Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/1101
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dc.contributor.authorPilelienė, Lina-
dc.contributor.authorGrigaliūnaitė, Viktorija-
dc.coverage.spatialLT-
dc.date.accessioned2016-03-10T09:00:02Z-
dc.date.available2016-03-10T09:00:02Z-
dc.date.issued2015-
dc.identifier.issn13921142-
dc.identifier.otherVDU02-000018223-
dc.identifier.urihttps://www.vdu.lt/cris/bitstream/20.500.12259/1101/1/ISSN2335-8750_2015_N_73.PG_49-61.pdf-
dc.identifier.urihttps://hdl.handle.net/20.500.12259/1101-
dc.identifier.urihttps://doi.org/10.7220/MOSR.2335.8750.2015.73.3-
dc.descriptionISSN 2335-8750 (Online)-
dc.description.abstractStraipsnyje analizuojami reklaminės žinutės šaltinio įtakos reklamos efektyvumui teoriniai aspektai. Reklama yra viena dažniausių marketingo komunikacijos priemonių, todėl reklamos efektyvumo didinimas tampa siektinu daugelio organizacijų tikslu, padedančiu įgyvendinti marketingo komunikacijos tikslus. Kadangi reklaminės žinutės šaltinis yra vienas svarbiausių reklamos elementų, straipsnio tikslu tapo teorinio reklaminės žinutės šaltinio įtakos reklamos efektyvumui modelio sukūrimas. Siekiant straipsnio tikslo, atlikta mokslinės literatūros analizė ir sintezė. Atlikus tyrimą, nustatyti veiksniai, kuriems reklaminės žinutės šaltinis daro įtaką – sąlygoja reklamos efektyvumą, bei sudarytas teorinis reklaminės žinutės šaltinio įtakos reklamos efektyvumui modelislt
dc.description.abstractTheoretical 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 elaborateden
dc.description.sponsorshipMarketingo katedra-
dc.description.sponsorshipVytauto Didžiojo universitetas-
dc.format.extentp. 49-61-
dc.language.isolt-
dc.relation.ispartofOrganizacijų vadyba : sisteminiai tyrimai. Kaunas : Vytauto Didžiojo universitetas, 2015, [T.] 73-
dc.relation.isreferencedbyBusiness Source Complete (EBSCO)-
dc.relation.isreferencedbyCentral & Eastern European Academic Source (EBSCO)-
dc.relation.isreferencedbyABI/INFORM (ProQuest)-
dc.relation.isreferencedbyVINITI-
dc.relation.isreferencedbyCEEOL-
dc.rightsSutarties data 2013-04-17, nr. A1219, laisvai prieinamas internetelt_LT
dc.subjectReklaminės žinutės šaltinislt
dc.subjectReklamos efektyvumaslt
dc.subjectReklamos veidaslt
dc.subjectMarketingo komunikacijalt
dc.subjectAdvertising sourceen
dc.subjectAdvertising effectivenessen
dc.subjectAdvertising spokespersonen
dc.subjectMarketing communicationen
dc.subject.classificationStraipsnis kitose duomenų bazėse / Article in other databases (S4)-
dc.subject.otherVadyba / Management (S003)-
dc.titleReklaminės žinutės šaltinio įtakos reklamos efektyvumui modeliavimas: teorinis aspektaslt
dc.title.alternativeModeling of the impact of advertising source on advertising effectiveness: theoretical insightsen
dc.typeresearch article-
dc.identifier.doihttps://doi.org/10.7220/MOSR.2335.8750.2015.73.3-
dcterms.bibliographicCitation32-
dc.date.updated2019-11-05T14:09Z-
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local.typeS-
item.fulltextWith Fulltext-
item.grantfulltextopen-
crisitem.author.deptMarketingo katedra-
crisitem.author.deptEkonomikos ir vadybos fakultetas-
Appears in Collections:Organizacijų vadyba: sisteminiai tyrimai / Management of Organizations: Systematic Research 2015, nr. 73
Universiteto mokslo publikacijos / University Research Publications
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