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The Commercial Use of Social Networks
Veverka, Lukáš ; Žamberský, Martin (advisor) ; Bruckner, Tomáš (referee)
This thesis demonstrates the possibility of commercialization of social networks. First, author briefly describes selected social networks and shows the development of users preferences, in each country, on the world map. Author compares social networks by the number of registered users, according to the position of server and daily unique turnout. Situation in Czech Republic and the social network Facebook are described more extensively. Next chapter is devoted to work of marketing used on social networks and new opportunities to target advertising. Described are the possibilities of presentation and advertising models on social network site Facebook, which we show to illustrate the using of the online store. The last part of the work shows us practical example of use of online store Kartellshop.cz, possibilities of presentations, community building, advertising campaign and web site links to social networks.
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Comparison of social networks: Facebook and Google Plus
Suchý, Miroslav ; Žamberský, Martin (advisor) ; Bruckner, Tomáš (referee)
This work provides coherent information about social networks and focuses on the two largest social networks in the present: Facebook and Google+. The main content of this work is comparison of these two social networks, which is made on the basis of networks exploration from different perspectives. Another task is to find suitable indicators for measuring and comparing the quality of social networks in general. In the practical part is described advertising campaign created for each of the networks being compared, and then evaluated its success. On the conclusions achieved in the whole work is finally compared the suitability of both networks for the various actors involved in social networks.
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Use of social networks in communications with customers
Piala, Martin ; Sigmund, Tomáš (advisor) ; Toman, Prokop (referee)
Bachelor thesis is focused on the theme of marketing and advertising on social networking and communication with customers through social networks. The author tries to make us familiar with all the accessible social networks market in the Czech Republic. He describes the Internet communication for marketing purposes and compares interpersonal and marketing communication. This work presents the different ways of communication on social networks and it focuses mainly the social network Facebook and describes the various tools for business presentations. The conclusion is devoted to practical examples of communication with customers via Facebook, the social network and the author expresses his own recommendations gained by dealing with customers.
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New Trends in Internet Marketing
Urbanová, Denisa ; Štědroň, Bohumír (advisor) ; Halířová, Jana (referee)
This diploma thesis concerns the possible ways of use of internet marketing trends and tools in Czech Radio communication activities. In the first step, the thesis will analyse the internet marketing trends in general with regard to the dynamic evolution in the field of internet applications. A special attention will be applied to such terms as new media, social networks and virtual communitites and its use in the field of marketing communications. The theoretical part will be followed by detailed analysis and evaluation of the possible ways of use of these communication tools for the purpose of Czech radio contents promotion and distribution. The aim of this study is to evaluate Czech radio current on-line communication activities with regard to actual internet marketing trends, reveal possible weaknesses and suggest ways of improvement.
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Advertising and action at children
Vohralíková, Barbora ; Pešek, Ondřej (advisor) ; Pilátová, Monika (referee)
My thesis attends tp issue of advertising and action at children. For this time being, when advertising is looking for new ways how to address the potential customers, when the sale of the products is one of the main power at current society and when the pressure is gworing so, that causes the genesis of social-pathologic effects, it is necessary to know as much as we can about different forms of advertising actions, used technologies and potential impacts. My thesis is divided into two main parts - theoretical and applied. Theoretical part describes the meaning of the advertising, look about the history of advertising, mention basic principles of communication in advertising and offer one of the aspect of its purpose at current society of presperity. Also my attention has been paid to current trends in advertising psychology. The thesis deals with effects of perception, attention, memory and forgetting on advertising effectiveness. Applied section is trying to find by using quantitative research the response to basic question (what is the effect of advertising on children), how this effect is changing according to the age group. The results of the marketing research are analyzed in this section as well.
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Political Marketing in the USA and New Information Technologies
Marková, Kristýna ; Štědroň, Bohumír (advisor) ; Stříteský, Václav (referee)
This thesis deals about political marketing and its development in the United States of America. My analysis focuses mostly on a part of the political marketing which makes use of 'new information technologies' in political campaigns. The main aim of this thesis is to find out a way how to use information technologies successfully in political campaigns. The analysis offers an information from the campaigns that have been made recently. The results of the research show us that the success in the political marketing can be definitely achieved by the appropriate way of promotion in mass media. Each mass media offers different marketing tools and influences different parts of the electorate.
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Social networks in marketing
Kutíková, Barbora ; Postler, Milan (advisor) ; Vyskočilová, Marie (referee)
This thesis deals with social networks and their use in marketing. The aim of this work is the analysis of the possibility of using social networks in marketing and to define recommendations for the specific brand. The theoretical part deals with the definition of marketing, strategic marketing process and trends that currently affect them. The paper defined the concept of social media and social networks. The practical part deals with the utility of social networking and marketing benefits for their brands. They also described the practical use of the most important aspects of social networks in commercial communications. The work includes a case study, which is using social networks marketing, demonstrated in practice. Finally recommendations are defined to create a specific brand marketing strategies.
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Entrepreneurship Purpose and Realization within the Domain of Czech Internet
Zimák, Radek ; Bruckner, Tomáš (advisor) ; Burkoň, Lukáš (referee)
This diploma work deals with specific business concept and with possibilities of a company promotion on the Internet. The theoretical segment contains a survey of the Internet business models and a synopsis of current individual forms of promotion used on the Internet. There are described advantages and disadvantages of banner advertising, contextual advertising, email marketing, search engine marketing (SEM), social networks and affiliate marketing. The final part of theoretical section of the thesis is dedicated to the possibilities of propagation efficiency measurements. Practical part of the diploma work introduces author's own business concept and its business model. The description of specific methods of propagation realized in congruence with the noted business concept follows.
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Using facebook to promote brands
Kotlaba, Josef ; Raška, Ondřej (advisor) ; Basl, Josef (referee)
This bachelor thesis aims to offer comprehensible guide how to create proper and effective presentation of product, brand or business using social network Facebook and utilise all instruments it offers. In the first part I will describe the instruments Facebook offers, in the second part will be dedicated to utilising these instruments to create an appropriate presence and propagation on Facebook. In the third part I will describe some existing presentations of businesses and brands and will offer my view on them. Last part will be dedicated to nefarious practices and spamming methods that appear on Facebook, describing them and offering examples. When writing this thesis I used information available on Facebook and its Help Center and Developer pages.
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New trends in marketing
Bartoň, Jaroslav ; Skokanová, Dagmar (advisor) ; Hejda, Martin (referee)
This thesis deals with influence and possibilities of using social networks in marketing and using relatively new phenomenon of "group buying" or "Tuangou" for marketing purposes. In the theoretical part the thesis deals with the description of these marketing channels and outlines possibilities of their practical application. The practical part of the thesis examines particular consumers, who are targets of these campaigns and their perceptions of marketing campaigns through mentioned channels. The research among consumers is done by an analysis of secondary data and by collection and analysis of primary data through questionnaires and interviews.
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