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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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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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Media sales trends on Czech online media market
Frantová, Nikol ; Klimeš, David (advisor) ; Hrabánková, Markéta (referee)
The thesis Trends of media sales techniques on Czech online media market with focus on programmatic buying describes functioning of automated (programmatic) advertising inventory trading on the Czech market. The text focuses on the penetration of this new method, the mechanics of its functioning and its current and future role within the Czech online advertising market. The first part describes a theoretical framework of programmatic advertising and its main principles and functions. In this chapter, programmatic buying method is defined and established within the different types of methods of advertising inventory trading. In addition, the roles of individual market entities in programmatic trading are defined, as well as the technological platforms, which secure the functionality and operation of automated buying. At the end of the theoretical part, the different types of programmatic transactional methods are defined, the practical use of which is then further explored within the research chapter. The thesis also includes methodological part, which concentrates on methodological framework and relevant research method, followed by the description of the selected methods: data analysis, qualitative research and research of professional and specialized materials. In the methodological chapter are...
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Real time bidding as a new way of buying media
Götthans, Ondřej ; Stříteský, Václav (advisor) ; Ručinský, Rastislav (referee)
The thesis presents RTB as a new way of buying media. The theoretical part defines the display advertising market, compares different ways of buying media and deeper describes functions of individual entities within the RTB ecosystem. In the application part are used methods such as the deep interviewing, the primary data analysis from the Adform DSP platform and the content analysis, to characterize the Czech market which is also compared with selected markets of Central and Eastern Europe. A future development of RTB on the Czech market is outlined by means of expert interviews. Shortcomings of the current solution are identified based on comparison and analysis of results of retargeting campaigns for the selected subject. Furthermore, an appropriate modification of a retargeting strategy is proposed with support of experts.
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Perception of current trends in online advertising focusing on retargeting
Říhová, Terezie ; Huněk, Filip (advisor) ; Hrabánková, Markéta (referee)
Diploma thesis deals with complex view on the current online advertising form in the context of continuous technological development of contemporary society. Internet advertising and its range is viewed from a marketing perspective and in the context of media studies. Together with online advertising history, diploma thesis represents the development of the internet market and in this context it is pointed at reach of online advertising industry. Readers are acquainted with basic types of online advertisements, payment models and online advertising buying ways. Thesis in detail deals with modern trends such as programmatic buying of online advertising, behavioral targeting, retargeting, and many others that are examined from the perspective of advertisers, online content publishers and users whose privacy is from some perspective disrupted by these trends. To show the complexity of the issue, the thesis also contains deeper information about technology. At the end of the theoretical part, the thesis deals with intensively discussed topic of ad-blockers. To create a wider conclusion about the topic, there is also a part of the work that contains interpretation of survey focused on standard users and presentation on findings from structured questionnaire that has been designated to leading Czech...
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Ad Blocking and its Effects
Komárek, Tomáš ; Stříteský, Václav (advisor) ; Bartůněk, Ondřej (referee)
The thesis analyses the ad blocking phenomenon and explains the importance of online advertising as a part of the marketing communication. The aim of the thesis is to predict the future of online marketing in connection with the ad blocking trend and suggest recommendations for online publishers. In addition, user behaviour is analysed. The analysis is based on a survey filled out by internet users. The main results from the thesis include a comprehensive analysis of ad blocking, estimation of future development and a summary of solutions for publishers on the ground of qualitative research with online marketing experts.
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Online marketing strategy of selected company
Fogl, Zdeněk ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The main objective of the thesis is to appraise online campaign, which is associated with one of the product lines of the company LEGO Group called LEGO DUPLO. The work is divided into four chapters. The first chapter is dedicated to the Internet environment in Czech Republic and the benefits of online advertising. The second chapter describes the LEGO Group corporation, DUPLO product line and its characteristics in terms of target groups and online marketing communication strategy. The third chapter is divided in two parts, where the first part is dedicated to the main online communication channel - the web portal DUPLOsvet (DUPLOworld). The second part has focused on the analysis of selected marketing campaign and the media used in this campaign. The fourth and final chapter summarizes the accumulated knowledge, offers comprehensive evaluation and presents suggestions for potential improvement.
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Internet marketing
KARBULKA, Tomáš
This thesis provides comprehensive insight into the internet marketing used by the eshop. The aim of this thesis is to analyse the eshop and internet marketing tools used by the eshop to promote its products. The result of the analysis is an evaluation of effective Internet marketing channels. Proposals and recommendations that will lead to the optimization of eshop and internet marketing are drawn up based on the results of the analysis.
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