Dissertations / Theses: 'Interneto reklama'

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Marcinkevičiūtė, Milda. "Internetinės reklamos efektyvumo vertinimo modelis." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2007~D_20090908_193954-27206.

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Magistrinio darbo tyrimo objektas yra interneto reklamos efektyvumo vertinimas. Darbo tikslas – atlikus teorines internetinės reklamos efektyvumo vertinimo studijas (teorinių straipsnių, praktinių tyrimų ir pan.) parengti koncepcinį IREV modelį bei empiriškai ji patikrinti. Pagrindiniai darbo uždaviniai: išanalizuoti interneto reklamą, jos savybes, tikslus, skleidimo priemones, funkcijas, privalumus ir trūkumus; pateikti interneto reklamos efektyvumą bei jo vertinimo problematiką – efektyvumo vertinimo priežastis, reikalingumą bei matavimo sudėtingumą bei kliūtis; išnagrinėti interneto reklamos efektyvumo vertinimo aspektų grupes (technologinę, psichologinę, komunikacinę ir ekonominę); sudaryti internetinės reklamos efektyvumo vertinimo (IREV) koncepcinį modelį ir atlikti jo empirinį vertinimą. Naudojantis mokslinių publikacijų bei šaltinių analizės metodais, prieita prie išvados, kad interneto reklama vis dar yra nauja reklamos forma, kurios dar ne visi privalumai yra išnaudojami. Nors interneto reklama turi daug savybių, kurių neturi reklama kitose žiniasklaidos priemonėse (interaktyvumas, grįžtamasis ryšys, informacijos talpumas, reklamos formatų gausa), jų įtaką reklamos efektyvumui dar sunku nustatyti. Taip yra todėl, kad interneto reklama ir jos efektyvumas daugumoje teorinių ir praktinių tyrimų vertinamas tik tam tikrais aspektais, akcentuojant arba tik vartotojo, arba tik reklamuotojo tikslų svarbą. Tačiau norint kuo tiksliau nustatyti kriterijus, į kuriuos turi būti... [toliau žr. visą tekstą]
The research object of the master thesis is internet advertising effectiveness measurement. The goal of the work is after making theoretical studies of internet advertising effectiveness measurement (theoretical articles, practical researches and cetera), formulate the conceptual IAEM model and examine it empirically. The main tasks of the work are: to analyze internet advertising, it’s features, purposes, spread formats, functions, advantages and disadvantages; present the effectiveness of internet advertising and indicate the complexity of it’s measurement – the reasons to assess effectiveness, the need of doing this and also difficulties; to explore groups of internet advertising measurement aspects (technological, psychological, communicative and economical); to form the internet advertising effectiveness measurement (IAEM) conceptual model and to make it’s empirical assessment. Using the scientific publications’ and other sources’ analysis methods the conclusion was drawn, that internet advertising still is a new form of advertising, which has unexploited advantages. Although internet advertising has many features (interactivity, feedback, information capacity, plenty of advertising formats), its influence to advertising effectiveness is still hard to determine. ). The cause of it is that the internet advertising and its effectiveness in the majority of theoretical and practical researches are assessed only on certain aspects, with an accent on the importance of the user... [to full text]

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Dilytė, Justina. "Interaktyvių reklaminių skydelių tarpkultūrinio konteksto semiotinė analizė." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2010~D_20140625_183655-76388.

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Interaktyvių reklaminių skydelių tarpkultūrinio konteksto semiotinė analizė Augant interneto reklamos poreikiui tarptautinės rinkos atstovams yra suinteresuoti kurti pasaulinio masto prekinius ženklus, kurių identifikavimui bei populiarinimui būtinos visuotinai suvokiamos bei globaliai paveikios įvaizdinės ir pardavimų skatinimo reklaminės kampanijos. Norint populiarinti tarptautinius prekinius ženklus būtinas interneto reklamos tarpkultūrinio konteksto išmanymas. Darbe keliama hipotezė, jog kultūrinio konteksto bei kultūrinės sąmonės skirtumai lemia reklaminių tekstų reikšmes. Dėl šios priežasties ypač svarbu išsiaiškinti tarpkultūriškumo įtaką reklaminio teksto paveikumui. Taigi, šio darbo objektas – interaktyvių reklaminių skydelių reikšmės tarpkultūriniame kontekste. Darbo tikslas – remiantis semiotiniu požiūriu, išsiaiškinti, kaip kultūrinis kontekstas ir kultūrinė sąmonė lemia interneto reklamos reikšmes. Šiam tikslui pasiekti iškelti šie uždaviniai: • aptarti interaktyvių reklaminių skydelių tipus; • išanalizuoti kultūrinės sąmonės įtaką reikšmių suvokimo procesui; • aptarti skaitmeninių tekstų perskaitymo galimybes; • įvertinti reklaminių tekstų tyrimo metodus semiotiniu požiūriu; • atlikti tarptautinių prekinių ženklų reklaminių skydelių semiotinę analizę. Darbo struktūra Darbą sudaro įvadas, keturios teorinės dalys, tiriamoji dalis ir išvados. Pirmojoje darbo dalyje aptariami interaktyvių reklaminių skydelių tipai, pateikiami jų pavyzdžiai, pateikiama reklaminių... [toliau žr. visą tekstą]
Semiotic analysis of Intercultural context of the interactive banners The master‘s thesis – differences of cultural context and cultural consciousness determines meanings of the advertising texts. So, the aim of this work is to find out (with reference to semiotical attitudes) how cultural context and cultural consciousness determines meanings of internet banners. Work tasks are: to dispute the main types of interactive banners; to ascertain influence of cultural consciuosness to the meaning‘s perception process; to discuss digital text apprehension opportunities; to evaluate text analysis methods with reference to semiotical attitudes; to accomplish semiotic analysis of international trademark‘s interactive banners. The work consists of four theoretical components, research and share findings. In the first part types of interactive advertising banners are discussed, the classification of them are offered in accordance with the campaign goal. In the second part value of interactive advertising banners perception process is specified. It is confirmed that cultural awareness and cultural context leads connotative meanings and signs which have possibility to be modified in the intercultural context. The third part deals with digital texts perception process, text layout complexity and hypertext as possibility for interactive banners to read. As the new text structure appearing in the digital space, new perception model is required as well. In the fourth - methods of advertising... [to full text]

