Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/120520
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dc.contributor.advisorPažėraitė, Aušra-
dc.contributor.authorZebitytė, Agnė-
dc.date.accessioned2020-12-22T20:52:54Z-
dc.date.available2020-12-22T20:52:54Z-
dc.date.issued2014-05-28-
dc.identifier.urihttps://hdl.handle.net/20.500.12259/120520-
dc.description.abstractBaigiamojo darbo objektas - kūrybiškumo panaudojimas reklamose. Darbo tikslas yra parengti kūrybiškos reklamos paveikumo didinimo modelį. Teorinėje darbo dalyje analizuojama kūrybiškumo samprata reklamos kontekste. Trumpai aptariamos pagrindinės kūrybiškumo savybės, jų klasifikacija ir pagrindiniai kūrybiškumo elementai. Taip pat pateikiamos įžvalgos dėl reklamos kūrybiškumo ir paveikumo sąsajų, analizuojami jau atlikti moksliniai tyrimai šia tema. Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami tyrimo rezultatai, remiantis atlikta vartotojų apklausa, ekspertų interviu bei focus grupės diskusija. Tyrimo tikslas - nustatyti Lietuvos rinkos dalyvių kūrybiškos reklamos suvokimą ir vertinimą. Projektinėje darbo dalyje, naudojant pirmose dalyse apibendrintą informaciją, pateikiamas kūrybiškumo panaudojimo reklamose, siekiant paveikumo vartotojams, rekomendacinis modelis. Pasiūlymai parengti remiantis AIDA modelio principu.lt
dc.description.abstractThe object of the final work is the use of creativity in advertising. The purpose of the final work is to develop effectiveness improvement model for creative advertising. In the theoretical part of the work is analysing a conception of creativity in the context of advertising. There are briefly discussed the main characteristics of creativity, their classification and the key elements of creativity. Also this part provides insights on the interfaces of advertising creativity and effectiveness, author analyses already carried out scientific researches on this topic. In the analytical part of study is presented and analyzed the survey results, based on a survey of consumers, expert interview and focus group discussion. The objective of the investigation is to determine the perception of creative advertising and its evaluation by the Lithuania market participants. In the design part of the work using the generalized information of the first parts of work, is provided the use of creativity model guidelines in order to achieve affect for a customers. Developed proposals is based on the AIDA model.en
dc.description.sponsorshipVytauto Didžiojo universitetaslt
dc.format.extent93 p.-
dc.language.isolt-
dc.subjectkūrybiškumaslt
dc.subjectkūrybiška reklamalt
dc.subjectkūrybiškumo naudojimas reklamoselt
dc.subjectcreativityen
dc.subjectcreative advertisingen
dc.subjectcreativity in advertisingen
dc.subject.otherVadyba / Management (S003)-
dc.titleKūrybiškos reklamos paveikumo didinimo modelislt
dc.title.alternativeEffectiveness improvement model for creative advertisingen
dc.typemaster thesis-
item.fulltextWith Fulltext-
item.grantfulltextopen-
crisitem.author.deptMarketingo katedra-
Appears in Collections:VDU, ASU ir LEU iki / until 2018
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