, "Harvard Business Review Polska" 2003, nr 6.
- Cook W. A., Dunn T.F., The Changing Face of Advertising Research in the Information Age: An ARF Copy Research Council Survey, "Journal of Advertising Research" 1996, nr 1.
- Corstjens M., Merrihue J., Marketing optymalny, "Harvard Business Review Polska" 2004, nr 4.
- Cummins J., Mullin R., Promocja sprzedaży, Helion, Gliwice 2002.
- Cybulski K., Zarządzanie działem sprzedaży firmy, PWN, Warszawa 2004.
- Czarnecki R., Korsak R., Planowanie mediów w kampaniach reklamowych, PWE, Warszawa 2001.
- Czubała A., Dystrybucja produktów, PWE, Warszawa 2001.
- Damasio A., Błąd Kartezjusza. Emocje, rozum i ludzki mózg, Rebis, Poznań 1999.
- Daszkiewicz M., Metody ewaluacji działań public relations, Prace Naukowe Akademii Ekonomicznej we Wrocławiu nr 973: Problemy teorii i praktyki marketingu, AE, Wrocław 2003.
- Davis J.J., Advertising Research. Theory and Practice, Prentice Hall, Upper Saddle River 1997.
- Deighton J., Henderson CM., Neslin S.A., The Effects of Advertising on Brand Switching and Repeat Purchasing, "Journal of Advertising Research" 1994, nr 1.
- De Pelsmacker P., Feelings Evoked by Warm, Erotic, Humorous or Non-emotional Print Advertisements for Alcoholic Beverages, "Academy of Marketing Science Review" 1998, nr 1, www.am-sreview.org.
- De Pelsmacker P., Guens M., The Advertising Effectiveness of Different Levels of Humour and Warmth and the Moderating Role of Top of Mind Awareness and Degree of Product Use, "Journal of Marketing Communications" 1999, nr 3.
- De Pelsmacker P., Geuens M., Van den Bergh J" Marketing Communications, Prentice Hall/Pearson Education, Harlow 2001.
- Del Barrio-Garcia S., Luque-Martinez T., Modelling Consumer Response to Differing Levels of Comparative Advertising, "European Journal of Advertising" 2003, nr 1-2.
- Dobek-Ostrowska B., Podstawy komunikowania społecznego, Astrum, Wrocław 1999.
- Doliński D., Psychologiczne mechanizmy reklamy, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2003.
- Dubitsky T.M., Why Liking Matters, "Journal of Advertising Research" 1994, nr 5.
- Dubów J.S., Point of View: Recall Revisited: Recall Redux, "Journal of Advertising Research" 1994, nr 3.
- Duda-Maciejewska E., Misia nie pamiętasz, czyli jak trafić do ustatkowanych, "Brief 2000, nr 11.
- Duliniec E., Badania reklamy w zarządzaniu przedsiębiorstwem, PWN, Warszawa 1994.
- Dutka S., DAGMAR: Defining Advertising Goals for Measured Advertising Results, NTC Business Books, Lincolnwood, 1995.
- Edell J.A., M.C. Burke, The Power of Feelings in Understanding Advertising Effects, "Journal of Consumer Research" 1987, nr 3.
- Ehrenberg A.S.C., Repeat Buying. Facts, Theory and Application, Oxford University Press, New York 1988.
- Ehrenberg A.S.C, Repetitive Advertising and the Consumer, "Journal of Advertising Research" 1974, nr 2.
- Ehrenberg A.S.C., Tacit Suggestion versus Full-frontal Advocacy, "International Journal of Advertising" 2000, nr 3.
- Ehrenberg A.S.C., The Pattern of Consumer Purchases, "Applied Statistics" 1959, nr 1.
- Ehrenberg A.S.C., Barnard N., Kennedy R" Bloom H, Brand Advertising as Creative Publicity, "Journal of Advertising Research" 2002, nr 4.
- Farris P.W., Moore M., The Profit Impact of Marketing Strategy Project. Retrospect and Prospects, Cambridge University Press, Cambridge 2005.
- Fenwick I., Rice M.O., Reliability of Continuous Measurement Copy Testing Methods, "Journal of Advertising Research" 1991, nr 1.
- Fill Ch., Marketing Communications. Engagements, Strategies and Practice, Pearson Education, London 2005.
- Finn A., Print Ad Recognition Readership Scores: An Information Processing Procedure, "Journal of Marketing Research" 1988, nr 2.
