推廣活動的種類繁多，但是究竟推廣組合的綜效如何，是值得探討的問題，近年來學界與實務界開始重視這個問題，提出「整合行銷溝通」（integrated marketing communication；簡稱IMC）之重要性，顯示在市場競爭日趨激烈的今日，規劃整合性的推廣策略才能有效運用行銷資源達到最大的綜效。 因此本研究主要探討「促銷與否及活動類型」（價格促銷、贈品促銷、無促銷）、「品牌呈現方式」（直接比較、分開比較--有主題廣告）、「品牌層級」（高品質/高價格品牌、低品質/低價格品牌）對於「消費者選擇率之變化」的影響，並且加入「產品類別」（功能性產品、享樂性產品）作為調節變數。 經過分析的結果發現： 一、享樂性產品提供享樂性贈品的促銷效果比價格促銷的效果更佳，但不顯著。 二、功能性產品提供功能性贈品的促銷效果與價格促銷的效果相若，甚至更好。 三、在直接比較時，低品質/低價格品牌進行價格促銷的效果皆比高品質/高價格品牌的效果更佳。此發現與過去的研究結論相反。 四、主題廣告與贈品促銷同時進行時（亦即在分開比較的情況下），低品質/低價格品牌進行價格促銷後所增加的選擇率與高品質/高價格品牌所增加的選擇率差不多，但在直接比較的情況下，低品質/低價格品牌所增加的選擇率卻明顯大於高品質/高價格品牌增加的選擇率，亦與過去的研究結論相反。 五、在直接比較時，低品質/低價格品牌進行贈品促銷的效果比高品質/高價格品牌進行贈品促銷的效果佳。 六、主題廣告與贈品促銷同時進行對高品質/高價格品牌較有利。 七、不論是功能性產品或享樂性產品，贈品促銷的效果皆比價格促銷的效果佳。 / There are many kinds of promotional activities. It is a worthwhile problem to investigate the synergy between promotional mixes. Recently, the academia and business start to pay attention to this problem and brought up the importance of “Integrated Marketing Communication”. It means that only integrated promotional strategy can effectively utilize marketing resources to reach the greatest synergy in today’s increasingly competitive market. Therefore, the purpose of this study is to examine the effects of “presence and types of promotion” (price promotion, premium promotion, and no promotion), the “types of presentation of the brand” (directly compare and separately compare — with feature advertisement), and “brand tier”（high quality/price brand and low quality/price brand）on ”the variation of consumer choice rate”, including the moderator of “product type”（functional product and hedonic product）. The conclusions are as follows： 1.The effect of hedonic premium of hedonic products is better than price promotion, but it’s not significant. 2.The effect of functional premium of functional products is equal to price promotion and even better. 3.When directly compared, the price promotion effect of low quality/price brand is better than that of high quality/price brand. This finding is opposite with the research conclusions drawn before. 4.When feature advertisements and premium promotions are proceeding simultaneously（that is, in the separate comparison condition）, the amount of increase in consumers’ choice rate after the price promotion is about the same for low quality/price brand and for high quality/price brand. However, in the direct comparison condition, the amount of increase in consumers’ choice rate is significantly greater for the low quality/price brand than that for the high quality/price brand. This finding is opposite from the research conclusions drawn before. 5.In the direct comparison condition, the effect of premium promotion of low quality/price brand is better than that of high quality/price brand. 6.Proceeding feature advertisements and premium promotions simultaneously is more advantageous for the high quality/price brand than for the low quality/price brand. 7.For Both functional and hedonic product, the effect of premium promotion is better than price promotion.

