Reklama w świecie osób niesłyszących

• Authors: Michał Makowski

Title variants

EN

ADVERTISING IN THE WORLD OF THE DEAF PEOPLE

• Languages of publication: PL

Abstracts

EN

The article discusses the basic principles for implementing the communication process with particular emphasis on the specifics of the deaf people. Indicating the need for information of this type of consumers, reference is made to conditions of marketing communication implemented in practice. An important complement to the theoretical study is presented data from a representative survey research among members of the Polish Association of the Deaf conducted in the first quarter of 2012. The primary objective of the study was to determine the attitude of the deaf to advertising, with particular emphasis on non-verbal and non-language content contained in the broadcast television commercials.

Keywords

EN

advertising; promotion; marketing communication; disability

• Publisher: Spółdzielczy Instytut Naukowy G. Bierecki sp.j.
• Journal: Pieniądze i Więź
• Year: 2013
• Volume: 16
• Issue: 1(58)
• Pages: 84-95

Contributors

author

Michał Makowski

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