Straipsnyje aprašomi trys pardavimų skatinimo etapai Lietuvos mažmeninės prekybos rinkoje, pabrėžiant dabartinį, pardavimų skatinimą gamybos/paslaugų ekonomikoje, ir ateities – žinių ekonomikoje. Daugelyje mažmeninės prekybos organizacijų yra naudojami tradiciniai pardavimų skatinimo metodai ir priemonės. Straipsnyje tyrinėjamos pardavimų skatinimo, paremto žiniomis apie vartotojus, galimybės, siūlomas naujas požiūris į pardavimų skatinimą ir galimi ateities sprendimai.

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.

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.

Product placement in feature movies was developed as an alternative for traditional marketing means, when consumer started consciously to avoid and resist to any obvious advertisement. Product placement is used to increase brand visibility by creating positive associations or to increase sales of the product (Karrh et al., 2001). This method has some essential advantages over other marketing means (longer life-time, inevitability, increased attention of a consumer, natural presentation). Product placement in movies has become an increasing worldwide tendency, becoming an object of interest and exploitation not only for movie producers or separate companies but also for scientific researchers. Various authors present a basic overview of product placement in movies or conduct their research based on one aspect of this method, which is the evaluation of its effectiveness with respect to memorization of a product, stimulation of its sales together with evaluation of consumers’ attitude towards this method and its acceptance. An analysis of individual elements introduces lack of systematic order of aggregated information. Although some Lithuanian feature movies contain product placement, but it is followed by a number of employment mistakes. Authors of this article are of the opinion, that by creating a plan of actions for product placement in movies, Lithuanian movie making companies could fully exploit benefits of product placement in movies and avoid frequent mistakes. To this day such a plan was not proposed neither by Lithuanian author or foreign ones. The scientific problem analysed in the article is formulated as follows: how to plan and use product placement in Lithuanian movies, that it was done systematic. The object of the article is peculiarities of product placement in movies, and the aim is to determine guidelines for systematic planning and exploitation of product placement in Lithuanian movies. [...]