1. Abstract:
The subject of this thesis is a survey conducted among students from the WSB-NLU in
Nowy Sącz. The students were asked about their preferences in the selection of advertising
channels for small businesses. The introduction in this thesis is the theoretical study about
the theory of advertising and the discussion about contextual advertising and online
advertising tools developed by Google. The survey was conducted online in the system
ankietka.pl. 69 students completed the questionnaire.
My first conclusion from the study is that there is a high level of entrepreneurship
among students from WSB-NLU. Big majority plans to start their own business or take over
any family business. Most favourite advertising channels were offline media – television and
outdoor advertising. Among the three most effective marketing channels, according to WSB-
NLU students, there were also online advertising on social networking sites like Facebook.
An important finding is the fact that online advertising is more popular among older
students (aged 26 - 35) than younger students (19 - 25). Also surprising is the respondents'
attitude to the role of advertising in order to promote the brand – the vast majority of
respondents expressed the opinion that the role of advertising in brand promotion is
negligible. To sum up WSB-NLU students keen on small business management would rather
concentrate on traditional advertising channels than on contextual advertising
underestimating the effectiveness of this medium.