A Diagnosis of Promotional Activities in Polish Cities: The Views of City Dwellers

Marta Jankowska

Ekonomia journal, 2012, vol. 31

Abstract: The purpose of this paper is to analyze city dwellers’ opinions on their hometowns’ promotional activities, taking into account the size of these urban communities. The PAPI method (Paper and Pencil Interview) as well as an online questionnaire were used to collect data. Standardized questionnaire was used as a research tool. Polish city dwellers were surveyed between May 7th and August 18, 2011. In addition, the author has compiled effectiveness evaluations of the promotion tools used by the cities as collected by the inhabitants in the framework of a TNS OBOP survey conducted in late October and early November 2010 on a sample of local community officials responsible for marketing. An analogous comparison has been used to assess media effectiveness in the cities’ promotion campaigns. This kind of compilation has led to identifying differences in the reception of public image campaigns by those who run them and those who are the target of the campaigns. That, in turn, can become useful data for local communities’ bureaus of promotion to analyze.

Keywords: city public image; city brand; city promotion tools; advertising; public relations; public events; gadgets; city placement; media; outdoor (search for similar items in EconPapers)
Date: 2012
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://ekonomia.wne.uw.edu.pl/ekonomia/getFile/355 (application/pdf)
no

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eko:ekoeko:31_140

Access Statistics for this article

More articles in Ekonomia journal from Faculty of Economic Sciences, University of Warsaw Contact information at EDIRC.
Bibliographic data for series maintained by ().