文章基本信息

标题：Advertising as a tool of marketing communication and its consequent impact on consumers
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作者：Radovan Bačík, Richard Fedorko, Silvia Simová
期刊名称：Polish Journal of Management Studies
印刷版ISSN：2081-7452
出版年度：2012
期号：2208
页码：9
出版社：Faculty of Management, Czestochowa University of Technology
摘要：The article pays attention to marketing communication issue, specifically in advertising. The article summarizes theoretical background of advertising within evaluation of the topic direction. The main attention is focused on advertising problem as a marketing communication tool from the perspective of market participants providing their products and services. Through a realised survey of selected aspects we point out opinions of selected target groups in the application of selected market entity.