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Type of publication: research article
Type of publication (PDB): Straipsnis konferencijos medžiagoje Clarivate Analytics Web of Science ar/ir Scopus / Article in Clarivate Analytics Web of Science or Scopus DB conference proceedings (P1a)
Field of Science: Vadyba / Management (S003)
Author(s): Pilelienė, Lina;Grigaliūnaitė, Viktorija
Title: Effectiveness of visual metaphor in milk advertising
Is part of: Economic science for rural development : proceedings of the 17th international scientific conference, Jelgava, 21-22 April 2016. No. 43: New dimensions in the development of society marketing and sustainable consumption finance and taxes. Jelgava : Latvian university of agriculture, 2016
Extent: p. 175-180
Date: 2016
Series/Report no.: (Economic science for rural development, no. 43 2255-9930)
Note: ISSN 1691-3078 print
Keywords: Reklama;Reklamos efektyvumas;Metafora;Pienas;Advertising;Effectiveness of advertising;Metaphor;Milk
ISBN: 9789984482255
Abstract: In prevailing competition-based market economy, there is a need for marketing communication to be effective in order to retain customers and attract the new ones. One of the most popular modes of marketing communication – advertising, now has to find ways to be attention grabbing and persuading among the enormous amounts of advertisements. Therefore, creativity becomes crucially important. Using metaphors, which cause consumers to understand one or some elements of the advertisement in terms of another, is the possible technique to make an advertisement creative. Moreover, as visual elements of the advertisement are considered as more attention grabbing than the verbal ones, the assumption can be made that the usage of visual metaphors in advertising is the method leading into the effectiveness of advertising. Nevertheless, subtleties such as product category may have the impact on the consumers’ associations with the brand developed through advertising with visual metaphors and perceived value of the product; and the question rises whether this impact is positive or negative. The aim of this research is to determine the impact of visual metaphors on the effectiveness of milk advertising. The analysis of the research results reveals the specific aspects of consumer response to milk advertising, which are influenced by the application of visual metaphors and whether that aspects of consumer response to milk advertising are influenced positively or negatively. As a research result, authors provide guidelines for creating effective milk advertising campaigns
Affiliation(s): Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:3. Konferencijų medžiaga / Conference materials
Universiteto mokslo publikacijos / University Research Publications

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