Periodiniuose laikraščiuose ir žurnaluose publikuojamos reklamos poveikio vartotojui tyrimas
Research of the impact of advertising on consumer in periodical newspapers and magazines

Summary/Abstract: Advertising in the press - one of the most popular advertising media in Lithuania. As an advertising carrier, press releases have certain advantages, among which should be mentioned large scope, relevance, mobility, and also it is relatively not expensive. Large print editions runs lower unit cost. Printed advertising allows you to select the desired audience and appeal to those who are interested in the commodity. Periodic newspapers and magazines to a large part of users are a major source of information about the product. Readers have a lot of time to absorb promotional information. Advertising in newspapers is quickly produced and printed, and this enables us to provide quick information about the sale of goods and services. Operativeness is a key advantage of newspapers, as well as the relatively low cost of printing. In addition, advertising in periodical media is one of the forms of advertising that people do not consider bothersome. In periodical publications viewing print ads lasts about 0.84 seconds. Because of this, for advertising media to be successful, the following aspects are used: the right choice for publication, the correct timing of the publication; compelling title (title should reflect what is most important, it is read an average of 5 times more often than the main ad text). Therefore headline is the most important printed promotional item, it depends on whether the reader will read below) striking appearance of text (four-color advertisement is better observed than the same content in black and white). The more colors used in ad the more effective it is, but also more expensive, good text (should be clear, understandable, do not use the top-level qualifiers, elaborate and hyperbolic language. The reader may get the impression that he may be tricked or fooled. Good choice for place in the publications the most prized advertising space - a space on the first and last pages (covers) and the top of pages. Advancing technology invading our daily lives pose a serious threat to the printed material. Therefore, an attempt to analyze and understand the young adult attitudes towards periodicals. Because it is young people, born and raised, with new technologies, computerization and in the Internet era, will influence the evolution and destiny of publications. We conducted a survey, the results of which are discussed in detail in this article. The study aims to explore young adults approach to advertisement published in newspapers and magazines and its impact. The survey involved 120 students. Conclusion of the study sample was used convienient probability sampling method. Analysis of the survey data suggests that more than half of the students' interest and frequent periodicals reading will pause press disappearance for a while. Also, the study revealed that the effectiveness of print advertising equally influenced by four components: ad space placing, text, heading and color. The vast majority of respondents are still more or less interested in ads advertising various promotions. The study confirmed that the theory described in scientific literature that newspaper advertising is the most inconspicuous, does not irritate and distract, for the following reasons readers will not negatively prejudiced against it.

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