Business plan -- Full service advertising agency try to develop the basic vision of project realization. In theoretical part of paper I schedule the processes inside of the agency using available sources: the behavior of the client when choosing the agency, negotiation, rewarding, inner structure, process of creation of advertising budget. Also here is possible to find the reason for using of the services of advertising agency, types of advertising agencies, the reward and standard steps to create advertising plan. In part about business plan I shortly describe what is a business plan and which parts this document should contained. Practical part is divided into basic capitols: elevator pitch, information about owner and management, the opportunity, the place of business, technical-technological part, suppliers, market and competitors. Also there is possible to find sales strategy and financial plan -- balance sheet, Cash Flow, operation statement, financial indicators. The risk is described by expert evaluation, by sensitivity analyses of basic variables and by determination of break even

Purpose and problem discussion: Nowadays, it is crucial to implement social responsibility to business operations to succeed as a business. Companies face increased demands from customers and stakeholders to show their actions regarding social responsibility. At the same time, digital development is shaping the communication industry, creating new communication platforms in the world. The purpose of this study is to explore digital communication agencies role in the production and implementation of digital products within digital channels to best understand digital social responsibility. The study aims to answer the research questions: What social responsibilities does a digital communication agency have in regard to the products and messages they produce for digital channels? and How do digital communication agencies become socially responsible when using digital channels? Method: An abductive analysis method was applied to semi-structured interviews with digital communication agencies in Jönköping, Sweden. The analysis of the empirical findings has resulted in deeper understanding of social responsibility in digital environments; a study area that has not been explored before. Four digital communication agencies represent the average digital social responsibility mindset and business culture in Jönköping, Sweden. This gave us the possibility to research social responsibility on digital channels. Results, discussion and conclusions: The results show that the digital communication agencies clients are entirely responsible for the digital material published on their own digital channels. Although, the agencies do need to make sure they produce the best possible material for their clients to avoid bad relationships with stakeholders and a bad reputation. The results also show that social responsibility is not first priority for any company; profitability always comes first. The key to digital social responsibility is to work with the right clients and thoroughly analyse the client’s business operations to bring out the best in each case and to be prepared for backlashes. The digital communication agencies could also benefit from a crisis plan, to minimise stress and optimize the problem solving if a crisis would occur. If doing this correctly,the agencies enable genuine and honest digital communication, which minimises the risk of being perceived unfairly on digital platforms. This is especially of importance on digital platforms, where the speed, great reach and two-way communication makes it even easier to receive negativity and face backlashes. A digital communication agency can become socially responsible by working with the right clients, as well as producing and publishing genuine and honest digital communication.

Submitted by Jorge Silva (jorgelmsilva@ufrrj.br) on 2016-10-20T17:29:53Z No. of bitstreams: 1 2015 - Gabriel Lima Sim?es.pdf: 1600760 bytes, checksum: a42825da848f72dc2eb45146fb2fe4e5 (MD5) / Made available in DSpace on 2016-10-20T17:29:53Z (GMT). No. of bitstreams: 1 2015 - Gabriel Lima Sim?es.pdf: 1600760 bytes, checksum: a42825da848f72dc2eb45146fb2fe4e5 (MD5) Previous issue date: 2015-12-15 / Discussions about social participation in public policies construction instances, have become increasingly frequent in the social and political environment in Brazil and the world. Opening social participation initiatives aim to meet a yearning of the people themselves to be able to be integrated into the decision-making process, thus contributing to the construction of public and ensuring that their demands are heard and implemented policies. As well as the