Repozytorium UR

Ewolucja strategii marketingowych polskich partii politycznych 1989-2011 – od studia wyborczego do reklamy internetowej

DSpace Repository

Show simple item record

dc.contributor.author Olszanecka, Agata
dc.date.accessioned 2015-05-20T06:29:19Z
dc.date.available 2015-05-20T06:29:19Z
dc.date.issued 2014
dc.identifier.issn 1732-9639
dc.identifier.uri http://repozytorium.ur.edu.pl/handle/item/961
dc.description.abstract The Round Table Agreement led to the opening up of the Polish political scene and initiated the free competition of political parties. From this moment on we have dealt with permanent professionalization of the campaign, especially political TV advertising. Analyzing TV spots from the election campaigns we can subdivide three phases, attributable to periods: 1989-1995, 1995-2001 and 2001-2011. The first of these is characterized by a low degree of professionalization and poor use of political advertising. The second phase involves the personalization of the campaign and gradual expansion of advertising formats. The third phase, initiated by parliamentary elections in 2001, is characterized by a significant increase in spending on paid advertising and benefiting from patterns of U.S. political campaigns (shorter and more dynamic spots, domination of image content and the use of negative advertising). Parliamentary elections in 2011 may herald the beginning of the next phase. It can be assumed that in the era of technological progress Polish parties will gradually move their advertising messages to the Internet. pl_PL.UTF-8
dc.language.iso pol pl_PL.UTF-8
dc.publisher Wydawnictwo Uniwersytetu Rzeszowskiego pl_PL.UTF-8
dc.rights Uznanie autorstwa-Użycie niekomercyjne-Bez utworów zależnych 3.0 Polska *
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/3.0/pl/ *
dc.subject electoral TV ads pl_PL.UTF-8
dc.subject television spots pl_PL.UTF-8
dc.subject political parties pl_PL.UTF-8
dc.subject political marketing pl_PL.UTF-8
dc.title Ewolucja strategii marketingowych polskich partii politycznych 1989-2011 – od studia wyborczego do reklamy internetowej pl_PL.UTF-8
dc.title.alternative THE EVOLUTION OF MARKETING STRATEGIES OF POLISH POLITICAL PARTIES BETWEEN 1989 AND 2011 – FROM ELECTION STUDIO TO INTERNET ADVERTISING pl_PL.UTF-8
dc.type article pl_PL.UTF-8


Files in this item

The following license files are associated with this item:

This item appears in the following Collection(s)

Show simple item record

Uznanie autorstwa-Użycie niekomercyjne-Bez utworów zależnych 3.0 Polska Except where otherwise noted, this item's license is described as Uznanie autorstwa-Użycie niekomercyjne-Bez utworów zależnych 3.0 Polska

Search DSpace


Browse

My Account

Statistics

Informacje