Smulkių reklaminių spaudinių komunikacinis poveikis vartotojui
Communicative impact of small print advertising on a consumer

Summary/Abstract: In this article theoretical and practical aspects of advertising on consumers are analyzed. There concept of advertising, its importance is reviewed, also it analyzes efficiency of advertising on consumers, which can be estimated in social, psychological or economic aspects. Social impact of advertising reveals knowledge of goods expansion, formation of demands and etc. Psychological aspect is used to analyze how advertising reaches the consciousness of consumers and affects their behaviour. The economic efficiency of advertising is valued upon goods turnover, market share, making returns and other indexes. In summary, communicative (non-economic) and the economic impact of advertising are distinguished. In this article there is given an empirical survey, which methodological basis is formed by scientists (Cereska 2004; Jokubauskas 2003; Pranulis and others 2008) who described the communicative impact elements of advertising. As the economic efficiency impact of advertising evaluation is problematic, so the object of this research is the communicative impact of small print advertising of domestic appliances and electronic goods on consumers. The aim of the survey is to investigate communicative impact of small print advertising of domestic appliances and electronic goods on consumers. The questionnaire method was used to investigate efficiency impact of small print advertising. The research was done in February – March, 2010. 128 respondents were interviewed. Results of the research showed that in social aspect it is especially important communicative - educational impact of small advertising printings, as the majority of respondents find out about the goods in the market, various novations, it promotes scientific and technological development and determines society progress. As the majority of respondents claim, that small print advertising inform them about the goods in the market, it can be assumed that the social impact of advertising is especially effective introducing the goods in the market. Psychological impact of advertising is analyzed in stages, i.e. from attracting consumers‘ attention to purchasing. Attracting consumers‘ attention is related to advertising impact on senses such as visual, tactile and others. Analysis of the research revealed, that the most important impact elements of small print advertising of domestic appliances and electronic goods are pictures and colours, and it only proves the theory that visual information is the most accepted. Empirical survey was used to evaluate emotions which small print advertising causes on consumers. The statistical analysis of the survey allows to state that mostly caused emotion is irritation. Even if this statement contradicts the theory, which proposes that a good purchase causes positive emotions, but theorists (Cereska 2004) admit, that even negative emotions caused by economic effect of advertising can be significant. Mostly common reaction of consumers behaviour is purposive, i.e. purchasing advertised necessary domestic appliances and electronic goods.

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