DONORS AND RECEIVERS OF ADVERTISING - REACHING TO COMPROMISE (Reklamodawcy a reklamobiorcy - dochodzenie do kompromisu)

• Authors: Labus Anita
• Languages of publication: PL

Abstracts

EN

Aims and expectations towards advertisement of advertising donors and receivers seem to be completely different. But positions between sponsors, advertisement's creators and consumers could and ought to be approachable. It could bring reciprocal benefit and is required by the market. The evaluation of advertisement could perform a big role in the dialog between donors and receivers of advertisement and contributing to creation and realization of advertisement's aims concentrate not only on advertising effectiveness and efficiency but on needs and expectations of advertisement's receivers and still growing requirements in the matter of ethics and advertising social responsibility, too.

Keywords

EN

ADVERTISING AIMS; ADVERTISING DONORS; ADVERTISING EFFICIENCY; ADVERTISING EVALUATION; ADVERTISING RECEIVER; ADVERTISING SOCIAL RESPONSIBILITY; ETHICS OF CONSUMPTION

Discipline

• ECONOMICS: ECONOMICS

• Publisher: Institute of Labor and Social Studies, Warsaw
• Journal: Polityka Społeczna
• Year: 2009
• Volume: 36
• Issue: 1(418)
• Pages: 6-10
• Document type: ARTICLE

Contributors

author

Labus Anita

• Anita Labus, Bielska Wyzsza Szkola im. J. Tyszkiewicza, al. Armii Krajowej 220, 43-316 Bielsko-Biala, Poland

Identifiers

CEJSH db identifier

10PLAAAA08172