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Internet banner advertising - a new model of online buying and selling banner advertisement
Tabáček, Jiří ; Zamazalová, Marcela (advisor) ; Galgonek, Jan (referee)
The first, theoretical part is dedicated to a complete summary of the theory behind the banner advertising in general -- starting at the very beginning of internet advertising in the past, to today's latest forms of internet advertising campaigns. In this part you can also find an exact description of functionality of these models and their possible options. The following, practical part is focused on implementing the new model for buying and selling space for advertising on the web. This part of my Thesis includes analysis of functionality, advantages and disadvantages for the use of the new model and analysis of issues that occurred during its implementation. A questionnaire has been developed and used to analyze this. My Theses concludes with proposed recommendations and future development of the new model.
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The Internet and tourism
Verner, Zbyněk ; Vaško, Martin (advisor) ; Sedláček, Jiří (referee)
This work concentrates on Internet and its influence on tourism. It describes history of Internet, tourism and interactions among them. Next this work deals with the newest trends of Internet and their influence on tourism. Last but not least, it analyzes the influence of Internet on demand in tourism in Czech Republic.
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The Internet as a tool of communication and business promotion
Procházková, Anna ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The paper deals with the Internet as a tool of business promotion and marketing communication. It contains a general definition of marketing communication, integrated communication and online communication. The paper partly deals with importance of the Internet, and its future as well. It provides an outline for the current use of the Internet as a medium for company's online presentation. The paper is in detail focusing on efficient design of websites, graphic and context advertising, advertising through social networks and online PR. The practical part includes the description of Internet utilization for marketing communication and promotion in the company Clever Decision. The aim of the paper is to assess the Internet as a medium which is nowadays becoming more and more favoured. The benefit of the paper is to make recommendations for the company, which should improve its online presentation and raise effectiveness of its marketing activities.
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Pricing Strategies on Internet with Focus on Pricebots
Pešek, Tomáš ; Sedláček, Jiří (advisor) ; Slaba, Jiří (referee)
The thesis deals with the impact of Internet features on the behavior of both consumers and online retailers aspiring to apply eligible online pricing and business strategies. Price is considered to be one of the most significant marketing policy factors, the importance of which is in highly competitive online market environment, compared to usual brick and mortar stores, noticeably amended. Online price comparison service delivered to public by so called shopbots/pricebots forced the e-shoppers to pay more attention to their pricing policies and competitors' business conduct. Moreover, shopbots gave to consumers an easily accessible platform for gathering products, services and market offers information. The thesis is divided into five chapters offering a complex insight into the aforementioned issues. With help of both author's own empirical study and other academic papers it points out the price on Internet is variously significant for different price ranges of products. Even though Internet might seem to have the features of perfectly competitive market to some extent, the persistence of price dispersion is indisputable evidence that e-retailers are not successful due to the lowest prices but primarily due to the overall business strategy and the strength of brand perception. This fact has not been changed even after the appearance of shopbots.
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The development of the commercial use of internet in the Czech Republic
Juriková, Ľubomíra ; Sedláček, Jiří (advisor) ; Slaba, Jiří (referee)
The diploma thesis analyses the commercial use of internet in the Czech Republic. It briefly describes the development of the internet towards the development of electronic commerce in the world and in the Czech Republic and defines the various stages of e-commerce. It refers to the various advantages and disadvantages of participation in online trading and analyses development of selected quantitative and qualitative indicators in the past approximately five years. From the consumer perspective it focuses on trends in the number of internet users, their shopping behaviour and their relationship to payments on the internet. Approaching business it examines corporate internet access, website presentation and development of e-shops in CR. The conclusion of the thesis is dedicated to the selected barriers to the further development of online business at both national and international level within the European Union.
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Usage of blogs for the purpose of internet advertising
Rambousková, Lenka ; Sedláček, Jiří (advisor) ; Slaba, Jiří (referee)
The aim of the submitted dissertation "Usage of blogs for the purpose of internet advertising" is to decribe using personal internet blogs as a means of cheap and effective advertising on the Internet. The first chapter focuses briefly on marketing, internet marketing and its division. The second chapter addresses the definition of internet advertising and description of marketing instruments, which are used on the Internet. In the third chapter, it is explained using examples how advertising on an internet blog works. The last chapter focuses on the questionaire and its results. This chapter also contains a comparsion of advertising on blogs and advertisement in magazines.
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The impact of the Internet on competitiveness of a specific company
Vershinina, Maria ; Sedláček, Jiří (advisor) ; Bobek, Michal (referee)
This work is dedicated to the question of competitiveness of organizations and presents an empirical research in relation to implementation and use of the internet services in business. The goals of this thesis are to analyze competitiveness of the organization Ryboprodukty JSC and to study and explain the impact of application of online services on its success in terms of competitiveness. The hypothesis examined in this work suggests that the impact is positive and that implementation and use of the internet leads to increased competitiveness of an organization. The theoretical part includes explanation of the key concepts such as the internet, competitiveness of a product, competitiveness of an organization, provides an overview of the historical development of online technologies and describes the main possibilities available in this area nowadays, thus introducing the topic to readers. The theoretical basis is followed by the practical analysis focused on changes in a real business after the internet was implemented as a part of business processes in the organization. Empirical information about the processes and economic results of the company made possible the evaluation of the changes and of the importance of the global internet network for the company. The contribution of this thesis lies in the fact that, since it is based on detailed and up-to-date information, it explains the importance of information and communication technologies, especially internet, to the functioning of the organization and its success. The results and conclusions of the work can be applied directly in the company, as well as in other organizations upon adjustment of measures to the company size and sector. In addition to theoretical knowledge, personal interviews with the organization management, multiple company visits, consultations with experts and a detailed analysis of company documentation became an important source of reliable information.
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Analysis of the internet marketing strategy of AIESEC
Lačevová, Aneta ; Sedláček, Jiří (advisor) ; Vondráčková, Petra (referee)
This thesis deals with the use of Internet in marketing, in a specific non-profit organization, AIESEC. The theoretical part contains the characteristics of AIESEC as a non-profit organization, and a summary of the specifics of marketing in the non-profit sector. It also presents the role and importance of Internet in marketing. The practical part is devoted to a particular branch of the student organization, AIESEC Prague, and analyzes its use of Internet marketing tools. Based on a comparison with competing organizations and their activities on the Internet, proposals for changes in the use of exploited tools are formulated.
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