PL EN


2013 | 4(17) | 198-218
Article title

Czas jako zmienna w procesach planowania i pomiaru efektów komunikacji marketingowej

Content
Title variants
EN
Time as a variable in processes of marketing communication planning and performance measurement
Languages of publication
PL
Abstracts
EN
The chosen decision problems associated with scheduling advertising and sales promotions programs are discussed in this article, as well as the question of marketing communication effects generation and measurement over time is posed. The practical strategies of scheduling advertising and sales promotions activities are presented, together with their conditions and applications. The discussion on the time aspects of generating and measuring the effects of marketing communications is also presented. The managerial implications of this paper lie in the presentation of professional solutions concerning the timing of advertising and sales promotions investments and control, and in indicating the variables affecting effectiveness of these solutions, which should be taken into account during decision process.
Year
Issue
Pages
198-218
Physical description
Contributors
References
  • Aaker D.A., Carman J.C., Are you overadvertising?, „Journal of Advertising Research” 1982, nr 4.
  • Abraham M., Lodish L., Getting the most out of advertising and promotion, „Harvard Business Review” 1990, nr 2.
  • Belch G.E., Belch M.A., Advertising and Promotion. An Integrated Marketing Communications Perspective, Irwin/McGraw-Hill, New York 1999.
  • Beliczyński J., Planowanie mediów w zarządzaniu reklamą, Antykwa, Kraków 1999.
  • Blattberg R.C., Neslin S.A., Sales promotions: the long and the short of It, „Marketing Letters” 1989, nr 1.
  • Bovée C.L., Arens W.F., Contemporary Advertising, Irwin, Homewood 1992.
  • Cennik emisji reklam w Programie 1 i w Programie 3 Polskiego Radia, http://reklama.polskieradio.pl [dostęp: 5.02.2013].
  • Cooil B., Devinney T., The return to advertising expenditure, „Marketing Letters” 1992, nr 2.
  • Davis S., Inman J.J., McAllister L., Promotion has a negative effect on brand evaluations – or does it? Additional disconfirming evidence, „Journal of Marketing Research 1992, nr 1, s. 143-148
  • De Pelsmacker P., Geuens M., Van den Bergh J., Marketing Communications, Prentice Hall/Pearson Education, Harlow 2001.
  • Dhar S.K., Hoch S.J., Price discrimination using in-store merchandising, „Journal of Marketing” 1996, nr 1.
  • Ehrenberg A.S.C., Repetitive advertising and the consumer, „Journal of Advertising Research” 1974, nr 2.
  • Ehrenberg A.S.C., Tacit suggestion versus full-frontal advocacy, „International Journal of Advertising” 2000, nr 3.
  • Ehrenberg A.S.C., Barnard N., Kennedy R., Bloom H., Brand advertising as creative publicity, „Journal of Advertising Research” 2002, nr 4.
  • Ephron E., More weeks, less weight: the shelf-space model of advertising, „Journal of Advertising Research” 1995, nr 4.
  • Grover R., Srinivasan V., Evaluating the multiple effects of retail promotions on brand loyalty and brand switching segments, „Journal of Marketing Research” 1992, nr 1.
  • Gupta S., Impact of sales promotions on when, what and how much to buy, „Journal of Marketing Research” 1988, nr 4.
  • Haugtvedt C.P., Wegener D.T., Message order effects in persuasion: an attitude strength perspective, „Journal of Consumer Research” 1994, nr 1.
  • Heath R., Ukryta moc reklamy. Co tak naprawdę wpływa na wybór marki?, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2006.
  • Kahn B.E., Louie T.A., Effects on retraction of price promotions on brand choice behavior for variety-seeking and last-purchase-loyal consumers, „Journal of Marketing Research” 1990, nr 3.
  • Kall J., Reklama, PWE, Warszawa 2000.
