Reklamos poveikis valgomųjų ledų vartotojams (AB „Premia KPC“ pavyzdžių)

Rupeikaitė, Agnė

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Reklamos poveikis valgomųjų ledų vartotojams (AB „Premia KPC“ pavyzdžių)

Rupeikaitė, Agnė

URI: http://dspace.kaunokolegija.lt//handle/123456789/284

Data: 2018-06

Santrauka:

Darbe nagrinėjamas reklamos poveikis AB „Premia KPC“ valgomųjų ledų vartotojams. Analizuojami reklamos teoriniai aspektai. Aprašoma AB „Premia KPC“ veiklos charakteristika. Aprašoma AB „Premia KPC“ reklamos poveikio valgomųjų ledų vartotojui tyrimo metodika ir tyrimo rezultatų analizė. Taip pat pateikiamos rekomenduojamos AB „Premia KPC“ reklamos valgomųjų ledų vartotojams tobulinimo galimybės.

Description:

Almost every day we face with advertising. We can see it everywhere: advertising stands, at the supermarkets, on the cars, in TV and etc. You can advertise goods, services, ideas, and ventures. Without advertisings we cannot imagine services, trade and other economic areas. Advertising is the most important tool to attract more buyers and turn them into loyal clients. Advertising is the main marketing communication tool. It is clearly important in modern society. The problem of work. Variety of advertising today is very broad. Wide variety of advertising media measures is used. Some of them are effective whilst others do not provide any benefit. Organizations often choose ineffective advertising measures. The main problem that is analysed in this work is inappropriate use of advertising media and ignorance of what types of advertising can make a decisive impact on the consumers of the company’s products. The aim of work is to assess the impact of advertising on ice cream consumers (based on example of AB Premia KPC). Methods of work. Analysis, systemization and generalization of theoretical and scientific literature, quantitative (survey) method, graphical analysis. The structure of the final work. The concept of advertising, its types, goals, functions, advertising measures, the effectiveness and impact on the consumer are discussed in the theoretical part. Company AB Premia KPC characteristic, PEST analysis, microenvironment, SWOT analysis, types of advertising used by AB Premia KPC are introduced in the analytical part. Research methodology and the results of the survey are also described in this part. Advertising improvement possibilities for AB Premia KPC ice cream are provided in the project part. Completion of the AB Premia KPC ice cream survey analysis leads to the following conclusions. First, a very large part of the users (69,6 %) buys the advertised products and sometimes they want to buy at the supermarket. More than half of the survey respondents agree that the ads are useful and of interest. The analysis shows that the most acceptable advertising methods are: promotional posters in shopping malls, advertising in Facebook as well as on the vehicles. Most consumers of AB Premia KPC are encouraged to buy ice cream by advertising in supermarkets, outdoor advertising and advertising on the Internet. The most influencing elements of advertising are the image, the bright colours, and unusual shapes. Most of the respondents are neutral towards AB Premia KPC ice cream advertising measures. One of the problem areas is that even 62,2 % of the respondents do not notice advertised ice cream produced by AB Premia KPC. Almost half of the respondents do not remember if they have seen the promotional posters in supermarkets. The analysis of the survey data shows that the vast majority of the respondents approach advertising measures applied by AB Premia KPC as inconspicuous. This means that advertising is not effective if consumers do not spot it. It is recommended to use advertising posters of more interesting forms and more intensive colours, to use slogans which could become the company’s business card, to highlight the quality/price ratio in the posters. It is recommended for AB Premia KPC to be more active at the online platform, to pay more attention to advertising messages in a Facebook account, post information about the news in the Klasika ledai and Pols ledai accounts and update website of the company. The website not only provides information to consumers, but also to some extent shapes the company’s image. First, it is proposed to AB Premia KPC to update the information of the website. It is estimated that implementation of the proposed measures would cost AB Premia KPC about €37100.

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