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National Repository of Grey Literature 12 records found  previous11 - 12  jump to record: Search took 0.00 seconds. 
Banner advertising on the Internet: Past, present, future
 Pastuchová, Markéta ; Očko, Petr (advisor) ; Novák, Matěj (referee)
The main goal of this diploma thesis is detailed presentation of the banner advertising, explaining key terms associated with this phenomenon and introduction to the history, actual situation and also the new trends in this area. Part of this thesis is introducing of banner advertising as a part of wider context of internet marketing, historical development and description of the banner formats or measuring of banner efficiency using specific methods like click-through rate or dwell rate. In my thesis is also included topic of the banner blindness or the current trends like behavioral advertising or HTML5 ads and using the banners on new platforms (mobile pages or social sites). I am also presenting some recommendations based on existing theoretical studies, practical research and also on my own working experiences. Using these recommendations should improve the efficiency of banner campaigns.
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Measurement and optimization of online advertising campaigns
 Koukal, Stanislav ; Novák, Matěj (advisor) ; Dombrovská, Michaela (referee)
The main goal of this thesis is to find out whether best practices are used in measuring, evaluation and optimization of online PPC campaigns and whether Czech professional community agrees with these best practices. A questionnaire survey is used to determine whether Czech professional community agrees and uses best practices in their work. In the first three chapters the text concerns itself with the issue of measurement, then evaluation of the results of PPC campaigns and optimization of PPC campaigns. Each chapter sets out best practices that are evaluated in the questionnaire survey. The fifth chapter is dedicated to research and presents the results obtained. Keywords performance marketing, SEM, PPC, optimization of advertising campaigns, best practice
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National Repository of Grey Literature : 12 records found   previous11 - 12  jump to record:
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