Kierunki zmian w strukturze wykorzystania środków przekazu reklamowego
Streszczenie
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.