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Popelová, Veronika. "Internetová reklama." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16612.

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Aim of this thesis was to find out an attitude of internet users toward selected internet advertisement. Theoretical part introduces internet marketing and chosen types of internet advertisement. Hypotheses stated in advance were answered in a practical part by method of questionnaire. Result of thesis is recommendation for companies who are making business on internet or using internet for their business.

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Tabáček, Jiří. "Internetová bannerová reklama - nový model on-line nákupu a prodeje bannerové reklamy." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113058.

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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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Majoroš, Miroslav. "Bannerová reklama." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9153.

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History of internet advertising, types of internet advertising. Banner advertising, methods of payment for banner advertising, formats and technologies. Internet media market in Czech Republic, portals, servers, media agents, media agencies, SPIR association. Banner campaign, its planning, execution and evaluation. Videobanner campaign Nivea For Men, searching for the most effective format for videoadvertising on the internet.

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Molnár, Tomáš. "Internetová reklama." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-3543.

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Vaněček, Jakub. "Zvýšení konkurenceschopnosti internetového obchodu využitím internetové reklamy." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11348.

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The subject of thesis is examining the impact of internet advertising and web site usability on the competitiveness of internet commerce. The aim of this work is the successful application of theoretical knowledge to practical examples of e-shop Lahůdkářství Jan Paukert. This application should show an increase in attendance and achievement of higher sales. The work is divided into two parts: theoretical and practical. The first part is focused on theoretical knowledge in the field of usability and web ads, the second deals with their application to the internet shop.

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Nakládal, Michal. "Monitoring a efektivnost reklamních výdajů do on-line komunikace." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-1326.

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Práca sa zameriava na problematiku on-line reklamy, jej efektívnosti z hľadiska jednotlivých druhov a sledovanie aktuálnych trendov v reklamných výdajoch do tohto segmentu. V prvej časti rozdeľujem používané druhy internetovej reklamy podľa medzinárodného delenia IAB a píšem aj o platobných modeloch a reklamných systémoch špecifických pre internet. Druhá časť porovnáva internet s masmédiami podľa kľúčových vlastností pre využitie v reklame. Práca opisuje efektivitu druhov internetovej reklamy. Tretia časť diplomovej práce detailne opisuje projekt spoločnosti Primetime s názvom Monitoring internetovej reklamy.

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Šeštokaitė, Vilma. "Knygų paaugliams reklama internete Lietuvoje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2012. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2011~D_20120125_174403-55957.

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Šio magistro baigiamojo darbo tyrimo objektas – knygų paaugliams reklama internete. Darbo tikslas – išanalizuoti knygų paaugliams reklamą internete iš Lietuvos leidyklų ir šios reklamos adresato perspektyvos. Šiam tikslui pasiekti keliami šie uždaviniai: išanalizuoti interneto terpę, kaip vieną iš knygų reklamos skleidimo priemonių; ištirti, kaip Lietuvos leidyklos reklamuoja knygas paaugliams internete; išsiaiškinti 12-16 metų paauglių poreikius knygų reklamai internete. Taikomi mokslinio tyrimo metodai: dokumentų ir lyginamoji analizės, bei anketinė apklausa. Šiame darbe analizuojami atskiri dokumentai, kurie padeda išsamiau susipažinti su paauglių knygų reklama internete, bei analizuojamos pačios reklamos interneto terpėje. Pasitelkus anketinės apklausos metodą, sužinomas leidyklų požiūris į knygų paaugliams reklamą internete, taip pat išsiaiškinami ir paauglių poreikiai knygų reklamai internete. Lyginamoji analizė padeda išsiaiškinti leidyklų knygų paaugliams reklamos internete privalumus ir trūkumus viena kitos atžvilgiu. Šis darbas gali būti naudingas leidėjams, marketingo specialistams bei literatūros tyrinėtojams, tyrinėjantiems paauglių literatūrą.
Books for teenagers advertising on the Internet is topical because literature and reading is receiving increasing attention, it is seeking to raise not only adults but also the young generation to read, to raise the prestige of the reading. Advertising is not only to promote teenagers reading, but also to increase books sales. The Internet is one of the newest advertising medium, the least explored and most prosperous, it is important to examine in more detail. What is more, online space is becoming a larger scale and it has more information. This work’s subject is books for teenagers advertising on the Internet. The aim - to analyze books for teenagers advertising on the Internet from publishing houses and teenagers perspective. The tasks: to analyze the online environment as one of the books advertising medium, to investigate how the Lithuanian publishers advertise books for teenagers on the Internet; to find out the needs of teenagers aged 12-16 for books advertising on the Internet. Applied research methods are documents analysis, comparative analysis and questionnaire survey. It is analyzed documents, which helps to reveal the features of books for teenagers advertising on the Internet and it is analyzed the online advertising. Through a questionnaire survey method is obtained the attitude of publishers and teenagers about books for teenagers advertising on the Internet. The comparative analysis helps to clarify the advantages and disadvantages of publishing houses’... [to full text]

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Kalous, Martin. "Srovnání reklamních systémů a vybrání nejvhodnější varianty pro "Pension 48"." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124559.

