Plastikiniais langais prekiaujančios įmonės reklama ir jos efektyvumas vartotojų požiūriu

LTStraipsnyje aprašyti svarbesni reklamos teoriniai aspektai, tokie kaip šiuolaikine reklamos traktuoti, reklamos savybės, tikslai, funkcijos, efektyvios reklamos prielaidos. Taip pat pateikti empirinio tyrimo rezultatai, leidžiantys įvertinti sėkmingai veikiančios plastikiniais langais prekiaujančios įmones reklamą ir jos efektyvumą vartotojų požiūriu. Atliekant tyrimą naudoti tokie empiriniai metodai: apklausa raštu (anketavimas), statistinė duomenų analizė. [Iš leidinio]Reikšminiai žodžiai: Komunikacija; Reklama; Reklamos efektyvumas; Tikslinė rinka; Advertising; Advertising effectiveness; Communication; Target market.

ENEach company has to keep in touch with current and potential consumers. One of the communication with market forms is advertising. Advertising has recently become an integral element of market relationships. Advertising could be efficient if only they know its objectives and to whom it is addressed. The empirical study results, which were presented in the article, showed that the most of consumers acknowledged the advertising effect on them and this allowed to confirm the conceptual statements about the advertising and refinement of the advertising use. The respondents observed that the most frequent company's advertising tools were in-store advertising, outdoor advertising and advertising in periodicals. According to the research results among the less rarely observed, less notable or not easily reached target market advertising tools were Internet advertising, advertising in non-periodicals, media advertising (TV and radio advertising). The best qualified advertising vehicles are periodicals, Internet, leaflets, outdoor advertising, advertising souvenirs, radio and in-store advertising. In respondents opinion the advertising of all plastic windows trading companies is similar and non-distinctive. That is why the analysed company should improve the advertising concept and search for more original advertising solutions and ideas of addressing to consumers in order to achieve the better distinction and more favourable target market reaction. [From the publication]