Research into advertising in construction: Analysis of Lithuanian and Swedish experience

Abstract

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.

Santrauka

Statyba, kaip marketingo objektas, turi tam tikru ypatybiu: statybos aplinka yra kompleksine ir kintama, klientu reikalavimai ir lūkesčiai nuolat auga. Statybos imones turi suprasti, kad geras marketingas ir ypač reklama turi didele itaka statybos produktu ir paslaugu pardavimams, o tai ypač svarbu šiandienines rinkos salygomis. Straipsnyje pateikiamas Lietuvos ir Švedijos statybos imoniu kokybinis tyrimas, kuriame nagrinejami reklamos kampanijos, biudžeto ir nešikliu klausimai. Nagrinejami ir reklamos efektyvumo ivertinimo klausimai. Tyrimas parode, kad daugelis Lietuvos statybos imoniu reklamuojasi savo jegomis. Kadangi imoniu darbuotojai neturi reklamos organizavimo patirties ir žiniu, jie dažnai priima netinkamus sprendimus. Lietuvos statybos imoniu tyrimas parode, kad imones neskiria pakankamai lešu imones produktu ar paslaugu reklamai, ir reklamos biudžetas yra glaudžiai susijes su pasirinktais reklamos nešikliais. Straipsnio pabaigoje aptariami tyrimo rezultatai ir pateikiami siūlymai statybos imoniu reklamai organizuoti.

Keywords:

• Advertising
• construction company
• advertising means
• advertising campaign
• survey

Raktažodžiai:

• reklama
• statybos imone
• reklamos nešikliai
• reklamos kampanija
• tyrimas