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Online campaign of Qool.cz project and its evaluation
Bujalková, Jana ; Koudelka, Jan (advisor) ; Križan, Dalibor (referee)
This diploma thesis is focused on internet and mobile advertising and its usage in promoting the Qool.cz project. The beginning of thesis is dedicated to general possibilities of using mobile advertising, possible payment methods and advertising formats. Throughout the whole thesis, there is a focus on three main parts of the mobile environment - mobile web, mobile applications and mobile advertising. Practical part of the thesis focuses on using all these methods in promoting the Qool.cz project. The secondary goal of this thesis is to present a high-level perspective on using mobile technologies in a marketing mix.
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Modern marketing communication
Sýkora, Petr ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
Modern marketing communication is in recent years often discussed topic not only because of the internet. This thesis examines in detail the current trends in internet marketing, especially banner and mobile advertising. The aim of this thesis is to decribe a shift of the media cost from traditional media like print or radio advert to online advertising, as well as outline the expected developments in mobile advertising and application of theoretical knowledge in practice. The theoretical part deals with the very concept of marketing, marketing communications but also describes the problems of marketing research and the development of the Internet in the world and in the Czech Republic. The practical part then describes in detail the various processes that involves banner advertising and comments the current trends in mobile advertising.
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Use of PPC marketing in mobile advertising campaigns (Mobile campaign optimization in AVG Technologies)
Čierna, Katarína ; Sedláček, Jiří (advisor) ; Melicharová, Kristýna (referee)
The thesis is focused on most recent trends in the mobile marketing industry, paid mobile advertising market structure, size and processes. The aim of the thesis is to define the possibilities of using mobile advertising in two basic segments mobile advertising in search and mobile display advertising. It provides performance results of the paid mobile advertising campaigns and their role in the corporate practice. The last part provides in-depth view about use of mobile advertising at the company AVG Technologies. It illustrates how the company increased the number of app installations and factors that influence the effectiveness of in-app advertising campaigns in general.
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Interactive media in the Czech Republic
Peterka, František ; Král, Petr (advisor) ; Raška, Ondřej (referee)
This paper is divided into 3 parts. First part defines the interactive media and describes particular types of internet and mobile media. The second part is focused on interesting projects in the Czech Republic, which offer new possibilities of internet and mobile advertising. The last part describes the project www.golfeurope.cz and its starting campaign with using the interactive media.
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Trends in Mobile Marketing
Chocholová, Petra ; Karlíček, Miroslav (advisor) ; Štěpánek, Ondřej (referee)
The principal aim of this thesis is to assess the state of the mobile marketing as of the first quarter of 2011 and to discuss various scenarios of the future development. This thesis defines the terms "mobile marketing" and "mobile advertising" and identifies the main players in the industry. It explores the main categories of mobile advertising such as mobile messaging, in-content and mobile internet advertising. Later, it analyzes the latest trends in the industry and describes in detail the advancements in QR tagging, location based advertising and augmented reality.
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Marketing a rozšířená realita
Zelený, Martin ; Stříteský, Václav (advisor) ; Koudelka, Jan (referee)
The main goal of this diploma thesis is to identify the usage of augmented reality in contemporary marketing practice and the expectations of marketers for the future use. This will be achieved by conducting a quantitative and qualitative research among existing creative and advertising companies. Secondary goal is introducing the concept of augmented reality from the theoretical point of view and also description of potential utilization based on known examples. The tools for the practical part are an online questionnaire and personal interviews.
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Web-based advertising adapted for mobile devices
Bártík, Radovan ; Gála, Libor (advisor) ; Seman, Vladimír (referee)
The bachelor thesis discusses the adaptation of web-based advertising for mobile devices. It presents reasons and the background of this adaptation and compares and contrasts used standards. Besides dominant recommendations by Mobile Marketing Association the work presents other formats, both past and present. In the practical part of the thesis the writer tries to find differences in the usage of mobile advertising between selected European countries and the dependency of mobile advertising on related demographic indicators, using statistical analysis. Although this dependency was not confirmed, the results are applicable in practice.
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