INNOVATIVENESS OF ADVERTISING ACTIVITIES IN THE POLISH MARKET - ADVERTISERS" ABILITIES AND RECIPIENTS" PERCEPTION

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Robert Nowacki


Keywords : Social media, Sustainable marketing, EconomicsEnterprises, Marketing-mix, Foreign marketsAdvertising, Innovative character, Marketing services
Abstract
The development of advertising competition forces to undertake measures aimed at increasing effectiveness of the process of influencing potential customers. Advertisers more and more often reach for non-conventional and innovative solutions that are a part of innovativeness in a broad sense. This is facilitated by the development of modern mass media. The article touches the problem of the possibility to implement innovative solutions in advertising and perception thereof among consumers. The grounds for considerations are quantitative research surveys carried out among enterprises conducting their active advertising as well as recipients of those activities.

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How to Cite
Nowacki, R. (2015). INNOVATIVENESS OF ADVERTISING ACTIVITIES IN THE POLISH MARKET - ADVERTISERS" ABILITIES AND RECIPIENTS" PERCEPTION. Acta Scientiarum Polonorum. Oeconomia, 14(2), 119–130. Retrieved from https://aspe.sggw.edu.pl/article/view/451
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