KULTŪRINIŲ IR PRAMOGINIŲ RENGINIŲ REKLAMOS PLANAVIMAS SPAUDOJE.

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]