Magistro darbe analizuojami lyginamosios reklamos teisiniai aspektai. Lyginamoji reklama sąlyginai naujas institutas, kuris Europos Sąjungoje pradėtas reglamentuoti tik nuo 1997 m., o Lietuvoje – nuo 2001 m. Tokio reglamentavimo būtinybę paskatino minėtos rūšies reklamos atliekamos funkcijos. Ji ne tik geriau informuoja vartotoją apie prekes ar paslaugas, bet ir skatina konkurenciją bei prekių ar paslaugų kokybės vystymą. Siekiant geriau atskleisti pasirinktą temą darbas yra sudarytas iš trijų dalių. Atsižvelgiant į tai, kad lyginamoji reklama yra viena iš reklamos formų, pirmojoje dalyje analizuojami bendrieji reklamos teisiniai aspektai, kurie taikomi absoliučiai visoms reklamos rūšims. Pirmiausia, siekiama atskleisti reklamos sąvoką apskritai ir identifikuoti būtinuosius jos kriterijus, nes tam, kad reklama būtų pripažinta lyginamąja, ji visų pirma turi būti pripažinta reklama. Konstatavus, jog bet kokiomis priemonės ir forma skleidžiama informacija siekiama paveikti jos adresato ekonominį elgesį, t.y. ji yra reklama, svarbu patikrinti, ar ji atitinka bendruosius reklamai keliamus reikalavimus. Minėtų reikalavimų turinys bei probleminiai jų aspektai taip pat analizuojami šioje darbo Atskleidus reklamos sampratą ir išanalizavus jai keliamus reikalavimus antrojoje dalyje gilinamasi į lyginamosios reklamos sąvoką bei jos teisėtumo sąlygas. Reklamai, kurioje tiesiogiai ar netiesiogiai įvardijamas reklamos davėjo konkurentas, jo prekės ar paslaugos, keliami papildomi... [toliau žr. visą tekstą] / There are being analysed the legal aspects of comparative advertisingt in the Master thesis. The comparative advertising is quite new institute which has been started to regulate since 1997 in European Union and 2001 in Lithuania. The necessity of the regulation was stimulated by fulfilled functions of mentioned kind advertising. The comparative advertising does not only inform a user about goods and services better but motivates competition and development of goods and services quality. Trying to reveal chosen topic better, the thesis consists of three parts. Considering, that comparative advertising is one of the advertising forms, there are being analysed legal aspects, which are applied to all kinds of advertising generally in the first part. First of all, is being tried for revealing definition of advertising generally and indentify its obligatory criteria, in order to recognize advertising comparative, it must be recognized as advertising firstly. Stating, that with the help of spread information in any condition and form is being tried to impact economic behaviour of adresee, in this case we can call it advertising, it is very important to check if it suits general requirements. for advertising. The content and problematic aspects of mentioned requirements are being analysed in this part as well. In the second part of the thesis, after revealing the definition of advertising and analysing raised claims for it, are being gone deeper into comparative advertising... [to full text]

SUMMARY Research object – consumers of ecological food products. Research subject – consumer behavior of ecological food products Research aim – to present marketing decisions stimulating purchase of ecological products. Tasks: 1.To analyze outward and inward factors impact on consumer behavior. 2.To identify marketing tools influence on consumer behavior. 3.To prepare the research methodic of ecological products consumer behavior. 4.To conduct a sample survey and to identify factors impact of purchase of ecological food products. 5.To recommend marketing decisions stimulating purchase of ecological products. Research methods - Lithuanian and foreign authors scientific literature analysis and synthesis, logical abstracts, sample survey, data grouping, method of statistical analysis, graphic presentation. Marketing decisions recommended stimulating purchase of organic products are based on Lithuanian and foreign authors theoretical principles of outward, inward and marketing factors impact on consumer behavior, sample survey, identified consumers motives of purchase and usage of ecological food products, investigated marketing tools influence to ecological food products consumer behavior.

Introduction. This paper discusses the most topical issues of the Biocidal Products Directive (BPD) implementation, in particular, the impact on the social and health safety on various population groups, environmental safety, trade, manufacturing and their prospectives. The Aim of the Study – to evaluate the development of the biocides market and its participants in Lithuania. The Tasks – to evaluate the impact of the approximation of the laws of Lithuania and the European Union, concerning the placing of biocides on the market and its participants. Methods. Based on the "Methodology for impact of the regulatory laws assessment", the study identifies changes in the biocides market and the activity of its participants. A sample survey of manufacturers of biocides and of the users (personal health care institutions and preventive disinfection and disinfestation enterprises) was conducted. The analysis and evaluation of the available biocides database was also undertaken and SPSS statistics software was used to measure the statistical significance of the results. The market was assessed by the application of the criteria laid down in the BPD, in particular, the number of authorized biocides, distribution of product types, distribution of biocides according to categories of users, distribution of use of identified and notified active substances of biocides. Results. The study demonstrated that the Lithuanian biocides market has changed following the implementation of the BPD:... [to full text]

The final work deals with analysis of theoretical principles of advertisement, research methods of advertisement influence on consumer behavior and presentation of milk and meat products advertisement improvements.

