Effectiveness of marketing communication of Lithuanian basketball teams

Object of work- effectiveness of basketball teams’ marketing communication. Problem of research – basketball team usually have irregular and not systematically developed marketing communication with target market, do not evaluate the effectiveness of marketing communication. This does not allow to assure more effective marketing communication. Goal of research – to analyze the effectiveness of basketball teams’ marketing communication. Tasks of research: 1. to discuss the concept, process and elements of marketing communication; 2. To present models and methods of marketing communication elements effectiveness evaluation; 3. to research the elements and effectiveness of Lithuanian basketball teams’ marketing communication and to give recommendations of basketball teams’ effectiveness improvement. Hypothesis of research - The change of basketball teams fans and spectators of basketball teams’ matches is related to the change of basketball teams’ marketing communication budgetand to the active use of advertising and public relations. Main conclusions: The effectiveness of questioned basketball teams marketing communication is average. Recently most questioned basketball teams use means of advertising, public relations, internet marketing mote actively. The change of spectators of basketball teams’ matches is related to the change of basketball teams’ marketing communication budget. There is a relation between the change of number of basketball team fans and more active use of advertising and public relations means. Recommendations: 1. To use public relations more actively and positively inform society about basketball team’ events, results; to use internet for such communication; 2. To advertise basketball teams actively, advertising should be rational and informative; 3. To present as much information about basketball team as possible, using basketball team’s internet site, to present public releases in the internet