- Finn D.W., The Integrated Information Response Model, "Journal of Advertising" 1984, nr 1.
- Fishbein M., An Investigation of the Relationship between Beliefs about an Object and the Attitude Toward That Object, "Human Relations" 1963, nr 3.
- Frankfort-Nachmias Ch., Nachmias D., Metody badawcze w naukach społecznych, Zysk i S-ka, Poznań 2001.
- Futrell Ch., Nowoczesne techniki sprzedaży, Oficyna Ekonomiczna, Kraków 2004.
- Garbarski L., Zachowania nabywców, PWE, Warszawa 2001.
- Garbarski L., Rutkowski I., Wrzosek W., Marketing. Punkt zwrotny nowoczesnej firmy, PWE, Warszawa 2000.
- Goban-Klas T., Media i komunikowanie masowe. Teorie i analizy prasy, radia, telewizji i internetu, PWN, Warszawa 1999.
- Gorchels L., Zarządzanie produktem. Od badań i rozwoju do budżetowania reklamy, One Press/Helion, Gliwice 2007.
- Gordon W., Out with the New, In with the Old, "International Journal of Advertising" 2006, nr 1.
- Górniak J., Wachnicki J., Pierwsze kroki w analizie danych. SPSS PL for Windows, SPSS Polska, Kraków 2000.
- Griffin J., Customer Loyalty. How to Earn It, How to Keep It, Jossey-Bass Publishers, San Francisco 1995.
- Gruber A., Purchase Intent and Purchase Probability, "Journal of Advertising Research" 1970, nr 1.
- Hackley Ch., Advertising and Promotion. Communicating Brands, Sage Publications, London 2005.
- Hall B.F., A New Model for Measuring Advertising Effectiveness, "Journal of Advertising Research" 2002, nr 2.
- Hanssens D.M., Weitz B.A., The Effectiveness of Industrial Print Advertisements across Product Categories, "Journal of Marketing Research" 1980, nr 3.
- Heath R., Can Tracking Studies Tell Lies?, "International Journal of Advertising" 1999, nr 2.
- Heath R., Low Involvement Processing - A New Model of Brands and Advertising, "International Journal of Research" 2000, nr 3.
- Heath R., Low-involvement Processing-A New Model of Marketing Communication, "Journal of Marketing Communications" 2001, nr 1.
- Heath R., Ukryta moc reklamy. Co tak naprawdę wpływa na wybór marki?, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2006.
- Heath R., Nairn A., Measuring Affective Advertising: Implications of Low Attention Processing on Recall, "Journal of Advertising Research" 2005, nr 2.
- Heeler R.M., On the Awareness Effects of Mere Distribution, "Marketing Science" 1986, nr 3.
- Henderson Blair M., An Empirical Investigation of Advertising Wearin and Wearout, "Journal of Advertising Research" 1987, nr 6.
- Higie R.A., Sewall M.A., Using Recall and Brand Preference to Evaluate Advertising Effectiveness, "Journal of Advertising Research" 1991, nr 2.
- Hill N., Alexander J., Pomiar satysfakcji i lojalności klientów, Oficyna Ekonomiczna, Kraków 2003.
- Hirschman E.C., Point of View: Sacred, Secular and Mediating Consumption Imaginary in Television Commercials, "Journal of Advertising Research" 1990, nr 6.
- Hoek J., Keams Z., Wilkinson K., A New Brand's Behavior in an Established Market, "Journal of Product and Brand Management" 2003, nr 1.
- Holbrook M.B., Batra R., Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising, "Journal of Consumer Research" 1987, nr 3.
- Holbrook M.B., Lehman D.R., Form versus Content in Predicting Starch Scores, "Journal of Advertising Research" 1980, nr 4.
- Hollis N.S., Like It or Not, Liking Is Not Enough, "Journal of Advertising Research" 1995, nr 5.
- Homer P.M., The Mediating Role of Attitude towards the Ad: Some Additional Evidence, "Journal of Advertising Research" 1990, nr 1.
- Howard J. A., Sheth J.N., The Theory of Buyer Behavior, John Wiley & Sons, New York 1969.
- Jamieson L.F., Bass F.M., Adjusting Stated Intentions Measures to Predict Trial Purchase of New Products: A Comparison of Models and Methods, "Journal of Marketing Research" 1989, nr 3.
- Janssens W., De Pelsmacker P., Advertising for New and Existing Brands: The Impact of Media Context and Type of Advertisement, "Journal of Marketing Communications" 2005, nr 2.
