|
|
Finding synergy on the internet - Google case
Kosinová, Kamila ; Köppl, Daniel (advisor) ; Jirků, Jan (referee)
The bachelor thesis "Finding synergy on the internet - the Google case" focuses on the topic of media conglomerates and Google, which some actors consider as a media company. In the paper I talk about Google in more detail - describing its activities, historical development and advertising tools it offers to the customers. Regarding advertising, I analyze in detail online and print advertising, their characteristics, advantages and disadvantages. One chapter is devoted to the development of investments in advertising. The focus is on various media types in recent years and the comparison of digital advertising with print advertising. The paper deals with print and online media, their characteristics and development. Specifically I focus on the media convergence and its impact on the functioning of media concerns. At the same time, it describes the changes that are associated with it. The paper is also dedicated to the relationships between Google and publishers and whether the relationships are based on cooperation or competition. To map the topic, I used a desk research method and worked with secondary data from various sources.
|
|
|
The use of a Trademarks as a Keywords for searching in Internet
Hrubeš, Marek ; Dobřichovský, Tomáš (advisor) ; Žikovská, Petra (referee)
in English Use of trademarks as keywords for searching the Internet The purpose of this thesis is a comprehensive analysis of the use of trademarks as Internet search engine keywords to trigger advertisements that are displayed on search result pages. The main part of the thesis is devoted to legislation and case law in the US. However, for the comparative purposes, I also address developments concerning keyword advertising in the EU. I chose this topic because it combines traditional elements of law with modern technologies. Moreover, despite its significant economic and legal impacts, I consider this topic as insufficiently researched in the Czech Republic. This thesis consists of six chapters. The first chapter is devoted to a general introduction to trademarks, including the history of trademarks, current legal definitions of trademarks as well as legal frameworks of trademarks law. This chapter also focuses on an element of trademark distinctiveness and analyses functions of trademarks. Last but not least, it also describes basic classifications of trademarks and provides their examples. The second chapter introduces the issue of keyword advertising. It focuses on a description of the operation of Internet search engines, keyword advertising programs and AdWords' current policy. The third...
|
|
|
Online marketing
PAVLOVA, Adelina
This thesis was focused on creating an advertising campaign for a company "Desired House", which produces wood. The company "Desired House" is one of the largest companies in the Altai woodworking industry engaged in harvesting and processing wood. Since 2009, one of the company's strategic directions has been the development of the wooden house building industry in the region. To this end, within the framework of the company, a project aimed at creating a complex of house-building production and production facilities with in-depth processing of wood was developed and implemented to produce a series of spacious, eco-friendly, affordable wooden houses and all the necessary components for them. However, their marketing activities did not allow it to prosper in its full scope. In theoretical part I observe the development of marketing concept as a whole and theoretical basis of online marketing in particular. The information was primarily derived from the books and online resources. The important part was the researching part of online advertising and its measurement. In the practical part, primary source of data is internal to the company observed. The tools of Yandex.Metric was used to measure and plan advertising activities. SWOT analysis was performed to assess company's abilities and areas in order to develop. In the last part, an advertising campaign was carried out based on recommendations. The website was renovated.
|
|
|
Strategy of internet shop to enter foreign market
Medoň, Gabriel ; Přibil, Jiří (advisor) ; Váchová, Lucie (referee)
The aim of this diploma thesis is to determine how shopping preferences and customer behavior across selected European markets differentiate in the concept of online stores, how to direct marketing appropriately for the individual markets, thus prepare a local startup e-shop for effective entry into foreign markets. The methods of analysis include basic questionnaire survey of individual markets, comparison and evaluation of own real data from conducted online advertising campaigns, or analysis of internal access statistics from individual e-shops. In conclusion overall results and analyzes of each market are presented, for each market a summary of lessons learned and suitable recommendations to potential effective input is made.
|
|
|
Communication Mix of Company Fabory CZ Holding s.r.o.
Záhradník, Šimon ; Kališ, Martin (referee) ; Mráček, Pavel (advisor)
The thesis is dealing with changes in marketing communication of Fabory CZ Holding s.r.o. The goal is to propose improvements, which will bring to the company added value in marketing, whereas these changes can be realistically implemented. The theoretical part includes issue of marketing mix into the theoretical Framework and analyses detaily marketing communications. Analytical part describes the current state of company. The part of propose is focused on propose, which improves present condition of marketing communication.
|
|
| |
|
|
The influence of retargeting on customer decision
Kopková, Ivana ; Stříteský, Václav (advisor) ; Murčo, Dušan (referee)
The bachelor thesis is focused on retargeting, a type of targeted Internet advertising. This paper is divided into two parts. The theoretical part explains the basic terms of Internet advertising and targeting options and introduces remarketing. The practical part evaluates the effectiveness of retargeting and its perception among Internet users; all this based on expert interviews and Internet users survey. This part also analyses Facebook retargeting campaigns and other remarketing campaigns of a Czech book e shop. Recommendations regarding further use of retargeting and remarketing campaigns are given to this e shop based on the analysis, the expert interviews and the survey.
|
|
|
Specifics of internet marketing in Russian market
Chernutskiy, Stanislav ; Stříteský, Václav (advisor) ; Vávra, Oldřich (referee)
The master thesis is focused on specifics and importance of internet (online) marketing in terms of Russian market. Thesis determines threats and opportunities arising of coexistence of local and global platforms, their role and effectiveness in modern marketing. The theoretical part describes modern trends, selected tools and measurement methods of internet marketing. The practical part contains implementation of knowledge obtained in the theoretical part and analysis of internet marketing in Russia. Diploma work underlines the importance of using both global and local platforms for the best results. The evidence is based on similar performance marketing campaigns in Yandex Direct and Google AdWords.
|
|
|
Online campaign of Qool.cz project and its evaluation
Bujalková, Jana ; Koudelka, Jan (advisor) ; Križan, Dalibor (referee)
This diploma thesis is focused on internet and mobile advertising and its usage in promoting the Qool.cz project. The beginning of thesis is dedicated to general possibilities of using mobile advertising, possible payment methods and advertising formats. Throughout the whole thesis, there is a focus on three main parts of the mobile environment - mobile web, mobile applications and mobile advertising. Practical part of the thesis focuses on using all these methods in promoting the Qool.cz project. The secondary goal of this thesis is to present a high-level perspective on using mobile technologies in a marketing mix.
|
|
|
Online marketing and its use for specific e-shop
Böhm, David ; Kubálková, Markéta (advisor) ; Koubalíková, Jitka (referee)
This bachelor's thesis deals with online promotion of electronic shop, namely of e-shop naradi-za-babku.cz. The aim of this thesis is to propose an online marketing strategy for named e-shop and define general recommendations on how new established e-shops should proceed with their promotion on the internet. This thesis is divided into four chapters. The first chapter presents e-commerce in general. The second part offers a theoretical definition of online marketing, its tools and features of web analytics. The third part is practically oriented and deals with promotion of specific e-shop. The last chapter offers a summary of recommended procedure of online promotion for new established e-shops.
|
guest ::
