Open AccessRESEARCH INTO ADVERTISING IN CONSTRUCTION: ANALYSIS OF LITHUANIAN AND SWEDISH EXPERIENCE
Author(s) -
Audrius Banaitis,
Nerija Banaitienė
Publication year - 2005
Publication title -
technological and economic development of economy
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.634
H-Index - 47
eISSN - 2029-4921
pISSN - 2029-4913
DOI - 10.3846/13928619.2005.9637705
Subject(s) - lithuanian , business , advertising , advertising research , marketing , qualitative analysis , research object , qualitative research , social science , philosophy , linguistics , business administration , sociology
Construction, as an object of marketing, has special features: the construction environment is complex and changing, clients’ requirements and expectations are increasing. Construction companies must realize that good marketing, as well as advertising activities have a great impact on sales of construction products and services in today's competitive market. This paper reports on a qualitative study of the Lithuanian and Swedish construction companies about advertising campaign, budget and means of advertising. The effectiveness of advertising means is also analyzed. The first problem identified in the study is that most Lithuanian construction companies provide self‐advertising policy. The lack of experience and knowledge of advertising leads organizations to inadequate decisions. The observations also detected that advertising campaign in the Lithuanian construction companies is underfinanced and the advertising budget is closely linked with used means. The paper concludes with the assessment of the study results and directions for further research.