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This work deals with internet advertising. Describes the basic characteristics of Internet marketing, survey errors that nascent entrepreneurs engage in formulating goals. Discusses the different types of advertising on the Internet usable in terms of functionality, payment options. It also offers an overview of advertising systems that provide these types of ads. In connection with advertising, the work deals with the problem of blocking. On show are the best known systems that block ads, but also ways to bypass such systems. The aim is to give people who want to invest money into advertising, relevant information about our services and help them choose the right type of promotion for your website. According to predefined criteria to verify the suitability of advertising and advertising system on the guesthouse accommodation in Spindleruv Mlyn. The performance is selected advertising system, its functions, a detailed procedure for creating the campaign and its optimization. The results presented show that the ad was chosen correctly. In addition, there are suggested ways to improve an existing campaign.

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Bludská, Kateřina. "Reklamní kampaně na internetu." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-2618.

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Diplomová práce řeší problematiku reklamních kampaní na internetu. Podrobně se věnuje pay-per-click reklamě v internetových vyhledávačích a reklamě ve srovnávačích cen (shopping comparison engines). V práci je popsána tvorba, správa i optimalizace reklamní kampaně v těchto dvou druzích internetové reklamy. Práce poskytuje jak pohled teoretický, tak zahrnuje i praktické zkušennosti z oboru. V závěru práce je nastíněna možná interakce těchto dvou druhů online reklamy.

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Ramonaitė, Agnė. "Elektroninės papuošalų parduotuvės internetinė reklama." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2010. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2009~D_20100225_095611-67345.

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Magistro baigiamajame darbe nagrinėjama efektyviausia elektroninės papuošalų parduotuvės interneto reklama. Pirmame skyriuje aprašoma internetinės reklamos istorija, sąsajos su marketingu, internetinės reklamos tikslai, funkcijos, komunikacijos priemonės bei vartotojų segmentavimas. Antrame skyriuje jau plačiau nagrinėjamos internetinės reklamos formos ir jų taikymo ypatumai. Trečiame skyriuje apžvelgiami ir analizuojami internetinės reklamos tyrimai pasaulyje ir Lietuvoje, autorinių darbų pardavimų internete tyrimai bei apžvelgiamos lankomiausios svetainės internete. Ketvirtajame skyriuje aprašyta ir analizuojama atlikta anketinė apklausa apie patirtį perkant elektroninėje parduotuvėje, pomėgį pirkti ar dovanoti papuošalus bei labiausiai dėmesį atkreipiančius internetinės reklamos būdus. Išnagrinėjus internetinės reklamos būdus, jų paplitimą bei galimybes yra pateikiamos išvados bei siūlymai.
Most efficient internet advertisement of electronic jewellery shop is researched in the final master thesis. The first chapter describes the history of internet advertisement, links to marketing, internet advertisement objectives, functions, communications and consumer segmentation. The second section is further explored in the form of internet advertisement and application features. The third chapter provides an overview and analysis of internet advertisement research in the world and Lithuania, works of authorship sales online surveys and overview most attractive web sites. The fourth chapter describes and analyzes the completed questionnaire on the experience of buying online shop, buy or present jewelry and most attractive ways of internet advertising techniques. After exploring online advertising methods, distribution and access are presented conclusions and suggestions.

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Daugirdaitė, Dovilė. "Reklamos internete efektyvumo didinimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20081202_151348-26012.

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Reklama internete - sparčiausiai augantis reklamos sektorius. Tačiau informacijos kaip efektyviai išnaudoti interneto, kaip interaktyvaus reklamos skleidimo kanalo, privalumus reklamos srityje vis dar trūksta. Pagrindinis šio darbo tikslas – ištyrus internetinės reklamos ypatumus, pateikti siūlymus šio verslo sektoriaus efektyvumui didinti. Darbas susideda iš trijų pagrindinių dalių: Pirmoje dalyje pateikiama internetinės reklamos samprata, aptariami pagrindinės reklamos skleidimo priemonės. Taip pat šioje dalyje įvertinami reklamos internete privalumai ir trūkumai tradicinės žiniasklaidos kontekste. Antrosios dalies pagrindinis tikslas – įvertintinus atlikto Lietuvos reklamos rinkos internete tyrimo rezultatus, identifikuoti pagrindinius veiksnius, kurie stabdo šio reklamos sektoriaus plėtrą. Trečioje dalyje, remiantis atliktu tyrimu Lietuvos interneto reklamos rinkoje ir įvertinus kitose šalyse vyraujančias tendencijas, pateikiamas pasiūlymų projektas reklamos internete efektyvumui didinti. Jame pateikiamos rekomendacijos pagrindinėms sritims, kurias reikia tobulinti planuojant efektyvias reklamines kompanijas.
Online advertising revenues it the fastest rising sector in advertisement industry. However there is no sufficient information how to use this interactive online media efficiently. The aim of this paper is to study online advertisement peculiarities ant to provide suggestions how to improve efficiency in this field. Three main parts in this paper: First chapter introduces conception and theory of internet advertising with principal distribution methods in order to deliver marketing messages and attract customers. Also web advertising advantages are evaluated in comparison to more traditional advertising methods. Analysis and evaluation of internet advertising market in Lithuania and main development factors of this field are discussed in second chapter. Last chapter of this paper is based on research of internet advertising in domestic market in comparison to global trends. Recommendations are provided how to improve efficiency in this domain.