- Janssens W., De Pelsmacker P., Emotional or Informative? Creative or Boring?, "International Journal of Advertising" 2005, nr 3.
- Jefkins F., Yadin D., Advertising, Pearson Education Ltd., Harlow 2000.
- Jones D.B., Setting Promotional Goals: A Communication Relationship Model, "Journal of Consumer Marketing" 1994, nr 1.
- Jones J.P., Ad Spending: Maintaining Market Share, "Harvard Business Review" 1990, nr 1.
- Jones J.P., Over-promise and Under-delivery, "Marketing and Research Today" 1991, nr 4.
- Jones J.P. (red.), Jak działa reklama, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2004.
- Joyce T, Models of the Advertising Process, "Marketing and Research Today" 1991, nr 4.
- Kall J., Promocja sprzedaży, Businessman Book, Warszawa 1996.
- Kall J., Reklama, PWE, Warszawa 2000.
- Kall J., Silna marka. Istota i kreowanie, PWE, Warszawa 2001.
- Kall J., Kłeczek R., Sagan A., Zarządzanie marką, Oficyna Ekonomiczna, Kraków 2006.
- Kaplan B.M., Zapping - A Real Issue Is Communication, "Journal of Advertising Research" 1985, nr 2.
- Kaplan R.S., Norton D.P., Strategiczna karta wyników, PWN, Warszawa 2002.
- Kaplan R.S., Norton D.P., The Balanced Scoreboard: Translating Strategy into Action, Harvard Business School Press, Boston 1996.
- Karpowicz A., Jak reklamować się zgodnie z prawem, Dom Wydawniczy ABC, Warszawa 1997.
- Keller K.L., Conceptualising, Measuring and Managing Customer-based Brand Equity, "Journal of Marketing" 1993, nr 1.
- Kerin R.A., Peterson R.A., Strategic Marketing Problems. Cases and Comments, Prentice Hall International, London 1999.
- Kitchen P. J., Zipping, zapping and nipping, "International Journal of Advertising" 1986, nr 4.
- Kłeczek R., Orientacja rynkowa w przedsiębiorstwie - podejście metodologiczne i kierunki rozwoju badań, Prace Naukowe Akademii Ekonomicznej we Wrocławiu nr 971, AE, Wrocław 2003.
- Kłeczek R., Kowal W., Woźniczka J., Strategiczne planowanie marketingowe, PWE, Warszawa 1999.
- Kopaliński W., Słownik wyrazów obcych i zwrotów obcojęzycznych, Wiedza Powszechna, Warszawa 1988.
- Kotier Ph., Kotler o marketingu. Jak kreować i opanowywać rynki, Wydawnictwo Profesjonalnej Szkoły Biznesu, Kraków 1999.
- Kotier Ph., Marketing Management. Analysis, Planning, Implementation and Control, Prentice Hall, New Jersey 1997.
- Kotier Ph., Marketing Management. The Millennium Edition, Prentice Hall, New Jersey 2000.
- Kotler Ph., Armstrong G., Saunders J., Wong V., Marketing. Podręcznik europejski, PWE, Warszawa 2002.
- Kover A.J., Qual vs. Quant...Again!, "International Journal of Advertising" 2008, nr 4.
- Kozielski R. (red.), Wskaźniki marketingowe, Oficyna Ekonomiczna, Kraków 2004.
- Krugman H.E., Brain Wave Measures of Media Involvement, "Journal of Advertising Research" 1971, nr 1.
- Krugman H.E., Impact of Television Advertising: Learning without Involvement, "Public Opinion Quarterly" 1965, nr 3.
- Krugman H.E., Why Three Exposures May Be Enough, "Journal of Advertising Research" 1972, nr 12.
- Krugman H.E., Memory without Recall, Exposure without Perception, "Journal of Advertising Research" 1977, nr 4.
- Kucharska B., Malinowska M., Postawy konsumentów wobec marek, "Marketing i Rynek" 2004, nr 1.
- Kwarciak B., Co trzeba wiedzieć o reklamie, Wydawnictwo Profesjonalnej Szkoły Biznesu, Kraków 1999.
- LaBarbera P.A., Tucciarone J.D., GSR Reconsidered: A Behavior-based Approach to Evaluating and Improving the Sales Potency of Advertising, "Journal of Advertising Research" 1995, nr 5.
- Lambin J.J., Strategiczne zarządzanie marketingowe, PWN, Warszawa 2001.
- Lauterborn R., New Marketing Litany: Four Ps Passe; C-words Take Over, "Advertising Age" 1990 (October).
