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Use copywriting during optimization of online stores
Tomčík, Martin ; Burkoň, Lukáš (advisor) ; Meisner, Tomáš (referee)
This dissertation is focused on copywriting or writing advertising content for online stores. Its main objective is to create instructions for writing successful text for online stores based on synthesis. Simultaneously, another aim of my dissertation is to use these findings in copywriting for selected e-shops. Both theoretical and practical parts are based on professional resources and my own experiences with copywriting beginning in 2006. This document is structured in three main parts. In the first part, I focus on theoretical recommendations for writing advertising content. In addition to creating product descriptions, this chapter deals with the preparation of texts for categories, home pages, shipping and payment sections, about us pages, articles and microcopy. In the next chapter, I describe measuring and evaluating the performance of advertising texts for online stores. The third part is devoted to the application of theoretical knowledge and to writing texts for selected eshops, including an evaluation of their success. Thanks to the selected structure, this dissertation covers almost all issues of copywriting for eshops. Chapters are structured in the same way as my usual copywriting process. I believe that my dissertation will become a useful knowledge resource for beginners and advanced copywriters, Internet marketing experts and online store owners. Selected parts of my dissertation are enhanced by my own experience, knowledge and demonstration examples. Most of them can be found on real company websites and online stores. Also, I continually refer to related resources that may be useful for every reader with deeper interest in this issue.
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Your Facebook page could be much more better
Juráš, Jindřich
Existuje obrovské množství textů, které vám teoreticky ukážou, co dělat. Avšak rozdíl mezi teorií a realitou bývá propastný. Potřebujeme praxi, zkušenosti, praktické ukázky. V přednášce se zaměříme na výběr a tvorbu statusů, na jejich obsah a formu. Ukážeme si, jakým způsobem myslet, jak psát, jak být úspěšný a zábavný zároveň.
Slides:  PDF
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Current search engine optimization practices
Martinka, Jan ; Smutný, Zdeněk (advisor) ; Čermák, Radim (referee)
The paper summarizes current options of free search engine optimization for websites. Structured into on page and off page factors, they are assessed by their importance for search engine rankings. Outdated factors a contradicted and replace new, modern ones. Most of the practices mentioned in the theoretical part are applied to website of student parties' organization. The aim of this paper is not only to map current practices, but with their help to achieve better search engine results for the mentioned website and to increase the number of visitors on organized parties.
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Internet marketing with focus on accommodations
Válek, Martin ; Smutný, Zdeněk (advisor) ; Řezníček, Václav (referee)
This bachelor thesis deals with use of internet marketing for accommodations. The first part begins with defining basic concepts and presents selected internet marketing tools that can be used just for accommodation. The largest part is primary focused on those, which are then applied in practice. The second part is based on selected tools and tries to apply it in practice. After accomplishing basic analysis, the best marketing tools are selected for practical implementation. In conclusion is evaluated the success of the changes by using analytical tool and are suggested next possible steps.
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Content strategy: preparation and designing web content for the organization
Ambrož, Jan ; Střížová, Vlasta (advisor) ; Javůrek, Adam (referee)
The work deals with the content strategy, methods and techniques how to prepare, design and create web content according to established goals. The theoretical part defines role of the content strategy, introduces methods, content life cycle and potential benefits and outputs of the content strategy in its phases: preparation, analysis, creation, evaluation and content management. Work also discussed the interaction with other fields of web design and legal limits, which affect online content in the Czech Republic. The main objective of this diploma thesis is to design new web content strategy for organization. After describing the initial situation and goals, mentioned methods are used to the systematic management of web content. Thanks to the results of this content strategy (target group definition, competitive content analysis, existing content inventory, keyword analysis, information architecture, style guide, content plan, content model, creation process and content management), readers get the guidance, which can inspire them in their practice.
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The Role of Text in Marketing
Bohuslav, Daniel ; Černá, Jitka (advisor) ; Drtina, Evžen (referee)
The thesis explores the use of copywriting in marketing and puts it into the context of the environment. The aim is to create a comprehensive study related to crucial aspects of copywriter's profession and the formulation of prerequisites for a successful special-purpose text. Selected theoretical outcomes are demonstrated on various examples from marketing practice. The text reaches out to related disciplines in order to meet the widest possible application and to facilitate orientation in the marketing communication environment to its audience. The confrontation of different points of view provides a scope for professional discussion and forces the copywriter to reflection.
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Types of eshops and promotion on the internet
Kučera, Antonín ; Pour, Jan (advisor) ; Oganesjan, Narek (referee)
Paper deals with the currently available solutions, online stores or eshops and shows the possibility of promoting them on the Internet. The first part focuses on different types of solutions of eshops and tries to emphasize their individual advantages and disadvantages, and functionality. Next part focuses on the promotion on the Internet itself and explains the key concepts and tools such as SEM, SEO, PPC, copywriting, banner, affiliate, and others that can be used to promote the eshop. For completeness there are given the less-used tools as Advergaming, video ads and more. The last part is devoted to future developments in the eshops and their possible promotion. There are also described possible trends, methods and technologies that are most likely to be used in the next few years. The work also includes some recommendations based on personal and practical experience in this area. These recommendations can not be taken as face value, but you it can be used as guidelines.
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Website optimization
Svačinová, Hana ; Molnár, Zdeněk (advisor) ; Měsíček, Libor (referee)
The aim of this work is a valuable text on website optimization. The reason is lack of literature with this theme in the Czech market, especially in the Czech language. Purpose of the study is also its biggest asset, it may serve other students, but also to others who are interested in the topic. For this to happen, the work is written in a language close to readers, but also contains essential information to get familiar with website optimization. Part of this work is not only popular SEO optimization, but also the functionality and graphics (design) of web pages and a separate chapter is dedicated to copywriting. At the conclusion of the work is carried out a practical analysis, which is to assess the current state of web pages from the perspective of optimization.
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Commercialy Successful Text Creation for Websites
Tomčík, Martin ; Chudán, David (advisor) ; Sklenák, Vilém (referee)
The main aim of this bachelor thesis is to create a comprehensive web copywriting guide (writing promotional text for web page). The thesis is mainly based on my own experiences, which I gathered as copywriter. However some information is also based on selected publications and articles. The target group of my thesis are junior copywriters, marketing consultants and any other person responsible for website content creation. This document is structured in the same way as a typical web copywriting process. It can be used as a "guide" for website text writing. By the way, another aim of my thesis was to show one of many possible procedures, generally used by copywriters. In the first part, I deal with interpretation of website text. In addition to specific knowledge I also describe how these findings affect web copywriting. Next chapter is devoted to content analysis alias methods that help copywriters to get the right data for their work. The third part of the thesis describe basic rules of web copywriting, crucial for creation of effective promotional texts. As in the previous chapter, these rules and procedures are enriched by findings from my own work experience. Penultimate part of the thesis summarizes, how to test the effectiveness of website texts. In the last (practical) chapter I deal with application of theoretical knowledge to web copywriting implementation for a selected web page. I consider this structure to be the best one, because of practical benefits it provides to common readers. There is also a possibility of further segmentation such as plain set of methodological rules or spotlight on the role of promotional text in website lifecycle. Selected parts of my bachelor thesis are accompanied by demonstration examples. Some of them can be found on real company websites. Others were created by me for this purpose so that all the rules (procedures) become obvious at first sight.
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