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Cropp, Fritz. "Perceptions of Japanese advertising : a Q-methodological study of advertising practitioners in Japan /." free to MU campus, to others for purchase, 1996. http://wwwlib.umi.com/cr/mo/fullcit?p9809679.
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Du, Plooy Amarentia Therese. "A framework for the planning and integration of out-of-home advertising media in South Africa." Thesis, University of Pretoria, 2012. http://hdl.handle.net/2263/24225.
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The Out-of-home advertising media are far more expansive than they used to be, and the shape and format of these media globally, as well as in South Africa, have changed considerably over the past few decades. Until rather recently, the out-ofhome advertising media landscape consisted primarily of outdoor advertising or billboards; but these days, this has expanded to include other platforms, such as transit advertising media, street and retail furniture advertising media, and a wide variety of alternative out-of-home advertising media types. This proliferation of out-of-home advertising media, the scant research on out-of-home advertising media planning and the number of obstacles in the South African advertising- and media industry have emphasised the need for a clear understanding of the changing nature of out-of-home advertising media and the planning and integration thereof. No previous study has addressed the integration of different out-of-home advertising media platforms as part of an integrated marketing communication plan. Very little has been published on how out-of-home advertising media planning across platforms should actually be done, even more so in a developing country such as South Africa. It was therefore necessary to investigate this further, in order to propose a framework for guiding the planning and integration of out-of-home advertising media; and one that can be applied in the South African environment. The main aim of this study was to explore how experienced out-of-home advertising media specialists plan and integrate different out-of-home advertising media platforms, as part of an overall integrated marketing communication plan. This, together with an extensive investigation into the relevant literature, was then used to develop a framework for the planning and integration of out-of-home advertising media in South Africa. Purposive sampling was used to select ten out-of-home media specialists from within prominent media-only agencies, and out-of-home advertising media-specialist agencies in South Africa. The specialists selected were responsible for planning out-of-home advertising media strategies of several of the largest advertisers in South Africa. These advertisers included Coca Cola, Unilever, Brandhouse, Cadbury, Pantene, Pfizer, Vodacom, Cell C, MTN, Spar, Shoprite, KFC, ABSA, Standard Bank Nedbank, Visa, Sony, Virgin Active, Adidas, Green Cross, Kulula airlines, NuMetro and Eskom. In-depth interviews with these specialists were conducted, using a basic guiding framework or interview guide. Qualitative thematic analysis was applied to the transcribed interviews using the software program, ATLAS.ti. The qualitative findings revealed nine themes, related to three theoretical constructs, namely: the alignment of the out-of-home advertising media campaign with the overall integrated marketing communication plan; the planning of out-of-home advertising media; and the evaluation and research of out-of-home advertising media It was recommended that specialists who understand the requirements of coordination and integration on several levels should do the planning of out-of-home advertising media. These are firstly, the alignment between the out-of-home advertising campaign and the overall integrated marketing communication plan objectives; secondly, the co-ordination between the message strategy and an out-ofhome advertising media plan; and thirdly, the integration between different platforms and formats used in the out-of-home advertising media mix. To optimally achieve integration on all these different levels required vertical integration and communication between all the role-players involved: the advertisers, the advertising agency, the media agency and the out-of-home media specialists. Effective integrated out-of-home advertising media campaigns can no longer be treated as mere add-ons; they should be part of the planning right from the start.Thesis (DCom)--University of Pretoria, 2012.
Marketing Management
DCom
Unrestricted
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Swain, Matthew D. "Changes in media mix for leading national advertisers (2003 - 2005) /." Online version of thesis, 2007. http://hdl.handle.net/1850/4491.
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Thesis (M.S.)--Rochester Institute of Technology, 2007.Typescript. Appendix A: Percent change in spending by industry ; Appendix B: List of top 30 advertisers by medium. Includes bibliographical references (leaves 48 - 51)
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Fan, Jiang-Ping Brasseur Lee E. "Semiotics and advertising." Normal, Ill. : Illinois State University, 2003. http://wwwlib.umi.com/cr/ilstu/fullcit?p3115178.
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Thesis (Ph. D.)--Illinois State University, 2003.Title from title page screen, viewed Jan. 11, 2005. Dissertation Committee: Lee Brasseur (chair), James Kalmbach, Gerald Savage. Includes bibliographical references (leaves 211-218) and abstract. Also available in print.
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Kosumapa, Ampika. "The advertising plan of Toyota Camry for Toyota Motor Thailand Co. Ltd." CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2556.
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Vyskočilová, Hana. "Mediální plánování (se zaměřením na plánování tiskových médií)." Master's thesis, Vysoká škola ekonomická v Praze, 2004. http://www.nusl.cz/ntk/nusl-74439.
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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.
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Wongtee, Rattanawadee. "The advertising campaign for the Diamond brand, a Thai whisky, focusing on three provinces of Northern Thailand." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2349.
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The purpose of this project is to apply marketing tactics and advertising strategies in the form of an advertising campaign. The goal of this campaign is to increase the sales and profits of the "Diamond drink."
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Гузенко, В. Ю. "Організація управління рекламною діяльністю ТОВ «Меркурій – К»." Master's thesis, Сумський державний університет, 2018. http://essuir.sumdu.edu.ua/handle/123456789/71829.
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У роботі розглянуто теоретичні та практичні основи щодо планування та організації рекламної кампанії для підприємства, що функціонує у сфері торгівельної діяльності.