- Lavidge R.J., Steiner G.A., A Model for Predictive Measurement of Advertising Effectiveness, "Journal of Marketing" 1961, nr 6.
- Leigh J.H., Zinkhan G.N., Swaminathan V., Dimensional Relationships of Recall and Recognition Measures with Selected Cognitive and Affective Aspects of Print Ads, "Journal of Advertising" 2006, nr 1.
- Lemańska M., Reklamy płyną do mediów, "Rzeczpospolita", 7.11.2007.
- Lin C.A., Cultural Values Reflected in Chinese and the American Advertising, "Journal of Advertising" 2001, nr 3.
- Lodish L.M., The Advertising and Promotion Challenge: Vaguely Right or Precisely Wrong?, Oxford University Press 1986.
- Łodziana-Grabowska J., Efektywność reklamy, PWE, Warszawa 1996.
- Maclnnis D.J., Jaworski B.J., Information Processing from Advertisements: Toward an Integrative Framework, "Journal of Marketing" 1989, nr 4.
- MacKenzie S.B., Lutz R.J., Belch G.E., The Role of Attitude towards the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations, "Journal of Marketing Research" 1986, nr 2.
- Marketing at the Crossroads. A Survey on the Role of Marketing, Coopers & Lybrand, New York 1993.
- Marn M.V., Roisiello R.L., Inteligentne zarządzanie ceną: niedoceniany klucz do większych zysków, "Harvard Business Review Polska" 2005, nr 5.
- Masterson P., The Wearout Phenomenon, "Marketing Research" 1999, nr 3.
- Mazurek-Łopacińska K. (red.), Badania marketingowe. Metody, nowe technologie, obszary aplikacji, PWE, Warszawa 2008.
- Mazurek-Łopacińska K. (red.), Badania marketingowe. Metody, tendencje, zastosowania, AE, Wrocław 2003.
- Mazurek-Łopacińska K. (red.), Badania marketingowe. Podstawowe metody i obszary zastosowań, AE, Wrocław 2002.
- McCarthy E. J., Basic Marketing: A Managerial Approach, Irwin, Homewood 1960.
- McDonald C, Point of View: The Key Is to Understand Consumer Response, "Journal of Advertising Research" 1993, nr 5.
- McDonald M., Dunbar L., Segmentacja rynku, Oficyna Ekonomiczna, Kraków 2003.
- Meenaghan T., The Role of Advertising in Brand Image Development, "Journal of Product and Brand Management" 1995, nr 4.
- Mela C.F., Gupta S., Lehmann D.R., The Long-term Impact of Promotion and Advertising on Consumer Brand Choice, "Journal of Marketing Research" 1997, nr 2.
- Meyers-Levy J., Malaviya P., Consumers Processing of Persuasive Advertisements: An Integrative Framework of Persuasion Theories, "Journal of Marketing" 1999, nr 4.
- Michalski E., Marketing. Podręcznik akademicki, PWN, Warszawa 2004.
- Miller S., Berry L., Brand Salience versus Brand Image: Two Theories of Advertising Effectiveness, "Journal of Advertising Research" 1998, nr 5.
- Misiąg F., Metodyczne problemy badania orientacji marketingowej, "Marketing i Rynek" 2001, nr 10.
- Mitchell A.A., Olson J.C., Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?, "Journal of Marketing Research" 1981, nr 3.
- Mitra A., Lynch Jr. J.G., Toward the Reconciliation of Market Power and Information Theories on Advertising Effects on Price Elasticity, "Journal of Consumer Research" 1995, nr 4.
- Moldovan S.E., Copy Factors Related to Persuasion Scores, "Journal of Advertising Research" 1984, nr 6.
- Moriarty S.E., Beyond the Hierarchy of Effects: A Conceptual Framework, "Current Issues & Research in Advertising" 1983, nr 1.
- Moriarty S.E., Effectiveness, Objectives, and the EFFIE Awards, "Journal of Advertising Research" 1996, nr 4.
- Morrison D.G., Purchase Intentions and Purchase Behavior, "Journal of Marketing" 1979, nr 2.
- Mruk H. (red.), Komunikowanie się w marketingu, PWE, Warszawa 2004.
- Mruk H., Pilarczyk B., Szulce H., Marketing. Uwarunkowania i instrumenty, Wydawnictwo AE, Poznań 2007.
- Mruk H., Pilarczyk B., Sojkin B., Szulce H., Podstawy marketingu, Wydawnictwo AE, Poznań 1999.
