Magistrinio baigiamasis darbas - 67 puslapiai, 11 lentelių, 19 grafikų, 108 literatūros šaltiniai, 3 priedai lietuvių kalba. Tyrimo objektas - reklamos elementai. Tyrimo dalykas - reklamos elementų (teksto,spalvos,garso ir vaizdo) poveikis vartotojų elgsenai. Darbo tikslas – teoriniu lygmeniu išanalizavus ir apibendrinus reklamos elementų įtaką vartotojų elgsenai, juos empiriškai patikrinti Lietuvos studijuojančio jaunimo pavyzdžiu. Darbo uždaviniai: • Atskleisti reklamos sampratą; • Teoriniu lygmeniu išanalizuoti ir pagrįsti reklamos ir vartotojų elgsenos sąsajas; • Išstudijuoti ir apibendrinti reklamos elementų įtaką vartotojų elgsenai; • Parengti reklamos elementų įtakos vartotojų elgsenai tyrimo metodiką; • Remiantis apibendrintomis metodologinėmis nuostatomis, atlikti reklamos elementų įtakos vartotojų elgsenai empirinį tyrimą ir pateikti rekomendacijas. Tyrimo metodika. Rašant magistro darbą naudotasi mokslinės literatūros šaltinių, periodikos, virtualių duomenų bazių sisteminės ir palyginamosios analizės metodais. Atliekant empirinį tyrimą naudoti kokybinio ir kiekybinio tyrimo metodai. Kokybiniuose tyrimuose naudojamas giluminis interviu, kiekybiniuose tyrimuose naudojama anketinė apklausa, tiesinė ir kryžminė empirinio tyrimo rezultatų analizė. / Final work of University Post – graduate Studies, 67 pages, 11 tables, 19 figures, 108 references, 3 appendixes in lithuanian language. KEY WORDS: advertisement, promotional message, advertisement campaign, advertisement aim, advertisement strategy, consumer behavior, consumer, effectiveness of advertisement. The object of research – advertising elements. The subject of research – the influence of advertising text, colour, sound and image on behavior of consumers. Research aim – to analyses and to generalisable the influence of advertising elements on behaviors of consumers in theoretically level and to justify empirically in youth Lithuanian studying example. Tasks: • To reveal the advertisement conception; • In the abstract to analyses and to reason the advertisements and behaviors of consumers links; • To explore and to generalize the influence of advertising elements on behaviors of consumers; • To prepare methodology of the influence of advertising elements on behaviors of consumers; • On the strength of broad-brush methodological attitudes, to do the influence of advertising elements on behaviors of consumers empirical analysis and to do the recommendations; Methods of research – comparative, analysis and synthesis, generalization, survey, graphics methods. The final work deals with analysis of theoretical principles of advertisement, research methods of advertisement influence on consumers behavior and explore Persil washing-powder of advertising elements (text, colour... [to full text]

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.