На основі використання наукових літературних та періодичних видань було визначено поняття реклами та рекламної діяльності, встановлено зміст рекламної кампанії та визначено основні напрямки організації рекламних послуг. Проведено характеристику основних носіїв рекламної інформації, якими можуть скористатися торгові підприємства для купівельної активізації споживачів.
Проведено аналіз роботи ТОВ «Меркурій – К» по організації та виготовленню рекламної інформації. Визначено зміст рекламних програм та проведено оцінку ефективності рекламної кампанії. Розраховано кошторис рекламної кампанії щодо стимулювання придбання певного виду товару через конкретну торгівельну мережу.
Проаналізовано статті затрат на організацію рекламної діяльності та проведено порівняння затратної частини з отриманим результатом.
Визначено основні напрямки удосконалення системи розрахунку та оцінки ефективності рекламної кампанії. Виявлено напрямки підвищення ефективності рекламного звернення з урахуванням життєвого циклу товару, який реалізується через визначену торгову мережу.В работе рассмотрены теоретические и практические основы по планированию и организации рекламной кампании для предприятия, функционирующего в сфере торговой деятельности. На основе использования научных литературных и периодических изданий было определено понятие рекламы и рекламной деятельности, установлено содержание рекламной кампании и определены основные направления организации рекламных услуг. Проведено характеристику основных носителей рекламной информации, которыми могут воспользоваться торговые предприятия для активизации покупательной способности потребителей. Проведен анализ работы ООО «Меркурий - К» по организации и изготовлению рекламной информации. Определено содержание рекламных программ и проведена оценка эффективности рекламной кампании. Рассчитано смету рекламной кампании по стимулированию приобретения определенного вида товара через конкретную торговую сеть. Проанализированы статьи затрат на организацию рекламной деятельности и проведено сравнение затратной части с полученным результатом. Определены основные направления совершенствования системы расчета и оценки эффективности рекламной кампании. Выявлено направления повышения эффективности рекламного обращения с учетом жизненного цикла товара, который реализуется через определенную торговую сеть.
The theoretical and practical bases for planning and organizing an advertising campaign for an enterprise operating in the field of trade activity are considered in the paper. Based on the use of scientific literary and periodicals, the concept of advertising was defined, the content of the advertising campaign was determined and the main directions of the organization of advertising services were determined. The characteristics of the main carriers of advertising information, which can be used by trading enterprises for consumer purchasing activation of consumers, are carried out. The work of LLC "Mercury - K" on the organization and production of advertising information is carried out. The content of advertising programs is determined and the effectiveness of the advertising campaign is evaluated. Estimated advertising campaign to stimulate the purchase of a particular type of goods through a specific trading network. The article analyzes the costs of organizing advertising activity and compares the cost section with the result. The basic directions of perfection of the system of calculation and estimation of efficiency of advertising campaign are determined. The directions of increase of efficiency of advertising appeal with the account of a life cycle of a product which is realized through a certain trading network are revealed.
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Petr, Rostislav. "Komunikační strategie značky Ford." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-72174.
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This Thesis examines the communication strategy of the Ford Motor Company in the Czech Republic. The emphasis is on ATL communication and media planning. The theory of the functioning and the workings of commercial communications on consumers' decision-making and the characteristics of available resources (communication and media mix) is the core of this Thesis. The subject of this Thesis is the introduction of the Ford Motor Company ltd. including a portfolio on the offered products and the typology of the target group. This of course includes a brief overview of the history of the Ford Motor Company itself. In addition, this Thesis focuses on the practical usage of the elements of the communication mix and it describes some specific sub-categories in detail. The analytical part is concluded by the evaluation of the effectiveness of the strategy, its time flow and a comparison with competitors. This Thesis is then concluded by summarizing the results and recommendations for possible future improvements.
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Kratochvíl, Oldřich. "Možnosti regionálního mediálního plánování." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193594.
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This thesis summarizes current knowledge of the media planning process. It is focused on the application of theoretical knowledge to practical techniques of regional firms' decisions making about their promotions. Practical part of this thesis analyses the specific potential advertising carriers operating in the Vysocina region. The emphasis is put on finding the carrier's unit which has the same effect for the selected target groups. The output of this thesis is a broader assessment of the advertising market of the Vysocina region and a recommendation for choosing the most appropriate advertising carrier. The most important outcome and significance is the unitary quantification of media indicators' results for media goals' achievement.
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Higgins, Jenna. "Getting on the Bus: Marketing San Luis Obispo's Regional Transit Authority." DigitalCommons@CalPoly, 2012. https://digitalcommons.calpoly.edu/theses/758.
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A new trend is emerging, seeking to recognize the benefits of and encourage the use of public transportation. In the past, public transit agencies have not directed much energy or focus at marketing, seeking to use limited funds elsewhere. “The common perception is that money spent on marketing would be better spent on transit systems themselves…over time, a sustained investment in marketing increases the number of people who use transit. Increased ridership leads to increased revenue, and ideally, an increase in service to match the new demand” (Arpi, 2009).
Even as marketing gains importance in the public transit world, questions remain as to how to make effective marketing choices for the public transit market. This report explores public transit marketing, and its application to the San Luis Obispo Regional Transit Authority. The San Luis Obispo Regional Transit Authority (RTA) provides regional public transportation service throughout San Luis Obispo County.
