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Microtargeting Internet Advertisement on Specific Person
Fišer, Martin ; Veselý, Vladimír (referee) ; Polčák, Libor (advisor)
This thesis demonstrates the possibilities of using advertising platforms to target internet advertising to a specific person. It describes the basic ways of targeting internet advertising that are commonly used today and the principles of the automated auction with digital advertising. During this process, excessive collection and sharing of personal data between different entities can occur, so the thesis further analyzes the legal norms that try to address this issue. The thesis includes the implementation of a new system that allows targeting internet advertising to a specific person. This system creates ads through the Seznam Sklik ad platform and uses retargeting to target. The functionality was verified with the participation of 4 people targeted by an advertisement created by the new system within 1 week. In total, ad impressions were detected on 15 of the 20 most visited websites in the Sklik content network. The thesis showed that the Seznam Sklik ad platform can be misused to perform sniper-targeting, a worrying finding given the potential violation of user privacy.
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Analysis and Proposal of Digital Promotion of a Company
Balaščák, Martin ; Neuwirth, Bernard (referee) ; Luhan, Jan (advisor)
The bachelor's thesis focuses on defining the issue of Internet advertising. It specifies the methods of promotion on the Internet and tools for working with Internet advertising and its evaluation. It contains analyses of the current state and suggestions for improvements in the promotion of a particular company, which will be possible to implement in practice.
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Internet Marketing
KOMÁRKOVÁ, Hana
The aim of the thesis is to analyze and evaluate the internet marketing activities of the selected company and develop recommendations for their improvement. To better understand the company's business and use of internet marketing, the marketing environment was analyzed. Furthermore, the used internet marketing tools are described in detail by analyzing the internet marketing mix and internet communication mix. Based on the results, suggestions are made to increase the effectiveness of internet marketing.
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Media sales trends on Czech online media market
Frantová, Nikol ; Klimeš, David (advisor) ; Hrabánková, Markéta (referee)
The thesis Trends of media sales techniques on Czech online media market with focus on programmatic buying describes functioning of automated (programmatic) advertising inventory trading on the Czech market. The text focuses on the penetration of this new method, the mechanics of its functioning and its current and future role within the Czech online advertising market. The first part describes a theoretical framework of programmatic advertising and its main principles and functions. In this chapter, programmatic buying method is defined and established within the different types of methods of advertising inventory trading. In addition, the roles of individual market entities in programmatic trading are defined, as well as the technological platforms, which secure the functionality and operation of automated buying. At the end of the theoretical part, the different types of programmatic transactional methods are defined, the practical use of which is then further explored within the research chapter. The thesis also includes methodological part, which concentrates on methodological framework and relevant research method, followed by the description of the selected methods: data analysis, qualitative research and research of professional and specialized materials. In the methodological chapter are...
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The usage of Internet advertising
PROCHÁZKOVÁ, Tereza
The readers of this thesis meet the topic of internet advertising. The thesis describes different forms of internet advertising and its special features. Its aim is to analyse individual forms of internet advertising and propose an optimal campaign for the chosen subject. The first part covers theoretical knowledge in this area. The next part contains the analysis of competitors' use of Internet advertising. After that follows the analysis of current trends and offer of advertising agencies focusing on internet advertising. Based on the data gained in these parts, the last part of the thesis contains specific proposals and recommendations for internet advertising of the chosen company. These advertising campaigns should bring the company increase in sales and they should also increase public awareness of the company brand.
