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    Wyświetlanie 1-5 z 5
    Tytuł:
    Absorpcja wydatków reklamowych przez telewizję w Polsce
    Absorption of advertising expenditure by Polish television stations
    Autorzy:
    Skowronek - Grądziel, A.
    Powiązania:
    https://bibliotekanauki.pl/articles/347284.pdf
    Data publikacji:
    2011
    Wydawca:
    Akademia Wojsk Lądowych imienia generała Tadeusza Kościuszki
    Tematy:
    reklama telewizyjna
    wydatki reklamowe
    absorpcja wydatków reklamowych
    telewizja
    television commercial
    advertising expenditure
    absorption of advertising expenditure
    television
    Opis:
    Artykuł poświęcony został największemu polskiemu medium reklamowemu - telewizji. Główne źródło wiedzy o przedmiocie badawczym stanowiły informacje o wydatkach przeznaczanych na reklamę przez wszystkich reklamodawców telewizyjnych. Celem artykułu było empiryczne przebadanie zachodzących prawidłowości oraz identyfikacja aktualnego stanu rozwoju rynku reklamy telewizyjnej w Polsce. Autorka, korzystając z krajowych i zagranicznych źródeł danych, określiła: ? znaczenie telewizji na tle pozostałych mediów reklamowych; ? dynamikę zmian wydatków reklamowych w telewizji; ? zróżnicowanie rozkładu wydatków reklamowych w telewizji w przekroju nadawców telewizyjnych, reklamodawców, układzie branż oraz produktów.
    This article is devoted to the major Polish advertising medium: television. The main source of information about this subject comes from advertising expenditure reports provided by all TV advertisers. The purpose of this article is an empirical analysis of existing regularities and the identification of the actual level of development of the TV advertising market in Poland. The author, based on domestic as well as foreign databases, outlines the following: - the importance of television in comparison with other advertising media; - the dynamism of expenditure growth in TV advertising; - the diversity of distribution of TV advertising expenditure in relation to television broadcasters, advertisers as well as trade structures and products.
    Źródło:
    Zeszyty Naukowe / Wyższa Szkoła Oficerska Wojsk Lądowych im. gen. T. Kościuszki; 2011, 4; 408-421
    1731-8157
    Pojawia się w:
    Zeszyty Naukowe / Wyższa Szkoła Oficerska Wojsk Lądowych im. gen. T. Kościuszki
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    30-second politics, 30 years too late: Political TV advertising in Swedish election campaigns, 2006–2018
    Autorzy:
    Grusell, Marie
    Nord, Lars
    Powiązania:
    https://bibliotekanauki.pl/articles/471043.pdf
    Data publikacji:
    2019
    Wydawca:
    Polskie Towarzystwo Komunikacji Społecznej
    Tematy:
    political advertising
    television
    Sweden
    election campaigns
    hybridization
    Opis:
    Televised political advertising appears in very different national political communication contexts. Sweden is an interesting case study. For many years, political ads on TV were not allowed at all. However, with the transition from analog to digital terrestrial television the public service obligations of the “hybrid” channel TV4 were dismantled. In the 2010 national election campaign, all Swedish parliamentary parties bought advertising time on TV4. This article intends to shed new light on political TV ads as a new campaign feature in a rapidly transforming political communication environment. The study relates to the concept of hybridization of election campaigns and intends to increase knowledge about hybridization processes by focusing on a critical case where one of the most adopted campaign practices worldwide is finally implemented within a specific national context and deviating political culture.
    Źródło:
    Central European Journal of Communication; 2019, 12, 3/24; 282-298
    1899-5101
    Pojawia się w:
    Central European Journal of Communication
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Lokowanie produktu i jego regulacja w prawie unijnym.
    Product placement in the EU regulations.
    Autorzy:
    Ignatowicz, Maja
    Powiązania:
    https://bibliotekanauki.pl/articles/528781.pdf
    Data publikacji:
    2015
    Wydawca:
    Krakowska Akademia im. Andrzeja Frycza Modrzewskiego
    Tematy:
    product placement
    television
    advertising
    Television Without Frontiers Directive
    Audiovisual Media Services Directive
    AVMSD
    Opis:
    The purpose of this article is to attempt to investigate the issue of product placement, to analyze and systematize this innovative legal subject, from the point of view of European law. The aim of this study is also to present the difference between product placement and advertising. The major objective of this research is the introduction to the European regulations, as well as an examination of their history, in terms of both advertising and product placement itself, likewise demonstration that all the amendments of existing directives, regarding advertising and product placement, were directly dictated by the continuous technological progress, causing changes in the audiovisual sector, thereupon existing regulations had to be adapted, to provide equal rights for all European Union Members.