Case study interviews, conversations with RTA, and review of academic and professional sources have supplied information and guidance on these questions. An interview with RTA was conducted to establish goals and guiding research questions for the exploration of marketing. A literature review provided a context of the field, through professional, academic, news, and media pieces. The research questions were explored through case study examples, in the form of interviews with Intercity Transit (Olympia, WA) and Orange County Transportation Authority (Orange County, CA). Further analysis of 2011 ridership survey data provided an additional level of information to consider. The research methods resulted in a range of findings that are applicable to RTA. The report concludes with the following recommendations for marketing RTA:
1. Focus on consistent branding.
2. Establish a system of more detailed ridership information.
3. Identify segments and direct messages.
4. Further develop new technology and social media tools.
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Повалій, Тетяна Леонідівна, Татьяна Леонидовна Повалий, Tetiana Leonidivna Povalii, and Н. Бірюк. "Змістові складові розроблення медіаплану рекламної кампанії щодо просування соціокультурних послуг." Thesis, Сумський державний університет, 2021. https://essuir.sumdu.edu.ua/handle/123456789/84654.
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В умовах високої конкурентної боротьби для великої кількості
підприємств важливим стає привертання уваги до різних методів дослідження
ринку з метою мінімізації витрат і пошуку ефективних стратегій, що дозволять
утримати власні позиції на ринку, наростити обсяги збуту і при цьому зберегти
лояльність споживачів до своєї продукції (у нашому випадку такою продукцією
виступають соціокультурні послуги). Для цього створюються різні
маркетингові стратегії, що дозволяють вивести відносини між виробником і
споживачем на новий рівень. У таких ситуаціях організації замислюються про
ретельне опрацювання рекламної стратегії, а зокрема про розробку медіаплану.
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Артьомова, І. С. "Комунікаційна діяльність підприємства кондитерської промисловості." Master's thesis, Сумський державний університет, 2019. http://essuir.sumdu.edu.ua/handle/123456789/75881.
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В даному дипломі визначено положення теорії та практики щодо розробки та запровадження комунікаційної діяльності на підприємстві, яке здійснює свою діяльність у галузі харчової промисловості.
Використовуючи наукові праці дослідників даного питання, підручники з менеджменту та маркетингу, наукові статті у періодичних виданнях ми визначено поняття реклами, її значення в діяльності підприємства. Розглянуто зміст, етапи планування та організацію комунікаційної діяльності, як головного засобу просування товару. Проведемо аналіз використання основних інформаційних джерел для розміщення реклами підприємства ТОВ «Ромни кондитер», розглянуто основні інноваційні технології рекламного дизайну.
Розраховано основні показники визначення ефективності комунікаційної політики для ТОВ «Ромни кондитер».
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Lima, Carlos Eduardo de. "Os dados como base à criação de um método de planejamento de propaganda." Universidade Estadual Paulista (UNESP), 2018. http://hdl.handle.net/11449/153896.
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O presente estudo visa identificar as inúmeras transformações que o planejamento de propaganda tem enfrentado desde o advento da Internet e das tecnologias de comunicação e informação baseadas em big data, Machine Learning, cluster e outras ferramentas de inteligência de dados. Dessa forma, buscou-se fazer um levantamento histórico e documental sobre os modelos de planejamento de propaganda e briefs criativos. Percebeu-se fundamental traçar uma breve documentação histórica sobre a concepção da disciplina de planejamento para o planejador e a forma como esse processo foi desenvolvido no Brasil, assim como sua evolução. Fez-se necessário também definir conceitos sobre big data e inovação, buscando identificar como afetam a estrutura e as metodologias até então usadas pelo planejamento. Com isso, objetivou-se poder entender como o planejador está sendo levado a desenvolver novas competências que abordam diferentes disciplinas, além das que já eram aplicadas no processo de investigação e criação do planejamento. Dessa forma, foram utilizadas metodologias de pesquisa de campo com entrevistas em profundidade com heads e diretores de planejamento de agências de comunicação e players reconhecidos por sua competência e experiência no planejamento de propaganda. Sendo assim, esta pesquisa apresenta uma proposta de um método de planejamento que, por meio de ferramentas baseadas em softwares e aplicativos, permita que o profissional de planejamento possa gerar ideias inovadoras e propor uma nova cultura de pensamento à agência.
This study aims to spot the countless transformations that the advertising planning has been passing through since the appearance of the Internet, as well as communication and information technologies based upon big data, Machine Learning , cluster and othe r data intelligence mechanisms. Along these lines, it was undertaken to assemble historical and documental facts about advertising planning and creative briefs guidelines. It was noticed the importance to picture a brief historical documentation about the conception of the planning subject for planners and the way this process was developed in Brazil, as well as its evolution. It was also necessary to define concepts about big data and innovation, in order to find how they impact the structure and methodolo gies used by the advertising planning until then. Thereby, the goal is to understand how the planner is being compelled to develop new skills which approach different matters, beyond the ones that were already used in the process of inquiring and creating in advertising planning. Thus, field research methodologies were applied with in - depth interviews with heads and directors of planning at communication agencies and market players whom are renowned for their competence and experience in advertising plannin g. Therefore, this essay proposes a planning approach which, utilizing tools based upon softwares and appliances, enables planners to develop disrupting ideas and come up with new mindsets to agencies.
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Бубняк, Тетяна Володимирівна, and Tetiana Bybnyak. "Планування маркетингу в організації, на прикладі ТОВ “АВЕРС”." Bachelor's thesis, ТНТУ імені Івана Пулюя, 2021. http://elartu.tntu.edu.ua/handle/lib/35505.
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Розроблені пропозиції по реалізації планування маркетингу ТОВ “АВЕРС”, обґрунтовано заходи щодо покращення рекламної кампанії товариства та застосування проєктних рішень в контексті параметрів медіа-планування фірми.Предмет дослідження - теоретико-прикладні контексти розроблення плану маркетингу ТОВ “АВЕРС”. Об'єкт дослідження – ТОВ “АВЕРС”. Метою роботи є обґрунтування теоретико-прикладних досліджень формування плану маркетингу на фірмі.
