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Proposal of Internet Promotion for E-commerce Solution
Němec, Pavel ; Kaňka, Mirek (referee) ; Luhan, Jan (advisor)
This master thesis deals with the issue of online promotion for a particular group of online shops. The first part deals with the clarification of concepts that are closely related to the given issue. The second part analyzes the current promotion of internet shops. In the design section there are several sub-proposals that lead to the improvement of e-shop promotion.
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The Influence of Copywriting on E-mail Newsletters Effectiveness
Malecha, Matěj ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
This bachelor's thesis describes the influence of copywriting on email newsletter effectiveness. The theoretical part is dedicated to circumscribing the role of copywriter, specifying the value of copywriter's work and summarising available linguistic means for producing commercial texts. Given the interdisciplinary character of the topic, the thesis is mainly based on literature covering topics such as theory of communication, creativity research, linguistics, rhetoric, e-mail marketing and professional literature for copywriters and marketers. At the beginning, copywriting is set into the context of theory of communication followed by a brief description of the creative process and linguistic means strengthening persuasive effect, such as stylization, arguments and rhetorical figures. Specific recommendations adapted from professional literature are supplemented with the available findings of the scientific studies that tested them. In the last section of the theoretical part, the developmental process of commercial communication is described in seven steps. The practical part examines the hypothesis that the texts written by a copywriter are more successful in satisfying given goals than those written by an amateur. The case study at the end includes an interpretation of the results of two split...
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Proposal of Internet Promotion for E-commerce Solution
Němec, Pavel ; Kaňka, Mirek (referee) ; Luhan, Jan (advisor)
This master thesis deals with the issue of online promotion for a particular group of online shops. The first part deals with the clarification of concepts that are closely related to the given issue. The second part analyzes the current promotion of internet shops. In the design section there are several sub-proposals that lead to the improvement of e-shop promotion.
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