La question des effets des actions promotionnelles sur la perception et sur l’intention d’achat du consommateur a marqué son emprunte dans la littérature. Généralement, les chercheurs l’ont traitée de deux manières. Certains d’entre eux ont étudié l’influence globale de la promotion sur le consommateur. D’autres ont exploré l’influence des techniques promotionnelles sur le consommateur. En revanche, jusqu’à présent, le packaging promotionnel n’a pas fait l’objet de véritables investigations dans la littérature. Ce travail tente alors (1) d’explorer ce volet de la promotion, (2)identifier aussi les attributs du packaging promotionnel qui interviennent dans le traitement de la promotion et (3) vérifier l'existence ou non d'un packaging promotionnel efficace en termes d'intentions comportementales. A la lumière de ces objectifs nous aboutirons à notre but principal de notre recherche soit : expliquer les effets du packaging promotionnel sur l'attitude et sur les intentions comportementales du consommateur. / In the context of sales promotions, promotional packaging – that is, the packaging of promoted products- reveals as one of the most relevant elements that retailers and brands work on to make the products more attractive and stimulate consumer’s purchase intention. While research on the topic is lacking, this research aims to:1/ to propose a theoretical framework allowing the identification of the attributes of the promotional packaging which leads to a definition of the notion of promotional packaging.2/to study the effects of the perceived value of the promotion (through promotional packaging) on ​​the attitude towards the promotional packaging and on the consumer's purchasing intentions. Promotional packaging, which has been included in the study survey, is based on a study conducted on 145 promotional packagings offered by a French distributor in 2013. Based on a multiple correspondence analysis (MCA), the existence of 6 main types promotional packaging is revealed.3/to check if there is a promotional packaging more efficient compared to others in terms of relations between the promotion's perceived value , attitude and behavioral purchase intentions.The results of the study conducted with 299 consumers confirm the existence of effects of the perceived value of the promotion materialized by the promotional packaging on the attitude towards promotional packaging and the behavioral purchase intentions of the product in promotion. . Theoretical, methodological and managerial contributions are then discussed.

La presente investigación tiene por objetivo evaluar el impacto tributario de los principales gastos de promoción reparables y su relación con el principio de causalidad aplicado en los laboratorios farmacéuticos trasnacionales de Lima Metropolitana durante el ejercicio fiscal 2017. Al respecto, existen distintas posiciones por parte de la Administración Tributaria y de los entes jurisprudenciales en cuanto al tratamiento tributario de tales gastos, lo cual ha originado que los contribuyentes del sector farmacéutico no tengan una posición muy clara sobre este tema. Por ello, este estudio busca aclarar y dar a conocer cuáles son los gastos de promoción observados por la Administración Tributaria que podrían ser reparables, así como los criterios y pautas para sustentar dichos gastos como “escudo fiscal” de los laboratorios farmacéuticos frente a un proceso de fiscalización. En ese sentido, se ha recurrido al análisis de diferentes jurisprudencias que tratan sobre la deducibilidad de tales gastos y también se tomaron en cuenta las opiniones de gerentes y socios del área tributaria de las principales firmas auditoras a nivel mundial, estudios de abogados y del gremio ALAFARPE (Asociación Nacional de Laboratorios Farmacéuticos). Todo ello ha permitido concluir, que los gastos de promoción son uno de los más importantes para este tipo de negocio y que los principales gastos son las muestras médicas, congresos y eventos médicos. Para el caso de las muestras médicas, podrían ser deducibles si se cuenta con todos los sustentos para su acreditación. Por otro lado, para los congresos y eventos médicos la Administración Tributaria no acepta dicho gasto, ya que la principal controversia de Sunat por este gasto es el principio de causalidad cuestionando la necesidad de tal gasto. Sin embargo, los expertos del tema opinan que, si deberían ser deducibles, ya que estos si cumplen con el principio de causalidad. / The present investigation evaluates the tax impact of the main repairable promotion expenses and its relation with the principle of causality applied in transnational pharmaceutical laboratories of Metropolitan Lima in the period of 2017. There are different positions between the Peruvian Tax Administration and the jurisprudential organisms regarding the tax treatment of such expenses, which has caused that the contributors of the pharmaceutical sector don´t, have a very clear position on this subject. Therefore, this study seeks to clarify the promotional costs that are observe for the Peruvian Tax Administration that could be deductible, as well as the criteria and guidelines to support such expenses as "tax shield" of pharmaceutical laboratories facing an audit process. In this sense, an analysis of different jurisprudences that deal with the deductibility of such expenses and the different opinions of manager and partner of tax area in the leading audit firms world-wide, law firms and the ALAFARPE association (National Association of Pharmaceutical Laboratories). All this has allowed to conclude that the promotion expenses are one of the most important in the determination of Income Tax and are mainly the expenses of medical samples, congresses and medical events. In the case of medical samples, it could be deductible if all the proofs are available for their accreditation. Regarding congresses and medical events, the Tax Administration does not accept this expense, since the main controversy of Sunat by this expense is the principle of causality questioning the need for such expense. However, the experts on this matter believe that they should be deductible since those comply with the principle of causality. / Tesis