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Jánová, Jitka. "Regulace internetové reklamy." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-72152.

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The diploma thesis deals with the current internet advertising legislation and self-regulation and provides a summary of the internet advertising forms. For analysis the thesis uses the standards of national and international self-regulatory organisations and complements them with Czech legislation. The thesis compiles and compares particular standards and legislation and on this basis it reviews the current state of advertising regulation, discusses the necessity of legal regulation and efficiency of self-regulation.

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Brounek, Radim. "Internetový marketing." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224532.

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Diploma thesis deals with the internet promotion of the company XY s.r.o. For company will be created new companies website and e-shop. Internet marketing is focused on increasing website and e-shop traffic. Thesis will describe current situation of company using PEST, PORTER and SWOT analysis. According to the results of analysis will be selected the most appropriate solution to achieve objectives. Individual targets will be progressively developed and continuously monitored and evaluated. After a period of one year will be suggested suitable procedures for further websites development.

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Teros, Björn, and Peter Wallner. "Filmisk reklam på internet." Thesis, University West, Department of Economics and Informatics, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hv:diva-274.

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Denna uppsats har skrivits för att visa läsaren hur ett urval av människor från Internet- och reklambranschen ser på reklamfilmens framtid på Internet. Kommer det att ske en ökning av användandet av denna reklamform eller inte? Den typ av reklamfilm som vi talar om här är den typen som är som en kortfilm, inte den typen av reklamfilm som bara är en bild innehållandes ett rörligt objekt. För att skilja dessa två typer av reklamfilmer åt, eftersom båda innehåller rörelse, kallar vi dem "filmisk reklam" och "banner-reklam" Resultatet från enkätundersökningen visade att majoriteten av urvalet från reklambranschen tror att det kommer att ske en ökning av efterfrågan av filmisk reklam på Internet. Eftersom svaren från Internetbranschen var så få kan de inte representera Internetbranschen. På grund av det används deras svar bara som ett komplement till svaren från reklambranschen. Även fast vi har fått in svar från reklambranschen är det ändå inte tillräckligt för att säkert kunna svara på om en ökning kommer att ske eller inte. En del av denna uppsats ger dessutom en fördjupning i vad som kan göra filmisk reklam effektiv på Internet. Här kunde vi dra en riktig slutsats utifrån resultatet av våran undersökning. Ska denna typ av reklam användas på Internet bör den vara den enda filmiska på sida, ta upp högst halva sidan, vara högst 20 sek, vara situationsanpassad och ligga först i ett reklamfilmsblock.

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Uhrová, Kateřina. "Behaviorální cílení reklamy na internetu." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-85188.

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The goal of the diploma thesis is to analyze the situation of behavioral targeted advertising in the Czech Internet market, assess its potential in the future and evaluate the effectiveness of behavioral targeting on the Czech market. This thesis is focused first on the Internet advertising market, media planning, explanation of selected targeting approaches and on detailed description of the behaviorally targeted ads including the online privacy issue. In the practical part analysis of the behavioral targeted advertising on the Czech market through expert interviews and evaluation of the effectiveness of behavioral targeting on an example of an advertising campaign of selected company is to be found.

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Auterský, Petr. "Hodnocení účinnosti internetové reklamy." Master's thesis, Česká zemědělská univerzita v Praze, 2016. http://www.nusl.cz/ntk/nusl-258772.

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Thesis Evaluation of the effectiveness of online advertising analyzes the possibilities of advertising for businesses on the internet and evaluates the effectiveness of individual campaigns. The theoretical part explores selected advertising strategy systems for their use and application options on selected subjects by selected literature sources mentioned in the work. In the practical part will be created electronic commerce, which will be applied to advertising strategies discussed in the theoretical part. The results are described in detail and selected the ideal online - marketing mix that fit this online store.

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Švarc, Ondřej. "Online reklama." Master's thesis, Česká zemědělská univerzita v Praze, 2016. http://www.nusl.cz/ntk/nusl-259895.

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This thesis is thematically focused on online advertising. The paper describes the history of online advertising and its advantages and disadvantages compared to other media types. There are mentioned standards of online advertising on the Czech Internet and ways to optimize the different types for better performance. Next we go over the characteristics of selected tools for assessing the success and management of online campaigns. We also compare the advertising possibilities of the two most used search engines in czech Seznam and Google. We analyze the possibilities of automation of product campaigns in the AdWords system. We compare the differences in intervention and prices of ads on social networks Facebook and Twitter and ads on the Google's Content Network on the basis of available targeting of Czech users.

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Babec, Martin. "Internetový marketing a nové trendy." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71887.

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Internet population in Czech republic and its segmentation. Development of advertisement spending into internet. Types of internet advertising in the Czech republic. New trends of internet marketing (social networks, geolocation services, mobile marketing). Proposal of low-cost marketing campaign on internet (using wide range of communication channels of internet marketing).

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Johansson, Petra, and Marcus Örnmark. "Reklam@Internet : En studie av försäkringsbolags reklamsatsningar på Internet." Thesis, Linköping University, Department of Management and Economics, 2000. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-562.

