Abstract
Western Marketing scholars have given sparse attention to the practice of advertising in Poland, either as a socialist state or as an emerging free-market economy. This paper attempts to address this deficiency by presenting a partial analysis of the advertising content of a representative Polish consumer magazine, Przekrój, during the period of 1978-1993. The data were drawn from personal study of 699 advertisements which were carried in 20,404 pages of 820 issues of the magazine published over the sixteen year period.
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King, R.L. (2015). Insights into Polish Consumer Magazine Advertising: A Study of Advertising Activity in Przekrój, 1978 - 1993. In: Gomes, R. (eds) Proceedings of the 1995 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13147-4_10
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DOI: https://doi.org/10.1007/978-3-319-13147-4_10
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