A cirurgia ortognática consiste na correção de deformidades dentofaciais e visa à melhora do paciente no sentido estético, funcional e anatômico da estrutura da face. Dado o aumento da prevalência desta modalidade cirúrgica e a carência de informações destinadas ao paciente submetido a esse procedimento, este estudo teve por objetivo a construção e a validação de um material educativo. A trajetória metodológica envolveu cinco fases: revisão integrativa sobre as complicações cirúrgicas; busca na Internet sobre blogs e comunidades virtuais de pacientes submetidos a cirurgia ortognática para conhecer a população e sua necessidade de informação; realização de um grupo focal com pacientes submetidos a cirurgia ortognática para levantamento das necessidades de educação perioperatória; informação dos juízes sobre orientação feita ao paciente; construção do material educativo e validação do conteúdo técnico junto a juízes quanto a pertinência e categorias de avaliação de um material educativo aplicando a técnica Delphi; e posteriormente a clareza de conteúdo foi validada junto aos pacientes em pós-operatório de cirurgia ortognática. Os resultados referentes ao conhecimento da população demonstraram a necessidade de informação dos internautas quanto à: dúvidas e medos relativos ao procedimento, recuperação, alteração da estética facial, arrependimento após procedimento. No grupo focal, os pacientes expuseram dificuldades vivenciadas pelo edema facial e parestesia, discutiram tempo de recuperação da cirurgia, questões de autoimagem, resultados estéticos e propuseram melhor momento para entrega do material. Na primeira rodada da técnica Delphi, os juízes citaram orientações pertinentes ao período perioperatório, destacando-se: higiene oral, parestesia, edema facial, dificuldade respiratória e mastigatória, alteração da voz e movimentos musculares pós-operatórios e dieta liquida. A segunda rodada da técnica Delphi consistiu na avaliação do material educativo pelos juízes, que resultou 38,2% (84) concordo e 61,3% (135) concordo totalmente para as seis categorias do instrumento. Realizadas as correções sugeridas pelos juízes um novo material foi submetido à avaliação na terceira rodada da técnica Delphi e obtidos 30,9% (68) concordo e 68,6% (151) concordo totalmente, dando como finalizado esta fase. Submetido ao paciente para avaliar compreensão, obteve-se 33,8% (176) concordo e 59,6% (310) concordo totalmente, sem sugestões para alterações do texto e foi mantido o material apresentado. Conclui-se que a construção do material educativo é um processo que envolve profissionais e público alvo para alcançar níveis elevados de aceitação e aderência do material, sendo que este deve ser utilizado como forma complementar de orientação ao paciente. / The orthognathic surgery consists of correcting dental facial deformities and aims to improve esthetical, functional and anatomical features of the structure of the patients face. Given the increased prevalence of this surgical modality and a lack of information available to patients undergoing this procedure, this study presents the construction and validation of educational material. The methodological trajectory involved five phases: integrative review on surgical complications; search on the internet on blogs and virtual communities of patients undergoing orthognathic surgeries aiming to know the population and its need of information; a focal group with patients undergoing the procedure to identify the need of perioperative education; experts information concerning guidance provided to patients; construction of educational material and validation of technical content by experts concerning the relevance and categories of validation of education material using the Delphi technique; clarity of content was validated with patients in the postoperative period. The results concerning knowledge of the population show the need to inform Internet users about doubts and fear related to the procedure, recovery, changes in facial esthetics, regret after the procedure. Patients exposed in the focal group the difficulties experienced given the facial edema and paresthesia, discussed time of surgery recovery, self-image issues, aesthetical results and suggested the most opportune time to provide the material. In the first round of the Delphi technique, experts cited guidance related to the perioperative period and the following stood out: oral care, paresthesia, facial edema, difficulty breathing and chewing, changes in voice and muscle movements after the surgery and liquid diet. The second round of the Delphi technique consisted of the evaluation of the educational material by experts: 38.2% (84) agreed and 61.3% (135) totally agreed with the instruments six categories. The material with the corrections suggested by the experts was submitted to evaluation in the third round of the Delphi technique and 30.9% (68) agreed and 68.6% totally agreed with it and this phase was completed. When the instrument was submitted to patients to evaluate understanding, 33.8% (176) agreed and 59.6% (310) totally agreed; no suggestions to change the text were suggested and this was considered the final version. The conclusion is that the construction of educational material is a process that involves professionals and the target public to achieve high levels of acceptance and adherence to material, which should be used as an adjuvant to guidance provided to patients.

