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The pricing environment of the media market of OOH advertising in the Czech Republic
Votruba, Daniel ; Pekárek, Aleš (advisor) ; Rosenfeldová, Jana (referee)
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...
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The pricing environment of the media market of OOH advertising in the Czech Republic
Votruba, Daniel ; Pekárek, Aleš (advisor) ; Rosenfeldová, Jana (referee)
This thesis analyses the pricing environment of the OOH advertising media market in the Czech Republic. In the theoretical part, it introduces the concept of marketing and marketing communication, but also touches upon advertising as such and its role in society, which is in many cases controversial. Furthermore, this thesis focuses on a specific communication channel, namely outdoor advertising. It presents its history, development and current trends. It describes the various types of formats offered on the Czech market, including innovative and alternative ones, but also presents the current problems and limitations associated with this medium. Even so, 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 section in parallel with the offer of the media agencies contacted. In this part, it is analysed and evaluated how the outdoor advertising market reacts in terms of price to the advertising demand of advertisers. The author focuses on the main and...
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Smart shop banner - new marketing tool
Gotthardt, Martin ; Horová, Olga (advisor) ; Smolka, Josef (referee)
This thesis deals with a new marketing tool for campaigns to support product sales at the point of sales. Banner can appropriately draw customer's attention and also persuade to unplanned impulsive purchase. It is a plastic pocket that can hold posters to support individual product or brands of companies and also can be changed quite often. Uniqueness of the solution lies in the location of the advertising space. In case an LCD monitor is part of the cash register, the banner is located on the other side directly exposed to the eyes of customers. The aim of the thesis is to present a new marketing tool and ideally prove that the right use of visual communication means is able to encourage impulsive purchases even in the environment of a Czech bank. Even though it was not completely proven that the banner can encourage impulsive purchases in banks, the whole concept has been prepared, it's potential revealed and the possible effective uses for normal practice have been formulated.
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Callcentrum System Management in a chosen Firm
Guzi, Jan ; Černý, Jan (advisor) ; Novák, Michal (referee)
This thesis deals with operational management of an inbound call center and planning necessary work capacities. Company BEZREKLAMKY Ltd. established its own inbound call center, as a reaction to the dissatisfaction with the services of an external service provider and it is necessary to properly optimize operational capacities and human resources necessary to serve 5 to 7 thousand customer callers per month. Practical part of the thesis - planning of the workforce capacity, scheduling the shifts and planning the opening hours of the inbound call center - works with a rather extensive theoretical platform, which brings new views of operations management inbound call centre and also works with the internal and external surveys related to the functionality of newly established inbound call centre. Conclusions made on the basis of the theoretical part were applied directly to the planning and operational management of the inbound customer call centre. This thesis helped applied over 25 conclusions for the studied inbound call centers. The goals, which the company set out to fulfill, while planning the new department, are then partly validated via models of system dynamics and in the last section of the thesis reflects on the extent to which these goals are feasible.
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