One of the main goals of this Master's Thesis was to characterize the process of media planning and its organization, to determine the factors influencing this process and get to know the specifics of print media planning. Diffrent sources of information were used to study the process -- available literature, available analysis of the media market in the Czech Republic and also practical experience of media planners. Another important goal was to propose a media plan Spring 2004 for the Open University Czech Republic o.p.s. The analysis shows that media planning is very complex process involving many individual steps. The starting point is a deep analysis of the company and product. The next important step is then a selection of appropriate media strategy and creation of the the most effective media mix. During the print media planning must be taken into account factors such as the creativity of advertising, its format, campaign timing and the content of communication. In the practical part the Open University media plan for print and electronic media was designed. The media type has been chosen according to the target group of the potential students. The plan is based on the real situation of the company and therefore, together with other proposals for changes of the corporate communication, in the next period feasible.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:74439 |
| Date | January 2004 |
| Creators | Vyskočilová, Hana |
| Contributors | Koudelka, Jan, Lašek, Ladislav |
| 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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