publication . Bachelor thesis . 2013

Billboard and its role in the marketing strategy of small and medium-sized enterprises

Mikolajová, Kamila;
Restricted Slovak
  • Published: 01 Jan 2013
  • Publisher: Vysoká škola ekonomická v Praze
Abstract
The main objective of this work was to clarify the role billboard in the marketing strategy of small and medium-sized enterprise. The theoretical part deals with marketing and commercial communications, their mixes and process of creation. This work also analyzes the billboard as one of the types of outdoor advertising. It provides a detailed look at its advantages, disadvantages, characteristics that should be considered when choosing media. It also provides guidance on how it should look like the perfect billboard in creative, visual and verbal terms. Practical part introduces a billboard campaign of the selected company and its subsequent analysis transferred...
Subjects
acm: ComputingMethodologies_IMAGEPROCESSINGANDCOMPUTERVISION
free text keywords: billboard; outdoor advertising; vnejší reklama; marketingová strategie; marketing strategy
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