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1

RECONSTRUCTIONS OF HISTORICAL EVENTS AS EMOTIONAL PROMOTIONAL TRASMISSIONS (Rekonstrukcje wydarzen historycznych jako emocjonalne przekazy promocyjne.)

100%
Makowski M.
Pieniądze i Więź
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2010
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vol. 13
|
issue 1(46)
84-93
EN
The article presents possibilities of using an event in promotional activities in the tourist services market. It discusses the essential issues related to the practical implementation of a promotional event such as reconstruction of historical events, highlighting the importance of creating emotions in this type of transmission. This issue turns out to be important and worthy of discussion because of the increasing number of outdoor events that reconstruct various historical events, which are very popular in society.
2

SPORTS CONTEXT OF PROMOTONAL ACTIVITIES (Sportowy kontekst dzialan promocyjnych)

80%
Makowski M.
Pieniądze i Więź
|
2009
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vol. 12
|
issue 1(42)
211-221
EN
Sporting rivalry has caused fans, who react very emotionally to the contest of sportsmen, to gather for centuries. Huge interest in sports among the public and media attention were recognized by many companies which have decided to use sport as part of promotional content. This article's aim is to present spectacular sports events' impact on promotional activities. In this context opportunities and risks of sports events, which will be hosted by Poland in the near future, were pointed out. Considering the numerous examples of promotional campaigns relating to both commercial and social activities, the validity of the sports' and well known sportsmen' use in promotional campaigns was analyzed.
3

Produkty regionalne narzędziem promocji turystyki na obszarach wiejskich województwa pomorskiego

80%
Warmińska M., Dąbrowska A., Mozolewski W.
Barometr Regionalny. Analizy i prognozy
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2012
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issue 4(30)
111-118
EN
Manufacturers and producers of regional products have very high capacity to take advantage of the existing market niche as far as the growing interest in food quality is concerned. It is a global trend and Polish producers have a huge opportunity here. The only need is to have a good promotion policy, and the consent and agreement among the producers and manufacturers of regional products. On the one hand, regional products can be a major tourist attraction and also a great way to promote rural development. On the other hand, thanks to the growth of tourism, it is possible to preserve traditional production methods even though they may not be very profitable. Tourists eagerly buy these products and treat it as a kind of proof of a visit in a particular place or country. Moreover, they evoke holiday memories, emotions, and the flavors of the countryside. Rural areas of Pomerania, which are culturally diversified with a rich tradition in history, are a great treasury of cultural resources. The aim of the presented study is to verify the hypothesis that regional product is a tool to promote tourism in rural areas of the voivodship.
4

POLISH PAPERS AT THE END OF THE FIRST DECADE OF THE 21ST CENTURY (Gazety polskie u schylku pierwszej dekady XXI wieku)

80%
Mielczarek T.
Rocznik Historii Prasy Polskiej
|
2010
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vol. 13
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issue 1-2(25-26)
333-359
EN
The author analyses the present market of Polish daily press and concludes that promotional campaigns conducted in the first decade of the 21st century have not resulted in increasing the number of readers. Daily press has for many years been losing readers to online media, mainly the Internet.
5
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Ocena efektywności działań sponsoringowych w sporcie jeździeckim

70%
Tarant S., Morawiak D.
Journal of Agribusiness and Rural Development
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2012
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issue 1(23)
145-154
EN
The aim of this article is to present that a well planned and promoted equestrian event could be an effective promotional tool. Effectiveness of sponsoring activities is shown by the way of example of one of the greatest equestrian event in Poland and the questionnaire study conducted after that.
6

PROMOTION OF AGROTOURIST PRODUCTS OF FARMS LOCATED IN THE SIEDLCE REGION (Promocja produktów agroturystycznych gospodarstw rolnych regionu siedleckiego)

70%
Ciepiela G. A., Jankowski K., Sosnowski J.
Wieś i Rolnictwo
|
2009
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issue 3(144)
123-134
EN
AAgrotourist services have been winning an ever greater popularity on the tourist market. Hence, it is obvious that farmers engaging in agrotourism should apply suitable marketing methods to stimulate the demand for the services that they offer. This is the reason why an analysis has been conducted of the forms of promotion and advertising applied by agrotourist farms located in the Siedlce region. To realize the research assumptions a profile of persons running agrotourist farms has been prepared and conditions offered by such farms to visitors have been described. Additionally, the values of coefficients showing the degree of utilization of overnight accommodation and the share of individual farms in the agrotourist market have been presented. The results of the conducted research indicate that agrotourism is becoming for farmers an important alternative source of income. The lack of knowledge about effective and, also, inexpensive forms of promotion of the offered services may lead to a decline in the popularity of agrotourism. At present, most farms do not see the need to apply other forms of promotion than the membership of an agrotourist association and advertisements presented in the Internet. The financial means that the persons covered by research earmark for advertisements ought to be increased by expenditures on promotion emphasizing the specific character of the offered product.
7

Różnicowanie przekazu komunikacyjnego instytucji non profit w krajach Unii Europejskiej

70%
Chlipała P.
Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie
|
2012
|
issue 896
51-66
EN
The paper presents, in the light of the literature in the field, a review of standardised and adapted communication methods applied by organisations which operate on international markets. The problem of diversification is presented in the context of communicating social messages. The paper also presents the methodology and results of the analysis of messages communicated by non-profit organisations. The analysis assesses 81 campaigns and promotions conducted worldwide by Greenpeace and WWF, including 56 campaigns launched in EU member states. They are described on the basis of selected analytical criteria. The author attempts to evaluate the rationale and reasons for diversifying the messages communicated in campaigns launched by non-profit organisations.
8
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IMPROVEMENT PREMISES IN COMPETITIVENESS OF AGRICULTURAL FOOD COMMODITIES IN POLAND UNDER CONDITIONS OF APPLYING EU COMMON AGRICULTURE POLICY