management of public policies, by the State, managers of social projects can use the strategy to involve the beneficiaries of these projects in the process of its preparation and execution. Besides the opportunity to influence decision-making personally exposing their priority needs and opining on what policies and actions to take, the participation of beneficiaries can help them to develop autonomy to continue these actions after completion of the projects. The Oswaldo Cruz Foundation has supported initiatives aimed at reducing inequalities and social inequities, and adopting social participation as a tool for empowerment. Among the projects supported by Fiocruz, the Community Communication Agency Manguinhos is a project that aims to involve the beneficiaries in its stages of design and development. In view of this, the objective of this research is to analyze how is the process of social participation in the Community Communication Agency Manguinhos project, supported by Fiocruz. A theoretical survey was conducted on the concept of social participation in the Brazilian context and on the social project management forms to identify the main characteristics of these elements in literature and subsequently carry out an empirical research on social participation in social projects. By analyzing the collected data it was possible to characterize the Oswaldo Cruz Foundation and its relationship with the local communities where it is headquartered, describe the performance of the Social Cooperation Coordinator at Fiocruz and profile of the projects it supported, characterize the design Community Communication Agency of Manguinhos as to its structure and its actors, and finally, analyze the process of stakeholder participation in the Community Communication Agency Manguinhos project. The results revealed that social participation is a differential of this project, which from the time of its formulation, seeks to involve residents of the territory in discussions, decision-making processes and monitoring of the results / Discuss?es a respeito da participa??o social nas inst?ncias de constru??o das pol?ticas p?blicas, t?m se tornado cada vez mais frequentes nos cen?rios social e pol?tico do Brasil e do mundo. As iniciativas de abertura ? participa??o social buscam atender um anseio da pr?pria popula??o por poder ser integrada ao processo de tomadas de decis?o, contribuindo assim com a constru??o das pol?ticas p?blicas e assegurando que suas demandas sejam ouvidas e concretizadas. Assim como na gest?o das pol?ticas p?blicas, por parte do Estado, os gestores dos projetos sociais podem se utilizar da estrat?gia de envolver os benefici?rios destes projetos nos processos de sua elabora??o e execu??o. Al?m da oportunidade de influir nas tomadas de decis?o, expondo pessoalmente suas necessidades priorit?rias e opinando sobre quais pol?ticas e a??es devem ser adotadas, a participa??o dos benefici?rios pode contribuir para que estes desenvolvam autonomia para dar continuidade a estas a??es ap?s a finaliza??o dos projetos. A Funda??o Oswaldo Cruz tem apoiado iniciativas voltadas para a redu??o das desigualdades e iniquidades sociais, e que adotam a participa??o social como ferramenta para o empoderamento. Dentre os projetos apoiados pela Fiocruz, a Ag?ncia de Comunica??o Comunit?ria de Manguinhos ? um projeto que se prop?e a envolver os benefici?rios em suas etapas de elabora??o e desenvolvimento. Tendo em vista isso, o objetivo dessa pesquisa ? analisar de que maneira ocorre o processo de participa??o social no projeto da Ag?ncia de Comunica??o Comunit?ria de Manguinhos, apoiado pela Fiocruz. Foi realizado um levantamento te?rico sobre o conceito de participa??o social no contexto brasileiro e sobre as formas de gest?o de projetos sociais visando identificar as principais caracter?sticas destes elementos na literatura e, posteriormente, realizar uma pesquisa emp?rica sob a participa??o social em projetos sociais. Por meio da an?lise dos dados coletados foi poss?vel caracterizar a Funda??o Oswaldo Cruz e sua rela??o com as comunidades da regi?o onde ela est? sediada, descrever a atua??o da Coordenadoria de Coopera??o Social da Fiocruz, bem como perfil dos projetos por ela apoiados, caracterizar o projeto da Ag?ncia de Comunica??o Comunit?ria de Manguinhos quanto ? sua estrutura e aos seus atores e, por fim, analisar o processo de participa??o dos atores no projeto da Ag?ncia de Comunica??o Comunit?ria de Manguinhos. Os resultados revelaram que a participa??o social ? um diferencial deste projeto, que, desde o momento da sua formula??o, busca envolver os moradores do territ?rio nas discuss?es, nos processos de tomadas de decis?o e no acompanhamento dos resultados obtidos.

