- Tytuł:
-
Ocena materiałów reklamowych przeznaczonych dla backpackerów na przykładzie wydawnictw australijskich i polskich
Evaluation of backpacker-oriented advertising materials published in Australia and Poland - Autorzy:
-
Jabłonkowska, Jolanta Barbara
Nawrocka, Elżbieta - Powiązania:
- https://bibliotekanauki.pl/articles/464578.pdf
- Data publikacji:
- 2016-08-31
- Wydawca:
- Akademia Wychowania Fizycznego we Wrocławiu
- Tematy:
-
wydawnictwa reklamowe
ocena metodą ekspercką
advertising materials
evaluation by an expert - Opis:
- Background. Backpacking is a relatively new way of travelling (dates back to the 1990s). Therefore academic interest in backpacker tourism has grown since the beginning of the 21st century. In Australia the sector dedicated to the needs and expectations of one of the Australian tourism pillars, i.e. backpacking, operates very effectively. Among the available proposals there are mainly offers made by hostels, travel agencies, clubs or recreation places. In Poland, however, what is advertised are activities that are offered, e.g. hiking, skiing, agro-tourism or culture-oriented tourism and particular tourism products, e.g. theme trails dedicated to e.g. backpackers. Folders, brochures and leaflets remain the most frequent means of advertising. The aim of the article is to evaluate the advertising materials affecting the induction of response desired by the target audience – backpackers. Material and methods. Expert evaluation method was used to analyze the advertising materials available in the years 2014–2015. Results and conclusion. The analysis and evaluation of selected publications allowed observing the most important similarities and differences in selection methods and the level of application of crucial elements by Australian and Polish publishers.
- Źródło:
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Rozprawy Naukowe Akademii Wychowania Fizycznego we Wrocławiu; 2016, 53; 99-106
0239-4375 - Pojawia się w:
- Rozprawy Naukowe Akademii Wychowania Fizycznego we Wrocławiu
- Dostawca treści:
- Biblioteka Nauki
Artykuł