The impact of a position of point-of-purchase advertising on consumer behavior is being analyzed in the article. The intensifying consumers’ speed of life leads to a situation when an attention paid to organizations’ messages is decreasing, and conquering advertising clutter is becoming more complex. Organizations invest in advertising which occurs to be ineffective, even remains unnoticed because of a wrongly chosen position. The scientific researches reveal that consumers evaluate point-of-purchase advertising positively; however, the scientific substantiation for a proper choice of its position is scarce. The aim of this article is to determine the most consumer attention grabbing positions of point of purchase advertisements. While achieving the aim of the article, eyetracking experiment is provided using a mobile eye-tracking video system which records eye-gaze data. The research revealed that in order to increase the effectiveness of point-of-purchase advertising, the most proper position is in the left side; moreover, there is no statistically significant difference between consumers’ visual attention to advertisements on their right an in the center.

Product placement in movies can be called as nontraditional method of sales promotion. In recent years of information overload, people tend to ignore traditional methods of promotion. Therefore, product placement is gaining popularity in the eyes of movie creator, sponsors, business organizations, and scientific researchers. Main features of product placement in movies are its prolonged life-time, naturalness, inevitable viewers’ attention. However, according to Daugherty and Gangadharbatla (2005), this promotional tool is less effective, while taking into account brand perceptivity; therefore, more effective in stimulating consumer interest and short-term sales. Despite its wide usage, product placement is weakly discussed by Lithuanian scholars; there is a lack of publications analysing product placement in Lithuanian movies. Lithuanian cinema industry is growing each year; this creates attractive conditions for the usage of product placement in movies. Moreover, there can be found many cases of the usage of product placement in Lithuanian movies; therefore the analysis of peculiarities of product placement in Lithuanian movies becomes relevant. The scientific problem analysed in the article is formulates as follows: how product placement is used in Lithuanian movies.

In recent decades, as a result of globalization, environmental instability, and growing competition, customers are becoming tough receivers of information, criticizing products and having large spectrum of choice possibilities. Organizations which seek for a profitable business are forced to find measures for maintaining market shares, attracting and keeping their customers. Unsatisfied with organization’s product consumer will choose a competitor. Therefore, many organizations become consumeroriented. One of the features of consumer-oriented organization is customer satisfaction management. Customer satisfaction is being measured by calculation of customer satisfaction indexes. Many national and international models of customer satisfaction indexes are created. By calculating the index, organization finds out the level of customer satisfaction and main factors which affect satisfaction. By managing latter factors, organization better serves its customers and affects its competitive positions in a market. Moreover, customer satisfaction indexes are being calculated not only for a single company, but for an industries, countries or continents, as well. Catering industry is very popular because of being necessity. There are many catering companies all over the world, as well as in Lithuania. JSC “Cili Holdings” has a biggest net of restaurants in Baltic countries. Pizzerias “Cili pica” are very popular in Lithuania. However, achieving to keep their market share and popularity, the company has to keep their customers satisfied. Therefore, the problem of the research is what is: what is customer satisfaction with services of “Cili pica” pizzerias and what are the factors determining their satisfaction. [...]

Nowadays travelling becomes available for almost everyone. Such situation forces travel agencies, accommodation enterprises, and other tourism organizations to pay greater attention on marketing communication. Trying to attract consumer’s attention, companies have to show their advantages, which should be most important to targets. Considering that tourism market is not limited by any country borders, it becomes even more important to understand the peculiarities of other countries in terms of attitudes, values, believes. Moreover, to be successful, tourism organizations have to adapt their marketing communication to these concrete cultural aspects. While analyzing cultural aspects of a particular country, G. Hofstede’s model of cultural dimensions could be found as one of the most adaptable. The model is composed of five cultural dimensions: power distance, long-term orientation, individualism / collectivism, masculinity / femininity, uncertainty avoidance intention. The expression of these dimensions can highlight the peculiarities of some particular culture, which can be crucial for understanding organizations marketing communication. Accordingly, the object of the article is marketing communication for Lithuanian consumers in a context of cultural peculiarities. The aim of the article is to determine how accommodation enterprises should implement their marketing communication to meet cultural peculiarities of Lithuanian consumers. While achieving the aim of the article, qualitative content analysis of scientific literature was provided to establish theoretical background for the research; subsequently, questionnaire research was provided on purpose to establish cultural framework of Lithuanian consumers and their priorities while choosing a tourism service. [...]

Customers being on different loyalty stages have distinct needs for the sales promotion offerings. To be effective, sales promotion has to correspond to those specific needs. Attempting to get a clear picture of expectations for sales promotion offerings by customers being on different loyalty stages, “Conjoint analysis” was performed.

The article proposes the theoretical model of customer loyalty classification. Various methods of customer loyalty measurement are analyzed. On the basis of the analysis of customer loyalty classification and measurement, the universal theoretical model for the determination of customer loyalty stages is designed.

The authors define the concept of sports service. The article deals with the objective of service quality evaluation, which is defined as the aim to determine if the pursued activity corresponds to the ideal expected performance. There are analyzed consumer expectations and the perception of the service quality measurement method (SERVQUAL methodology).

Impulsive buying is the result of consumers’ response to a stimulus in the shopping environment, thus visual representation of the stimulus becomes very important. Colour is the first noticeable aspect of visual representation. Therefore, the aim of the article is to determine the influence of product packaging colour on impulsive buying behaviour.

The article analyses product placement in sports video games, its merits and demerits. Product placement is considered as one of the means of advertising. This mean is quite novel in video games; therefore, the research on its prevalence is still scarce. Considering the novelty of the usage of product placement in video games, the research aims at determining its trends and perspectives. Scientific analysis and content analysis of “NBA 2K” video game were performed to reach the aim. The results revealed that two methods of product placement were used: visual, and a mix of visual and verbal. Moreover, the prevalence of this method has a growing trend.

Everyday consumers are faced with visual business communication, which encompasses logos, product packages, advertising layouts, web-sites design. The assumption can be made that businesses invest in things seen by consumers with purpose of profit elevation. However, achieving to create the visual communication which would enhance entities economic benefit (considering contemporary conditions of market economy), the knowledge of optic sciences, cognitive and social psychology, and marketing is needed. Otherwise, the investment into visual communication can be vacuous. One of the forms of business communications everyday faced by consumers is advertising. Print advertising is a group of advertising mediums where mainly visual elements are used. Many scientific authors have analyzed print advertising, visual and verbal advertising elements, methods of advertising effectiveness measurement, however, scientific literature still lacks a holistic methodological background for advertising effectiveness measurement. Hence, scientific problem solved in the article is: what is the coherence between visual elements of advertising and advertising effectiveness. Accordingly, the object of the article is visual elements of advertising, the aim is to determine the coherence between visual elements of advertising and advertising effectiveness. Achieving to reach the aim of the article, scientific research methods of logical analysis and synthesis were applied. The holistic system which makes a methodological background for the evaluation of print advertising effectiveness is created after analyzing and combining scientific researches on print advertising, advertising elements classifications, advertising effectiveness measurement. The theoretical research revealed that visual elements of print advertising can be divided into pictorial and verbal. Both kinds of elements have particular forms of expression in advertising. [...]