- Murphy J.H., Cuningham I.C.M., Advertising and Marketing Communication Management, The Dryden Press, Orlando 1993.
- Nierenberg B., Reklama jako element procesu komunikacji rynkowej, Wydawnictwa Wyższej Szkoły Zarządzania i Administracji, Opole 2004.
- Nierenberg B., Wybrane problemy badania skuteczności reklamy, Wydawnictwo Uniwersytetu Opolskiego, Opole 2000.
- Niestrój R., Typologia orientacji przedsiębiorstw, Zeszyty Naukowe Akademii Ekonomicznej w Krakowie nr 677, AE, Kraków 2005.
- Niestrój R., Zarządzanie marketingiem. Aspekty strategiczne, PWN, Warszawa 2002.
- Nowak S., Metodologia badań społecznych, PWE, Warszawa 2007.
- Ohme R.K., Neuromarketing jako owoc mariażu nauki z biznesem, "Marketing i Rynek" 2008, nr 2.
- Ohme R.K., Pyl P., Płytkie versus głębokie przetwarzanie komunikatów reklamowych, "Marketing i Rynek" 2006, nr 3.
- Ostrów J., Setting Frequency Levels: An Art or a Science?, "Journal of Advertising Research" 1984, nr 4.
- Pachnowska B., Psychometr - skuteczne badanie efektywności reklamy, "Aida-Media" 1996, nr 7.
- Pass Ch., Sturgess B., Wilson N., Advertising, Barriers to Entry and Competition Policy, "Journal of Product and Brand Management" 1994, nr 3.
- Payne A., Marketing usług, PWE, Warszawa 1997.
- Percy L., Elliott R., Strategic Advertising Management, Oxford University Press, New York 2005.
- Percy L., Rossiter J.R., Elliott R., Strategic Advertising Management, Oxford University Press, New York 2001.
- Petty R.E., Cacioppo J.T., Source Factors and the Elaboration Likelihood Model of Persuasion, "Advances in Consumer Research" 1984, nr 1.
- Petty R.E., Cacioppo J.T., The Elaboration Likelihood Model of Persuasion, "Advances in Consumer Research" 1984, nr 1.
- Petty R.E., Cacioppo J.T., Schuman D., Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement, "Journal of Consumer Research" 1983, nr 2.
- Pieters R., Wedel M., Attention Capture and Transfer in Advertising: Brand, Pictorial and Text-size Effects, "Journal of Marketing" 2004, nr 2.
- Pilot D., Czy reklama się opłaca, "Gazeta Wyborcza", 4.08.1992.
- Plassman H., Ambler T., Braeutigam S., Kennig P., What Can Advertisers Learn from Neuroscience?, "International Journal of Advertising" 2007, nr 2.
- Plessis E. du, A View on the Prospects of Neurological Research and Advertising Engagement and Effectiveness, "International Journal of Advertising" 2007, nr 1.
- Plessis E. du, Recognition versus Recall, Journal of Advertising Research" 1994, nr 3.
- Pleśniak A., Modelowanie zachowań konsumentów, Problemy Zarządzania nr 4, Wydawnictwo Uniwersytetu Warszawskiego, Warszawa 2004.
- Pollay R.W, The Distorted Mirror: Reflections on the Unintended Consequences of Advertising, "Journal of Marketing" 1986, nr 2.
- Preston I.L., Thorson E., The Expanded Association Model: Keeping the Hierarchy Concept Alive, "Journal of Advertising Research" 1984, nr 1.
- Pringle L.G., Wilson R.D., Brody E.I., NEWS: A Decision Oriented Model for New Product Analysis and Forecasting, "Marketing Science" 1982, nr 1.
- Przybyłowski K, Hartley S.W., Kerin R.A., Rudelius W., Marketing, Dom Wydawniczy ABC, Warszawa 1998.
- Rangaswamy A., Burke R.R., Oliva T. A., Brand Equity and the Extendibility of Brand Names, "International Journal of Research in Marketing" 1993, nr 1.
- Ray M.L., A Decision Sequence Analysis of Development in Marketing Communication, "Journal of Marketing" 1973, nr 1.
- Ray M.L., Harper W., Strong E., An Attitudinal Framework for Advertising Strategy, "Journal of Marketing" 1972, nr 2.
- Reed P.W., Ewing M.T., How Advertising Works: Alternative Situational and Attitudinal Explanations, "Marketing Science" 2004, nr 1-2.
