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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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Perception of Online Advertising in the Czech Online Population and its Segmentation
Kostelník, Martin ; Koudelka, Jan (advisor) ; Závada, Václav (referee)
This master´s thesis aims to analyse the perception of online advertising by the Czech online population and its subsequent segmentation to provide recommendations on how to efficiently use online advertising tools in the Czech internet environment. The thesis is divided into three parts - theoretical, methodological and practical. The theoretical part describes the online advertising environment as such, defines the basic concepts and describes research methods used in the thesis. The methodological part delves deeper into these methods and justifies the reasons behind using them. Finally, the practical part offers detailed insights into the perception of online advertising through in-depth semi-structured interviews that have been further elaborated on and verified using the author´s own questionnaire-based quantitative research, representing the entire Czech online population. The obtained data is used to uncover segments in the Czech online population by means of factor and cluster analyses, after which the profiles of the segments are characterised using the contingency tables. Building on the findings, the final chapter provides recommendations on how best to use different types of online advertising and how to address the individual segments in the most efficient way.
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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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Perception of current trends in online advertising focusing on retargeting
Říhová, Terezie ; Huněk, Filip (advisor) ; Hrabánková, Markéta (referee)
Diploma thesis deals with complex view on the current online advertising form in the context of continuous technological development of contemporary society. Internet advertising and its range is viewed from a marketing perspective and in the context of media studies. Together with online advertising history, diploma thesis represents the development of the internet market and in this context it is pointed at reach of online advertising industry. Readers are acquainted with basic types of online advertisements, payment models and online advertising buying ways. Thesis in detail deals with modern trends such as programmatic buying of online advertising, behavioral targeting, retargeting, and many others that are examined from the perspective of advertisers, online content publishers and users whose privacy is from some perspective disrupted by these trends. To show the complexity of the issue, the thesis also contains deeper information about technology. At the end of the theoretical part, the thesis deals with intensively discussed topic of ad-blockers. To create a wider conclusion about the topic, there is also a part of the work that contains interpretation of survey focused on standard users and presentation on findings from structured questionnaire that has been designated to leading Czech...
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Online advertisign
Švarc, Ondřej ; Jarolímek, Jan (advisor) ; Vratislav, Vratislav (referee)
This thesis is thematically focused on online advertising. The paper describes the
history of online advertising and its advantages and disadvantages compared to other media
types. There are mentioned standards of online advertising on the Czech Internet and ways
to optimize the different types for better performance. Next we go over the characteristics
of selected tools for assessing the success and management of online campaigns. We also
compare the advertising possibilities of the two most used search engines in czech Seznam
and Google. We analyze the possibilities of automation of product campaigns in the
AdWords system. We compare the differences in intervention and prices of ads on social
networks Facebook and Twitter and ads on the Google's Content Network on the basis of
available targeting of Czech users.
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Online marketing of chosen company
Jelínková, Lenka ; Pilař, Ladislav (advisor) ; Poláková, Jana (referee)
The subject of the bachelor thesis is a summary of selected marketing tools of chosen company that operates on the market in the production and sale of plastic castings. Subsequently, the plan of online marketing activities is made. The first part focuses on the theoretical basis. The comparison and the description of scientific literature are used to define core concepts. They are also an essential foundation for creating practical part. The theoretical part explains concepts like marketing and to it associated marketing mix and its components, marketing communication is described in more details, strategic management and Internet marketing. The second part, the practical part, was written using other sources. All the elements served to create a plan of chosen company. The plan is created with the help of the description of the current situation and goals that the company would like to achieve by means of the strategy and online marketing tools. In the parts of work called the findings and recommendations are itemized suggestions arising from the practical part, which were made during the analysis, observation and drafting of the plan. It builds on them to conclude which is the overall summary of the discussed issues. Bachelor work is created for a purpose that the proposed plan could be apllied in the following months.
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Internet advertising
Vobořilová, Tereza ; Očenášek, Vladimír (advisor) ; Pavlík, Jan (referee)
Effect of Internet advertising is an important component in the creation of advertising campaigns. For companies it is important to monitor not only the development of advertising, but also if they are able to adapt its advertising to latest trends, its concept and financial conditions, which are often a major problem for creating effective advertising.
The work explores the problems of the effectiveness of Internet advertising in practice. The part also analyses good and worse sides of separate types of Internet advertising and other kinds of promotions. The work describes, which of the kind of promotion is good to realize for a small private company in aspect of cost effectiveness.
The theoretical part describes the various types of advertising, especially Internet advertising. In this section is included the small chapter about the development and history of advertising. The theoretical part of the work also includes a chapter, which explains the creation of effective advertising.
The practical part applies the theoretical knowledge in practice. This part of work is focused mainly on the analysis of Internet advertising and other types of advertisement in private company - ELF Logistic for brand products NanoProtech. In this part is also evaluating the effectiveness of advertisement in this company. The outputs of work are evaluated various types of advertisement in the company and provided recommendations for this company in the future.
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