| Abstract [eng] |
Books for teenagers advertising on the Internet is topical because literature and reading is receiving increasing attention, it is seeking to raise not only adults but also the young generation to read, to raise the prestige of the reading. Advertising is not only to promote teenagers reading, but also to increase books sales. The Internet is one of the newest advertising medium, the least explored and most prosperous, it is important to examine in more detail. What is more, online space is becoming a larger scale and it has more information. This work’s subject is books for teenagers advertising on the Internet. The aim - to analyze books for teenagers advertising on the Internet from publishing houses and teenagers perspective. The tasks: to analyze the online environment as one of the books advertising medium, to investigate how the Lithuanian publishers advertise books for teenagers on the Internet; to find out the needs of teenagers aged 12-16 for books advertising on the Internet. Applied research methods are documents analysis, comparative analysis and questionnaire survey. It is analyzed documents, which helps to reveal the features of books for teenagers advertising on the Internet and it is analyzed the online advertising. Through a questionnaire survey method is obtained the attitude of publishers and teenagers about books for teenagers advertising on the Internet. The comparative analysis helps to clarify the advantages and disadvantages of publishing houses’ books for teenagers advertising on the Internet. This work can be useful to publishers, marketing specialists and researchers, who are interested in teenagers literature. |
