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Advertising As A Tool Of Marketing Communication And Its Consequent Impact On Consumers

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  • Radovan Baèík

    ()
    (Fakulta manažmentu, Prešovská univerzita v Prešove)

  • Richard Fedorko

    (Fakulta manažmentu, Prešovská univerzita v Prešove)

  • Silvia Šimová

    (Fakulta manažmentu, Prešovská univerzita v Prešove)

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    Abstract

    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

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    Bibliographic Info

    Article provided by Czestochowa Technical University, Department of Management in its journal Polish Journal of Management Studies.

    Volume (Year): 5 (2012)
    Issue (Month): 1 (June)
    Pages: 315-323

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    Handle: RePEc:pcz:journl:v:5:y:2012:i:1:p:315-323

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    Web page: http://www.pjms.zim.pcz.pl/edi/
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    Related research

    Keywords: marketing communication; communication mix; advertising;

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