Reklamos technologinių sprendimų, naudojamų reklamos gamyboje, įtaka reklamos ir komunikacijos specialistų parengimo procesams: darbdavių ir studentų požiūris
LTReklamos technologijų išmanymas naudingas kiekvienam, susijusiam su reklama – tiek teikiančiam reklamos paslaugas, tiek ir tokių paslaugų užsakovui. Reklamos vadybininkui ir komunikacijos specialistui reklamos gamybos technologijas būtina suvokti tam, kad jis gebėtų parinkti ir efektyviai naudoti tinkamiausias reklamos priemones, susikalbėti su specialistais, derinti reklamos kūrėjų, gamintojų ir užsakovų poreikius. Ir galiausiai – efektyviai dalyvauti reklamos ar komunikacijos verslo procesuose. Bendradarbiaujant su kolegijos socialiniais partneriais, siekiant tobulinti reklamos vadybininkų ir komunikacijos specialistų paruošimą, atliktas kiekybinis tyrimas „Inovatyvių technologinių sprendimų reklamos gamybos procesuose įtaka reklamos ir komunikacijos specialistų parengimo procesui“. Analizuojamos dviejų respondentų grupių, t. y. studentų ir reklamos ar komunikacijos kompanijų atstovų, nuomonės ir nuostatos. Tyrimo rezultatai patvirtina, kad reklamos technologijų išmanymas yra jauno reklamos ir komunikacijos specialisto konkurencinis pranašumas. Mokymo procese dalykas „Reklamos gamybos technologijos“ reikalingas ne tik reklamos vadybos programoje, bet ir būsimiesiems komunikacijos specialistams. Raktiniai žodžiai: reklama, komunikacija, reklamos gamybos technologijos, technologijos, inovatyvumas, konkurencinis pranašumas.
ENKnowledge of advertising technologies is useful for every advertising user, as well as for the advertising business. An advertising manager, a communications specialist, needs an understanding of advertising production technologies to be able to select and effectively use the most appropriate advertising tools, talk to professionals, and coordinate the needs of ad creators, manufacturers, and clients. And lastly, participate effectively in advertising / communication business processes.In collaboration with the College's social partners, to improve the training of advertising managers and public relations specialists, a quantitative study "The Impact of Innovative Technology Solutions on Advertising Production Processes in the Training of Advertising and Communication Specialists" was conducted. Two groups of respondents are analyzed,. opinions and attitudes of students and professionals in advertising / communication companies. The results of the study confirm that knowledge of advertising technologies is a competitive advantage of a young advertising / communication specialist and that in the training process "Advertising production technologies" is needed not only in the program of advertising manager but also for future public relations specialists. Based on a study of 41 advertising or PR agencies and 113 advertising management and PR students, the impact of innovative technology solutions in advertising production processes on the training of advertising and communications professionals was evaluated.The majority of employers surveyed believe that advertising production technology is a competitive advantage for a communications specialist, and most students have agreed. It is also believed that this knowledge would help in finding a job in advertising or communications. According to the respondents, the communication specialist who has completed the Public Relations study program should know the general principles of advertising production. According to employers, both the advertising manager and the public relations specialist have to work with MS Office package, Adobe Photoshop, Adobe InDesign programs. Respondents agreed that knowledge of color partitioning was much needed or partially needed. According to employers and students, both the advertising manager and the public relations specialist have a great need to know the basics of creating and managing new media and to be able to find new, non-standard, innovative advertising solutions. Employers believe that the latest knowledge in advertising production technology is acquired through internships, specialized courses or seminars, while students additionally mention that this knowledge is acquired during studies. Employers think an advertising manager should know the history of advertising, know the basics of Google and facebook advertising, production technology, market prices and customer needs / capabilities, everything related to producing advertising at that company, the principles of digital advertising production, necessarily socmedia advertising specifications and many more.In the respondents 'opinion, the social partners could contribute to the development of students' knowledge in the field of advertising technology through admission to internships and workshops. According to the study participants, the communication specialist must be creative, have a good knowledge of the Lithuanian language, be familiar with the means of disseminating advertising, be aware of material selection for production, know the basic principles of their main features. The students who participated in the study said the advertising manager had to know the whole essence of print production, the basics of design, the principles of digital advertising production, necessarily the specifications of socmedia advertising, and many more. They also mentioned the selection of appropriate advertising materials: possible types of paper, plastics, stickers, films and the basics of Google and facebook advertising. Keywords: advertising, communication, advertising production technologies, technologies, innovativeness, competitive advantage.
