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The article presents the most important principles of planning advertising in the press. Advertising campaigns of cultural and entertainment events that were organized in Lithuania are analysed following the above-mentioned principles. The paper presents a thorough analysis of the following aspects of advertising planning: reach and frequency of advertising, application of advertising reach and concentration, quantitative and qualitative motives for choosing a particular publication in the context of cultural and entertainment events, influence of particular publication for perception and awareness of the message. These problems are also discussed at theoretical level, i.e., through insights of marketing and culture management experts, and at practical level, i.e., through overview and evaluation of advertising campaigns of cultural and entertainment events held in Lithuania (October - November 2007). [ABSTRACT FROM AUTHOR]

The article presents topical peculiarities of organising and planning work with mass media in the context of culture management. It also discusses links with analogous activity in the zones of other spheres (service, production) revealing particularity of advertising planning in the discussed field of atypical problems. Particularities of media planning are analysed as a sphere of scientific cognition uniting experience in marketing and sociological analysis, which was accumulated building up mutual interaction and collaboration of culture organisations and mass media institutions. The article also analyses how media planning allows organising, structurising and correcting joint activity of subjects of cultural sphere and mass media under changing external circumstances and in the situation of force majeure. Various information channels are characterised, their efficiency and use for financial optimisation of specific culture management projects are analysed and, thus, culture dimension of the new economics is provided with objective connotations. [ABSTRACT FROM AUTHOR]

On the basis of international and national legislation, the article analyses the heritage protection system of the Republic of Lithuania. Particular attention is given to the case of the Curonian Spit -- a UNESCO World Heritage site (Cultural Landscape). Special attention is also given to the main international and national legal acts regulating heritage protection, major discrepancies of heritage terminologies, as well as general heritage protection principles. Later the discussion is focused on the institutions forming and implementing Lithuanian heritage protection policy and their role in the protection of the Curonian Spit's heritage. The article indicates the main legal and institutional factors of the national heritage protection system, which cause its insufficient effectiveness. The discussion ends with the conclusions on major disadvantages of heritage protection system of the Curonian Spit and possibilities for their elimination. [ABSTRACT FROM AUTHOR]