Reception of the Marketing Communication Function in the Light of Enterprise Research

Abstract

The aim of the article is an attempt at empirical verification of the function of marketing communication. The objective formulated in this way aims to assess the content that companies attribute in their strategies to the basic functions of marketing communication. Thus, it defines an interesting problem of the reception of communication functions by enterprises in the practice of promotional activities. This assessment was made possible by empirical research on a sample of 103 companies. Their selection was random and quota-based with the use of controls due to the industry and the size of employment. The study employed open interviews based on the CATI methodology. The structure of the presented consideration is presented in Figure 1. The work consists of two parts. The first part considers the morphology of marketing communication. It focuses on the structure of the function of marketing communication, and it identifies its three major functions. The second part refers to the results of empirical research and presents its empirical assessment. It aims to identify the actual objectives of communication in the context of its informative function and the principles and value of communicated messages-the forms of persuasion and influence exerted on consumers as well as the role of communication as a company’s competitive strategy in the sector.

The Use of Social Media in City Marketing Communication with Residents and Tourists – User Segmentation

“…the broadly understood environment, through a specific channel and means of communication [2]. It is implemented in a local government unit (LGU) and distributed by this unit in its market environment [3]. Current trends generate new forms of marketing communication characterized by a high level of information personalization.…”

“…This term is explained by the Dictionary of the Polish Language [8]. It appears both in Polish literature in the publications of Kaznowski [9] and Wiktor [3] and extensively in foreign literature [11]. Kaplan and Haenlein define social media, inter alia, as a group of web-based applications with ideological and technological foundations of Web 2.0 in order to create and exchange the user-generated content (UGC) [12].…”