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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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Comparison of the Media Environment in Hong Kong and Singapore
Cápová, Michaela ; Klvaňa, Tomáš (advisor) ; Cebe, Jan (referee)
This master thesis deals with the current situation of the media environment in two selected countries from the Southeast Asia region - Hong Kong, Special Administrative Region of the People's Republic of China, and Singapore. The main object of the text is to create a descriptive analysis of Hong Kong's and Singapore's political and media systems and to compare the media environment of the two countries with a special focus on the freedom of the media. The comparison is based on the definition of their political systems, their constitutions and how they are respected, as well as on data published by international nongovernmental organizations focusing on the freedom of the press and the freedom of the speech. All findings will be illustrated with examples from Hong Kong and Singapore. The work is divided into four chapters. The first theoretical part defines basic terms and indexes, which measure the freedom of the press, as well as outlines the concept of Asian values and the concept of civil society. The descriptive section provides a brief summary of the history and political systems of both countries and introduces their constitutions, laws and power of political leaders. The third part of the thesis concentrates on the media environment of both countries and the role of local media. The...
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