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Internet advertising as a marketing tool
Šolín, Petr ; Krsek, Libor (advisor) ; Horný, Stanislav (referee)
This bachelor thesis deals with online advertising as a marketing tool. The aim of this thesis is a proper understanding of the concept of internet advertising and a summary of unwritten rules and recommendations of internet advertising for firms. A theoretical part deals with the marketing mix as an important element of marketing, continued by explaining the concept of online advertising and its three integral parts. These parts consist of search marketing, text ads, billboards. Each of these parts has got a separate chapter explaining concept's essence. At the end of the theoretical part there are models of paying for advertising discussed as well as tools for a measurability of online advertising. A practical part is broken down into two parts. The first part consists of a selection of companies, which are tested by Google Analytics. Results are shown in the examples and clearly interpreted. The second part consists of an evaluation of marketing research. The results are used together with data from measurement to evaluate the hypotheses. Then there are written rules and recommendations as I have mentioned above.
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Regulation of internet advertising
Jánová, Jitka ; Švarc, Zbyněk (advisor) ; Vrzáček, Jiří (referee)
The diploma thesis deals with the current internet advertising legislation and self-regulation and provides a summary of the internet advertising forms. For analysis the thesis uses the standards of national and international self-regulatory organisations and complements them with Czech legislation. The thesis compiles and compares particular standards and legislation and on this basis it reviews the current state of advertising regulation, discusses the necessity of legal regulation and efficiency of self-regulation.
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Internet marketing and new trends
Babec, Martin ; Štědroň, Bohumír (advisor) ; Fidler, Petr (referee)
Internet population in Czech republic and its segmentation. Development of advertisement spending into internet. Types of internet advertising in the Czech republic. New trends of internet marketing (social networks, geolocation services, mobile marketing). Proposal of low-cost marketing campaign on internet (using wide range of communication channels of internet marketing).
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Marketingová strategie začínající firmy Didogo Group s.r.o. ve střední a východní Evropě se zaměřením na nová média a komunikaci
Shubik, Elena ; Pavlíček, Antonín (advisor) ; Hubáček, Josef (referee)
This master thesis focuses on e-commerce, online marketing and Social Media marketing potential from theoretical factual and practical perspective. On the example of real start-up e-shop Didogo Group Ltd. it aims to show various possibilities how to enhance the company's and brands' recognition while implementing various online marketing and advertising tools. Particular focus is put on Social Media as up to date platforms suitable for marketing and advertising usage. After providing general theoretical and factual overview of e-commerce in the world as well as in Czech Republic, detailed description of various internet marketing tools and Social Media, it analysis Didogo's current state and marketing tools used up to date, and further provides list of recommendations for future marketing communication strategy of this company. Master thesis contains 79 pages, 10 figures, and 7 Appendixes.
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The function of graphics in on-line advertising
Nadrchal, Tomáš ; Šedivá, Zuzana (advisor) ; Benáčanová, Helena (referee)
This bachelor's work describes the basic functions of graphics in advertising and in a company's on-line presentation. The author focuses theoretically on the basic elements of web design, on the psychological impact of shapes and colors on costumer and on the particularity of on-line advertising itself. Great attention is paid to a company's on-line presentation. Subsequently, there is a space provided to the ethical and technological standards of on-line advertising in the bachelor's work, in which is great attention paid to the suitability of graphical formats and optimization of websites. A part of the work is devoted to the psychology of costumer's behavior on the Internet and to the testing methods of user's work with a website. In the practical part of the bachelor's work the author is analyzing selected company's on-line presentations, for which he consecutively creates a list of recommendations for improvement of their Internet campaigns.
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The usefulness of Pay-Per-Click internet advertising campaign in marketing strategy of company
Černý, Jakub ; Kincl, Tomáš (advisor) ; Přibil, Jiří (referee)
This paper is focused on analysis of internet advertising and its role in marketing communication. The paper determines general methods and instruments of internet marketing and describes internet advertisement in comparison with traditional advertising media. In more detail the paper is focused on description and explanation of effect of Pay-Per-Click advertisement campaigns. The options of their usage and recognized differences are explicated by practical instance of marketing strategies of real companies.
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Internet Advertising Campaign of Educational Institution
Novák, Michal ; Kincl, Tomáš (advisor) ; Přibil, Jiří (referee)
Tertiary education is undergoing and will go through many political, demographic, as well as market changes. These changes should lead universities to respond in a certain way to avoid existential problems that may ensue. One way is to use marketing tools for promotion of their educational programs. This thesis deals with the essence of marketing management of a university and its broader context of promoting the school outside. Identifies ways to effectively promote the university on the Internet with specific examples of internet marketing campaigns of Faculty of Management, University of Economics in Prague in order to increase demand for undergraduate education program at the faculty.
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Internet in Marketing
Gabriel, Vladislav ; Jelínek, Jiří (advisor) ; Kincl, Tomáš (referee)
This project describes internet marketing and its components (search engine marketing, internet advertising, internet PR, e-mail marketing etc.). It also describes the possibilities of employing internet in marketing and depicts new ways of online communication. The expenses for internet advertising are constantly growing as well as the number of internet users. The number of universities is increasing and so is the competition. That's why it's vital that they should act as a part of the market and use marketing strategies. The objective of this project is to analyse and suggest communication strategies of the Faculty of Management at the University of Economics in Prague using the knowledge acquired from the theoretical part. The practical part specifies the target group, draws up a report and chooses the way of communication. Further on, we will consider the timing of every single activity and the overall budget.
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Internet advertising
Popelová, Veronika ; Skokanová, Dagmar (advisor) ; Kováčik, Petr (referee)
Aim of this thesis was to find out an attitude of internet users toward selected internet advertisement. Theoretical part introduces internet marketing and chosen types of internet advertisement. Hypotheses stated in advance were answered in a practical part by method of questionnaire. Result of thesis is recommendation for companies who are making business on internet or using internet for their business.
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Google AdWords and its use in marketing
Tůmová, Květa ; Sedláček, Jiří (advisor) ; Pelc, Václav (referee)
This diploma work is concerned with Internet Advertising and Google AdWords used by companies in marketing. The work analyzes possibilities of advertising campaign management and evaluation of its efficiency. The main part of this work deals with the analysis of the chosen advertising campaign.
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