Abstract:

The paper aims to analyze both preferences and willingness to pay in the case of TV advertisements for Polish people. To achieve such goals contingent valuation method was used to estimate willingness to pay when considering the reduced number of TV advertisements. The main results show that the price coefficient is negative, and as expected, the larger is the initial price, the fewer people are willing to pay. The median price that half of the Polish population would be accepted is 18.36 PLN, and what is more, male respondents are eager to pay slightly more than female respondents. In the case of the multinomial logistic regression model, all variables were significant and had positive signs. The most crucial attribute is car brand and it is around 9 times ( ) more important as the source of advertisement (place) that is least important. The attribute brand is also approximately 3 times more important than the attribute engine ( ) that is second.