The evolution of the role of forms of marketing communication in influencing consumers’ shopping behavior (based on surveys in 1995–2018)

The purpose of the article is to present the extent to which consumers use modern and traditional forms of marketing communication about the market offer, depending on the characteristics of these consumers, as wellas to recognize the attitudes and market behavior of consumers under the influence these forms ofcommunication, with particular emphasis on online advertising and social media. The basis of the analyzes are theresults of the own, nationwide, surveys carried out in 1995, 2001 and 2017/2018. The importance of online information sources in influencing consumer behavior has grown dynamically, but the role of reference groups asa source of information … Czytaj więcej »

Advertising – psychological aspects of the influence of marketing tricks

Promotional activities planned in research institutes are supposed to draw the attention of entrepreneurs, institutions and individuals to the offered services. The implementation of a marketing program usually involves participation in conferences, seminars, workshops. Organising and participating in the above-mentioned events gives the opportunity to share valuable information, remarks and allows updating and preparing new solutions in the scope of research and services that can be offered. Another means of promotion is the Internet website, which can contribute to raising interest in the presented offer. Another important element is also the publication of informative materials like catalogues, leaflets, brochures, publishing … Czytaj więcej »

Google AdWords advertising in higher education marketing

Technological advancement has caused us to take for granted the changes that only a dozen or so years ago seemed truly revolutionary. Ways of seeking business partners, products and services or even searching for opinion in the purely social dimension have all undergone a profound transformation. Practically anyone looking for, say, a toy for their child or a new stationery supplier for their business first sits in front of a computer. The very first action is to use Google or any other search engine. Thanks to computer technology we now have a range of possibilities at our disposal to find … Czytaj więcej »