Kierunki zmian w strukturze wykorzystania środków przekazu reklamowego

Abstract

The article presents the scope of using of the different advertising media. The discipline of marketing is going through significant changes - this is the starting point of consideration. Such changes have been noticed in the promotional activities, as well. The new concept of the integrated marketing communication is the manifestation of these changes. Author, based on his research, evaluates and discusses the consequences of the specific structure of using advertising media in Poland. Finally, the paper indicates the main directions of changcs that should occur on Polish advertising media market.