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Analysis of corporate identity company NIOSPORT agency, a.s.
Hromasová, Lucie ; Jarošová, Eva (advisor) ; Kašparová, Eva (referee)
Master thesis focuses on issues of corporate identity of advertising agency NIOSPORT agency, a.s. The aim of this thesis is to analyze corporate identity of company NIOSPORT agency, a.s. In the theoretical part is explained what is a corporate identity, which elements are included and why it is so important for companies. Then there is a definition of an image with an emphasis on its distinction from the concept of corporate identity, explained the interdependence between corporate identity and corporate strategy, and then is paid attention on advertising agencies in general. The practical part consists of a description of a particular advertising agency NIOSPORT agency, a.s., the results of empirical research, evaluation of the image of agency and finally of recommendations for the future, arising from the theoretical part, analyzing corporate documents and of the depth interviews with the director, staff and clients of advertising agency.
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Analysis of marketing mix of advertising agency FILIP Media
Hrušovský, Gustav ; Machková, Hana (advisor) ; Havlová, Květa (referee)
This dissertation aims at analysis of marketing mix of advertising agency. Besides main 4P (Product, Price, Place, Promotions) contains other 3P (Personnel, Process, Physical evidence), because the product of the agency are services. The dissertations includes also SWOT and BCG analysis, in which provides information about positive and negative aspects of work of the agency. The separate chapter is dedicated to outsourcing, on which the advertising agency FILIP Media concentrates.
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Business plan – Full service advertising agency
Martvoň, Miroslav ; Tyll, Ladislav (advisor) ; Kumorowski, Sandra (referee)
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
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The analysis of advertising agencies market in the region of České Budějovice
RANFTLOVÁ, Edita
This work is dealing with the market of advertising agencies, advertising and promotion industry. The main goal of my work is to analyze supplies of advertising agencies and to go over customer´s perception of advertising agencies offer. This work is divided into two parts. The first one is theoretical, which forms the base for researched topic. Then there is solved the definition of researched area and the number of advertising agencies in this region. Afterwards there is an assesement of services which provide advertising agencies. The second part of my work, the analytic part, contains an external enviroment and a market enviroment through the STEP analysis. There is also used the Porter's five forces model, which monitors long-term attractiveness of the market segment, and then another OT analysis which identifies potential opportunities and risks in the sector. The analysis how customers perceive the offer of advertising agencies is done through the questionnaire.
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