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Fees for Advertisements in Public Space Incurred by a Given Bank Brand in Poland

Author

Listed:
  • Płuciennik Monika

    (Department of Spatial Economy Wrocław University of Environmental and Life Sciences Poland)

  • Hełdak Maria

    (Department of Spatial Economy Wrocław University of Environmental and Life Sciences Poland)

Abstract

This article aims to present significant changes in the rates of fees for advertisements on selected bank buildings located in public space, resulting from the implementation of the so-called "Act on Landscape Protection" (Act on amending certain acts in connection with the strengthening of landscape protection tools from 24 April 2015 (2015 Journal Of Laws, item 774). The Act on landscape protection aims to minimize the amount of signboards in city centers. It introduces significant changes regarding (a) fees, (b) the expanded definition of advertisements, and (c) potential revisions and renewal of advertisements. The implementation of the Act causes significant inconveniences and challenges in the process advertising services. The objective of this research is to assess changes in the costs of advertising incurred by banks. More specifically, the research estimated (a) fees incurred by a selected bank brand for signboards placed on all bank branches within the entire country. An altered definition of an advertisement placed in the right-of-way and in public space will cause an increase in the surface of signboards, and, therefore, an increase in fees. In addition, a new type of fee (i.e., advertising fee) will increase the expenses incurred by the bank for the specified objects.

Suggested Citation

  • Płuciennik Monika & Hełdak Maria, 2017. "Fees for Advertisements in Public Space Incurred by a Given Bank Brand in Poland," Real Estate Management and Valuation, Sciendo, vol. 25(1), pages 93-102, March.
    • Handle: RePEc:vrs:remava:v:25:y:2017:i:1:p:93-102:n:6
    DOI: 10.1515/remav-2017-0006
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    References listed on IDEAS

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    1. Mustafa Gulmez & Sukran Karaca & Olgun Kitapci, 2010. "The Effects Of Outdoor Advertisements On Consumers: A Case Study," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 5(2), pages 70-88, August.
    2. Neuner, Michael & Raab, Gerhard & Reisch, Lucia A., 2005. "Compulsive buying in maturing consumer societies: An empirical re-inquiry," Journal of Economic Psychology, Elsevier, vol. 26(4), pages 509-522, August.
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