Wpływ mediów na skuteczność działań komunikacyjnych
Influence of media on the effectiveness of communication actions
Author(s): Ryszard ŻabinskiSubject(s): Economy
Published by: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Keywords: media; marketing; media relations; image; brand; brand value
Summary/Abstract: The article presents issues concerning the measurement of efficiency of enterprises’ communication actions by media. The article shows what sectors of Polish economy were the most frequently described by media in 2009-2010. The article presents the most mediagenic enterprises from those sectors. It also shows the analysis of connections between the number and undertone of press publications about enterprises and their results in gaining marketing and financial ratios. In the article there are specified factors that had the greatest influence on the increase of mediagenic of enterprises in the analyzed period.
Journal: Nauki o Zarzadzaniu
- Issue Year: 2012
- Issue No: 11
- Page Range: 126-138
- Page Count: 13
- Language: Polish