La Tunisie, vieille de 3000 ans et aux trésors reconnus mondialement a misé sur le tourisme depuis les premières années de son indépendance en 1956. Le nombre des établissements touristiques est passé de 85 en 1965 à 856 en 2011 et le nombre des arrivées a dépassé sept millions de touristes pour une population de 10.5 millions d’individus : un record. Les nuitées ont atteint 35.5 millions enregistrant 3.522 millions de dinars de recette. Malgré ces "performances", le produit tunisien est resté principalement balnéaire attirant majoritairement les mêmes marchés source, en l’occurrence le marché européen : les Français et les Allemands. Avec la rude concurrence dans le bassin méditerranéen, le produit tunisien a montré une certaine stagnation, voire régression. L’objet de notre recherche se concentre sur un point essentiel de la réussite ou de l’échec de tout produit touristique : la stratégie de communication promotionnelle. Quelle sont ses bases en Tunisie? Comment est-elle établie ? Comment est-elle mise en œuvre ? Où résident ses défaillances ? Et quelles sont ses remèdes ? Seulement, au moment où les autorités misent sur une évolution qui espère atteindre dix millions de touristes en 2016, une Révolution surprend le pays et le monde. Elle secoue évidemment les structures et les habitudes et fait déferler des vagues de violence dont le secteur du tourisme ne peut en être que la première victime. Les élections de l’Assemblée constituante font encore élire une majorité islamiste qui n’approuve pas forcément la même politique d’ouverture historiquement entreprise dans le pays. C’est le prix de la démocratie espéré par le peuple qui est venu chambouler le secteur du tourisme et également notre travail qui, pourtant, était sur le point de s’achever. Cela a, au contraire, rendu notre recherche intéressante et excitante. C’est le travail que nous présentons dans cette thèse. / Tunisia, 3000 years old, with its world famous archeological treasures, has been counting on tourism since the early years of its independence in 1956. The "touristic establishments" number from 85 in 1965 to 856 in 2011, and the number of visitors exceeded 7 millions for a population of 10.5 millions. A record. The number of overnights went up to 35.5 millions dinars in takings. In spite of these performances, the Tunisian product has remained mainly in the beach and spa sector and attracted in majority the European market: the French and the Germans. When facing the severe competition of the Mediterranean Basin, the Tunisian product has shown a certain stagnation, if not a decrease. The aim of our research is to concentrate on one essential point concerning the success, or the failure, of any touristic product: that is the strategy of promotional communication. Which are its basises in Tunisia ? How are they operated ? The failures ? The remedies ? At the time when the authorities count on a positive evolution, with the hope of reaching the number of 10 millions tourists in 2016, a Revolution comes to a surprise to the country and to the world. Structures and habits were obviously shaken and waves of violence swept to the industry of tourism which was the first one to suffer from it. The elections of the Constituent Assembly will bring to power an islamist majority who does not readily agree with the policy of openess which had been historically undertaken in the country. This is the price to be paid for the democracy hoped for by the people, which did upset the sector of tourism, and also our work which was about to be completed. It has, actually, made our research the more interesting and exciting. This is the research that we submit in this thesis.

The Center for Disease Control and Prevention (CDC) reports indicate that 8% and 6.3% of Kentuckians consume enough fruits and vegetables, respectively. The Plate It Up! Kentucky Proud (PIUKP) project is a recipe-development project that aims to boost produce consumption by incorporating local fruits and vegetables. The purpose of this study was to implement promotional strategies using PIUKP recipes at farmers’ markets and determine their effects on consumers’ intent of purchasing and preparing the produce. The study was conducted at nine farmers’ markets across Kentucky (n=300) in collaboration with Cooperative Extension agents/assistants. The consumers’ impression of the sample was positively associated with their intent to purchase fruits and vegetables the same day (t = 0.36; p < 0.0001), in future (t=0.43; p < 0.0001), and prepare the respective recipes (t=0.51; p < 0.0001). Distribution of recipe cards was also positively correlated with consumers’ intent to prepare recipes (t=0.35; p < 0.0001). However, no significant association was found between the self-reported fruit and vegetable intake and their respective dermal carotenoid score. Findings from this study support the use of promotional strategies as a means to influence produce intake among farmers market consumers. Future studies can apply these strategies and explore the extent of effect they have on dietary intake.

