POMIAR EFEKTYWNOŚCI KOMUNIKACJI MARKETINGOWEJ W PRAKTYCE PRZEDSIĘBIORSTW – WYBRANE PROBLEMY
EVALUATING MARKETING COMMUNICATION EFFECTS IN PRAXIS

Summary/Abstract: Advertising market has recently become more complicated than ever before: there is a growing number of advertisers, new technologies and media opportunities; it is increasingly difficult to accurately verify the causal effects of advertising expenditures on subsequent consumer behavior. Although – theoretically – all market-oriented companies should dedicate much of their resources to communications control and monitoring, in practice, it is a very difficult task to accomplish. Based on the examples of two marketing promotion instruments (i.e. online advertising and sponsorship), this manuscript presents key problems, mistakes, deficiencies and challenges with regard to marketing communication measurements by Polish and international companies. It forwards diverse examples and it attempts to explain why there is a gap that opens up between theory and business practice.

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