Organizacijų vadyba : sisteminiai tyrimai. Kaunas : Vytauto Didžiojo universitetas, 2015, [T.] 73, p. 49-61
Theoretical aspects of the impact of advertising source on advertising effectiveness are being analysed in the article. Since advertising is one of the most popular means of marketing communication, increasing the effectiveness of advertising is an object of focus that increases the possibility to achieve the aim of marketing communication. As advertising source is one of the elements of advertisement, the aim of the article is to elaborate the theoretical model of the impact of advertising source on advertising effectiveness. While achieving the aim of the article, the analysis and synthesis of the scientific literature is provided. As a research result, factors influenced by advertising source that impact advertising effectiveness are identified and a theoretical model of the impact of advertising source on advertising effectiveness is elaborated.