Zeszyt naukowy - całość

70Robert NowackiINNOVATIVENESS OF ADVERTISING ACTIVITIES– INDICATIONS AND EFFECTSSummaryMarket saturation and intensification of competitive phenomena in the contemporary worldforce enterprises to look for new ways of influencing purchasers. Traditional tools and methodsbecome less and less effective. The commonly observed advertising saturation forces enterprisesto pay greater attention to creative, original solutions, enrolling in the scheme of innovative activities.The study’s objective is to present the opportunities, scope and potential effects of the useof innovative solutions in advertising activities. The basics for deliberations are surveys carriedout among enterprises operating in Poland and carrying out their active advertising activities.Translated by Stanisław Kasperec