On the value for consumers in instruments of advertising and public relations

Marek Prymon

Abstract

The purpose of this article is to present the results of studies on practical role of value for consumers, as a content of company's communication in the market. The main thesis is that communicational instruments are not only the vehicle to transfer the value for consumers, but the very instruments represent specific practical values. In the first part of this article some analysis of potential values of advertising and public relations are presented. In the next part, the author, on the basis of empirical data, shows how value for consumers dictates global trends in mass advertising.
Author Marek Prymon (MISaF / IOaM / KSiMZ)
Marek Prymon,,
- Katedra Strategii i Metod Zarządzania
Journal seriesJournal of International Scientific Publications : Economy & Business, ISSN , e-ISSN 1314-7242, (5 pkt)
Issue year2015
Vol9
Pages242-252
Publication size in sheets0.5
Keywords in Englishmass advertising, value for consumers, value based marketing, public relations
URL http://www.scientific-publications.net/get/1000012/1442319851613697.pdf
Languageen angielski
File
Prymon_On_the_value.pdf 359,33 KB
Score (nominal)4
ScoreMinisterial score = 4.0, 02-07-2019, ArticleFromJournal
Ministerial score (2013-2016) = 4.0, 02-07-2019, ArticleFromJournal
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