Fees for Advertisements in Public Space Incurred by a Given Bank Brand in Poland

Płuciennik Monika () and Hełdak Maria ()
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Płuciennik Monika: Department of Spatial Economy Wrocław University of Environmental and Life Sciences Poland
Hełdak Maria: Department of Spatial Economy Wrocław University of Environmental and Life Sciences Poland

Real Estate Management and Valuation, 2017, vol. 25, issue 1, 93-102

Abstract: This article aims to present significant changes in the rates of fees for advertisements on selected bank buildings located in public space, resulting from the implementation of the so-called "Act on Landscape Protection" (Act on amending certain acts in connection with the strengthening of landscape protection tools from 24 April 2015 (2015 Journal Of Laws, item 774). The Act on landscape protection aims to minimize the amount of signboards in city centers. It introduces significant changes regarding (a) fees, (b) the expanded definition of advertisements, and (c) potential revisions and renewal of advertisements. The implementation of the Act causes significant inconveniences and challenges in the process advertising services. The objective of this research is to assess changes in the costs of advertising incurred by banks. More specifically, the research estimated (a) fees incurred by a selected bank brand for signboards placed on all bank branches within the entire country. An altered definition of an advertisement placed in the right-of-way and in public space will cause an increase in the surface of signboards, and, therefore, an increase in fees. In addition, a new type of fee (i.e., advertising fee) will increase the expenses incurred by the bank for the specified objects.

Keywords: outdoor advertising; signboards; public space; right-of-way occupation; Act on landscape protection (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:remava:v:25:y:2017:i:1:p:93-102:n:6

DOI: 10.1515/remav-2017-0006

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