Research background. According to J. A. Karrh et al. (2001) product placement in movies is used with intensions to extend product awareness, create positive associations with a product, or to promote sales. Product placement is becoming very successive tool of promotion; its impact on society is constantly growing. Many films can make an impact on society’s attitudes, also, form buying patterns. Despite a wide usage of this promotional tool, attempts to find scientific publications of Lithuanian authors considering this product placement in Lithuanian movies were unsuccessful. However, many cases of product placement can be observed in Lithuanian movies. Therefore, it becomes relevant to analyze the peculiarities of product placement in movies. The problem solved in the article is how to make product placement in movies. Foreign authors are constantly providing research on multiple aspects of product placement (its impact on viewers’ purchase intentions, impact on memorization, product awareness, etc.); therefore, the lack of Lithuanian researches in the field substantiates the problem. The object of the article is the peculiarities of product placement in movies. The aim of the article is to reveal the peculiarities of product placement in movies. [...]

In prevailing competition-based market economy, there is a need for marketing communication to be effective in order to retain customers and attract the new ones. One of the most popular modes of marketing communication – advertising, now has to find ways to be attention grabbing and persuading among the enormous amounts of advertisements. Therefore, creativity becomes crucially important. Using metaphors, which cause consumers to understand one or some elements of the advertisement in terms of another, is the possible technique to make an advertisement creative. Moreover, as visual elements of the advertisement are considered as more attention grabbing than the verbal ones, the assumption can be made that the usage of visual metaphors in advertising is the method leading into the effectiveness of advertising. Nevertheless, subtleties such as product category may have the impact on the consumers’ associations with the brand developed through advertising with visual metaphors and perceived value of the product; and the question rises whether this impact is positive or negative. The aim of this research is to determine the impact of visual metaphors on the effectiveness of milk advertising. The analysis of the research results reveals the specific aspects of consumer response to milk advertising, which are influenced by the application of visual metaphors and whether that aspects of consumer response to milk advertising are influenced positively or negatively. As a research result, authors provide guidelines for creating effective milk advertising campaigns.

This article contributes to the revelation of a relevant and complex problem of the selection of advertising spokesperson while answering the research question, which lays a foundation of the scientific problem: how to choose a spokesperson for advertising to be effective? Accordingly, the aim of the article is to determine the impact of spokesperson on advertising effectiveness. Grounded on the theoretical framework, three different theoretical models representing the research hypotheses are analyzed in the article by applying PLSSEM and PLS path modelling multi-group analysis. The analysis of the research results led to the elaboration of general model of the impact of spokesperson on advertising effectiveness, revealing that consumers’ attitude towards spokesperson that they are exposed to have an influence over their attitude towards advertisement, brand and purchase intention. Nevertheless, it is proved that different advertising spokespersons have different influence on advertising effectiveness. The conclusions are made that if seeking advertising effectiveness expressed as enhanced level of consumers’ purchase intentions, then the choice of celebrity spokesperson highly improves the possibility of creating effective advertising.