Magistro darbe tiriamas reklamos priemonių efektyvumas komercinėje įmonėje. Magistro darbo tyrimo objektas – UAB „Inarta“ reklamos priemonių efektyvumas. Magistro darbo tikslas – išnagrinėti reklamos efektyvumą UAB „Inarta“ ir parengti jos gerinimo planą. Darbo tyrimo hipotezė – reklamos priemonių efektyvumą lemia ne tik išlaidos reklamai, bet teisingas priemonių pasirinkimas įmonės veiklai reklamuoti. O taip pat teorinės ir praktinės sąsajos supratimas – kaip įmonė supranta šią sąsają ir kaip geriausiai pritaiko savo veiklai. Magistro darba sudaro trys dalys. Pirmoje aptariamas reklamos priemonių efektyvumas komercinėje įmonėje. Antroje tiriamas reklamos priemonių efektyvumas UAB "Inarta". Trečioje - reklamos priemonių efektyvumo gerinimas. Pateikti pasiūlymai padidinti reklamos efektyvumą UAB "Inarta". Pasiūlymai parengti atsižvelgiant į teorinius modelius ir praktinę įmonės analizę. Magistro darbe yra 15 grafikų ir 3 lentelės. / Master degree paper formulates problems of how advertising tools using affect advertising success. This paper also indicates solutions for making advertising successfully in the Commercial Enterprise. The research object – the efficiency of advertising in JSC “Inarta”. The work also presents problems and analysis of advertising efficiency in JSC “Inarta” and approving research hypothesis – advertising success depend on “right” advertising tools and quality how they were used in each company. Same, many other factors can be added as for making advertising successfully – theoretical and practical link understanding is one of them. We also created solutions for increasing advertising efficiency in JSC “Inarta”. Those solutions were based on theoretical models and practical company analysis (research). Main problems were solving in our work: 1) Advertising understanding in nowadays science. Same, problem of advertising quality in the commercial enterprises, especially in Lithuania; 2) Making solutions in the company and company understanding of making correct advertising solutions. Main solution for solving advertising efficiency problem in JSC “Inarta – understanding of theoretical and practical link and then making solutions according to company investment and management. Research made by analysing scientific literature and sistemyzing it, same making charts and tables, after analyzing company data. Total 15 pictures and 3 tables in this work.

<p>Promocija je termin koji označava sve oblike složenog komuniciranja preduzeća &ndash; pružaoca usluga sa realnim i potencijalnim potro&scaron;ačima, sa dobavljačima, sa poveriocima, sa zaposlenima, sa lokalnom samoupravom i &scaron;irom dru&scaron;tvenom zajednicom. Promocija se u svom strate&scaron;kom delovanju oslanja na sledeće instrumente (alate): propagandu, ličnu prodaju, unapređenje prodaje, odnose s javno&scaron;ću (PR) i publicitet, sponzorstvo, direktni marketing i promociju &bdquo;od usta do usta&ldquo; (word-ofmouth). Propaganda spada u jedan od najstarijih i najmasovnijih promotivnih alata, &scaron;iroko zastupljen u turističkoj delatnosti jer igra veliku ulogu u približavanju turističke ponude (posebno njenih neopipljivih elemenata) potencijalnim potro&scaron;ačima. Propaganda u turizmu za sprovođenje svojih ciljeva i zadataka koristi &scaron;iroku paletu propagandnih sredstava: grafička, oglasna, projekciona, prostorno-plastična, interaktivna sredstva. Prema izvr&scaron;enom istraživanju u na&scaron;oj zemlji usmenoj promociji &bdquo;od usta do usta&ldquo; se jo&scaron; uvek najvi&scaron;e veruje i za njom najče&scaron;će poseže kada se radi o dobijanju validnih informacija o putovanju na neku destinaciju. Istraživanjem je utvrđeno da su u grupi grafičkih sredstava najznačajnija kombinovana sredstva i prospekti, zahvaljujući svojoj dostupnosti, iscrpnosti podacima i kompleksnosti. U grafičkim sredstvima propagande pažnju turističke publike najvi&scaron;e plene fotografije i to fotografije u punom koloru, čiji pravilno odabrani motivi prenose jasnu, celovitu i istinitu poruku čime se smanjuje potreba za tekstom i &scaron;tedi na obimu ovih sredstava. Geografske karte i skice su od velikog značaja u lak&scaron;em geografskom određenju nekog mesta ili lokaliteta. Veliki deo turističke populacije (&gt; 60%) poklanja pažnju i koristi karte iz propagandnih sredstava. Stoga marketari treba da obrate pažnju pri njihovom planiranju i izradi kako bi se ukupna upotrebna vrednost propagandnih sredstava povećala, a turistima prostor učinio pregledniji i jasniji za snalaženje. Osim &scaron;tampanih sredstava, mediji koji se ističu po svom značaju u informisanju i animiranju turista su neprikosnovena televizija, gde su skoro podjednako značajni svi oblici propagande (reportaže, turistički film, oglasi) i Internet