Magistro mokslo darbo objektas – reklamos su įžymybėmis. Darbo tikslas – išsiaiškinti įžymybių, reklamuojančių prekinius ženklus efektyvumą - įtaką ne tik prekiniam ženklui, bet ir vartotojų elgsenai. Pagrindiniai uždaviniai: apibrėžti įžymybės sąvoką; atlikti teorinę įžymybių panaudojimo reklamose analizę, atskleidžiant teigiamą ir neigiamą puses; atskleisti įžymybių reklamų efektyvumą įtakojančius veiksnius; išnagrinėjant reklamų su garsiais žmonėmis tendencijas užsienyje; ištirti duomenis, kaip garsių žmonių panaudojimas vieno ar kito prekinio ženklo reklamai įtakoja pardavimus bei prekės ženklo įsimintinumą Lietuvoje. Išanalizavus mokslinę literatūrą nustatyta, kad žinomi veidai reklamoje padeda suformuoti teigiamą vartotojų nuomonę apie reklamuojamą produktą ar paslaugą. Jei prekės ženklo vertybės, charakteristika sutampa su garsių žmonių gyvenimo būdu bei požiūriu, vadinasi, jie bene geriausiai, aiškiausiai padeda perteikti žmonėms žinią, kurią norima pasakyti. Taikant kokybinį ekspertų interviu įžymybių reklamos efektyvumui nustatyti, prieita prie išvados, kad vienas pagrindinių sėkmingos reklaminių kampanijų, kuriose produkto/paslaugos rėmėju pasirinktas garsus asmuo, faktorius yra įžymybės, produkto ir auditorijos atitikimas. Reklamų efektyvumas buvo patikrintas ir vykdant eksperimentą. Eksperimento metu buvo lyginamos trys skirtingos reklamos, kurios vėliau buvo vertinamos pagal du vartotojo suvokimo kelius: periferinį (žiūrovo dėmesys sutelktas ties kūrybine... [toliau žr. visą tekstą] / The object of this work is celebrity advertising, the aim of this work is to find out the effectiveness of celebrities, who endorse brands – their influence not only on brands, but on consumers’ behaviour as well. In order to achieve a purpose of Master thesis, the main tasks are set as follows: 1. To define the meaning of celebrity. 2. To do the theoretical analysis of the use of celebrities in advertising. 3. To reveal the factors, which influence celebrity advertising. 4. To analyse the tendencies of celebrity endorsements in foreign countries. 5. To find out, how the use of celebrities in advertising of a particular brand in Lithuania influences sales and see its influence on memorizing the brand. In order to define the effectiveness of advertising, the qualitative interview with experts was chosen. When using this research method, it was concluded that one of the main factors of successful celebrity endorsement campaigns is celebrity-product-target audience congruency. The effectiveness of adverts was also tried and tested while doing an experiment. Four different adverts were measured, which later were evaluated under two alternative routes to user persuasion: peripheral (the creative executorial aspects of the advertising are dominant) and central (the focus is on the product/ brand and message). The results not only showed that an advert, where the product was endorsed by celebrity, is more effective than a simple advertising, but also revealed the importance of... [to full text]

In this study author examines the regulation of obligation, arising from damages caused by misleading advertising. He also tries to reveal the content of liability for damages caused by misleading advertising and to clear out the possible problems of application and interpretation of the legal standards.This study deals with the backgrounds and development of advertising regulation and advertising regulation in the European Union. The present study also takes up with the constitutional grounding of restriction of advertising as a form of information, it analyses the Lithuanian legal acts, regulating advertising activity, compares administrative and civil liability for violation of prohibition to use misleading advertising.

The aim of the work – to propose the ways and means to increase the value of fresh meat to consumers The ways to increase perceived value of fresh meat and means to implement it is based on evaluation of the importance of perceived value factors of fresh meat to consumers. The importance of meat value creating and influencing factors was evaluate by determining the concept of perceived product value to consumers, by performing analysis of construct and management process of perceived value.

The final work of master studies, 65 pages, 20 figures, 6 tables, 41 literature sources, 3 appendices, in Lithuanian. KEYWORDS: brand, brand name, brand mark, logo, brand equity, protection of the brand, brand equity management, brand equity management strategy, consumer. The object of research – closed joint stock companies “Galinta ir partneriai” and “Skanėja”. The subject of research – brand equity management strategy. The purpose of research – to recommend brand equity management strategies of friable products for closed joint stock companies “Galinta ir partneriai” and “Skanėja”. The task of research: 1. To survey the history of a brand development, branding goals and functions, principles of designing and legal protection of the brand. 2. To discuss theoretical fundamentals of the brand equity management. 3. To prepare methodic for research of the friable products brand equity influence on consumer behavior. 4. To conduct a sample survey and to analyze the GALINTA and SKANĖJA brands influence on consumer attitudes and behavior. 5. To recommend the brand equity management strategies for closed joint stock companies “Galinta ir partneriai” and “Skanėja”. The methods of research: rationale comparative analysis of scientific literature, sample survey, descriptive, data grouping and graphic representation. The brand equity management strategies recommended for closed joint stock companies “Galinta ir partneriai” and “Skanėja” are based on the historical survey of brand... [to full text]