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Abstract(s)
This dissertation aims to explore the impact of innovation on large media planning
clients having as exploratory case study Vodafone Portugal.
Thus, the theoretical framework addresses the concept of communication, the role of
communication in society, the role of advertising and as main topic, the convergence
between brand and media agency services, as well as the marketing strategies
implemented. The analysis and dissertation will enroll Communication, Society,
Telecommunications, Media Agencies, Advertising and Innovation, as main topics.
This empirical research consisted of a Unique Case Study about Vodafone Portugal in
order to assess the strategies adopted by the operator to stand out in a saturated
market, with limited organic growth opportunity. Having as main point of
investigation the relationship between the adoption of new organizational and
structural models and strategies by media agencies clients and the future of the
business of media agencies and related service providers.
Description
Keywords
Communication Media agency Media planning Innovation Outsourcing In-house