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Bakgrund: Internet erbjuder ett nytt sätt för företag att kommunicera med kunder eftersom det är kunden som söker upp företaget på nätet och kommunikationen sker interaktivt. Att studera hur försäkringsbranschen agerar, vilka strategier och mål de väletablerade bolagen har med sin verksamhet samt lyfta fram tankar kring effektivitet med Internet som medium i denna bransch finner författarna till detta arbete av stort intresse.

Syfte: Syftet med studien är att utreda faktorer som ska leda fram till en modell som försäkringsbolag bör ta hänsyn till i sina reklamsatsningar mot privatpersoner på Internet. Avgränsningar: Vi kommer att behandla reklam på Internet. Detta innefattar främst annonsering på Internet, men även företags hemsida. Undersökningen är begränsad till svenska försäkringsbolag som är representerade på Internet. Vi har valt att enbart behandla sakförsäkringar.

Genomförande: Vi har intervjuat Internet- och marknadsföringsansvariga på fem försäkringsbolag samt intervjuat fyra Internet- och mediakonsulter för att bredda perspektivet. Resultaten har vi sedan analyserat utifrån de teorier om tjänstemarknadsföring, Internet, relationsmarknadsföring, strategier och effektivitet som presenteras i referensramen.

Resultat: Vi har identifierat ett antal faktorer som försäkringsbolag bör ta hänsyn till i sina reklamsatsningar mot privatpersoner på Internet. Dessa faktorer har sammanställts i en implementeringsmodell. Utifrån modellen konstateras att försäkringsbolag bör ha en väl genomtänkt strategi och anpassad organisation innan reklamsatsningen på Internet äger rum. Vidare konstateras att fördelarna med Internet jämfört med övriga medier ska utnyttjas. Sammanfattningsvis anser vi att en reklamsatsning på Internet för försäkringsbolag är lämplig om den görs på rätt sätt och gärna i kombination med övriga medier för att uppnå högre effektivitet.

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Jankevičius, Paulius. "Šiuolaikinis įrankis internetinei reklamai." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2012~D_20140704_173905-18633.

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Darbe aprašoma sistema, skirta reklamos talpinimui mobiliems išmaniesiems įrenginiams pritaikytose interneto svetainėse.
This document is about advertisement system in mobile websites, adopted for mobile smart devices.

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Černý, Jakub. "Role Pay-per-Click internetové reklamní kampaně v marketingových aktivitách firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17096.

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This paper is focused on analysis of internet advertising and its role in marketing communication. The paper determines general methods and instruments of internet marketing and describes internet advertisement in comparison with traditional advertising media. In more detail the paper is focused on description and explanation of effect of Pay-Per-Click advertisement campaigns. The options of their usage and recognized differences are explicated by practical instance of marketing strategies of real companies.

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Bezděková, Veronika. "Rizika marketingových aktivit na internetu." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2014. http://www.nusl.cz/ntk/nusl-232893.

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This thesis deals with the risks attaching to the marketing activities of the selected company. The theoretical part defines terms associated with marketing and risks. The practical part is dedicated to the analysis of the risks of marketing activities and subsequent recommendations that lead to the reduction or elimination of risks

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Sipavičienė, Irina. "Reklama Google paieškos sistemoje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2010~D_20140625_190324-85342.

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Magistro darbo objektas – Google AdWords pritaikymas internetinėje rinkodaroje. Darbe analizuojama Google AdWords svarba internetinėje rinkodaroje. Esant kintamoms rinkos sąlygoms, reklamai skirtas biudžetas yra nedidelis, todėl reklamuotojai jį nori išnaudoti kuo įmanoma efektyviau. AdWords reklama skirta tikslinei auditorijai, interneto vartotojai, atlikdami paiešką, patys susiranda juos dominančią prekę ar paslaugą. Reklaminiai skelbimai bus parodomi tik tuo atveju, kai paieškos sistemoje suvesti raktažodžiai atitiks įmonės veiklą apibūdinančius raktinius žodžius. Ištirta, kad būtina stebėti raktinių žodžių bei skelbimų efektyvumą ir jeigu reikia pakeisti neefektyvius raktažodžius arba skelbimus. Išlaidas labai paprasta kontroliuoti, todėl reklamuotojas gali nustatyti kiek nori išleisti per mėnesį savo reklamai ir maksimalią kainą už vieną paspaudimą ant reklaminės nuorodos. Tokiu būdu stebima kaip efektyviai ir tiksliai panaudojamos reklaminės lėšos. Nusistačius reklaminės kampanijos tikslus bei stebint veiksmų efektyvumą, galima juos keisti taip, kad pasiektume trokštamų rezultatų. Nustatyta, kad AdWords reklamos sistema gali būti optimizuojama siekiant pagrindinių trijų tikslų – tai produkto žinomumo didinimas, siekiant sumažinti išlaidas reklamai ir siekiant investicijos grąžos padidinimo. Darbo tikslas – Išanalizuoti Google AdWords svarbą ir pritaikymą internetinėje rinkodaroje. Darbo tikslui pasiekti iškelti tokie uždaviniai: 1) Išnagrinėti Google paieškos sistemos... [toliau žr. visą tekstą]
The title of the master‘s thesis is Google AdWords optimization in the internet marketing. The aim of this work, is to analyze the importance of Google AdWords and optimization in the internet marketing. The work tackles the following tasks: to assess Google search engine marketing features; to evaluate the benefits of Google AdWords advertising; to analyze Google AdWords optimization; to experimentally verify the method in accordance with the suggested hypothesis; to examine and offer how to create more effective Google AdWords campaign. The work consists of two theoretical parts, research and findings. The first theoretical part describes the importance of Google's search engine for internet marketing, it's characteristics, segmentation and applications. It also describes the Internet marketing strategy. The second theoretical part of the work details the basic principles of operation of the Google AdWords: auction, describes how to obtain the Quality Score for AdWords, the conversions and discusses the structure of AdWords optimization. In the exploratory part of the work the company, which sells airline tickets over the Internet is considered. The advertising campaign has already been launched in countries such as Lithuania, Turkey, Norway, Sweden and Denmark. The same keywords used in different languages are studied in the research work and the material collected during the investigation is analysed. The following methods are used in the paper: the experiment... [to full text]

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Ljungberg, Mathias. "Reklam för Responsiva Webbplatser : En studie i hur reklam bör utformas för internet." Thesis, Umeå universitet, Institutionen för informatik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-73378.

