Insights into Polish Consumer Magazine Advertising: A Study of Advertising Activity in Przekrój, 1978 - 1993

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.