2015•Polish Journal of Management StudiesRequires access

The effectiveness of online advertising of companies in Poland

Magdalena Rzemieniak, F. Iannuli

Abstract

Over a span of the recent years the internet has become one of the main channels of marketing communication. Online advertising is ever-present in advertising campaigns of both large and small companies. The main goal of this article is to present the results of assessment of online advertising effectiveness in small and medium-sized companies that operate on the Polish ad Italian market. The results may be useful for foreign enterprises for the comparison or implementation. The main goal was achieved through the exploratory research and analysis of the following research problems: assessment of the effectiveness of settlement models of online advertising campaigns, assessment of the selection of tools for measuring the effectiveness of online advertising campaigns, analysing factors affecting the effectiveness of graphic advertising and the assessment of the effectiveness of online advertising.

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Key concepts: Advertising, Online advertising, Advertising research, Business, Advertising campaign, The Internet, Marketing, Selection (genetic algorithm)