Special Advertizing Campaigns - Research Paper Example

According to research conducted by the prestigious consulting firm PricewaterhouseCoopers and the Interactive Advertising Bureau Poland Internet is still a dominant communication channel, it has even achieved a 12.9% increase year to year. In the research 29 entities took part and they presented data related to sales executed by external firms. The most dynamic segment has been search engine marketing which has increased by 3% compared to 2008 and in 2009 constituted 26% of total advertising expenses.

The segment of advertisements and yellow pages noted a 5% value increase, whereas taking into consideration the share in the advertising types it has experienced a slight decline – 1%. E-mail marketing maintained its position of advertising expenses, that just like in 2008 amounted to 6%. In the research report, with the help of 14 entities: interactive agencies or interactive departments of advertising agencies took part , sum of net revenues of advertising agencies without media increased by 6.

3% year to year (6.9% including media i.e. planned purchase and service of media by mediation of interactive agencies). . The number of long-term projects lasting from 3 to 6 months has increased, whereas the number of projects executed within a month has halved. In total sales in 2009 there is a distinct share increase in motorization, transport, alcoholic beverages and telecommunication. While the following sectors: finances, commerce, hygiene, pharmacy, computers, fashion and books, DVD, food, tourism have reported a decline.

According to 29% of researched agencies the interactive sector expects a 21-40% increase in sales in 2010; according to 21% of the researched the increase will amount to 5-10% and according to 14% of the researched the level of sales increase may exceed 61%. This report also reports that year 2009 has been the period of development of social portals engaging internauts. Social marketing has been the fastest developing segment in the US market. Among communities significant presence of business could be observed.

Mobile segment turned out to be particularly strong. It is estimated that in 2010 mobile advertising in Great Britain will increase by 38%. We would like to wish to the Internet sector next success in 2010. The Report has been divided into 8 chapters. Chapter 1 focused manily on Polish Internet market survey results. According to the InternetWorldStats data for December 2009, 27% people across world uses Internet. 42% Asians of all Internet users dominate among internauts. Whereas almost every fourth Internet user (24%) lives in Europe.

According to GUS research of April 2009, 57% of Polish households used Internet. Next 2% did have access; remaining 41% did not have access to Internet due to lack of skills, lack of need & too much expense. According to the NetTrack research (Millward Brown SMG/KRC commissioned by