Efekty reklamy telewizyjnej a skutki konsumpcji
Effects of Television Advertising and Consequences of Consumption
Author(s): Michał MakowskiSubject(s): Media studies, Behaviorism, Marketing / Advertising, Socio-Economic Research
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: TV advertising; advertising effects; purchasing behaviour;
Summary/Abstract: The aim of this study is to show the effects of using television advertising in the context of their effects – consumer behaviour. The article uses the domestic and foreign literature and data of advertising activities carried out by the end of 2015 by one of the producers of dairy products. The study showed the economic (marketing), behavioural, and communication effects of advertising. In this study, there were used data from a direct survey, targeted at customers in small grocery stores in Gdansk.
Journal: Handel Wewnętrzny
- Issue Year: 361/2016
- Issue No: 2
- Page Range: 332-344
- Page Count: 13
- Language: Polish
