Fragmentace mediálního trhu a její vliv na umístění reklamního sdělení

Abstract

The media market in the Czech Republic is currently undergoing many changes. The process of digitalization is being completed, legislative amendments are being made and last but not least the impact of the economic crisis has an effect on it, too. Not only media but also advertisers including media agencies and media offices must adapt to these changes. The aim of this thesis is to define the current media market in the Czech Republic, its changes and various aspects which determine placement of advertisements into various media. The paper consists, besides the introduction and conclusion, of three chapters which are further divided thematically. The first chapter is dedicated to the description of the media market and media themselves. The reasons for changes in the media market and differences between the public service media and commercial media are described here. The third part of this work focuses on media agencies and media offices, their role in procurement and placement of advertisements in the media. There is an overview of media indicators that serve to be versed in the success of the media in the media market at the end of the chapter. The last key section discusses the characteristics, which are different among various media and which have influence on the placement of advertising. This chapter primarily focuses on the television, radio and press. The probable future of the media market and advertising is described in the conclusion.