The master thesis focuses on description of the market of digital advertising agencies that create digital, online and mobile campaigns for their clients. The first part of the thesis addresses the advertising market and its role in the marketing mix. The author gives the summary of the evolution of digital marketing and its tools in the digital and creative procedure of preparing advertising concept. One of the chapters presents changes in media spends towards online and changes of marketing budgets of advertisers. The empirical part describes the Czech digital advertising market, exclusion of digital agencies from the field of classical full service agencies. The empirical part also focuses on global trends in digital agencies and digital marketing and emphasizes how those trends affected the Czech advertising market. The author also gives a description of the workflow in digital agency and covers tools and solutions that are usually used in digital campaign. The empirical part shows examples of business strategy of Nydrle Digital that led the agency to the top of the market. The part is based on internal documents from the company and on interviews with the management of the agency. The author also shows the important case studies that affected the business development of Nydrle Digital.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:197822 |
| Date | January 2013 |
| Creators | Vondráková, Tereza |
| Contributors | Hanzlík, Jan, Tahal, Radek |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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