Skuteczność tradycyjnych form komunikacji marketingowej przedsiębiorstw
Efficiency of traditional forms of marketing communication of enterprises

Summary/Abstract: In the times of searching for new factors of competition advantage and limiting the costs by companies, the issue of efficiency of marketing tools gains special meaning. Simultaneously, the increasing role of the Internet and modern forms of marketing communication in the form of social networks, mailing, makes one ask about the purpose and efficiency of using leaflets and promotional newsletters. The aim of the article is assessment based on empirical research of efficiency of traditional forms of advertising in the form of leaflets and promotional newsletters. It has been proved that traditional forms of advertising are still characterised by high effectiveness, raise interest in 86% of the respondents. They are also helpful with making shopping decisions, especially referring to groceries, toys and household appliances. The theses of positive influence of leaflets and promotional newsletters on making shopping decisions by the consumers has been confirmed.

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