ADVERTISING AS A TOOL OF MARKETING COMMUNICATION AND ITS CONSEQUENT IMPACT ON CONSUMERS - Polish Journal of Management Studies

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

Abstracts > Vol 5

ADVERTISING AS A TOOL OF MARKETING COMMUNICATION AND ITS CONSEQUENT IMPACT ON CONSUMERS
Radovan Bačík, Richard Fedorko, Silvia Šimová

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.

Key words:
marketing communication, communication mix, advertising
JEL Codes: M37

Introduction
Adverts are part of our daily lives whether you realise it or not. Every day we meet them at every turn and in different forms. Effective management of marketing communications firm has a significant impact on its operations in a highly competitive environment. Advertising as a tool of communication mix is a part of the corporate strategy as the long term. It is also addressed at the operational level directly across the product life cycle. It is hardly conceivable that a firm whose objective is profitable and also long-term activity on the market should be achieved without the use of promoting their firm and products.


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Summary

Since we are living at the time where every day we meet with lots of information, we learned to select it and to perceive only information necessary for us. Therefore the firm must be able to find the right way to provide their information. They should not be intrusive, but at the same time they should attract and not vanish in the amount of everyday information.
 It will be increasingly challenging and difficult for marketers to ensure effective marketing communication in the future. A huge number of communication channels make it possible that each client has a wide range of opportunities to communicate with others and to influence their concept of brand and purchase decisions. The growing differentiation media also bring on increasing importance of advertising in on-line environment, which brings for the current marketers still missing measurable tools of their marketing solutions and their possible operational changes.
Marketers working with Coca-Cola brand respond to this trend by focusing on today
s fastest growing medium, which is the Internet. The implementation of interactive web presentations and related competitions encouraging active communication on social media like Facebook and more popular Twitter in abroad form a complex that creates a new and for the future important communication channel.   


REKLAMA JAKO NARZĘDZIE KOMUNIKACJI MARKETINGOWEJ, A NASTĘPNIK WPŁYWU NA KONSUMENTÓW

Abstrakt :

Artykuł zwraca uwagę na problem komunikacji marketingowej, w szczególności w reklamie. W artykule przedstawiono teoretyczne reklamy w ocenie kierunku tematu.Główną uwagę zwrócono na zagadnienia reklamy jako narzędzia komunikacji marketingowej z punktu widzenia uczestników rynku dostarczających swoje produkty i usługi. Poprzez realizowane badania wybranych aspektów zwracamy uwagę opinii wybranych grup docelowych w zakresie stosowania wybranego podmiotu na rynku.


 
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