- Reichheld F.F., Loyalty-based Management, "Harvard Business Review" 1993, nr 2.
- Reichheld F.F., The Loyalty Effect: The Hidden Force behind Growth, Profits, and Lasting Value, Harvard Business School Press, Boston 1996.
- Reinartz W., Kumar V., Błędy w zarządzaniu lojalnością klientów, "Harvard Business Review Polska" 2003, nr 1.
- Romaniuk J., Brand Salience and Customer Defection in Subscription Markets, "Journal of Marketing Management" 2003, nr 1-2.
- Romaniuk J., Sharp B., Conceptualizing and Measuring Brand Salience, "Marketing Science" 2004, nr 4.
- Rossiter J.R., Predicting Starch Scores, "Journal of Advertising Research" 1981, nr 5.
- Rossiter J.R., Danaher P.J., Advanced Media Planning, Kluwer Academic Publishers, Norwell 1998.
- Rossiter J.R., Percy L., Advertising and Promotion Management, McGraw-Hill, New York 1987.
- Rossiter J.R., Percy L., Advertising Communications and Promotion Management, McGraw-Hill, New York 1997.
- Rossiter J.R., Percy L., Donovan R.J., A Better Advertising Planning Grid, "Journal of Advertising Research" 1991, nr 5.
- Ruiz S., Sicilia M" The Impact of Cognitive and/or Affective Processing Styles on Consumer Response to Advertising Appeals, "Journal of Business Research" 2004, nr 6.
- Runyon K.E., Stewart D.W., Consumer Behavior, Merrill, Columbus 1987.
- Rüssel J.T., Lane W.R., Reklama według Ottona Kleppnera, Feiberg SJA, Warszawa 2000.
- Sadowski R, Ile warta jest marka: od pomiaru do zarządzania, "Harvard Business Review Polska" 2003, nr 7.
- Schlinger M.J., A Profile of Responses to Commercials, "Journal of Advertising Research" 1979, nr 2.
- Schmalensee R., Advertising and Entry Deterrence: An Exploratory Model, "Journal of Political Economy" 1983, nr 4.
- Schmitt B., Simonson A., Estetyka w marketingu. Strategiczne zarządzanie markami, tożsamością i wizerunkiem firmy, Wydawnictwo Profesjonalnej Szkoły Biznesu, Kraków 1999.
- Schmitt B., Simonson A., Marketing Esthetics. The Strategic Management of Brands, Identity and Image, The Free Press, New York 1997.
- Schofield A., International Differences in Advertising Practices: Britain Compared to Other Countries, "International Journal of Advertising" 1991, nr 4.
- Schroer J.C., Ad Spending: Growing Market Share, "Harvard Business Review" 1990, nr 1.
- Schultz D.E., The Inevitability of Integrated Communication, "Journal of Business Research" 1996, nr 37.
- Schultz D., What Is Direct Marketing, "Journal of Direct Marketing" 1995, nr 2.
- Sheth J.N., Sisodia R.S., Marketing Productivity: Issues and Analysis, "Journal of Business Research" 2002, nr 5.
- Shimp T.A., Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications, The Dryden Press, Orlando 1997.
- Shimp T. A., Attitude towards the Ad as a Mediator of Consumer Brand Choice, "Journal of Advertising" 1981, nr 2.
- Siemieniako D., Urban W., Pomiar lojalności klientów z uwzględnieniem pomiaru motywów, "Marketing i Rynek" 2007, nr 11.
- Siwek H., Badania czytelnictwa prasy - deklaracje a rzeczywistość. Szkic metodologiczny, Zeszyty Prasoznawcze nr 3-4, Kraków 1997.
- Smith R.E., Integrating Information from Advertising and Trial: Processes and Effects on Consumer Response to Product Information, "Journal of Marketing Research" 1993, nr 2.
- Smith R.E., Swinyard W.R., Cognitive Response to Advertising and Trial: Belief Strength, Belief Confidence and Product Curiosity, "Journal of Advertising" 1988, nr 3.
- Smith R.E., Swinyard W.R., Information Response Models: An Integrated Approach, "Journal of Marketing" 1982, nr 1.
- Solomon M.R., Consumer Behavior. Buying, Having and Being, Allyn and Bacon, Needham Heights 1992.
- Stafford M.R., Stafford T.F., Mechanical Commercial Avoidance: A Uses and Gratifications Perspective, "Journal of Current Issues & Research in Advertising" 1996, nr 2.
