COMPOSITION OF TRANSMISSION AS A FACTOR DETERMINING THE EFFECTIVENESS OF NON-VERBAL COMMUNICATION IN ADVERTISING. (Kompozycja przekazu jako czynnik determinujacy skutecznosc komunikatu niewerbalnego w reklamie.)

• Authors: Makowski Michal
• Languages of publication: PL

Abstracts

EN

Advertising, as a marketing communication tool, provides customers with both verbal, as well as non-verbal transmission. This article shows the possibility of conducting research on the effectiveness of non-verbal communication. The main recommendations concerning the composition of advertising messages, with special emphasis on the non-verbal communication, were introduced. On an example of some expressive verbal and non-verbal messages in several banks' external advertising, effective mechanism for impact of advertising on the human mind was presented.

Keywords

EN

NON-VERBAL COMMUNICATION; OUTDOOR ADVERTISING

Discipline

• ECONOMICS: ECONOMICS

• Publisher: Spółdzielczy Instytut Naukowy G. Bierecki sp.j.
• Journal: Pieniądze i Więź
• Year: 2009
• Volume: 12
• Issue: 1(42)
• Pages: 63-69
• Document type: ARTICLE

Contributors

author

Makowski Michal

• Michal Makowski, Powislanska Szkola Wyzsza, Wydzial Zarzadzania, ul. 11 Listopada 29, 82-500 Kwidzyn, Poland

Identifiers

CEJSH db identifier

09PLAAAA063518