The subject of investigation is theoretical and applied contexts of development of the marketing plan of Open Joint-Stock Company “AVERS”. The object of investigation is the Open Joint-Stock Company “AVERS”. The aim of the work is to substantiate the theoretical and applied research of formation a marketing plan at the firm.
Вступ. Розділ 1. Теретичні контексти планування маркетингової діяльності підприємств. 1.1 Сутністно-змістовні контексти плану маркетингу підприємств. 1.2 Маркетингові бізнес-процеси як визначальний вектор формування підприємницьких структур. 1.3 Планування маркетингових моделей підприємств. Розділ 2. Комплексне дослідження маркетингової діяльності організації в сучасних умовах. 2.1 Загальна характеристика функціонування ТОВ “АВЕРС”. 2.2 Аналіз маркетингової діяльності досліджуваного товариства. Розділ 3. Розроблення рекомендацій щодо планування маркетингу. 3.1 Вдосконалення рекламної кампанії як основної компоненти покращення маркетингової діяльності підприємства 3.2 Розробка пропозицій по покращенню комунікаційної політики ТОВ “АВЕРС” Розділ 4. Безпека життєдіяльності та основи охорони праці. 4.1 Ризик як кількісна оцінка небезпек. 4.2 Організація безпечної роботи електроустановок. Висновки. Бібліографія. Додатки.
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Bártová, Pavla. "Mediální plánování se zaměřením na nákup televizních kampaní." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75659.
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The topic of this diploma thesis is media planning and buying of TV campaigns. The objective of the thesis is a comprehensive analysis of the media planning process with a focus on buying of television campaigns. The introductory part of the thesis deals with the beginnings of the advertising industry and the contemporary modern advertisement. The theoretical part is focused on detailed explanations of the planning process and basic media terms. While depicting the media planning process the author accentuates TV campaigns planning. The following text is dedicated to a background important for the decision to include TV in the communication mix. The practical part starts with an analysis of the TV market. Emphasis is put on the analysis of ratings of individual TV channels, investments, and the top advertisers. This chapter also includes creating profiles of viewers of measured channels. The last chapter describes in detail the business models of particular media houses. The last step of media planning is to produce a media plan; therefore, the work included a practical example. In the example the author shows how the media planning works in practice. The thesis is finalized by establishing a model for planning TV campaigns.
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Гавриленко, Н. Г., and М. С. Шкода. "Медіа-планування та його роль в рекламній кампанії підприємства." Thesis, Київський національний університет технологій та дизайну, 2018. https://er.knutd.edu.ua/handle/123456789/9545.
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У статті розглянуто медіа-планування та його роль у рекламній кампанії підприємства. Досліджено основні етапи складання медіа-плану рекламної кампанії підприємства та систему показників, необхідних для прийняття обґрунтованого управлінського рішення.В статье рассмотрено медиа-планирование и его роль в рекламной кампании предприятия. Исследованы основные этапы составления медиа-плана рекламной кампании предприятия и система показателей, необходимых для принятия обоснованного управленческого решения.
The article deals with media planning and its role in the company's advertising campaign. The main stages of compilation of the media plan of the company's advertising campaign and the system of indicators necessary for making a sound management decision are investigated.
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Jackmond, Gregory. "The Palm Springs adult school home page: A presence on the world wide web." CSUSB ScholarWorks, 1997. https://scholarworks.lib.csusb.edu/etd-project/1552.
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Montaña, Blasco Mireia. "Els joves adults com a consumidors i target dels mitjans publicitaris." Doctoral thesis, Universitat Pompeu Fabra, 2012. http://hdl.handle.net/10803/108038.
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Avui dia, el món publicitari està vivint una sèrie de canvis trascendentals. Aquests vénen donats, principalment, per dos motius: l’auge de les noves tecnologies i la greu crisi econòmica que estem patint a nivell mundial.
Aquesta recerca té com a objectiu conèixer els Joves Adults (JA) com a target publicitari, de la planificació de mitjans i com a consumidors de béns i serveis.
Hem volgut centrar la tesi en els JA en general i veure quines diferències i similituds hi ha entre els JA urbans i aquells que viuen en ciutats de menys de 50.000 habitants (JAR). Trobem necessària fer aquesta distinció, ja que hem pogut constatar que la majoria d’estudis recents sobre publicitat i/o mitjans es centren massa en les grans ciutats o capitals. Creiem que estudiar com són aquest JA de ciutats més petites, individus que representen gairebé la meitat (47%) dels JA espanyols, és indispensable per tal de comprendre el col•lectiu de la manera més completa possible.