- Stanton W.J., Etzel M.J., Walter B.J., Fundamentals of Marketing, McGraw-Hill, New York 1991.
- Stayman D.M., Aaker D. A., Continuous Measurement of Self-report of Emotional Response, "Psychology & Marketing" 1993, nr 3.
- Stewart D" Allocating the Promotional Budget: Revisiting the Advertising and Promotion-to-sales Ratio, "Marketing Intelligence & Planning" 1996, nr 4.
- Stone M., Bond A., Blake E., Marketing bezpośredni i interaktywny, PWE, Warszawa 2007.
- Storbacka K., Lehtinen J.R., Sztuka budowania trwałych związków z klientami, Oficyna Ekonomiczna, Kraków 2001.
- Surmanek J., Introduction to Advertising Media: Research, Planning and Buying, NTC Business Book, Lincolnwood 1993.
- Szymańska E., Postawy młodych konsumentów wobec radiowych reklam produktów, "Marketing i Rynek" 2004, nr 8.
- Taranko T, Cele działań marketingowych polskich przedsiębiorstw, "Marketing i Rynek" 2005, nr 3.
- Thomke S., Proces badań i rozwoju wkracza do usług, "Harvard Business Review Polska" 2004, nr 5.
- Tomczyk-Tołkacz J., Etyka biznesu. Wybrane problemy, AE, Wrocław 1994.
- Trojanowski M., W kierunku budowania więzi z klientami - nowe wyzwanie dla marketingu, www.target.uw.edu.pl.
- Turk P.B., Effective Frequency Report: Its Use and Evaluation by Major Agency Media Department Executives, "Journal of Advertising Research" 1988, nr 2.
- Tyran M.R., Wskaźniki finansowe, Oficyna Ekonomiczna, Kraków 2004.
- Urbanek G., Ile warta jest marka (Brand Equity), Centrum Kreowania Liderów, www.ckl.com.
- Urbanek G., Zarządzanie marką, PWE, Warszawa 2002.
- Vakratsas D., Advertising Response Models with Managerial Impact: An Agenda for the Future, "Applied Stochastic Models in Business & Industry" 2005, nr 4-5.
- Vakratsas D., Ambler T, How Advertising Works: What Do We Really Know?, "Journal of Marketing" 1999, nr 1.
- Van den Abeele P., MacLachlan D.L., Process Tracing of Emotional Responses to TV Ads: Revisiting the Warmth Monitor, "Journal of Consumer Research" 1994, nr 4.
- Van Raaij W.E, How Consumers React to Advertising, "International Journal of Advertising" 1989, nr 3.
- Vaughn R., How Advertising Works: A Planning Model, "Journal of Advertising Research" 1980, nr 5.
- Vaughn R., How Advertising Works: A Planning Model Revisited, "Journal of Advertising Research" 1986, nr 1.
- Waniowski P., Strategie cenowe, PWE, Warszawa 2003.
- Watson P.J., Gatchel R.J., Autonomic Measures of Advertising, "Journal of Advertising Research" 1979, nr 3.
- Weilbacher W.M., How Advertising Affects Consumers (Point of View), "Journal of Advertising Research" 2003, nr 2.
- Weilbacher W.M., Point of View: Does Advertising Cause a "Hierarchy of Effects"? "Journal of Advertising Research" 2001, nr 4.
- Wells W.D., Leavitt C., McConville M., A Reaction Profile for TV Commercials, "Journal of Advertising Research" 1971, nr 6.
- Wiktor J.W, Promocja. System komunikacji przedsiębiorstwa z rynkiem, PWN, Warszawa 2001.
- Wiktor J.W., Struktura systemu promocji. Próba polemiki z koncepcją Ph. Kotlera, "Marketing i Rynek" 2004, nr 3.
- Wilcox G.B., Beer Brand Advertising and Market Share in the United States: 1977-1998, "International Journal of Advertising" 2001, nr 2.
- Wiles J.A., Wiles C.R., Tjernlund A., A Comparison of Gender Role Portrayals in Magazine Advertising: The Netherlands, Sweden and the USA, "European Journal of Marketing" 1995, nr 11.
- Woźniczka J., Efekty komunikacyjne reklamy w świetle wyników testów reklam telewizyjnych (cz. I), "Marketing i Rynek" 2007, nr 2.
- Woźniczka J., Efekty komunikacyjne reklamy w świetle wyników testów reklam telewizyjnych (cz. II), "Marketing i Rynek" 2007, nr 3.