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Advertising in responsive websites is a quite new phenomenon and has therefore, previously not been a target for any mayor research. Todays society, where new technological innovations persistantly supersede others must be seen as a possible changer for how companies advertise to this society. This paper sheds light on many of the difficulties connected with advertising for responsive websites, but also possibilities and advices for the future. Through a litterature review and a focus group with respondents from a large communication agency in Umeå, insights, implications, solutions and thoughts both connected to specific websites but also around advertising for the future as a whole is presented. This paper can work as a subject of discussion, when designing responsive websites with advertising in mind or as a starter for future research.

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Valentová, Markéta. "Právní otázky on-line reklamy zaměřené na děti." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193692.

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This diploma thesis deals with the legal issues of online advertising directed towards children. At first, it focuses on the current situation of on-line advertising and describes its forms. Subsequently addressing the influence of advertisements on children. The substantial part of the thesis is the analysis of the advertising regulation in the Czech Republic and abroad. It analyses both legislation and self-regulatory measures. This thesis applies that regulation on the internet and determines whether it is sufficient. The necessity of dealing with this topic, is supported by the results of the research on relationship between children and the internet.

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Jankovič, Zdeněk. "On-line marketing - princip aukce mění svět reklamy." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16985.

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Diploma thesis 'On-line marketing - Principle of an auction changes the world of advertising' is about internet as a medium, on-line commercial communications, search engines and performance marketing. This thesis is divided into three parts. First part is about internet as a medium and actual situation on the Czech internet market. Second part describes a marketing communication mix on the internet, forms of online advertisement and pros and cons of online advertising. Third part deals with an advertisement within the frame of search engines. This part is also about PPC systems and SEM (Search Engine Marketing). Contribution of this thesis lies in info how to use the internet for propagation.

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Tsarazon, Alana. "Analýza využití Internetu v českých podnicích." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11221.

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This diploma thesis analyses the use of Internet in business in Czech Republic. The thesis is divided into several chapters, where the author briefly discusses the development of Internet infrastructure in Czech Republic and the history of Czech e-business. Furthermore the author discusses and analyses the use of Internet and related services and tools for business in Czech Republic. The payment systems and methods of Internet advertising are discussed and individually compared in a separate section of the thesis. Chapters 3 and 4 analyze current (February 2009) statistical data on Internet use in business in general and for the Internet advertising market in detail. Finally, the author points out some common mistakes entrepreneurs make regarding the use of Internet.

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Trofymchuk, Dmytro. "Marketing na internetu." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113216.

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The study of the internet marketing tools for a small business. The paper show optimal strategy and options such as SEO, SMO, viral marketing and others, that can be used to improve the sales and visibility of the company.

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Kostelník, Martin. "Vnímání internetové reklamy v české internetové populaci a její segmentace." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359950.

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This master´s thesis aims to analyse the perception of online advertising by the Czech online population and its subsequent segmentation to provide recommendations on how to efficiently use online advertising tools in the Czech internet environment. The thesis is divided into three parts - theoretical, methodological and practical. The theoretical part describes the online advertising environment as such, defines the basic concepts and describes research methods used in the thesis. The methodological part delves deeper into these methods and justifies the reasons behind using them. Finally, the practical part offers detailed insights into the perception of online advertising through in-depth semi-structured interviews that have been further elaborated on and verified using the author´s own questionnaire-based quantitative research, representing the entire Czech online population. The obtained data is used to uncover segments in the Czech online population by means of factor and cluster analyses, after which the profiles of the segments are characterised using the contingency tables. Building on the findings, the final chapter provides recommendations on how best to use different types of online advertising and how to address the individual segments in the most efficient way.

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Roudnický, Tomáš. "Search Engine Optimization a jeho efektivita ve srovnání s Pay-per-Click reklamou." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-81599.

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The thesis is dealing with information technologies with an emphasis on the Internet, Internet marketing and its special regions of SEO, SEM and PPC, which mutual comparison makes the focal point of my work. The theoretical part is a successive analysis of the influences of the Internet marketing, SEM and SEO. Then, it states and explains the particular items the optimization of searchers is based upon. The following parts contain the analysis and questionnaires that are related to the region of the searchers. The theoretical part is concluded with an explanation of the principle of the PPC advertising systems and gives a description of the two most widely used ones -- Sklik and AdWords. The practical part starts with an application of the particular theoretical knowledge on the real examples of some websites. This is followed by two practical examples of websites (a standard one and an e-shop) that draw comparison between the PPC advertising and optimization of searchers. The evaluation at the end of the thesis shows the conditions worth using SEO, and, on the contrary, the cases when using of the PPC advertising campaigns would be more preferable. The desired outcome of my thesis would be to help assess the conditions when the right and quality SEO application is or is not the right choice among the other brands of Internet marketing; and give an example of how cheaper (or more expensive) than the PPC advertising campaigns the optimization could be.