The theme of this thesis is "Guerilla marketing and its legal and advertising aspects". Guerilla marketing is a type of marketing tool used for nontraditional, innovative and sometimes shocking advertising campaigns. This thesis contains an analysis of the legal environment regulating this subject. Legal regulation of advertisement in the Czech Republic is a part of both the public and private law regulation. As a part of the thesis a questionnaire survey among the general public was carried out, the public was questioned about knowledge of the concept of guerilla marketing. Another part of the survey was carried out among professionals from communication agencies, their views of the current situation on the advertising market have been compiled. The practical part is concluded by a comparison of the Czech legislation with the legal regulation of advertising in American law.

Syftet med denna studie har varit att undersöka vilka portfoliotjänster som är mest effektiva för nyexaminerade grafiska designers till att framhäva sin portfolio, i syfte att väcka intresse hos rekryterare på reklam- och kommunikationsbyråer. Idag finns en stor mängd olika portfoliotjänster som erbjuder funktioner och verktyg för att bygga portfolior. Som nyexaminerade grafiska designers är det svårt att veta vilka tjänster som är lämpligast att välja och är mest effektiva i syfte att visa upp sina verk för en potentiell arbetsgivare.  Genom semistrukturerade intervjuer med reklam- och kommunikationsbyråer har vi undersökt vad rekryterare anser är viktigt att tänka på vid skapande av en portfolio för att väcka deras intresse på bästa sätt. En enkätundersökning har genomförts för att få en bild av vilka funktioner och tjänster studenter inom grafisk design önskar vid val av portfoliotjänst. Även en innehållsanalys av 20 portfoliotjänster har genomförts för att ge en inblick i vad de vanligaste portfoliotjänsterna har att erbjuda. Resultatet presenteras uppdelat utifrån de olika metoder som genomförts i arbetet. Studien har visat att reklam- och kommunikationsbyråerna lägger mindre vikt vid vilken portfoliotjänst som används och större vikt vid hur relevanta verken är utifrån byråns preferenser. Det är uppskattat att göra en unik och anpassad portfolio kopplad till reklam- eller kommunikationsbyråns stil och uttryck. Att sätta en viss personlig prägel i designen på portfolion kan vara till fördel, men bör inte ta över fokus från de presenterade verken. / The purpose of this study was to investigate which portfolio services are most effective for newly graduated graphic designers to highlight their portfolio, with the purpose of arousing interest among recruiters at advertising and communication agencies. Today there is a large variety of portfolio services that offer functions and tools for building portfolios. As newly graduated graphic designers, it is difficult to know which services are most suitable and most effective in order to present the work to a potential employer. Through semi-structured interviews with advertising and communication agencies, we have investigated what recruiters believe is important in creating a portfolio to awaken their interest in the best possible way. A survey has been conducted to get a picture of what functions and services students in graphic design want when selecting portfolio services. A content analysis of 20 portfolio services has also been made to give the authors an insight into what the most common portfolio services have to offer. The result is presented divided according to the different methods that have been implemented in the work. The study has shown that the advertising and communication agencies place less importance on which portfolio service is used and more emphasis on how relevant works are based on the agency's preferences. It is advantageous to make a unique and adapted portfolio based on the style and expression of the advertising or communication agency. Putting a certain personal touch in the design of the portfolio can be beneficial but should not take over the focus from the presented works.