Per fer l’estudi del cas, contraposem les dades quantitatives extretes d’AIMC Marcas per ambdós targets, els JAU i els JAR de i les complementem amb un estudi qualitatiu. Aquest es basa en entrevistes en profunditat entre els JA, així com un panell Delphi per tal d'aprofundir en les opinions de diferents professionals de la planificació de mitjans de les principals agències de l'estat.Hoy en día, el mundo publicitario está viviendo una serie de cambios trascendentales. Estos vienen dados, principalmente, por dos motivos: el auge de las nuevas tecnologías y la grave crisis económica que estamos sufriendo a nivel mundial. Esta investigación tiene como objetivo conocer los Jóvenes Adultos (JA) como target publicitario, de la planificación de medios y como consumidores de bienes y servicios. Hemos querido centrar la tesis en los JA en general y ver qué diferencias y similitudes hay entre los JA urbanos y aquellos que viven en ciudades de menos de 50.000 habitantes (JAR). Encontramos necesaria hacer esta distinción, ya que hemos podido constatar que la mayoría de estudios recientes sobre publicidad y/o medios se centran demasiado en las grandes ciudades o capitales. Creemos que estudiar cómo son estos JA de ciudades más pequeñas, individuos que representan casi la mitad (47%) de los JA españoles, es indispensable para comprender el colectivo de la manera más completa posible. Para hacer el estudio del caso, contraponemos los datos cuantitativos extraídos de AIMC Marcas para ambos targets, los JAU y los JAR y los complementamos con un estudio cualitativo. Este se basa en entrevistas en profundidad entre los JA, así como un panel Delphi para profundizar en las opiniones de diferentes profesionales de la planificación de medios de las principales agencias del estado.
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Pavel, David. "Změny v komunikaci, brandingu a chování spotřebitele a dopady na komunikační plánování." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-10111.
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This diploma thesis is dedicated to changes in commercial communication, branding (and brand management) and consumer behaviour. Its aim is to describe these changes and actual trends and show their impacts on communication planning. This work then describes in details new trends in digital communication and internet and how these trends influent behaviour of today's consumer. After reading this diploma thesis the reader should have a complete view of the most important changes in communication and should be able to apply them.
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Кударевко, Олег Володимирович, and Oleg Kudarevko. "Організація проведення маркетингових досліджень на підприємстві, на прикладі ТОВ “Західхімпостач”." Master's thesis, ТНТУ імені Івана Пулюя, 2019. http://elartu.tntu.edu.ua/handle/lib/30185.
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Об’єктом дослідження виступає – організація маркетингових досліджень ТзОВ “Західхімпостач” у сучасному мінливому середовищі.
Метою дипломної магістерської роботи є дослідження теоретичних та практичних засад організації проведення маркетингових досліджень ТзОВ “Західхімпостач”.
Методи дослідження – загальнонаукові методи, наукового пізнання, аналіз і синтез, ситуаційний аналіз, комплексні дослідження, економіко-статистичні, математичні, кількісного аналізу й експертних оцінок, порівняння, групування, графічний, табличний.
Розроблено проектні рішення щодо комплексу заходів організації маркетингових досліджень ТзОВ “Західхімпостач”, вдосконалення рекламної діяльності на підприємстві, а також впровадження проектних рішень на основі параметрів медіа-планування.
Результати впроваджено у діяльність ТзОВ “Західхімпостач”.
Ключові слова: маркетингові дослідження, політика розподілу, система збуту, планування маркетингу, рекламна кампанія, комунікаційні процеси, медіа-планування.The Object of Investigation – is the organization of marketing research of the LLC “Zahidhimpostach” in today’s changing environment. The Aim of the Work is to study the theoretical and practical foundations of the organization of marketing research of LLC “Zahidhimpostach”. Research methods – general scientific methods, scientific knowledge, analysis and synthesis, situational analysis, complex studies, economic-statistical, mathematical, quantitative analysis and expert evaluations, comparison, grouping, graphical, tabular. The project decisions on the complex of measures organization of marketing researches at LLC “Zahidhimpostach” are developed, perfection of advertising activity at the enterprise, and also introduction of design decisions on the basis of parameters at media planning is substantiated. The results are implemented in the activity of LLC “Zahidhimpostach”. Key words: marketing research, distribution policy, marketing system, marketing planning, advertising campaign, communication processes, media planning.
ВСТУП РОЗДІЛ 1. УПРАВЛІННЯ МАРКЕТИНГОВИМИ ЗУСИЛЛЯМИ 1.1. Маркетингові дослідження як основа планування маркетингових стратегій 1.2. Управління маркетинговою діяльністю на підприємствах 1.3. Розвиток та організація маркетингових досліджень в умовах глобалізації бізнесу Висновки до розділу 1 РОЗДІЛ 2. АНАЛІЗ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ НА ТзОВ “Західхімпостач” 2.1. Аналіз ринкової позиції ТзОВ “Західхімпостач” 2.2. Аналіз фінансово-господарської діяльності підприємства з використанням програми ЕОМ 2.3. Оцінка впливу факторів маркетингового середовища на діяльність товариства 2.4. Дослідження потреб і типології споживачів продукції ТзОВ “Західхімпостач”: маркетинговий підхід Висновки до розділу 2 РОЗДІЛ З. ОСНОВНІ НАПРЯМКИ ОРГАНІЗАЦІЇ МАРКЕТИНГОВИХ ДОСЛІДЖЕНЬ ТзОВ “ЗАХІДХІМПОСТАЧ” 3.1. Розробка комплексу заходів щодо організації маркетингових досліджень 3.2. Вдосконалення рекламної діяльності на ТзОВ “Західхімпостач” як основний вектор організації маркетингових досліджень 3.3. Розрахунок економічної ефективності внаслідок впровадження проектних рішень на основі параметрів медіа-планування за допомогою MS-Exсel Висновки до розділу 3 РОЗДІЛ 4. СПЕЦІАЛЬНА ЧАСТИНА 4.1. Сучасний стан розвитку виробництва мармурової плитки 4.2. Нормативно-правове забезпечення ТзОВ “Західхімпостач” в сучасних ринкових умовах господарювання РОЗДІЛ 5. ОБҐРУНТУВАННЯ ЕКОНОМІЧНОЇ ЕФЕКТИВНОСТІ 5.1. Розробка комплексу заходів щодо організації маркетингових досліджень 5.2.Вдосконалення рекламної діяльності на ТзОВ “Західхімпостач” як основний вектор організації маркетингових досліджень 5.3.Розрахунок економічної ефективності внаслідок впровадження проектних рішень РОЗДІЛ 6. ОХОРОНА ПРАЦІ ТА БЕЗПЕКА В НАДЗВИЧАЙНИХ СИТУАЦІЯХ 6.1. Організація цивільного захисту об’єктів торгівлі та бізнесу, ліквідація наслідків можливих надзвичайних ситуацій 6.2. Виявлення характеру нанесених збитків та завчасного проведення необхідних заходів на об’єктах економіки від впливу вторинних уражаючих факторів ядерного вибуху. 6.3. Охорона праці на ТзОВ “Західхімпостач” РОЗДІЛ 7. ЕКОЛОГІЯ 7.1. Маркетинговий механізм управління охороною навколишнього середовища 7.2. Основні маркетингові підходи в галузі екології ВИСНОВКИ СПИСОК ВИКОРИСТАНИХ ДЖЕРЕЛ
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Martín, Guart Ramon. "Una visión global de los retos presentes y futuros de las agencias de medios." Doctoral thesis, Universitat Pompeu Fabra, 2017. http://hdl.handle.net/10803/432789.
