Google Ads campaigns in promotional activities of theaters

- Grzegorz Szymański, Ph.D.

Although the pace of life is very high today, young people spend free time among applications and electronic devices, but theatrical performances are relatively popular nonetheless. Theaters to appeal to young people should use online tools as a basic form of advertising. One of the most popular forms of e-marketing is the search engine SEM. The research question was formulated in the form: do the theaters advertise in paid search results PPC? To answer this question, we analyzed the search results on Google, including AdWords ads, among Polish theaters for popular keywords. By analyzing the results obtained, it can be said that definitely theaters do not use PPC as an advertising tool. Among the popular keywords only 5 theaters were identified using this form, which represents less than 3% of all the theaters in Poland. The reasons for low popularity are the high costs and the lack of advertising due to the relatively large number of contemporary theater customers.

Grzegorz Szymański, Ph.D., D.Sc., Professor of the Lodz University of Technology, Faculty of Management and Production Engineering, Poland — Head of the Division of Management Systems and Innovation at the Faculty of Management and Production Engineering of the Lodz University of Technology. Since 2005, the author has been dealing with the innovative approach to the current issue of marketing, as well as the development of the internet commerce. He is the head and contractor of numerous projects from the scope of implementation of marketing innovations, particularly in the Polish sector of e-commerce. Author of numerous scientific publications considering the internet marketing, advertising innovations, as well as enterprise activities in the ecommerce sector. Coach of the trainings concerning innovative promotion, designer and creator of the information exchange platform in terms of the student-lecturer relation for the École Polytechnique de l’Université de Nantes.

DOI: 10.2478/minib-2020-0023
Kontakt: grzegorz.szymanski@p.lodz.pl
MINIB, 2020, Vol. 37, Issue 3

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