The article discusses market image schemes of media goods in the following segments: paid printed newspapers, radio, television and websites. The analysis of these segments is helpful in understanding the market operation of printed newspapers, magazines, broadcasting stations, TV stations and websites. The analysis shows also factors that have an impact on commercial transfer creation. The article focuses on the determination of mission's keynote, the distinguishing elements of identity and the way of creating expectation regarding the image of media goods.
Financed by the National Centre for Research and Development under grant No. SP/I/1/77065/10 by the strategic scientific research and experimental development program:
SYNAT - “Interdisciplinary System for Interactive Scientific and Scientific-Technical Information”.