This thesis deals with the analysis of the pricing environment of the OOH advertising media market in the Czech Republic. The theoretical part introduces the concept of marketing communication, but also touches upon advertising as such, including a description of different types of traditional mass media and their role in society. Furthermore, this thesis focuses on a specific communication channel - outdoor advertising. It presents its history, development, planning process and trends. The thesis describes the different types of formats offered on the Czech market, including innovative and alternative ones, but also presents the current problems and limitations associated with this media type. Nevertheless, advertisers are currently investing significant sums in standard OOH advertising formats and suppliers are trying to collect increasingly accurate data to increase the effectiveness of this communication channel. The supply of outdoor advertising operators in the Czech market is concentrated in a few large players. The specific demand and offer of OOH advertising suppliers is presented in the practical part of the thesis in parallel with the offer of the contacted media agencies. In this part, it is analysed and evaluated how the outdoor advertising market reacts in terms of price to the...
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:453157 |
| Date | January 2021 |
| Creators | Votruba, Daniel |
| Contributors | Pekárek, Aleš, Rosenfeldová, Jana |
| 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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