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El ecosistema mediático está experimentando una profunda revolución, originándose nuevos puntos de contacto entre las marcas y los consumidores que transforman los patrones de interacción social. Con el objetivo de reflexionar sobre los desafíos a los que deberá enfrentarse el sector publicitario y, en particular, las agencias de medios en este nuevo contexto, se planteó una investigación que combina técnicas metodológicas cuantitativas con otras cualitativas para recabar la opinión de los profesionales e investigadores expertos en el objeto de estudio con el fin de obtener una visión retrospectiva firme y perfilar su probable evolución en el futuro en una función más prospectiva. En este sentido, es evidente que las agencias de medios tienen que reformular tanto sus estructuras organizativas como los servicios que ofrecen a los anunciantes en un marco donde el modelo tradicional y lineal de la comunicación de masas migra aceleradamente hacia una comunicación reticular y personalizada.The media ecosystem is currently experiencing a strong revolution, enable new points of contact between brands and consumers that transform social interaction patterns. In order to reflect on the challenges facing the advertising sector and, in particular, the media agencies in this new context, research was proposed combining quantitative methodological techniques with qualitative ones to gather the opinion of professionals and researchers who are experts in the object of study in order to obtain a firm retrospective view and to outline its probable evolution in the future in a more prospective way. In this sense, it is clear that media agencies are forced to reformulate both their organizational structures and the services they offer to advertisers in a framework where the traditional and linear model of mass communication migrates rapidly towards a reticular and personalized communication.
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Harutjunjan, Ani. "Analýza efektivity vybrané marketingové kampaně." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199988.
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The aim of the thesis is to evaluate the effectiveness of the selected marketing campaign in the area of telecommunications, on the basis of defining basic criteria for success of the marketing campaign as part of the communications plan of the company. The theoretical part of the thesis is focused on defining the fundamental components of the marketing and the communication mix. Furthermore, theoretical part covering the approaches, methods and indicators for measuring the effectiveness of marketing campaigns, serves as a theoretical basis to schedule and implement the practical part. The practical part deals with the marketing and creative concept and the communication strategy of the campaign O2 Extra výhody of Telefónica Czech Republic. The effectiveness of the campaign is evaluated on the basis of the primary research using the questionnaire and also on the basis of the secondary data available from Telefónica CR.
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Kim, Hyo Gyoo Leckenby John D. "A canonical sequential aggregation media model." 2005. http://repositories.lib.utexas.edu/bitstream/handle/2152/1590/kimh03318.pdf.
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Kim, Hyo Gyoo. "A canonical sequential aggregation media model." Thesis, 2005. http://hdl.handle.net/2152/1590.
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"A study of media information handling problems and recommended solutions in Hong Kong advertising agencies." Chinese University of Hong Kong, 1989. http://library.cuhk.edu.hk/record=b5886025.
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"The Effect of specialty advertising on consumer behaviour as an advertising medium and its comparison with other media." Chinese University of Hong Kong, 1992. http://library.cuhk.edu.hk/record=b5887155.
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by Ling Sau Shan, Samuel.Thesis (M.B.A.)--Chinese University of Hong Kong, 1992.
Includes bibliographical references (leaves 79-80).
