文章基本信息

标题：ABSORPTION OF ADVERTISING EXPENDITURE BY POLISH TELEVISION STATIONS
本地全文：下载
作者：Agnieszka SKOWRONEK – GRĄDZIEL
期刊名称：Scientific Journal of the Military University of Land Forces
印刷版ISSN：2544-7122
电子版ISSN：2545-0719
出版年度：2011
卷号：162
期号：4
页码：408-421
DOI：10.5604/01.3001.0002.3312
出版社：Military University of Land Forces
摘要：This article is devoted to the major Polish advertising medium: television. The main source of information about this subject comes from advertising expenditure reports provided by all TV advertisers.The purpose of this article is an empirical analysis of existing regularities and the identification of the actual level of development of the TV advertising market in Poland.The author, based on domestic as well as foreign databases, outlines the following:→the importance of television in comparison with other advertising media;→the dynamism of expenditure growth in TV advertising;→the diversity of distribution of TV advertising expenditure in relation to television broadcasters, advertisers as well as trade structures and products.
关键词：reklama telewizyjna; wydatki reklamowe; absorpcja wydatków reklamowych; telewizja