ADVERTISING AS A TOOL OF MARKETING COMMUNICATION AND ITS CONSEQUENT IMPACT ON CONSUMERS

Radovan Baèík (), Richard Fedorko and Silvia Šimová
Additional contact information
Radovan Baèík: Fakulta manažmentu, Prešovská univerzita v Prešove
Silvia Šimová: Fakulta manažmentu, Prešovská univerzita v Prešove

Polish Journal of Management Studies, 2012, vol. 5, issue 1, 315-323

Abstract: The article pays attention to marketing communication issue, specifically in advertising. The article summarizes theoretical background of advertising within evaluation of the topic direction. The main attention is focused on advertising problem as a marketing communication tool from the perspective of market participants providing their products and services. Through a realised survey of selected aspects we point out opinions of selected target groups in the application of selected market entity

Keywords: marketing communication; communication mix; advertising (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2012
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://pjms.zim.pcz.pl/PDF/PJMS5/ADVERTISINGASATOOLOFMARKETINGCOMMUNICATION.pdf (application/pdf)
http://pjms.zim.pcz.pl/advertising-as-a-tool-of-ma ... ile-Format:text/html

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:pcz:journl:v:5:y:2012:i:1:p:315-323

Access Statistics for this article

More articles in Polish Journal of Management Studies from Czestochowa Technical University, Department of Management Contact information at EDIRC.
Bibliographic data for series maintained by Paula Bajdor ().