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Zpracování podnikatelského záměru vybraného produktu
TESAŘOVÁ, Marie
This bachelor's thesis deals with the creation of a business plan for the establishment of a cake factory called "Dortíkárna". The theoretical part of this thesis describes the basic terms of business, the initial steps in establishing a secondary trade, marketing mix, sociological research, and the definition of confectionery. The thesis then deals with the realization of the business plan based on analyses and applied to the situation. Design of the promotional website and social network advertising is also covered. Finally, there is an evaluation of the entire business plan.
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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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Evaluation of Google Ads Campaigns in Balance Club Brumlovka
Svobodová, Barbora ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Evaluation of Google Ads Campaigns in Balance Club Brumlovka Objectives: The main aim of this thesis is to propose improvements for the launched PPC campaigns in 2018 in Balance Club Brumlovka, which will lead to more efficient performance of the campaigns and eliminates the shortcomings in their setting. The partial goal is to propose a process for optimizing and evaluating campaigns for the future. Recommendations are based on interview and data analysis, focusing on strategy, campaign settings and performance, ad content, keyword selection, and campaign targeting. Methods: The thesis uses the semi-structured interview method and the analysis of secondary data method. The interview is conducted with the campaign manager. The analysis of secondary data is performed using the tools Google Ads and Google Analytics. Results: Recommendations for the club are specific steps and frequency of campaign optimization, clarification of campaign strategy and goal, tracking of new performance indicators, changing campaigns types, adding keywords and knowing the competition. In addition, is recommend setting up a new campaigns structure, sorting keywords, ad groups and campaigns, changing keyword matches, adding new ads, and editing their content, changing bid strategies and setting remarketing...
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Optimalizace nástrojů online marketingu v malých a středních podnicích působících v sektoru služeb
Skokanová, Irena
SKOKANOVÁ, I. Optimization of online marketing tools within small and medium sized businesses operating in the service sector. Dissertation. Brno: 2017, PEF MENDELU in Brno. This dissertation thesis is focusing on the optimization of online marketing tools within small and medium sized business operating in the service sector managed predominantly online. Most attention of the work is paid to the segment of Czech transportation services from intermediariers' point of view. Based on the ques-tionnaire and experiment conducted, contemporary attitudes, preferences and opinions of Czech citizens on the available transporation services are identified. Gathered data are further confirmed through a case study. The closing part of the dissertation offers a conclusion of attained results and forms suggestions for online marketing practices commonly used among transportation services' pro-viders.
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Vplyv internetovej reklamy českých a slovenských mobilných operátorov na spotrebiteľa
Poliaková, Erika
The thesis deals with the perception of internet advertising of mobile operators by consumers in the Czech and Slovak Republic. The aim of the thesis is to bring the recommendations regarding the usage of internet advertising tools for the major mobile operators. Online advertising is mainly compared with TV advertising due to the dominance of this type of promotion in the environment of mobile operators. In order to achieve the goal of the thesis, the qualitative research by interviews will be carried out as well as the quantitative research through a questionnaire survey.
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Právní aspekty propagace zboží a služeb na internetu
Vítová, Michaela
This bachelor thesis deals with the possibilities of promotion of goods and services on the internet and legal aspects of this promotion. First, there will be an overview of online marketing tools, I will describe terms such as search engine marketing, PPC advertising, SEO, content marketing, direct marketing, word-of-mouth marketing, banner advertising and more. Further, the legislation on advertising regulation will be summarized. The theoretical knowledge will then be applied in developing an online marketing strategy for Nasyp si zero waste shop.
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Online propagace společnosti Pixiu
Kašparová, Adriana
This thesis deals with propagation of Pixiu company. Using information about the company's characteristics, the current state of the website and the information from the business owners, several analyzes of the external and internal environment, which form the basis for suggestions for improvement, are compiled. As a result, recommendations are offered to adjust the current presentation and advertising campaigns are created to raise awareness of the company and their products. In the end, cost calculation of all these proposals is compiled.
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Evaluation of Google Ads Campaigns in Balance Club Brumlovka
Svobodová, Barbora ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Evaluation of Google Ads Campaigns in Balance Club Brumlovka Objectives: The main aim of this thesis is to propose improvements for the launched PPC campaigns in 2018 in Balance Club Brumlovka, which will lead to more efficient performance of the campaigns and eliminates the shortcomings in their setting. The partial goal is to propose a process for optimizing and evaluating campaigns for the future. Recommendations are based on interview and data analysis, focusing on strategy, campaign settings and performance, ad content, keyword selection, and campaign targeting. Methods: The thesis uses the semi-structured interview method and the analysis of secondary data method. The interview is conducted with the campaign manager. The analysis of secondary data is performed using the tools Google Ads and Google Analytics. Results: Recommendations for the club are specific steps and frequency of campaign optimization, clarification of campaign strategy and goal, tracking of new performance indicators, changing campaigns types, adding keywords and knowing the competition. In addition, is recommend setting up a new campaigns structure, sorting keywords, ad groups and campaigns, changing keyword matches, adding new ads, and editing their content, changing bid strategies and setting remarketing...
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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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Online marketing of a chosen organisation
HRONOVÁ, Lenka
This thesis is focused on usage of online marketing in the language school CC School of languages. The aim of this work is to analyze and evaluate current state of online marketing in a chosen organisation and design a plan of online marketing for the next period. Whole thesis is divided into three parts. In the first part, all the important terms related to marketing and online marketing are explained. Practical part is mainly focused on the web page of the company and its social networks. Web page research was performed using questionnaire survey and Google Analytics tool. Social network Facebook was analyzed based on the data from Page Insights tool. The Facebook advertisement was analyzed using Facebook Ads manager. Next part of the thesis deals with YouTube server. In this case, the data was collected using the YouTube Analytics tool. Furthermore, all the costs of online marketing of this company are declared in the practical part. Based on the acquired results from previous analysis, possible adjustments and new tools for better functioning of online marketing were designed.
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