Diagnoza działań promocyjnych polskich miast w opinii mieszkańców

• Authors: Marta Jankowska

Title variants

EN

A diagnosis of promotional activities in Polish cities: the views of city dwellers

• Languages of publication: PL

Abstracts

EN

The purpose of this paper is to analyze city dwellers’ opinions on their hometowns’ promotional activities, taking into account the size of these urban communities. The PAPI method (Paper and Pencil Interview) as well as an online questionnaire were used to collect data. Standardized questionnaire was used as a research tool. Polish city dwellers were surveyed between May 7th and August 18, 2011. In addition, the author has compiled effectiveness evaluations of the promotion tools used by the cities as collected by the inhabitants in the framework of a TNS OBOP survey conducted in late October and early November 2010 on a sample of local community officials responsible for marketing. An analogous comparison has been used to assess media effectiveness in the cities’ promotion campaigns. This kind of compilation has led to identifying differences in the reception of public image campaigns by those who run them and those who are the target of the campaigns. That, in turn, can become useful data for local communities’ bureaus of promotion to analyze.

Keywords

PL

wizerunek miasta; marka miasta; instrumenty promocji miasta; reklama; public relations; eventy; gadżety; city placement; media; outdoor

• Publisher: Wydział Nauk Ekonomicznych Uniwersytetu Warszawskiego
• Journal: Ekonomia. Rynek, Gospodarka, Społeczeństwo
• Year: 2012
• Issue: 31
• Pages: 140-160

Contributors

author

Marta Jankowska

• Uniwersytet Ekonomiczny w Poznaniu; Katedra Ekonomiki Przestrzennej i Środowiskowej