ABSTRACT --- p.ii
TABLE OF CONTENTS --- p.iv
ACKNOWLEDGEMENT --- p.vi
Chapter I. --- INTRODUCTION --- p.1
What is Advertising --- p.1
What is Specialty Advertising --- p.4
Purpose of this Study --- p.9
Chapter II. --- METHODOLOGY --- p.12
Research Design --- p.12
Data Collection Format --- p.13
Sampling --- p.16
Data Collection Method --- p.18
Data Anaylsis and Intepretation --- p.18
Chapter III. --- DATA ANALYSIS AND INTERPRETATION --- p.19
Return Rate of Questionaires --- p.19
Recipient Recall of the Advertiser --- p.21
Building up of Reciprocity --- p.22
Building up of Goodwill --- p.23
Comparison with Other Media --- p.24
Points to be noted in using Specialty Advertising --- p.26
How to make the Specialty Items be Impressive --- p.28
Demographic Characteristics of the Respondents --- p.30
Summary of Findings --- p.31
Chapter IV. --- DISCUSSION --- p.33
Perception --- p.33
Cognition --- p.35
Persuasion --- p.36
Comparison with Other Media --- p.37
Chapter V. --- LIMITATION OF THE STUDY --- p.40
Chapter VI. --- RECOMMENDATION --- p.44
LIST OF APPECNDICES
Chapter Appendix 1 - --- Questionaire --- p.47
Chapter 2 - --- Covering Letter signed by Advisor --- p.54
Chapter 3 - --- Covering Letter signed by Researcher --- p.55
Recipient Recall of Advertiser
Chapter 4 - --- Table 3.1 --- p.56
Chapter 5 - --- Figures 3.1.1 and 3.1.2 --- p.57
Building up of Reciprocity
Chapter 6 - --- Table 3.2 --- p.58
Chapter 7 - --- Figure 3.2 --- p.59
Building up of Goodwill
Chapter 8 - --- Table 3.3 --- p.60
Chapter 9 - --- Figures 3.3.1 and 3.3.2 --- p.61
Chapter 10 - --- Table 3.4 --- p.62
Comparison with Other Media
Chapter 11 - --- Table 3.5 --- p.63
Chapter 12 - --- Table 3.6 --- p.64
Chapter 13 - --- Comparision with T.V. Figures 3.5.1 and 3.6.1 --- p.65
Chapter 14 - --- Comparison with Radio Figures 3.5.2 and 3.6.2 --- p.66
Chapter 15 - --- Comparison with Magazine Figures 3.5.3 and 3.6.3 --- p.67
Chapter 16 - --- Comparison with Newspaper Figures 3.5.4 and 3.6.4 --- p.68
Chapter 17 - --- Comparison with Direct Mail Figures 3.5.5 and 3.6.5 --- p.69
Chapter 18 - --- Comparison with Fax Advertisment Figures 3.5.6 and 3.6.6 --- p.70
Chapter 19 - --- Comparison with Yellow Pages Figures 3.5.7 and 3.6.7 --- p.71
Chapter 20 - --- Table 3.7 --- p.72
Chapter 21 - --- Figures 3.7.1 and 3.7.2 --- p.73
Chapter 22 - --- Figures 3.7.3 --- p.74
Chapter 23 - --- Points to be pointed in using Specialty Advertising --- p.75
Chapter 24 - --- Demographic characteristics of respondents --- p.76
Chapter 25 - --- Comparison with Direct Mail and Fax Advertisement Figures 4.1 --- p.78
BIBLIOGRAPHY --- p.79
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Cheong, Yunjae 1976. "Multivariate beta binomial distribution model as a web media exposure model." Thesis, 2007. http://hdl.handle.net/2152/3215.
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This study develops and tests a new multivariate distribution model for the estimation of advertising vehicle exposure. The new multivariate distribution model is developed as three versions (i.e., one which doesn't adjust negative probabilities, and the others which adjust negative probabilities in unvariate distributions). In addition, eight other media exposure models are evaluated against a database of 440 tabulated schedules constructed from 2003 comScore network data. The types of models tested include: three univariate models -- the Binomial Distribution Model (BIN), the Beta Binomial Distribution Model (BBD), and the Hofmans Beta Binomial Distribution Model (HBBD); three multivariate models -- the Dirichlet Multinomial Distribution Model (DMD), the Canonical Expansion Model (CANEX), and the Conditional Beta Distribution Model (CBD); and one aggregation model -- the Morgensztern Sequential Aggregation Model (MSAD). All of the models tested are based on probability distributions. Some models are a combination of probability distributions and ad hoc methods. In addition, the approximation model of the MBD called the Hyper Beta Distribution Model (HBD), is described and tested. The accuracy of the eleven models is assessed via two evaluation criteria of model performance -- the Average Percentage Error in Reach (AER) and the Average Percentage Error in Exposure Distribution (APE). All models are compared according to their relative overall accuracy as assessed by the two error measures. The proposed new multivariate model -- the Multivariate Beta Binomial Distribution Model (MBD) -- was generally more accurate than the other models for the estimation of reach. For the estimation of the exposure distribution, the model proved more accurate than the Binomial Distribution Model (BIN), the Beta Binomial Distribution Model (BBD), the Hofmans Beta Binomial Distribution Model (HBBD), and the Dirichlet Multinomial Distribution Model (DMD), but less accurate than the Canonical Expansion Model (CANEX), the Conditional Beta Distribution Model (CBD), the Morgensztern Sequential Aggregation Model (MSAD), and Hyper Beta Distribution Model (HBD). This study provides the foundation for further improvement of the model, along with recommendations for further investigation, since the theoretical potential for the performance of the model is high.text
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Muridzo, Searchmore. "Advertising redefined by new media : a case study of Vodacom South Africa." Thesis, 2014. http://hdl.handle.net/10386/1279.
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Thesis (M.A. (Media Studies)) --University of Limpopo, 2014The purpose of this study was to explore if new media have redefined Vodacom SA‟s advertising and if so to what extent. The research employed Vodacom SA as its case study. Quantitative and qualitative descriptive and explorative research was conducted to determine whether the new media had redefined advertising culture and if so to what extent. Data collection was collected through structured questionnaires, the administration of an intensive interview and secondary data. The structured questionnaires were filled in by 200 conveniently randomly selected University of Limpopo students who represented media audiences and their perceptions. The intensive interview was carried out with Vodacom SA‟s Senior Communications officer Ashleigh Dubbelman. The secondary data was collected from Vodacom SA‟s official documents. The research findings revealed that audience interactivity, due to the new media, has become an important aspect of Vodacom SA‟s advertising process. The uses and gratifications theory proved relevant as the research showed that it is not always how the media influences an audience but what the audience responds to media content or messages. Audience preferences and medium selection proved decisive. Social networks, proved to be the new dominant platform for new media advertising. Furthermore, the findings showed that traditional media TV still possess great influence. The digital divide amongst and within audiences were influential in the limited usage of new media in advertising in the Vodacom SA context. In terms of legislation; no explicit laws on new media and advertising have been enacted yet. On advertising expenditure, budgets have remained largely unchanged but allocation increases tilted towards new media. Conclusively; the research observed that new media has redefined Vodacom SA‟s adverting culture, though the redefinition is still minute and is to a small extent. Key Words New media, Vodacom SA, advertising culture, interactivity, digital divide, audience, social networking sites, redefinition, traditional media, uses and gratifications.
