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Proposal of Online Marketing Campaign for a Company Expanding on a Foreign Market
Franěk, Jiří ; Schüller, David (referee) ; Kaňovská, Lucie (advisor)
The thesis focuses on the proposal of an online marketing campaign for a company expanding into the Polish market using growth hacking and the PAVORD marketing framework. The theoretical part is devoted to definition of basic concepts in the areas of online marketing, Facebook Ads Manager and advertising campaign reporting. The analytical part is dedicated to the introduction of the project, analysis of the current state, the marketing mix of the company and research on the correlation and causality of selected metrics on the success of advertising posts. The proposal part presents how to use the collected data for campaign proposal, setting up processes for managing and evaluating ad posts trough the growth hacker app.
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Proposal of Online Marketing Campaign for a Company Expanding on a Foreign Market
Franěk, Jiří ; Schüller, David (referee) ; Kaňovská, Lucie (advisor)
The thesis focuses on the proposal of an online marketing campaign for a company expanding into the Polish market using growth hacking and the PAVORD marketing framework. The theoretical part is devoted to definition of basic concepts in the areas of online marketing, Facebook Ads Manager and advertising campaign reporting. The analytical part is dedicated to the introduction of the project, analysis of the current state, the marketing mix of the company and research on the correlation and causality of selected metrics on the success of advertising posts. The proposal part presents how to use the collected data for campaign proposal, setting up processes for managing and evaluating ad posts trough the growth hacker app.
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Comparison of the effectiveness of online advertising channels demonstrated on an example of printed cookbook sale
Novák, Petr ; Máchová, Eva (advisor) ; Shavit, Anna (referee)
This bachelor thesis deals with a comparison of the effectiveness of advertising tools available online. The theoretical part addresses characteristic features of the work of the advertising channels studied and presents the Google Analytics traffic measurement tool, along with those functions that allow a deeper understanding of the equivalence of different sources of traffic on the conversions performed. The practical part compares paid advertising channels - Sklik, Google Adwords and Facebook ads - with the organic search results. The thesis explores user behaviour on websites, with an emphasis on the effectiveness of the campaign as expressed by conversion indicators. Using segmentation, the results obtained are compared in terms of age group, location, gender or the type of device used. In the final evaluation, the author places the results of the research into an overal context, emphasising the interplay between different marketing activities and analysing the influences which play a role in the effectiveness evaluated.
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