Wykorzystanie wizerunku osób publicznych w działaniach reklamowych Polskich miast i województw
Using the image of well-known persons in the advertising activity of Polish cities and provinces

Summary/Abstract: The purpose of the article is identifying differences between involving well-known persons in advertising the territorial units and using the image of celebrities in promoting different („ordinary”) products. The findings were expressed in the context of chosen marketing actions carried out by Polish cities (among others: Gdynia, Cracow, Ostrów Wielkopolski, Rzeszów, Sieradz) and provinces (świętokrzyskie, dolnośląskie).

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