| Abstract [eng] |
Relevance. Outdoor advertising is one of the most common advert types. It’s influence reaches a wide audience. Outdoor advert affects consumer through his emotions, knowledge and behavior. Considering these dimensions, outdoor adverts created for diversity of consumer profiles, while using different appliances Object. Outdoor advertising and the way it affects consumer. Purpose. Analyze the effects of Advert and Outdoor advertising on Kaunas city consumers by using theoretical aspects. Tasks: • Perform a theoretical analysis on Advertising effects. • Discover outdoor advertising specifics • Analyze advertising impact researches made by local and foreign authors and create and prepare the research model • Evaluate the effect of outdoor advertising in Kaunas. Research methods: related science literary analysis, comparable analysis, questionnaire analysis. Research results: The first chapter discusses the advert impact on consumer and Outdoor advertising specifics. Second chapter analyzes advertising impact researches by local and foreign authors. Outdoor advertising impact on consumer research model is prepared also. Third chapter bases outdoor advertising impacts on Kaunas city consumers, research methodic. With appliance of questionnaire analysis method, the conclusion is made that Advertising is essential for consumer because it provides vital information about existence of various products and services. One of the key points that encourages consumer to buy occurs to be the emotional impact. Furthermore majority of the respondents focuses their attention on advertised object and screamy colors. MBA graduation paper consists of 63 pages. It contains: tables – 2; pictures – 31. |
