Skuteczność reklamy internetowej przedsiębiorstw transportowych w Polsce – wyniki badań
Artykuł w czasopiśmie
MNiSW
14
Lista B
| Status: | |
| Warianty tytułu: |
The Effectiveness of Online Advertising of Transport Companies in Poland – results of research
|
| Autorzy: | Rzemieniak Magdalena |
| Rok wydania: | 2016 |
| Wersja dokumentu: | Elektroniczna |
| Język: | polski |
| Numer czasopisma: | 11, cz. 2 |
| Wolumen/Tom: | 17 |
| Strony: | 393 - 406 |
| Bazy: | BazHum | CEJSH - The Central European Journal of Social Sciences and Humanities | IC Journals Master List | PBN - Polska Bibliografia Naukowa |
| Efekt badań statutowych | NIE |
| Materiał konferencyjny: | NIE |
| Publikacja OA: | TAK |
| Licencja: | |
| Sposób udostępnienia: | Otwarte czasopismo |
| Wersja tekstu: | Ostateczna wersja opublikowana |
| Czas opublikowania: | Po opublikowaniu |
| Abstrakty: | angielski |
| Over a span of the recent years the Internet has become one of the main channels of marketing communication. Online advertising is widespread in advertising campaigns of both large and small companies. The main goal of this article is to present the assessment results of online advertising efficiency in transportation companies that operate on the Polish market. The main goal was achieved through the exploratory research and analysis of the following research problems: assessment of the efficiency of settlement models of online advertising campaigns, assessment of the selection of tools for measuring the efficiency of online advertising campaigns, assessment of selecting the most effective locations that allow broadcasting of advertisements, analysing factors affecting the efficiency of graphic advertising and the assessment of the efficiency of online advertising considering the advertising unit placement on the website |