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Martinsson, Madeléne, and Veronica Hallberg. "Hur förhåller sig barn till reklam på Internet?" Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-13971.

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Bernson, Jesper. "Lagras reklam i minnet under informationssökning på Internet?" Thesis, University of Skövde, Department of Computer Science, 2001. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-632.

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Arbetet fokuserar på frågan om reklam lagras i minnet under en van internetanvändares aktivitet på en webbportal, när denne inte uttryckligen söker efter reklam. Rapporten redovisar olika aspekter som kan inverka på användarnas beteende vid deras interaktion med Internet. Med hjälp av ett förtest i enkätform väljs 30 vana internetanvändare ut som försökspersoner. Dessa delas upp i två lika stora grupper och utför sedan en uppgift på en webbportal. Slutligen genomför de ett test som undersöker om de kommer ihåg de fyra reklamannonser som finns på webbportalen. Detta görs med metoderna fri återgivning eller igenkänning. Vid fri återgivning var det endast en person som kom ihåg en korrekt reklamannons. Igenkänningstestet resulterade i sammanlagt 19 korrekt utpekade reklamannonser. Resultatet visar på att försökspersoner som fick göra igenkänningstestet, kunde svara på vilka reklamannonser som fanns på webbsidan i högre grad än de som fick använda sig av testet fri återgivning.

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Ludvík, Radim. "Systémy kontextové reklamy (se zaměřením na ČR)." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-2431.

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Historie a současný stav internetové reklamy jako celku ve světě a v České republice. Definice, historie a popis současného stavu kontextové reklamy. Popis, srovnání a analýza českých systémů kontextové reklamy na internetu. Podrobněji jsou rozebírány systémy Google AdWords, Sklik, ETARGET, Adfox a BillBoard Media. Praktická ukázka plánování a spuštění kontextové reklamní kampaně.

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Kupec, Martin. "Analýza a optimalizace fungujícího e-obchodu." Master's thesis, Česká zemědělská univerzita v Praze, 2016. http://www.nusl.cz/ntk/nusl-257689.

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The thesis Analysis and optimization of a functioning e-shop in the theoretical part describes the general prerequisites for successful internet marketing and possible ways to analyze important data. The practical part is an analysis of e-shop Company Oxalis dessous. The analysis is performed after the marketing, operational and in terms of the method of providing information. On the basis of the chosen strategy, this aims to improve important parameters of internet commerce. Specifically are traffic, conversions, keyword positions in the search engines and breadth of link portfolio. The chosen strategy is its realization is subjected to analysis using analytical and measuring tools to examine its effectiveness. From the theoretical foundations verified in practical part is based on the draft final recommendations, which can be used for online stores selling the goods

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Krišica, Ondřej. "Využití obsahové sítě v rámci internetové reklamy - zhodnocení faktorů její úspěšnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-162830.

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The thesis is concerned with a content network within the scope of online advertising and evaluation of factors of its success within online campaigns. The introductory part deals with the most common revenue models of online marketing and categorizing methods of online advertising regarding their specifics. The body of the paper describes metrics and a method of targeting applied in contemporaneous practice and furthermore introduces evaluation indicators in online marketing for content networks used in final analysis. The thesis presents and compares advertising systems for targeting in a content network. The goal of the paper is to show impact evaluation of chosen settings of advertising campaigns on their success, more specifically on possibilities of targeting and formulation of recommendations for their management.

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Novák, Michal. "Internetová reklamní kampaň vzdělávací instituce." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17049.

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Tertiary education is undergoing and will go through many political, demographic, as well as market changes. These changes should lead universities to respond in a certain way to avoid existential problems that may ensue. One way is to use marketing tools for promotion of their educational programs. This thesis deals with the essence of marketing management of a university and its broader context of promoting the school outside. Identifies ways to effectively promote the university on the Internet with specific examples of internet marketing campaigns of Faculty of Management, University of Economics in Prague in order to increase demand for undergraduate education program at the faculty.

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Tomanová, Lucia. "Analýza vývoje preferencí investic zadavatelů reklamy do jednotlivých mediatypů v ČR." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-5596.

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The main topic was the analysis of media investments to TV and internet, what are the trends of investment preferences to various media types and what factors influence these preferences. At the end I made a prognosis how will the TV and internet investments progress in next ten years.

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Kadlec, Petr. "Využití internetu v marketingu firmy zaměřené na prodej automobilových doplňků." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2008. http://www.nusl.cz/ntk/nusl-221789.

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Internet trading had became common part of life to many people. Link to that walks also publicity that step by step moves from classical media to on-line formats. Aim of this thesis is chart possibilities of marketing and publicity on the internet and apply these pieces of knowledge practically on already running e-shop.

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Drozd, Michal. "Podnikání na internetu jako služba." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-72053.

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Aim of this Master's thesis is to describe a business plan of complex internet agency, which will provide wide range of services related to internet businesses. Theoretical section defines the legal framework, internet environment and possible entry strategies. The practical part elaborates the business plan. Staffing and descriptions of working positions is done first. Competition analysis, together with information about the market, provides base for realistic expectation in sales planning. Financial part consists of products' cost calculations, financial reporting and five years forecast. Business plan ends with a SWOT analysis.

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Mihok, Radovan. "Kontextová reklama s využitím Google AdWords a Google AdSense." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-77157.

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The thesis introduces contextual advertising on internet using Google AdWords. The paper describes individual steps of an ad campaign (product choosing, ad types, keywords), its management and success evaluation (calculation of ROI and modified ROI).