koji predstavlja iznenađenje u dobijenim rezultatima, jer se pretpostavlja da je on jo&scaron; uvek u maloj upotrebi u na&scaron;oj zemlji. Zadaci i karakter turističke propagande zahtevaju odgovarajući kvalitet sredstava i oblika njenog delovanja. Kvalitet je bitan preduslov ako se ima u vidu sve jača konkurencija na turističkom trži&scaron;tu i činjenica da je propaganda značajan činilac turističkog razvoja. &Scaron;ta čini kvalitet sredstava turističke propagande? Na ovo pitanje te&scaron;ko je definisati konačan odgovor, jer su to elementi koje praksa neprekidno menja, usavr&scaron;ava, vizuelno unapređuje. Ipak, neki elementi se mogu meriti, njihove vrednosti kvantificirati i, na kraju, izvesti ocena kvaliteta koja će činiti sastavni element u planiranju budućih propagandnih kampanja i akcija.</p> / <p>Promotion is the term denoting all the ways of complex communication between a company that provides services and real and potential customers, providers, creditors, the employed, local self-government, and with wider social community. In its strategic actions, promotion relies on the following tools: advertising, personal selling, sales promotion, public relations and publicity, sponsorship, direct and database marketing, word-of-mouth marketing. Propaganda is one of the oldest and large-scale promotion tools, widespread in tourist activities because it plays a big role in presenting tourist offer (especially its impalpable elements) to potential customers. Propaganda utilizes wide range of propaganda tools while implementing its aims and tasks: graphic, advertisement tools, projection, space-plastic, and interactive tools. According to the poll conducted in our country, people still rely the most on word-of-mouth promotion, and use it most often when they try to acquire valid information about traveling to a certain destination. The poll established that combined tools and prospects are the most significant in the graphic group of tools because of their availability, abundance of information, and complexity. Among propaganda graphic tools, tourists are most attracted by photographs i.e., full-color photographs with motives that were chosen properly to convey comprehensible, detailed, and true message. Thus, there is less need for text and this economizes on the volume of those tools. Geographic maps and sketches are also of great importance in determining geographical coordinates of a place or locality. Huge percentage of tourists (around 60%) pays attention and uses maps from propaganda tools. Thus, the map-makers should pay good attention when drawing them because that would increase total serviceable value of propaganda tools, and tourists would have a good layout of the area and it would not be hard to find the way. Besides the printed tools, TV and Internet are media tools that are prominent in their importance in informing and animating tourists. With TV, almost all forms of propaganda are equally important: reports, tourist films, advertisements, while Internet was a surprise according to the results because it is still assumed that it is not so wide-spread in our country. Tasks and character of tourist propaganda require certain quality tools and ways of its functioning. Taking into account strong competition at the tourist market and the fact that propaganda is an important element in tourist development, the quality is an important precondition. What makes the quality element in tourist propaganda? It would not be easy to give a definite reply to this question, because these are the elements that are constantly amended, improved, visually upgraded by the practice. However, some elements could be measured, their values qualified, and at the end the evaluation of quality could be produced, and it would then be the integral part of planning future propaganda campaigns and actions.</p>

This master thesis focuses on e-commerce, online marketing and Social Media marketing potential from theoretical factual and practical perspective. On the example of real start-up e-shop Didogo Group Ltd. it aims to show various possibilities how to enhance the company's and brands' recognition while implementing various online marketing and advertising tools. Particular focus is put on Social Media as up to date platforms suitable for marketing and advertising usage. After providing general theoretical and factual overview of e-commerce in the world as well as in Czech Republic, detailed description of various internet marketing tools and Social Media, it analysis Didogo's current state and marketing tools used up to date, and further provides list of recommendations for future marketing communication strategy of this company. Master thesis contains 79 pages, 10 figures, and 7 Appendixes.