Submitted by Sandra Pereira (srpereira@ufrrj.br) on 2018-02-07T13:11:25Z No. of bitstreams: 1 2015 - Gabriel Lima Sim?es.pdf: 1596241 bytes, checksum: de8a279c5f15ae1b02de7da9dc193673 (MD5) / Made available in DSpace on 2018-02-07T13:11:27Z (GMT). No. of bitstreams: 1 2015 - Gabriel Lima Sim?es.pdf: 1596241 bytes, checksum: de8a279c5f15ae1b02de7da9dc193673 (MD5) Previous issue date: 2015-12-15 / Discussions about social participation in public policies construction instances, have become increasingly frequent in the social and political environment in Brazil and the world. Opening social participation initiatives aim to meet a yearning of the people themselves to be able to be integrated into the decision-making process, thus contributing to the construction of public and ensuring that their demands are heard and implemented policies. As well as the management of public policies, by the State, managers of social projects can use the strategy to involve the beneficiaries of these projects in the process of its preparation and execution. Besides the opportunity to influence decision-making personally exposing their priority needs and opining on what policies and actions to take, the participation of beneficiaries can help them to develop autonomy to continue these actions after completion of the projects. The Oswaldo Cruz Foundation has supported initiatives aimed at reducing inequalities and social inequities, and adopting social participation as a tool for empowerment. Among the projects supported by Fiocruz, the Community Communication Agency Manguinhos is a project that aims to involve the beneficiaries in its stages of design and development. In view of this, the objective of this research is to analyze how is the process of social participation in the Community Communication Agency Manguinhos project, supported by Fiocruz. A theoretical survey was conducted on the concept of social participation in the Brazilian context and on the social project management forms to identify the main characteristics of these elements in literature and subsequently carry out an empirical research on social participation in social projects. By analyzing the collected data it was possible to characterize the Oswaldo Cruz Foundation and its relationship with the local communities where it is headquartered, describe the performance of the Social Cooperation Coordinator at Fiocruz and profile of the projects it supported, characterize the design Community Communication Agency of Manguinhos as to its structure and its actors, and finally, analyze the process of stakeholder participation in the Community Communication Agency Manguinhos project. The results revealed that social participation is a differential of this project, which from the time of its formulation, seeks to involve residents of the territory in discussions, decision-making processes and monitoring of the results / Discuss?es a respeito da participa??o social nas inst?ncias de constru??o das pol?ticas p?blicas, t?m se tornado cada vez mais frequentes nos cen?rios social e pol?tico do Brasil e do mundo. As iniciativas de abertura ? participa??o social buscam atender um anseio da pr?pria popula??o por poder ser integrada ao processo de tomadas de decis?o, contribuindo assim com a constru??o das pol?ticas p?blicas e assegurando que suas demandas sejam ouvidas e concretizadas. Assim como na gest?o das pol?ticas p?blicas, por parte do Estado, os gestores dos projetos sociais podem se utilizar da estrat?gia de envolver os benefici?rios destes projetos nos processos de sua elabora??o e execu??o. Al?m da oportunidade de influir nas tomadas de decis?o, expondo pessoalmente suas necessidades priorit?rias e opinando sobre quais pol?ticas e a??es devem ser adotadas, a participa??o dos benefici?rios pode contribuir para que estes desenvolvam autonomia para dar continuidade a estas a??es ap?s a finaliza??o dos projetos. A Funda??o Oswaldo Cruz tem apoiado iniciativas voltadas para a redu??o das desigualdades e iniquidades sociais, e que adotam a participa??o social como ferramenta para o empoderamento. Dentre os projetos apoiados pela Fiocruz, a Ag?ncia de Comunica??o Comunit?ria de Manguinhos ? um projeto que se prop?e a envolver os benefici?rios em suas etapas de elabora??o e desenvolvimento. Tendo em vista isso, o objetivo dessa pesquisa ? analisar de que maneira ocorre o processo de participa??o social no projeto da Ag?ncia de Comunica??o Comunit?ria de Manguinhos, apoiado pela Fiocruz. Foi realizado um levantamento te?rico sobre o conceito de participa??o social no contexto brasileiro e sobre as formas de gest?o de projetos sociais visando identificar as principais caracter?sticas destes elementos na literatura e, posteriormente, realizar uma pesquisa emp?rica sob a participa??o social em projetos sociais. Por meio da an?lise dos dados coletados foi poss?vel caracterizar a Funda??o Oswaldo Cruz e sua rela??o com as comunidades da regi?o onde ela est? sediada, descrever a atua??o da Coordenadoria de Coopera??o Social da Fiocruz, bem como perfil dos projetos por ela apoiados, caracterizar o projeto da Ag?ncia de Comunica??o Comunit?ria de Manguinhos quanto ? sua estrutura e aos seus atores e, por fim, analisar o processo de participa??o dos atores no projeto da Ag?ncia de Comunica??o Comunit?ria de Manguinhos. Os resultados revelaram que a participa??o social ? um diferencial deste projeto, que, desde o momento da sua formula??o, busca envolver os moradores do territ?rio nas discuss?es, nos processos de tomadas de decis?o e no acompanhamento dos resultados obtidos.

