ABSORPTION OF ADVERTISING EXPENDITURE BY POLISH TELEVISION STATIONS
Journal Title: Scientific Journal of the Military University of Land Forces - Year 2011, Vol 162, Issue 4
Abstract
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.
Authors and Affiliations
Agnieszka SKOWRONEK – GRĄDZIEL
Keywords
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