Czas jako zmienna w procesach planowania i pomiaru efektów komunikacji marketingowej

The chosen decision problems associated with scheduling advertising and sales promotions programs are discussed in this article, as well as the question of marketing communication effects generation and measurement over time is posed. The practical strategies of scheduling advertising and sales promotions activities are presented, together with their conditions and applications. The discussion on the time aspects of generating and measuring the effects of marketing communications is also presented. The managerial implications of this paper lie in the presentation of professional solutions concerning the timing of advertising and sales promotions investments and control, and in indicating the variables affecting effectiveness of these solutions, which should be taken into account during decision process.