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The Effectiveness Of Online Advertising Of Companies In Poland

Author

Listed:
  • Magdalena Rzemieniak

    (Lublin University of Technology, Faculty of Management)

  • Francesco Iannuli

    (Neophane Spa Italy)

Abstract

Over a span of the recent years the internet has become one of the main channels of marketing communication. Online advertising is ever-present in advertising campaigns of both large and small companies. The main goal of this article is to present the results of assessment of online advertising effectiveness in small and medium-sized companies that operate on the Polish ad Italian market. The results may be useful for foreign enterprises for the comparison or implementation. The main goal was achieved through the exploratory research and analysis of the following research problems: assessment of the effectiveness of settlement models of online advertising campaigns, assessment of the selection of tools for measuring the effectiveness of online advertising campaigns, analysing factors affecting the effectiveness of graphic advertising and the assessment of the effectiveness of online advertising.

Suggested Citation

  • Magdalena Rzemieniak & Francesco Iannuli, 2015. "The Effectiveness Of Online Advertising Of Companies In Poland," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 12(2), pages 130-138, December.
    • Handle: RePEc:pcz:journl:v:12:y:2015:i:2:p:130-138
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    References listed on IDEAS

    as
    1. Dorota Jelonek & Cezary Stêpniak, 2014. "Evaluation Of The Usefulness Of Abstract Thinking As A Manager’S Competence," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 9(1), pages 62-71, June.
    2. Bart Weller & Lori Calcott, 2012. "The Definitive Guide to Google AdWords," Springer Books, Springer, number 978-1-4302-4015-0, December.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Magdalena Rzemieniak & Monika Wawer, 2021. "Employer Branding in the Context of the Company’s Sustainable Development Strategy from the Perspective of Gender Diversity of Generation Z," Sustainability, MDPI, vol. 13(2), pages 1-24, January.
    2. Magdalena Rzemieniak & Joanna Wyrwisz & Katarzyn Toborek, 2021. "The Relationship between Consumers‘ Characteristics and the Expectations towards a Brand‘s Value," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 264-277.

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    More about this item

    Keywords

    online advertising; effectiveness;

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