How can fng grow faster via entering and thriving in the online advertising market?: pricing strategy

The current advertising landscape in Portugal reveals that the Pay- TV market has reached maturity giving little margin for growth while digital has been the advertising channel with the biggest growth. Being FNG’s main business in the Pay- TV market, the company plans to invest in new Digital adver...

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Bibliographic Details
Main Author: Moreira, Carolina Pires Soares Do Nascimento (author)
Format: masterThesis
Language:eng
Published: 2020
Subjects:
Fng
Marketing plan
Online advertising
Media agencies
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10362/114623
Country:Portugal
Oai:oai:run.unl.pt:10362/114623
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Summary:The current advertising landscape in Portugal reveals that the Pay- TV market has reached maturity giving little margin for growth while digital has been the advertising channel with the biggest growth. Being FNG’s main business in the Pay- TV market, the company plans to invest in new Digital advertising solutions to keep ahead with the advertising landscape. An analysis of the advertising market comprising a primary and secondary research followed by a marketing and communications plan allowed to develop This is Fox as the solution for FNG to thrive in the online advertising market increasing by 1225% the online advertising revenue.

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