Art directing i en digital kommunikationsbyrå och att arbeta heltid eller deltid som konstnär är två yrken som har en sak gemensamt. I egenskap av professionella roller har de en nyckeluppgift de måste uppfylla – att vara kreativa. I denna uppsats fokuserar vi på den kreativa processen vid generering av idéer i områden av digital media och konst för att se om det finns tydliga skillnader eller likheter i hur kreativt arbete för sig inom båda områden. För att jämföra den kreativa processen mellan de två parterna har vi gjort flertalet intervjuer och observationer med yrkesverksamma konstnärer och art directors. Genom att undersöka områdena kreativitet, design och konst har vi distingerat ett antal olika steg som är teoretiskt möjliga att applicera på både design och konst. Genom att ställa samma frågor till samtliga informanter och genom att kategorisera de händelser som dokumenteras vid observationerna hoppas vi på att kunna dra slutsatser om likheter och olikheter inom de kreativa processerna i konst och designarbete. Vi hoppas även att våra resultat kan tillämpas på senare studier samt av designers och konstnärer som vill lära sig av varandras arbete. / Art directing in a digital communication agency and working as a full or part-time artist is two occupations that have one thing in common. Both professional roles has one key assignment that they need to fulfill – to be creative. In this paper we will focus on the creative process when generating ideas in the areas of digital media and arts to see if there are any significant differences or similarities between how the creative work is done in both areas. To compare the creative process between the two parts we have done several interviews and observations with working creators within the areas. By exploring the concepts of creativity, design and art we have distinguished several steps which theoretically could be applied to both design work and arts. By asking the same questions to all informants and by categorizing the events documented in the observations we hopeto be able to come up with conclusions about what differences there are between the processes in artand design work. We also hope that our results can be adapted in later studies and by designers andartists who want to learn something from each other's work.

I samband med att konkurrensen inom kommunikationsbranschen blir hårdare blir det viktigare för kommunikationsbyråer att tydligt visa vad som skiljer dem från deras konkurrenter och tydligt positionera på marknaden. När tjänsteerbjudandet blir mer homogent blir marknadsföring och design allt viktigare verktyg för att differentiera sig gentemot sina konkurrenter. Kommunikationsbyråers roll är att agera experter på marknadsföring och hjälpa andra företag med att skapa en sammanhållen kommunikation med design som verktyg. För att inge förtroende hos kunderna är det därför viktigt att kommunikationsbyråer förmedlar sin designkompetens genom sin egen marknadsföring. Genom att tydligt förmedla sin varumärkesidentitet genom design talar teorierna om customer-based brand equity, brand credibility och integrated marketing communications för att byråer kan öka sin upplevda expertis, kundlojalitet och därmed även konkurrenskraft. Denna studie ämnar undersöka hur svenska kommunikationsbyråer arbetar för att förmedla sin egen varumärkesidentitet genom design. Förhoppningen är att bidra med ökad förståelse för hur kommunikationsbyråer ser på sin egen varumärkesidentitet och hur de arbetar för att förmedla den genom sin marknadsföring med design som verktyg. För att besvara frågeställningen har studien utgått ifrån en kvalitativ forskningsmetod där intervjuer genomförts med respondenter från fem utvalda kommunikationsbyråer som alla erbjuder någon form av designtjänst. Dessa intervjuer har kompletterats med semiotiska analyser där de utvalda byråernas hemsidor och interiör i entréer analyserats utifrån ett socialsemiotiskt perspektiv. Studiens resultat visar att svenska kommunikationsbyråers inställning till sin egen varumärkesidentitet varierar. Resultatet visar även att de undersökta kommunikationsbyråerna inte lyckas med att skapa ett sammanhängande budskap i sin design av hemsida och interiör. Istället ses referenser i form av bilder på tidigare arbeten som det viktigaste verktyget för att förmedla byråernas identitet.