    Źródło:
    Państwo i Społeczeństwo; 2015, 1; 125-138
    1643-8299
    2451-0858
    Pojawia się w:
    Państwo i Społeczeństwo
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Exposure of children to food advertising on Polish television
    Autorzy:
    Piotrowicz, A.
    Sobek, G.
    Luszczki, E.
    Klekot, K.
    Mazur, A.
    Powiązania:
    https://bibliotekanauki.pl/articles/3450.pdf
    Data publikacji:
    2015
    Wydawca:
    Instytut Medycyny Wsi
    Tematy:
    human disease
    child
    adolescent
    obesity
    human exposure
    food
    advertising
    Polska
    television
    high-calorie food
    Opis:
    Food and drinks high in fat, sugar and salt (HFSS), high-calorie meals and sedentary lifestyle are the main factors contributing to the emergence of overweight and obesity. A significant role in the promotion of unhealthy foods is played by contemporary media. Objective. The aim of the study was a quantitative analysis of all the advertisements broadcast on television stations regarding the promotion of food products. Materials and methods. The study included three television stations: Telewizja Polska SA – TVP1, Polsat and Cartoon Network. Advertisements were classified according to destination due to age and structure of advertising for children. Advertising for children was defined as that displayed before, during and after TV programmes targeted at children from aged 1–12 years, while adult ads were included in the rest of TV programmes targeted at older viewers. Results. The average commercials time aimed at children is from 41 minutes 11 seconds per day on the Cartoon Network channel, to even 1 h 53 minutes 17 seconds on channel TVP 1. On TVP1, the advertising time was almost identical for children and adults, while on Polsat television, the advertising time for adults was twice as long than that for the children. On TV1, food advertising accounted for 22% of all advertising directed at children. In Polsat advertising food products targeted at children accounted for 35% of all advertisements directed to children. Public television (TVP1) time for advertising food spots attained, respectively: for children 24 min 42 sec and for adults 28 min 15 sec, while POLSAT attained: for children 24 min 41 sec and for adults 57 min 55 sec. Conclusions. A worrying phenomenon is the similar time of advertising broadcast by commercial and by public television – nearly five hours of advertising a day. The advertising structure for children does not differ from the structure of advertising for adults. For some television stations, it happens that up to half of all advertising directed at children concerns food products.
    Źródło:
    Journal of Pre-Clinical and Clinical Research; 2015, 09, 1
    1898-2395
    Pojawia się w:
    Journal of Pre-Clinical and Clinical Research
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Reklama audiowizualna a zachowania żywieniowe dzieci w wieku przedszkolnym
    Media advertising and nutritional behaviour in kindergarten children
    Autorzy:
    Piórecka, Beata
    Kuciel, Joanna
    Płonka, Małgorzata
    Schlegel-Zawadzka, Małgorzata
    Powiązania:
    https://bibliotekanauki.pl/articles/635105.pdf
    Data publikacji:
    2012
    Wydawca:
    Uniwersytet Jagielloński. Wydawnictwo Uniwersytetu Jagiellońskiego
    Tematy:
    dzieci
    media
    produkty żywnościowe
    przedszkole
    reklama
    telewizja
    zachowania żywieniowe
    advertising
    children
    eating habits
    food products
    kindergartens
    television
    Opis:
    The goal of this study is to evaluate the relationship between the time spent in front of a computer or TV and eating habits in kindergarten children. The study was conducted in May and September 2012 in two kindergartens in Krakow (n=61) and in a kindergarten in Podłęże, a village near Krakow (n=34). The average age of the studied children was 5.02±1.17. 40 parents of boys and 55 parents of girls took part in the study. The differences in responses related to gender and place of living were checked. The analyses of correlations among particular factors, including BMI, were conducted by means of the Spearman rank. Most of the kindergarten children (60%) spent an hour or less in front of TV. No relation between the time spent in front of TV or computer and gender or place of living or BMI interpretation was noticed. The time devoted to watching TV was connected with the frequency of snacks and fast-food consumption. The higher the education of mothers the less frequently children eat in front of TV. The frequency of sweetened beverages was also linked with the time spent in front of a computer. The relation between time spent in front of TV or computer and frequency of high energy food consumption among children was confirmed in the study. An effort should be made to educate parents about probable increased risk of children’s obesity connected with watching media
    Źródło:
    Zdrowie Publiczne i Zarządzanie; 2012, 10, 3; 219-224
    2084-2627
    Pojawia się w:
    Zdrowie Publiczne i Zarządzanie
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
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