The rapid increase in the expenditure on below-the-line promotions (consumer and trade promotions, direct marketing, sponsorship and public relations) relative to above-the-line advertising (television, radio, print, outdoor and cinema) in South Africa has earmarked a new era of integrated marketing communication strategies across all sectors. Ultimately, this strategic shift has brought about a need to better understand the relationship between above-the-line advertising and below-the-line promotions and to measure the impact of such changes on company sales/profits over the long-term. In the research undertaken amongst 250 senior marketing, brand and product managers of South African brand-owned companies, the relationship between above-the-line advertising and below-the-line promotions in the marketing of South African products and services was investigated across six different economic sectors. It was evident from the findings that most brand-owned companies currently integrate above-the-line advertising and below-the-line promotion activities. The study shows that most brand-owned companies in South Africa combine press, radio and television (above-the-line) with consumer promotions (below-the-line). The most frequently used above-the-line advertising medium is television, which is also seen as the most important mode to support long-term brand building amongst consumers. In turn, print is regarded as the most important above-the-line mode to support trade franchise building. Most frequently used below-the-line modes include direct marketing and public relations. Direct mail and cooperative advertising are seen as the most important below-the-line consumer and trade franchise building modes respectively. Although marketing communication expenditure is positively skewed towards above-the-line adverstising, most recent trends show a gradual increase in the use of below-the-line promotions. To prevent a brand's sales/profits from decreasing over the long-term due to too high below-the-line promotional expenditure, the study encourages a sound balance between above-the-line advertising and below-the-line promotions. Although the ideal ratio of above-the-line advertising to below-the-line promotions is related to the nature of the product and service being marketed, the extent of competitive activity in the market and the frequency of purchase, amongst many other salient factors, the study regards a 60/40 ratio as the most ideal for building long-term brands. On the other hand, a ratio of 35/65 is regarded as the critical point at which company sales/profits may deteriorate because of too high below-the-line promotional spending. In conclusion it can be said that the marketing communication industry of South Africa has entered a period of integrated marketing communication practices which requires sound marketing communication budget strategies conducive to the long-term survival of South African products and services. / Business Management / D. Com. (Marketing Communication)

The rapid increase in the expenditure on below-the-line promotions (consumer and trade promotions, direct marketing, sponsorship and public relations) relative to above-the-line advertising (television, radio, print, outdoor and cinema) in South Africa has earmarked a new era of integrated marketing communication strategies across all sectors. Ultimately, this strategic shift has brought about a need to better understand the relationship between above-the-line advertising and below-the-line promotions and to measure the impact of such changes on company sales/profits over the long-term. In the research undertaken amongst 250 senior marketing, brand and product managers of South African brand-owned companies, the relationship between above-the-line advertising and below-the-line promotions in the marketing of South African products and services was investigated across six different economic sectors. It was evident from the findings that most brand-owned companies currently integrate above-the-line advertising and below-the-line promotion activities. The study shows that most brand-owned companies in South Africa combine press, radio and television (above-the-line) with consumer promotions (below-the-line). The most frequently used above-the-line advertising medium is television, which is also seen as the most important mode to support long-term brand building amongst consumers. In turn, print is regarded as the most important above-the-line mode to support trade franchise building. Most frequently used below-the-line modes include direct marketing and public relations. Direct mail and cooperative advertising are seen as the most important below-the-line consumer and trade franchise building modes respectively. Although marketing communication expenditure is positively skewed towards above-the-line adverstising, most recent trends show a gradual increase in the use of below-the-line promotions. To prevent a brand's sales/profits from decreasing over the long-term due to too high below-the-line promotional expenditure, the study encourages a sound balance between above-the-line advertising and below-the-line promotions. Although the ideal ratio of above-the-line advertising to below-the-line promotions is related to the nature of the product and service being marketed, the extent of competitive activity in the market and the frequency of purchase, amongst many other salient factors, the study regards a 60/40 ratio as the most ideal for building long-term brands. On the other hand, a ratio of 35/65 is regarded as the critical point at which company sales/profits may deteriorate because of too high below-the-line promotional spending. In conclusion it can be said that the marketing communication industry of South Africa has entered a period of integrated marketing communication practices which requires sound marketing communication budget strategies conducive to the long-term survival of South African products and services. / Business Management / D. Com. (Marketing Communication)