Podstawowe cele i funkcje reklamy w procesie komunikowania rynkowego
The advertisement is a basie form of communication between company and their business environment. The form and the media are not so standard as the main objectives and the functions of this communication form. The correct understanding the essence of the concepts, functions and mai n goals of adver...
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| Format: | Article |
| Language: | English |
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Military University of Technology, Warsaw
2017-06-01
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| Series: | Nowoczesne Systemy Zarządzania |
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| Online Access: | https://nsz.wat.edu.pl/Podstawowe-cele-i-funkcje-reklamy-w-procesie-komunikowania-rynkowego,129437,0,2.html |
| Summary: | The advertisement is a basie form of communication between company and their business environment. The form and the media are not so standard as the main objectives and the functions of this communication form. The correct understanding the essence of the concepts, functions and mai n goals of advertisement allows to perceive the importance of this communication tool. In this article, the main objectives have been presented based on the following models of consumer behavior: AIDA, DAGMAR, effects model, H. Kurgman's model and FBC. The functions of advertisement are presented from two perspectives: (1) Product Life Cycle Stages and (2) the consumer decision making process. |
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| ISSN: | 1896-9380 2719-860X |