70%
Danilczuk-Zembrzyska J.
|
2009
|
vol. 4
|
issue 2
241-251
EN
The objective of the study is a presentation of the bases for improvement of competitiveness of agricultural food products made in Poland with consideration taken into the influence of the Common Agriculture Policy of the European Union. In connection with the processes of globalization which started in 90s of the last century and with the fact of accessing Poland to the EU, what resulted in entering the European structures and functioning in a deep competitive environment, the analysis concerning possibilities of achieving an appropriate level of competitiveness became a priority. It is not a simple task to achieve because, regarding the variety of approaches to this issue, no homogenous method exists for the analysis of this phenomenon.
9
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Prawne i ekonomiczne aspekty informacji handlowej w swietle ustawy o swiadczeniu uslug droga elektroniczna z dnia 18 lipca 2002

70%
Smus T. R.
Nauki o Finansach
|
2011
|
issue 6
157-170
EN
The article presents the origin of the Act on Rendering Electronic Services of 18 July 2002. The draft of the Act as well as the problems of the electronics trade and its regulation are discussed. The legal aspects of commercial information with reference to certain economic elements are presented in detail.
10

Poznani socialniho profilu a jeho role v marketingove praxi vysokych skol ve "Spolecnosti vedeni"

61%
Roubal O.
Communication Today
|
2013
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vol. 4
|
issue 1
60-75
EN
Knowledge society faces the challenges to the universalization of education. A changeover from massification to universalization of education brings new views on the role and functions of education, and of course, on the contents of knowledge mediated by a tertiary education system. The number of university educated students in the Czech Republic is increasing very quickly. The percentage of university graduates on the labour market is growing rapidly. Competitive environment on the Czech labour market is tougher than it used to be. The competition between universities is going up, especially in the private sector of tertiary education. The current number of private universities becomes untenable considering the decreasing number of potential applicants caused by the negative demographic movements of age structure of population. Success in stiff competitive environment of universities means consistent strategic leadership of schools and precise conceptions of marketing campaigns. These campaigns should include marketing statements based on facts, rational arguments and objective information. The useful basis for these statements could be empirical data of social profiles of our own students and competitive students’ population as well. The sociological research of social profiles of graduated students may serve not only as a material for credible and effective promotion of schools, but also as a rational starting point of the increasing educational level of schools.
11

Social Media Tools for TV Programmes Promotion

61%
KITSA M., MUDRA I.
Communication Today
|
2018
|
vol. 9
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issue 2
56–73
EN
Social media are an important opportunity for communication and an efficient media promotion tool. Intelligent use of social media tools to promote media content helps to increase site traffic, build mass media image, and increase its reach. Today, the majority of young and adult viewers of the ‘traditional’ television get information from the social media first. According to our previous surveys, social media are the source, from which modern society get the information in the first place, and only after a working day watch TV to get the full picture of affairs. That is why, it is very important for “television” in the traditional meaning of this word to popularise itself through the social media. The most efficient methods of TV promotion via social media are personalisation, hosting news on social media, posting video, audio and photo materials, live broadcasting, direct communication with social network readers (users), etc. It is also very important to popularise both a TV channel’s website and programming. Every year social networks are becoming more and more popular with businessmen and media managers alike. Managers of the most popular TV channels have already appreciated the positive trends of using social networks because social media promotion tools help to boost TV programmes’ recognition and the audiences’ awareness of them.
12

Nowoczesne instrumenty marketingowe wykorzystywane do oddziaływania na odbiorców oferty kulturalnej przez instytucje kultury na rynku Unii Europejskiej

61%
Smoleń T.
Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie
|
2012
|
issue 896
67-79
EN
The introduction defines entities that can be considered enterprises of the cultural market. Based on Hirschmann’s model, target audiences of communications on these markets are presented. The seven groups of e-marketing tools proposed by Smith and Chaffey are discussed in detail, along with examples of modern tools used in marketing to communicate with customers of cultural offers. These are complemented with a presentation of ideas and suggestions concerning the content of cultural institutions’ websites included in a document prepared by the EU project, Minerva EC. The following section examines mobile marketing in cultural institutions’ communication. The final section looks at the importance of innovative tools based on digital technology in cultural institutions’ communication with the market.
13
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Priorytety promocji polskich miast na prawach powiatu w kontekście realizacji działań promocyjnych i wykorzystania governance w samorządzie

61%
Kaczmarek-Śliwińska M.
|
2012
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vol. 19
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issue 4
24-31
EN
Promotion of towns (as the research topic presented in the article) has become in recent years a key element of management. Analysis of towns’ promotion covers usually the following issues: the prestige of the city, its attractiveness for inhabitants and touristic and a cultural potential. In this context often the term ‘city brand is used. It should be implemented based on coherent promotion strategy. All the promotion activities in order o be effective should refer not only to proper goals and tools but also clearly refer to the particular city and its socio-political capital and potential development directions. The second element analyzed in the article is governance, understood as management model that invites to public managements other stakeholders such as nongovernmental organizations, professional associations, media, etc. Implementation of governance means using social capital present in local society. In this sense, local government promotes cities by coordination of other stakeholders activities by inviting them to be actively involved in management processes.
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