Submitted by Sandro Gantois (sandrovidall@gmail.com) on 2012-12-05T19:04:05Z No. of bitstreams: 1 Dissertação de conclusão de curso - Sandro Vidal - MEX2010 - VERSÃO FINAL.pdf: 980847 bytes, checksum: cf7874f874470a914f9cdce841ca855b (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2012-12-17T17:29:11Z (GMT) No. of bitstreams: 1 Dissertação de conclusão de curso - Sandro Vidal - MEX2010 - VERSÃO FINAL.pdf: 980847 bytes, checksum: cf7874f874470a914f9cdce841ca855b (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2012-12-19T16:17:18Z (GMT) No. of bitstreams: 1 Dissertação de conclusão de curso - Sandro Vidal - MEX2010 - VERSÃO FINAL.pdf: 980847 bytes, checksum: cf7874f874470a914f9cdce841ca855b (MD5) / Made available in DSpace on 2012-12-19T16:17:31Z (GMT). No. of bitstreams: 1 Dissertação de conclusão de curso - Sandro Vidal - MEX2010 - VERSÃO FINAL.pdf: 980847 bytes, checksum: cf7874f874470a914f9cdce841ca855b (MD5) Previous issue date: 2012-08-21 / This paper aims to analyze how new media impacts on the relationshio between communication agency (X Group) and client. What is the force of impact, its causes, effects, adn the views of not only customers but also employees, suppliers and even competitors. Data for this sutdy were collected through open interviews, according to Yin (2010) and using a methodology of content analysis, with qualitative data produced during the interviews. The result can serve as a warning for the sector, since significant changes are producing constant and rapid new ways of managing this segment. / Este trabalho objetiva analisar como as novas mídias impactam na relação agência de comunicação (Grupo X) e cliente. Qual a força desse impacto, suas causas, efeitos e os pontos de vista não só de clientes, mas também de empregados, fornecedores e até concorrentes. Os dados para este estudo foram coletados por meio de entrevistas abertas, de acordo com Yin (2010) e usando-se uma metodologia de análise de conteúdo, com dados produzidos de forma qualitativa nestas entrevistas. O resultado pode servir de alerta para esse setor, uma vez que mudanças significativas estão produzindo constantes e rápidas formas novas de gestão desse segmento.

Denna studie undersöker utmaningarna och möjligheterna med implementeringen av artificiell intelligens (AI) på arbetsplatsen. Genom en kombination av intervjuer, enkäter och litteraturöversikt analyseras olika aspekter av AI-implementering, inklusive effektivitet, produktivitet, kompetensutveckling, etiska dilemman och samarbete. Resultaten visar att AI-implementering kan leda till ökad effektivitet och produktivitet genom automatisering av rutinmässiga uppgifter. Dock finns det utmaningar relaterade till anställdas acceptans, utbildning och säkerhetsfrågor. Vidare betonas vikten av att etablera etiska riktlinjer för att hantera potentiella risker och dilemman som uppstår med AI-användning. Kommunikation och samarbete identifieras som nyckelfaktorer för en framgångsrik integration av AI på arbetsplatsen. Denna studie belyser behovet av att förstå och navigera de komplexa dynamikerna som omger AI-implementering för att maximera dess fördelar och minimera dess risker. / This study examines the challenges and opportunities associated with the implementation of artificial intelligence (AI) in the workplace. Through a combination of interviews, surveys, and literature review, various aspects of AI implementation are analyzed, including efficiency, productivity, skills development, ethical dilemmas, and collaboration. The results indicate that AI implementation can lead to increased efficiency and productivity by automating routine tasks. However, there are challenges related to employee acceptance, training, and security issues. Furthermore, the importance of establishing ethical guidelines to address potential risks and dilemmas arising from AI usage is emphasized. Communication and collaboration are identified as key factors for successful integration of AI in the workplace. This study highlights the need to understand and navigate the complex dynamics surrounding AI implementation to maximize its benefits and minimize its risks.