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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Banner Advertisement in Online Marketing and its Impact on the Internet Users
 Musil, Lukáš ; Vranka, Marek (advisor) ; Báča, Ladislav (referee)
The bachelor thesis focuses on the topic of banner advertising in online marketing and the influence it has on Internet users. The structure of the thesis is divided into a theoretical and practical part. The theoretical part is devoted to the general knowledge of banner advertising. It discusses reasons for using banner advertising, its individual types, targeting and purchasing of banner advertising on the Internet. These topics are divided into individual chapters that focus predominantly on banner advertising from the viewpoint of advertisers. The final two chapters of the theoretical part deal with topics related to the role of the user, namely adblocking, anti-adblocking and banner blindness. The thesis contains an analysis of these concepts describes their influence on the Internet environment. Concerning banner blindness, international studies are further used to describe banner advertising factors that can affect this phenomenon. The practical part contains an empirical analysis of different banner ad sizes based on anonymised data from concluded advertising campaigns in AdWords and Sklik. The analysis includes an evaluation of the most effective formats within the system and an analysis of the relationship between the banner ad size and its efficiency. The results indicate that the...
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Banner advertising on the Internet: Past, present, future
 Pastuchová, Markéta ; Očko, Petr (advisor) ; Novák, Matěj (referee)
The main goal of this diploma thesis is detailed presentation of the banner advertising, explaining key terms associated with this phenomenon and introduction to the history, actual situation and also the new trends in this area. Part of this thesis is introducing of banner advertising as a part of wider context of internet marketing, historical development and description of the banner formats or measuring of banner efficiency using specific methods like click-through rate or dwell rate. In my thesis is also included topic of the banner blindness or the current trends like behavioral advertising or HTML5 ads and using the banners on new platforms (mobile pages or social sites). I am also presenting some recommendations based on existing theoretical studies, practical research and also on my own working experiences. Using these recommendations should improve the efficiency of banner campaigns.
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