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Tůmová, Květa. "Využití Google AdWords jako marketingového nástroje pro firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16522.

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This diploma work is concerned with Internet Advertising and Google AdWords used by companies in marketing. The work analyzes possibilities of advertising campaign management and evaluation of its efficiency. The main part of this work deals with the analysis of the chosen advertising campaign.

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Johansson, Mikael, and Simon Gahmberg. "Användarens attityd till reklaminslag på webb-TV : En studie om hur användaren upplever reklam i ett nytt medium." Thesis, Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-18143.

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The technological development contributes to an increase in advertising when it comes to media. Those who are working to develop advertising are constantly looking for new ways to reach consumers in unexplored contexts. Web TV is a relatively new technique that involves the distribution of television across the Internet. This study intend to investigate how users perceive advertising appearing on web TV, and contribute to the knowledge about how advertising adapt to new media. To reach the results of this study, we used quantitative data, collected in the form of web-surveys and qualitative data collected through semi-structured interviews. The results of the study showed that the user has a negative attitude towards advertisements on web TV. Despite the negativity, the user still understand and recognize the importance of advertising concerning the survival of tv-channels online. It is also clear that the choice of web TV service mainly is based on the supply of programs, and not on how the service contain advertising or not.
Den teknologiska utvecklingen bidrar till att reklam i media ökar. Reklamutvecklare söker ständigt nya sätt att nå konsumenten genom reklam i outforskade sammanhang. Webb-TV är en relativt ny teknik som innebär distribution av television via internet. Denna studie avser att undersöka hur användare upplever reklaminslag som förekommer på webb-TV samt bidra med kunskap om hur reklam anpassas till nya medier. För att komma fram till studiens resultat användes kvantitativ datainsamling i form av webb-enkäter samt kvalitativ datainsamling genom semistrukturerade intervjuer. Resultatet av studien visade att användaren har en mycket negativ inställning till reklaminslag på webb-TV. Trots den negativa inställningen har användaren ändå förståelse och inser vikten av reklam för webb-TV-kanalernas överlevnad. Det framgår även att valet av webb-TV-tjänst främst grundar sig på programutbudet och inte på om tjänsten konsumerar reklam eller inte.

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Pešková, Zuzana. "Využití internetu v marketingových aktivitách mezinárodní firmy SGS." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-3233.

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Diplomová práce analyzuje možnosti využití internetu v marketingu se zaměřením na webové stránky a jejich roli v rámci marketingové strategie; elektronickou poštu a její dominantní postavení v rámci komunikace, extranet a jeho využití v rámci komunikace se zákazníky a intranet pro interní komunikaci. Část práce je také věnována reklamě na internetu. Konkrétně je práce věnována využití těchto nástrojů ve společnosti SGS.

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Vaľková, Alexandra. "Nové trendy v internetovom marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-73727.

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This Master's Thesis describes the evolution of the Internet, its importance in marketing and new trends and tools used in internet marketing. It also deals with question of potential Internet collapse in future, describes variants of how it could happen and gives the suggestions to solve this problem, too. The Master's Thesis also includes forecasts of evolution of the Internet till 2030 and forecasts of major global agencies concerning the evolution of information technologies and technological news, which can significantly influence the entrepreneurial activity of many companies all over the world.

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Říhová, Eva. "Internetový projekt MotorHit.cz." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-412961.

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The purpose of this master´s thesis is to process the manual for realization of internet auction focused in the car market – MotorHit.cz. It includes market and competition analysis and also analysis of general and professional (business) surrounding. The entire proposal of project solving was made from the obtained data and realized analyses.

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Korabarova, Michaela. "Internetový marketing v cestovním ruchu." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74049.

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Internet marketing, not only in tourism but also in other fields/spheres plays significant role in comprehensive marketing strategy and is actually an integral element of a company. Currently, just internet emphasis becomes one of the major topics of corporate communication. If a company wants to compete the others, the comprehensively elaborate procedures are must, which really is obvious on internet. What can really be helpful in this regard is to set up internet marketing tools properly. With no doubt, internet today is very important in tourism, therefore, in my diploma thesis I do deal with particular general varieties of internet marketing, and at the same time its concrete implementation in tourism. The purpose of my dissertation is to be beneficial for people who are going to be concerned and are interested in this matter and / or for those who want to get announced of how an internet can help them to become more visible.

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Bůbalová, Tereza. "Marketingová online komunikace vybrané firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-206793.

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The aim of this thesis is to analyze the current state of online marketing communication of LIP distribution, Ltd. and further recommendations for its improvement. The work is divided into theoretical and practical part. The theoretical part deals with a detailed overview of the possibilities that internet marketing offers - the most frequently used tools and their importance for the company. The practical part is devoted to analysis of the current state of internet marketing of the LIP distribution, Ltd. Much attention in the practical part is paid to an interview with the owner of the company, which makes the proposal to improve online marketing communications for this company viable.

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Seidner, Petr. "Nové formy a trendy v komerčních komunikacích v ČR a ve světě." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-7252.

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Abstract:

Diplomová práce pojednává o nových trendech v komerčních komunikacích. Vychází z předpokladu, že tradičními formami komunikace nelze zákazníky oslovovat zcela efektivně. Nové trendy jsou založeny na rozvoji internetu a technologickém pokroku. Tradiční formy doplněné o nové formy vytvářejí synergický efekt a vedou k vyšší efektivitě.

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Dissertations / Theses on the topic 'Interneto reklama'

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