FOOD. Science. Technology. Quality

Food. SCIENCE. Technology. Quality

Food. Science. TECHNOLOGY. Quality

Food. Science. Technology. QUALITY

Authors

MONIKA ŚWIĄTKOWSKA, KAROL KRAJEWSKI

Title

Effectiveness of advertising influence on consumer attitude on the yellow fats market in Poland

Abstract

The aim of this study was to evaluate the effectiveness of fats’ advertising. Factors influencing the fats’ consumption and consumers’ attitude as well as the quantity and structure of advertising expenditures in 1995-1996 were discussed. The effectiveness of the butter promotion campaign was evaluated using especially the increase of net profit which in IV quarter of 1996 amounted to about 9 million PLN.

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