| Abstract [eng] |
SUMMARY Although outdoor advertisement is considered to be as one of the oldest ways of advertising, however, in Lithuania its rapid development can only be observed only in the last decade. Only separate private entities (mostly illegal) were working in this business untill 1994, when the first outdoor advertisement companies were established. It was only the last decade when the society and public institutions paid more attention to this business. Thus, considering the importance and benefits of this this rather new field of business, the impact of outdoor advertisement on the perception of consumer needs has been selected as the object of analysis. The concept of perception is very subjective. The perception of the same object of majority of people may differ due to the reason that people themselves are different. Every consumer has his/her own interpretation of a message and the perception is based on individual characteristics, internal and external factors. Research Object– outdoor advertisement and consumer needs. Research Goal – theoretical basis and empirical verification of outdoor advertisement impact on the perception of consumer neeeds. Research Tasks: 1. Analysis of the perception of consumer needs in their behaviour; 2. Analysis and summary of the perception of consumer needs at theoretical level; 3. Reasoning of advertisement impact on consumers; 4. Analysis and summary of the conceptual essence of outdoor advertisement; 5. Preparation of research methodology aiming to analyse the impact of outdoor advertisement on the perception of consumer needs; 6. Following the generalised methodological guidelines, analyse the impact of the outdoor advertisment on the perception of consumer needs; 7. Reasoning of the theoretical model after the empirical research. The empirical research has shown that the following elements of outdoor advertisement have the greatest impact on the perception of consumer needs: text, audio, video, information and image. Internal and external factors influence the perception of consumer needs as well. The following external factors are the most important for the perception of consumer needs: family, social class, the location and time of outdoor advertisement. Whereas the most important internal factors are as follows: demands, values, reasons, opinions. Structure of the Work. General volume of the work is 63 pages, including 43 illustrations and 14 tables. |
