Advertising in construction companies: some Lithuanian experiences

Abstract

Many small and medium-sized construction companies invest little or no money in advertising, promotion, market research, new product development or other marketing activities. Advertising strategy plays an important role in formation of company image. This paper discusses the advertising in a marketing system, concepts, and strategies. In particular, there is an examination of the advertising principles in construction companies. Through the use of qualitative questionnaire, this paper reports data from Lithuanian and Swedish construction companies about advertising, the current status of the field, and the future aspirations. The aim is to compare advertising in the two countries in order to add to the debate on the campaign, budget, and means of advertising. The effectiveness of advertising means is also analyzed. The results indicate: (1) most Lithuanian construction companies provide self-advertising policy, (2) advertising campaign in Lithuanian construction companies is underfinanced, and (3) advertising budget is closely linked to used means. The paper concludes with an assessment of the study results and raises questions for further research.