Wpływ reklamy na postawy konsumentów jako element budowania przewagi konkurencyjnej przedsiębiorstwa
Impact of Advertising on Consumers’ Attitudes as an Element of Building the Enterprise’s Competitive Advantage

Summary/Abstract: The goal of considerations is to present the influence of advertising on consumers’ attitudes and behaviours from the point of view of enterprise’s marketing strategy, in order to build its stable market position. For the purpose of goal implementation, the author used the method of diagnostic survey within which she applied the questionnaire-based survey technique and carried out an analysis of the subject literature. As the carried out surveys show, advertising in the process of sale plays an important role and affects consumers’ purchasing attitudes and behaviours, though not in every process it is the decisive factor, and not each type of advertising. To a significantly lower degree advertising affects the decisions related to a purchase of the products meeting the higher-level needs, and a particular power of impact is attributed to TV advertising. This is, inter alia, a result of memorization for the longest time-period; additionally, the respondents indicated the image as the most efficient element of advertising message. The mentioned determinants should be taken into account in the course of developing the marketing strategy and planning of advertising actions. The article is of the research nature.

• Details
• Contents