EFEKTYWNOŚĆ I SKUTECZNOŚĆ DZIAŁALNOŚCI PROMOCYJNEJ W DZIAŁANIACH WIZERUNKOWYCH
EFFICIENCY AND EFFECTIVENESS OF PROMOTIONAL ACTIVITIES IN IMAGE OPERATIONS

Summary/Abstract: The aim of this article is to characterize the effectiveness of marketing activities, in particular ad campaign which idea is to create innovative image of the company in the internet-one of the major utilities client. This article presents the difference between brand image and efficiency ad, and ef-fectiveness of the campaign such as the measurement site. Material also includes model project of the ad campaign, which might be helpful to obtain higher efficiency and effectiveness of promotional activities, and effective-ness of image.

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