Vaizdinių reklamos elementų sąsaja su reklamos efektyvumu : teorinės įžvalgos

Abstract

Straipsnyje nagrinėjami vaizdiniai reklamos elementai, atskleidžiant jų klasifikaciją ir naudojimo reklamoje principus. Teorinis tyrimas atliekamas analizuojant šalies ir užsienio autorių įžvalgas, siekiant nustatyti pagrindinius vaizdinius elementus, formuojančius spausdintos reklamos sistemą. Tyrimo metu atskleidžiama, kad vaizdiniai reklamos elementai gali būti vizualiniai ir verbaliniai. Savo ruožtu kiekviena minėta elementų grupė yra suformuota iš konkrečių jai būdingų komponentų, kurie formuoja bendrą reklamos maketą. Siekiant sudaryti pagrindą reklamos efektyvumo vertinimui, atskleidžiama sąsaja tarp vaizdinių reklamos elementų visumos ir efektyvumo vertinimo metodų

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. [...]