Syfte: Huvudsyftet med denna studie är att få en förståelse för vilken roll ett företags identitet och image har för valet av profilreklam. Metod: Studien är baserad på en kvalitativ undersökning där en fallstudie har gjorts av två stycken företag/organisationer som är köpare av profilreklam samt deras profilföretag. En tvärsnittsstudie har sedan gjorts av mottagaren av profilreklam. Resultat: Ett företags identitet och image har stor betydelse för valet av profilreklam, framförallt företagets strategi, kultur, design och marknadskommunikation. Begränsningar: Studien har endast undersökt två svenska företag/organisationer och deras profilföretag om hur de arbetar med att ta fram profilreklam. Praktiska implikationer: Resultatet i studien kan användas för att ta fram profilreklam som syftar till att stärka ett företags image som varumärke. Originalitet: Många forskare har undersökt företags identitet och image samtidigt som många har undersökt profilreklam i olika aspekter men få studier har kombinerat dessa två och sett vilken betydelse ett företags identitet och image har för valet av profilreklam. Nyckelord: Företagsvarumärke, företagsidentitet, företagsimage, presentreklam, profilreklam, give-aways. / Objective: The main purpose of this study is to get an understanding of what purpose a corporate identity and image has for the choice of promotional products. Method: The study is based on a qualitative research and a case study has been made of two companies/organizations as buyers of promotional products and their profile companies. A cross-sectional study has been made of the receivers of promotional products. Results: A corporate identity and image have a big impact on the choice of promotional products, especially the company’s strategy, culture, design and market communication. Limitations: The study have only researched two Swedish companies/organizations and their profile companies on how they choice promotional products. Practical implications: The result in this study can be used to choose promotional products for the purpose to strengthen a company’s brand. Originality: Many researchers have studied corporate identity and image and many have studied promotional products in different aspects, but few have studied the combination of the two and looked at the meaning corporate identity and image has for the choice of promotional products. Keywords: Corporate brand, corporate identity, corporate image, promotional products, give-aways.

The purpose of this study is to investigate and increase the understanding of how the two commercial companies IKEA and SAS and the two aid organizations/nonprofit organizations UNICEF and Save the Children use perceptions of Christmas to produce messages in their Christmas advertising/commercial film. The study also discusses if there may be communicative and pictorial similarities and differences in how these brands constructs messages in commercials, and why it may be that the brands choose to use these messages in commercials based on the recipient possible interpretations. The theories used in this study are promotional culture, framing theory, preferred meaning, semiotics (denotation and connotation), myth and rhetoric (ethos, pathos and logos). The method used to answer the purpose and issues are the qualitative method that uses the theories semiotic and rhetoric to analyze the material. The study's results derived from the qualitative content analyzes of the material (the brands IKEA, SAS, UNICEF and Save the Children Christmas advertising films) show that IKEA message might want to show that they want to help the customer and that they pay attention to the customer needs. And that IKEA also in that message says that the solution and the products for your Christmas preparations are available at IKEA. SAS uses the Christmas tradition and myth of Santa to describe and make sense of a service, and showing that they care about the customer comes in time, even at Christmas when something is important. UNICEF can therefore be interpreted use Christmas as a persuasion method. UNICEF commercials can be seen to be designed to make the receiver more generous and get the feeling that it wants to contribute. Save the Children's message is focused on you should buy "nothing" for Christmas, and why it should be seen as an alternative to other Christmas gifts on the market. Based on this final discussion research shows that it could be possible that the commercial companies (IKEA and SAS) want to appear less “selling” when they are trying to sell their products or services through messages constructed by notions of Christmas, and that they instead try to ensure the customer needs. The study further shows that the help organizations seem more " selling" when trying to sell their products and get people to contribute to their aid activities. As a result of the need to be more commercial. Why the brands have chosen these messages and strategies can finally, as evidenced by the final discussion, come from the fact that the brands want to create the best competitive opportunities in the market, and that the strategies may have been selected by the brands though they might be considered as the most effective.