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Advertising campaign of the event Týden hokeje on Facebook
Veselá, Anna ; Voráček, Josef (advisor) ; Švábová, Hana (referee)
Title: Advertising campaign of the event Týden hokeje on Facebook Purpose: The main objective of this thesis is to prepare, implement and analyze the results of the Facebook advertising campaign for the event Týden hokeje, which is a part of the four-year project of the Czech Ice Hockey Association called Pojď hrát hokej. Methods: Methods in this thesis relate to two areas: advertising on social network called Facebook and qualitative research. Due to the specifics of Facebook advertisements this thesis also provides instructions for creating an advertising campaign on this network using the tools of Power Editor software. Efficiency metrics provided by Power Editor were used to evaluate the campaign on the grounds of given research queries, whereas Microsoft Excel was used to process the data of the metrics. In order to summarize all channels of marketing communication of the project and to incorporate the Facebook campaign into their enumeration, a qualitative research in the form of an informal interview with the project manager was carried out. Results: As a result, this thesis brings a stepping stone for creating Facebook advertising campaigns connected with further promotion of the event Týden hokeje. A manual for creating other campaigns is included, together with the feedback and detailed...
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Use of online advertising (PPC) to increase sales of ecommerce website
Šašek, Marek ; Maryška, Miloš (advisor) ; Smutný, Zdeněk (referee)
When doing business on the Internet, it is crucial to have the potential customers informed about websites, offered products and services. In the online world, these customers are visitors who come to the websites through some medium. One of such frequently used media, which can bring new visitors, is Internet advertising. This thesis is focused on the paid Internet advertising model known as the PPC (Pay per click). The main scope of the thesis is implementation of advertising campaigns for a particular e-commerce website in order to increase the number of sales. The campaigns run on the Google Search network. They are managed by the advertising system AdWords which is presented in the theoretical part of this thesis. The essential terms of the online marketing and principles of Internet advertising are also is described in this thesis. In order to create a successful advertising campaign, it is crucial to ensure its measurement and evaluation, which are handled by AdWords and the analytical tool Google Analytics within the practical part. Moreover, this thesis focuses on optimization of the running campaigns based on the measured data. In the conclusion, the goals and benefits of ads for the advertised eshop are evaluated.
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Internet marketing influence on internet media content and its users presented on the czech media environment
Rajtmajerová, Daniela ; Šoltys, Otakar (advisor) ; Wolák, Radim (referee)
The significations found in content aren't only explicitly present in the surface structures, but they're also built deep inside human mind as the basic semes - the minimum units with a signification. In the diploma thesis "Internet Marketing Influence on Internet Media Content and their Users at Czech Media Environment" we use a qualitative analysis method composed of the semiotic and the narrative analysis to describe and interpret the chosen samples of internet marketing content. The semiotic analysis helps us to interpret both the basic surface and deep significations present in the visual and text code of the interpreted samples. The narrative analysis unravels a narration the act is constructed from followed by interpretation. The application of both the methods allows us to identify myths in the narratives. The aim of application of both methods is to describe specific and repetitive deep significations and narrations individual communicates are built from and thus characterize internet marketing media discourse. The narratives form a basis of the interpersonal communication; they allow us to preserve and communicate significations through them. All the narratives of the interpreted samples of content were constructed with a basic conflict (or contradiction) and presented to the public...
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Verbal and non-verbal comunication in a representative selection of advertising texts
Marks, Pavel ; Palkosková, Olga (advisor) ; Chejnová, Pavla (referee)
1 ABSTRACT The work deals with the analysis of verbal and nonverbal means of advertising messages in files promoting automobiles and banking products and services through printed brochures and company websites. Advertising texts use elements of journalistic, technical, administrative and artistic styles. Persuasive and attracting functions are dominant for them. These are of the verbal means represented primarily by imperatives, adjectives and adverbs in comparatives and superlatives, by a higher frequency of personal, possessive and totalizing pronouns. Lexically the functions of texts are supported primarily by vocabulary with positive expressivity and terminology of respective field. Enumerations, rhetorical questions, higher splitting of text and placing of persuading means into the rheme of the message are syntactically relevant. These features are also supported by repetition and combination of these means. Of the nonverbal means composition of individual elements within the advertising area, particularly the location of the product and company name, logo, slogan, ratio and layout of text and visual elements, play an important role. Above specified means and combinations thereof can be understood as a strategy of advertising message. Cognitive or affective strategies supported by an appeal to...
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