Determinants of assessing the quality of advertising services - The perspective of enterprises active and inactive in advertising

This paper provides a comparative analysis of the perception of advertising services, addressing the intensity of advertising services and the evaluation of advertising quality. Using multidimensional scaling techniques for 505 enterprises in Poland, the authors demonstrate that managers employ different criteria to assess the quality of advertising services. The selection of these criteria is influenced by the company's size and its experience cooperating with advertising agencies. A statistically significant relationship occurred between the size of the company and the choice to use or not to use the services of advertising agencies, the companies' choice to use or not to use the services of advertising agencies and the perception of the importance of factors that determine advertising agencies' quality by the managers of these companies.