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Advertising has a great influence on our lives. Today's advertisements also inform and guide many of the important decisions we make. The way in which advertisements are affecting and shaping our attitudes, lifestyles and culture are too many to tally. (Berger, 2001) Businesses spend lots of money every year to create humorous prime time TV advertisements because advertisements practitioners believe that humor is an effective means to gain attention in advertisements. According to Weinberger and Gulas (1992) while the use of humor is high, the efficiency of humor as a communications device remains uncertain. It attempts to delineate its impact; humor has proven to be very elusive. Humor is not, and never has been, a magic wave of increasing numbers of humorous advertisements that may lead one into overstating the case for humor in advertising. It is important to understand that humor can be appropriate and effective in some situations and not in others.This lack of knowledge has led advertising copywriters and researchers alike to both praise and decry the effectiveness of humor appeal in advertising as evidenced in the opening discussions. Several dozen studies on humor appeal in advertising have been conducted over the past 50 years. Systematic analysis of scientific research studies of Beard (2008), Catanescu (2001), Vuorela (2005), Polik (2010), Moorthy and Zhao (2000) and others on using humor appeal in advertising let us state that understanding the impact of humor is difficult and there is no common approach on its effectiveness. Therefore a scientific problem can be formulated in a question: how to use humor appeal in advertising effectively?Research object: using humor appeal in advertising. The objective of the article: to perform theoretical study of using humor appeal in advertising and to base the main aspects of its effectiveness.Research methods: The theoretical study was performed by employing comparative analysis and systematic methods of scientific literature.Research results. Generalizing the results of theoretical study can be stated that the main aspects having influence on effectiveness of humor appeal in advertising are as follows: the nature of the product, target audience factors, the humorous message content and cross cultural differences. ĮvadasRinkoje nuolat didėjant konkurencijai bei prekių įvairovei, ne mažesniu tempu auga ir reklamų skaičius. Reklamos, nors ir pripažįstama, jog jų efektyvumas pastaraisiais metais yra sumažėjęs, dažnai išlieka populiariausia marketingo komunikacijos priemone. Todėl yra labai svarbu rasti būdus, kuriuos naudojant reklama būtų patraukli, išskirtinė, ir taikliai paveikianti vartotojus. Vienas iš būdų tai pasiektireklamoje panaudoti humoro kreipinį. Humoro pritaikymas ir panaudojimas reklamoje reikalauja kūrybinių sprendimų, nors iškarto ir negali garantuoti reklamos sėkmės. Šiomis dienomis humoro panaudojimas reklamoje yra pakankamai dažnas. Daugelio mokslininkų atlikti tyrimai rodo, jog net daugiau negu pusėje visų reklamų yra panaudojamas humoro kre...

The paper analyses the sensory marketing of the sense of smell, its dimensions and usage in marketing decisions. By invoking the scent marketing decisions, one aims at attracting the consumer attention, to keep him/ her at a point of sale as long as possible, to affect the behaviour and encourage an impulsive process of buying decision making. The theoretical study was performed by analysing the insights of Lithuanian and foreign authors on the purpose of elaborating the coherence between the ambient scent at the point of sale and the consumer impulse buying behaviour. It was revealed during the study that the ambient scent at a point of sale can be assessed as a stimulus which invokes the consumer’s impulsive buying behaviour. The logic of the prepared conceptual model is related to S-O-R paradigm: the environmental stimulus (ambient scent at a point of sale) affects the human organism (consumer internal response) and causes reaction (consumer impulsive buying behaviour).

This paper is an analysis carried out on the process of globalization, its historical perspective in Western Europe and the three Baltic States-Lithuania, Latvia and Estonia after gaining their first independence in 1918. The core problem of the article, which the authors attempt to answer, is: how the process of globalization has been developing and influencing societies and economies in Western Europe and fragmentarily in the Baltic States in the course of history. The process of globalization in Western Europe and in the Baltic States is full of contrasts and has not been linear since the very beginning. Modern scientific literature proposes many ways of dividing and grouping globalization process into periods (stages). The most acknowledged is the division of the process into three main periods: the first period (from 1490 to 1890), the second period (from 1891-1989), and the third period (1990-until now). In contrast to Western Europe, the openness of Lithuania, Latvia and Estonia, to globalization process in the historical timeframe, is fragmented. The process of integration has been stopped several times due to foreign occupation. The consequence-The Baltics are still considered (though advanced) as transition economies.