- Woźniczka J., Estetyka marketingowa - nowa jakość w zarządzaniu wizerunkiem organizacji?, Prace Naukowe Akademii Ekonomicznej we Wrocławiu nr 841: Teoria i praktyka marketingu, AE, Wrocław 2000.
- Woźniczka J., Etyka w reklamie, Seminarium: Teoria i praktyka marketingu, AE, Wrocław 1996.
- Woźniczka J., Ilościowe mierniki oceny wyników i zakres ich wykorzystania w przedsiębiorstwach krajowych: wyniki badania, Prace Naukowe Akademii Ekonomicznej we Wrocławiu nr 1029: Problemy teorii i praktyki marketingu, AE, Wrocław 2004.
- Woźniczka J., Modele hierarchii efektów: od Lewisa do Robertsona, "Businessman Magazine" 1994, nr 9.
- Woźniczka J., Ustalanie częstotliwości reklamy w planowaniu mediów: między magią a nauką, Prace Naukowe Akademii Ekonomicznej we Wrocławiu nr 863: Teoria i praktyka marketingu, AE, Wrocław 2000.
- Wright R., Advertising, Pearson Education Limited, Harlow 2000.
- Wrzosek W. (red.), Efektywność marketingu, PWE, Warszawa 2005.
- Wrzosek W., Krzyżanowska M., Podstawy oceny efektywności marketingu, "Marketing i Rynek" 2007, nr 12.
- Yoo B., Mandhachitara R., Estimating Advertising Effects on Sales in a Competitive Setting, "Journal of Advertising Research" 2003, nr 3.
- Zajonc R.B., Markus H., Affective and Cognitive Factors in Preferences, "Journal of Consumer Research" 1982, nr 2.
- Zambardino A., Goodfellow J., Being "Affective " in Branding?, "Journal of Marketing Management" 2007, nr 1-2.
- Zhao X., Commercial Liking and Memory: Moderating Effects of Product Category, "Journal of Advertising Research" 2001, nr 3.
- Zielske H.A., Does Day-after Recall Penalize ,,Feeling Ads"?, "Journal of Advertising Research" 1982, nr 1.
- Zinkhan G.M., Gelb B.D., What Starch Scores Predict, "Journal of Advertising Research" 1986, nr 4.
- Zufryden E.S., A Tested Model of Purchase Response to Advertising Exposures, "Journal of Advertising Research" 1981, nr 1.
- Zufryden E.S., Predicting Trial, Repeat and Sales Response from Alternative Media Plans (using split-cable data), "Journal of Advertising Research" 1982, nr 3.
- Żabiński L. (red.), Zarządzanie marketingowe. Podstawy teoretyczne, węzłowe specjalizacje badawcze, Prace Naukowe Akademii Ekonomicznej w Katowicach, AE, Katowice 2004.
- Źródła internetowe
- http://brtvp.pl
- http://encarta.msn.com
- http://gospodarka.gazeta.pl
- http://infores.com
- http://panel.pbi.org.pl
- http://pl.acnielsen.com
- http://us.acnielsen.com
- www.acnielsen.pl
- www.agbnielsen.pl
- www.amsreview.org
- www.arbitron.com
- www.arc.com.pl
- www.bmrb.co.uk
- www.broker.fm.pl^ www.bruzzone-research.com
- www.ckl.com
- www.cmr.com.pl
- www.crmc.pl
- www.estymator.com.pl
- www.expert-monitor.pl
- www.firma.hoop.pl
- www.gazetawyborcza.pl/reklamagw
- www.gfk.com
- www.gfknorthamerica.com
- www.gfk.pl
- www.idcpoland.pl
- www.imas.at
- www.imas.pl
- www.instytut.com.pl
- www.ipsos.pl
- www.iqs-quant.com.pl
- www.kmr-group.com
- www.marketingpower.com
- www.mediamark.com
- www.mediarun.pl
- www.memrb.com
- www.millwardbrown.com
- www.money.pl
- www.mri.com
- www.mswresearch.com
- www.nbcp.pl
- www.obp.pl
- www.pbczyt.pl
- www.pbo.org.pl
- www.pentor.pl
- www.pwc.com
- www.samar.pl
- www.smgkrc.pl
- www.smrb.com
- www.starchresearch.com
- www.stratosfera.com
- www.target.uw.edu.pl
- www.tgisurveys.com
- www.tns-global.com
- www2.acnielsen.com
- Cytowane przez
- ISSN
- 1899-3192
1689-6556 - Język
- pol