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The Cracow University of Economics, Department of Marketing

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Consumer attitudes as a basis for developing new directions in marketing communications in Poland

Magdalena Dołhasz

Jagiellonian Journal of Management, Issue 3 (2015), Volume 1, pp. 141 - 154

https://doi.org/10.4467/2450114XJJM.15.011.4468

To meet the increasing activity of consumers, companies in their market activities seek new solutions in the use of (traditional and non-standard) marketing communication instruments.
The study identifies and describes the selected directions of modern marketing communications of companies in Poland through the prism of the attitudes of the Polish consumer – the recipient of these activities. The emergence of new types of consumers contributes to the development of new trends in marketing communications, such as, buzzmarketing, viral marketing, guerrilla marketing, customer publishing, ambush marketing and ambient media.

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The attitude of Polish seniors to advertising as a source of market information

Magdalena Dołhasz

Jagiellonian Journal of Management, Issue 2 (2016), Volume 2, pp. 101 - 114

https://doi.org/10.4467/2450114XJJM.16.008.5558

The demographic structure of the Polish society is changing. In accordance with the trend observed in the world, the number of elderly people is increasing, which implies new actions in the area of social and economic life. Enterprises more and more often notice this segment, creating special offers in the marketing mix for the elderly preceded by the necessity to study the market behaviour of seniors, including the use of sources of consumer information.

This article aims to initially identify the importance of advertising as a source of product information for seniors in Poland. It uses the data from secondary sources – the literature of the subject and the results of published studies as well as the results of pilot studies conducted by the author among seniors in Poland. They confirm that seniors use both modern and traditional sources of information (including advertising). Their attitude to advertising – like among all Poles – is negative. However, they declare that advertising is an important source of information about products.

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