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Lee, Joonghwa. "Predicting the use of online video advertising using the theory of planned behavior /." Diss., 2008.
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Naicker, Melisha. "The role of marketing media strategies on consumption." Thesis, 2012. http://hdl.handle.net/10413/10912.
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This research study put together was based on whether marketing media strategies have an effect on consumption.The purpose of this investigation would provide alternate methods of improving product advertising and client service in the consumer market, as well as influencing the advertising and marketing industry.Marketing media strategies provides a series of tactical actions, which are applied during strategy sales of the product and create awareness in the market amongst the consumer. This will provide an organization with an opportunity to concentrate on the scarce amount of resources and energies available,to apply the best approachfor utilizing these resources, to efficiently target the consumer market.
The research approach utilised is the quantitative method, which involves a non-probability sampling technique and a descriptive research type. The research tool implemented is a questionnaire, which consists of two sections, a profile of the participant and the survey section. The survey section explores the perceptions of these participants relating to the awareness of the marketing media strategies and how consumers perceive brands and media consumption in the market currently. Questionnaires were selected based on a high response rate when distributed to respondents. It also provides a possibility of anonymity because the respondent’s names are not required on the completed questionnaires. This research tool wasdistributed in Gauteng and Kwa-Zulu Natal to random consumers,media and marketing strategists and people in different professions. The method in which the questionnaire was distributed provides an insight on how people in the market perceive advertising of brands and influences their consumption. A consumer’s insight on advertising would be based on a shopper influence compared to a professional individual who would create a strategic insight. Information in this study was collected from primary and secondary sources, which consist of books, internet sources and past dissertations.
From the findings which were collected during this study, it concludes that marketing media strategies play an instrumental role in consumption. These strategies provide a foundation for brands that are advertising and competing in the market, by tactically targeting the consumer market. Consumers’ value advertising in the market, as it provides a guideline before a purchase decision is made. Advertising also serves as a direct method of communicating the emotional and functional benefits of brands and products. Individuals make purchase decisions, which would improve their lifestyle based on emotions; therefore marketing media strategies serve as an awareness mechanism in the market, and drive education to the consumer about the product. The outcome of this study will serve as a guideline for future marketing and media strategists.
The key findings gathered during this study states marketing media strategies play a substantial role in brand life and consumption; it allows organizations to focus more on limited resources and energies available and to utilize these resources to their best ability to gain competitive advantage and drive sales in the market which contributes to a higher share of volume and market leadership. The main reasons for executing marketing media strategies in the market is based on developing relationships between the consumer and the brand, which is essentially to expand on repeat purchase from new acquisitions and current consume.Thesis (M.Com.)-University of KwaZulu-Natal, Pietermaritzburg, 2012.
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Deng, Chauchung, and 鄧朝中. "The characteristic of knowledge in advertising and media business: television advertisements planning and buying as an exemplar." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/46441995179373382447.
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碩士淡江大學
大眾傳播學系
90
This research is concerned with knowledge management activities in advertising agencies, buying houses and television stations. Specifically, the research examines the feature and sharing strategies of advertising and media knowledge through participating observation and in-depth interview. Research results are as follows: (1) Due to established documents, “extacit knowledge” can be easily shared and exchanged among advertising agencies, buying houses and television stations. (2) Tacit knowledge is the key to gain advantages; (3) in order to win economic values, tacit knowledge has to be transformed into extacit knowledge. To improve knowledge management effectiveness, first advertisers are suggested to broaden their information resources. Second, fee-collecting system should be reviewed and justified. Meanwhile, advertisers and buying houses workers are encouraged to take advantage of resources in television stations. Finally, related workers should pay more attention to quality knowledge
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"Riglyne vir die daarstel van 'n reklameprogram om doeltreffend met die swart spoorpendelmark te kommunikeer." Thesis, 2015. http://hdl.handle.net/10210/14537.
Full text
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Smit, Johannes Jacobus. "Media usage and preference of consumers in the Transkei." Diss., 1992. http://hdl.handle.net/10500/16063.
Full textAbstract:
The objective of this study is to establish the media usage and
preference of consumers in the Transkei. The results are of special
significance to media planners and advertisers in so far as they
will assist in the media selection process. This in turn will form
the basis of improved marketing communication between media
planners and advertisers on the one hand and Transkeian consumers
on the other.
The media types investigated were newspapers, magazines, television
and radio. The results indicated that three newspapers (Daily
Dispatch, Intsimbi and Imvo), three magazines (!bona, Pace and
Orum), one television channel {TV 2 - now CCV-TV) and one radio
station (Radio Transkei) are extremely popular among the majority
of Transkeians. The research results also indicated that the
following topics are very popular in all the media types: local
news, sport, education and arts/cultural articles. The results
further indicated that Transkeians are generally favourably
inclined towards advertisements.Economics
M.Com (Business Economics)