| Abstract [eng] |
Alksnytė, R. Peculiarities of Sponsorship Arrangement in Services Sector Following AB “TEO LT” Example: Master’s final paper/scientific leader doc. Dr. V. Dubinas; Siauliai University, Department of Management,- Siauliai, 2007. This paper deals with the research study of the peculiarities of sponsorship arrangement and the selected methodology for the research of sponsorship organization peculiarities; the methodology hereof being adapted on practical level providing it with the investigation and interpretation of the corresponding research results. The paper includes theoretical analysis of sponsorship and advertising, investigation of the viewpoint of experts towards the sponsorship organization peculiarities, investigation of the viewpoint of consumers towards the sponsorship organization peculiarities, conclusions and suggestions. While carrying out the theoretical analysis of the organization of sponsorship, the study of foreign and Lithuanian scientific works that deal with sponsorship organization issues has been made. In pursuance of the experts’ research, a questionnaire-based survey of AB “TEO LT” employees has been conducted. 200 employees of the company were involved. As the company uses one of the sponsorship elements, i.e. advertising, when organizing sponsorship, the greater part of the questions were devoted to advertising issues. In pursuance of the second research, a survey of the consumers of Šiauliai County has been conducted in the way of providing them with questionnaires thus aiming to find out the viewpoint of consumers towards the organization of sponsorship. 200 respondents were involved. The analysis of the research data and interpretation of the results has been carried out. Conclusions that summarize the paper and suggestions have also been presented. |