Syftet med den här uppsatsen är att undersöka hur en biståndsorganisation använder sig av retoriska grepp för att övertyga sina mottagare genom kampanjfilmer. Den här studien är relevant för att kunna förstå hur biståndsorganisationer påverkar mottagarna av kampanjfilmer. I den här studien har Unicef Sverige varit studieobjektet och de är en av Sveriges största biståndsorganisationer och en organisation som regelbundet visas i media. De teorier som är relevanta i den här studien är retorik och retoriska inriktningar på exempelvis marknadsretorik och visuell retorik. Huvudfrågeställningen i studien är att se på vilket sätt Unicef Sverige använder sig av retorik i sina kampanjfilmer för att övertyga människor att bli givare. Delfrågor i studien är att undersöka, vilka är de marknadsretoriska begrepp och medel som Unicef Sverige använder i kampanjfilmer för att övertyga sina mottagare samt på vilka sätt använder sig Unicef Sverige av visuell retorik i sina kampanjfilmer. I studien har två kvalitativa innehållsanalyser utförts på tre till fem filmer i utvalda filmkategorier. Totalt har 16 kampanjfilmer analyserats. De olika kategorierna är: informationsfilm om aktuella händelser, uppmaning till olika kampanjer, svenska kändisar besöker utsatta barn och humor. På de utvalda filmerna gjordes en retorisk innehållsanalys och en bildanalys. Från det resultat som har tagits fram i den här studien kan det tydligt ses att Unicef Sverige använder sig av retorik på många olika sätt. De tre sätten att övertyga inom retorik är ethos, logos och phatos och de är stora byggstenar i kampanjfilmerna och den mest frekventa är phatos. De använder sig även av olika typer av retorik och då är den deliberativa och epideiktiska retoriken de språktyper som förekommer. De använder sig även av marknadsretoriska modeller genom att disponera kampanjfilmerna på ett passande sätt. Även att inkludera kändisar i filmerna, samt göra filmerna lite längre, är enligt marknadskommunikation ett bra sätt för att mottagarna ska uppfatta budskapet lättare. Visuell retorik används också till stor del och det kan tydligt avläsas att filmerna överlag innehåller dystra färger och de använder sig även av färg för att informera om vissa situationer. Det är på det sättet som Unicef Sverige använder sig av dessa tre olika retorikbegrepp och det visar hur de använder retoriken för att övertyga sina mottagare att ta till sig budskapet med filmerna och bli medlemmar hos Unicef Sverige. / The function of this paper is to examine how an aid organization uses rhetorical strategies to convince their recipients through promotional films. This study may be relevant to understand how aid organizations influence their recipients. In this study Unicef Sweden has been the object of study and the organization is one of the largest aid organizations in Sweden and an organization that regularly appear in the media. The theories that are relevant in this study are rhetoric and also rhetorical approaches to arrangement such as marketing rhetoric and visual rhetoric. The main issue addressed in this study is to see how Unicef Sweden uses rhetoric in their promotional films to convince people to become donors. The sub questions of the study are to investigate what expressions the rhetorical aim of the promotional films proceeds, what marketing rhetoric concepts and strategies that are presented in their promotional films to convince their target audience and how they use visual rhetoric in their promotional films. The study has two qualitative content analysis been performed on three to five films in selected film categories. In total, 16 promotional films have been analyzed. The chosen categories are; information film about a current situation or disaster and focus in victims of disaster, request for different campaigns, Swedish celebrities who visit underprivileged children and also a humoristic film category. In the selected films it has been made a rhetorical content analysis and an image analysis. Out of the results that have been developed in this study it clearly shows that Unicef Sweden uses rhetoric in many different ways. The three ways to convince thru rhetoric are ethos, logos and phatos and they are major building blocks in the promotional films and the most frequent one is phatos. They also use different types of rhetoric and the deliberative and epideictic rhetoric are types that occur. They also use marketing rhetorical models by disposing the promotional films in a suitable manner. Also to include celebrities in the films and make the films a bit longer are according to marketing a good way for receivers to get the message across more easily. Visual rhetoric is also used to a great extent and it clearly shows that the films generally contain somber colours and they also use colours to inform about certain situations. It is in this way that Unicef Sweden are using these three different rhetoric concepts and it shows how they use rhetoric to convince it’s receiver to absorb the message of the films and become donors.

Postgraduate studies concluding labor, 62 pages, 20 pictures, 2 tables, 45 literary sources, 21 addendums, Lithuanian. KEYWORDS: advertisement, advertisements audience, promotional message, segment, consumer, consumer behavior. The object of research – foodstuff sacred to children advertisement. The subject of research – foodstuff advertisements to children submission form. Labour objective – established sundry advertisements forms accepted for children consumer behavior, prepared foodstuff promotional message for children creation model. Tasks: 1) to inspect foodstuff advertisements to children singularity; 2) to prepare methodology of research and to make out questionnaire; 3) to accomplish dossier data analysis; 4) to prepare foodstuff promotional message for children creation model. Methods of research – scientific materials, laws and documents analysis and synthesis, dossier poll array analysis and synthesis, logical abstracting, mathematical, statistical, graphics display, simulation, qualitative methods of research. Studying sundry countries author’s scientific works, periodicals, the Republic of Lithuania and European Union legislations and accomplished initial data analysis about sundry advertisements forms accepted for children consumer behavior, prepared foodstuff promotional message for children creation model.