TELEVISION ADVERTISING MARKET IN POLAND IN THE LIGHT OF THE GLOBAL ECONOMIC CRISIS (Rynek reklamy telewizyjnej w Polsce w swietle swiatowego kryzysu gospodarczego.)

In the last several months, we hear a lot about the global economic crisis. The crisis which stroked hardest in the United States begins to wreak havoc in Europe. In Poland the crisis is not yet as bad as in the USA or other Western Europe countries. Traders functioning on the market try to deal with bankruptcy at all costs. Enterprises, through various activities in the promotion area, are trying to encourage customers to make business transactions. It is precisely in times of crisis, when buying activity is an important condition for further enterprises' operating (existence) in the market. The article presents changes in television advertising market in Poland in the era of global economic crisis. It was noted that during the economic crisis, financial resources rationally spent on television advertising might stimulate the trade, and thus revive the economy and increase consumer optimism in the market.