  • Kamakura W.A., Russell G.J., Measuring brand value with scanner data, „International Journal of Research in Marketing” 1993, nr 1.
  • Kanetkar V., Weinberg C.B., Weiss D.L., Price sensitivity and television advertising exposures: some empirical findings, „Marketing Science” 1992, nr 4.
  • Lal R., Padmanabhan V., Competitive response and equilibria, „Marketing Science” 1995, nr 3.
  • Leone R.P., Srinivasan S.S., Coupon face value: its impact on coupon redemptions, brand sales and brand profitability, „Journal of Retailing” 1996, nr 3.
  • Little J.D.C., Advertising models: the state of the art, „Operations Research” 1979, nr 4.
  • Mahajan V., Muller E., Advertising pulsing policies for generating awereness of new products, „Marketing Science” 1986, nr 2.
  • Mayhew G.E., Winer R., An empirical analysis of internal and external reference prices using scanner data, „Journal of Consumer Research” 1992, nr 1.
  • Mesak H.I., An aggregate advertising pulsing model with wearout effects, „Marketing Science” 1992, nr 3.
  • Mitra A., Advertising and the stability of consideration sets over multiple purchase occasions, „International Journal of Research in Marketing” 1995, nr 1.
  • Mulhern F.J., Padgett T.T., The relationship between retail price promotions and regular price purchases, „Journal of Marketing” 1995, nr 4.
  • Neslin S.A., Henderson C., Quelch J., Consumer promotions and the acceleration of product purchases, „Marketing Science” 1985, nr 2.
  • Patzer G.L., Multiple dimensions of performance for 30-second and 15-second commercials, „Journal of Advertising Research” 1991, nr 4.
  • Percy L., Elliott R., Strategic Advertising Management, Oxford University Press, New York 2005.
  • Rossiter J.R., Danaher P.J., Advanced Media Planning, Kluwer Academic Publishers, Norwell 1998.
  • Rossiter J.R., Percy L., Advertising Communications and Promotion Management, McGraw-Hill, New York 1997.
  • Schonfeld E.P., Boyd J.H., The financial payoff in corporate advertising, „Journal of Advertising Research” 1982, nr 1.
  • Sethuraman R., Tellis G.J., An analysis of the trade off between advertising and price discounting, „Journal of Marketing Research” 1991, nr 2.
  • Shimp T.A., Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications, The Dryden Press, Orlando 1997.
  • Solomon M.R., Consumer Behavior. Buying, Having and Being, Allyn and Bacon, Needham Heights 1992.
  • Srinivasan S., Pauvels K., Hanssens D., Dekimpe M., Kto korzysta na promocjach cenowych?, „Harvard Business Review Polska” 2003, nr 1.
  • Stanton J.L., Burke J., Comparative effectiveness of executional elements in tv advertising: 15- versus 30-second commercials, „Journal of Advertising Research” 1998, nr 6.
  • Stanton W.J., Etzel M.J., Walker B.J., Fundamentals of Marketing, McGraw-Hill, New York 1991.
  • Surmanek J., Introduction to Advertising Media: Research, Planning and Buying, NTC Business Book, Lincolnwood 1993.
  • Woźniczka J., Efekty komunikacyjne reklamy w świetle wyników testów reklam telewizyjnych (cz. 1), „Marketing i Rynek” 2007a, nr 2.
  • Woźniczka J., Efekty komunikacyjne reklamy w świetle wyników testów reklam telewizyjnych (cz. 2). „Marketing i Rynek” 2007b, nr 3.
  • Woźniczka J., Efekty reklamy w systemie komunikacji marketingowej, Wydawnictwo UE, Wrocław 2009.
  • Woźniczka J., Marketing, Uniwersytet Przyrodniczy we Wrocławiu, Oficyna Wydawnicza Atut, Wrocław 2011.
  • Zasady zawierania umów o emisję spotów reklamowych, sponsorowanie audycji i lokowanie produktu, Biuro Reklamy Telewizji Polskiej 2013, http://brtvp.pl/inne/ofertaicennik [dostęp: 5.02.2013].
  • Zhao Z., Clutter and serial order redefined and retested, „Journal of Advertising Research” 1997, nr 5.
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-4c6c9c2e-ec60-4801-8529-2b2c5eb025ad
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.