RESEARCH INTO ADVERTISING IN CONSTRUCTION: ANALYSIS OF LITHUANIAN AND SWEDISH EXPERIENCE
通过定性研究，分析了立陶宛和瑞典建筑公司的广告活动、预算和手段，发现立陶宛公司多采用自我广告政策，广告预算不足且与手段紧密相关。
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.