The readers of this thesis meet the topic of internet advertising. The thesis describes different forms of internet advertising and its special features. Its aim is to analyse individual forms of internet advertising and propose an optimal campaign for the chosen subject. The first part covers theoretical knowledge in this area. The next part contains the analysis of competitors' use of Internet advertising. After that follows the analysis of current trends and offer of advertising agencies focusing on internet advertising. Based on the data gained in these parts, the last part of the thesis contains specific proposals and recommendations for internet advertising of the chosen company. These advertising campaigns should bring the company increase in sales and they should also increase public awareness of the company brand.

Title: Advertising campaign of the event Týden hokeje on Facebook Purpose: The main objective of this thesis is to prepare, implement and analyze the results of the Facebook advertising campaign for the event Týden hokeje, which is a part of the four-year project of the Czech Ice Hockey Association called Pojď hrát hokej. Methods: Methods in this thesis relate to two areas: advertising on social network called Facebook and qualitative research. Due to the specifics of Facebook advertisements this thesis also provides instructions for creating an advertising campaign on this network using the tools of Power Editor software. Efficiency metrics provided by Power Editor were used to evaluate the campaign on the grounds of given research queries, whereas Microsoft Excel was used to process the data of the metrics. In order to summarize all channels of marketing communication of the project and to incorporate the Facebook campaign into their enumeration, a qualitative research in the form of an informal interview with the project manager was carried out. Results: As a result, this thesis brings a stepping stone for creating Facebook advertising campaigns connected with further promotion of the event Týden hokeje. A manual for creating other campaigns is included, together with the feedback and detailed...

The application of internet marketing techniques has been widespread in the hospitality sector worldwide, with many hotels crafting websites for marketing purposes. However, there is still a debate and speculation on the impact of internet marketing on business performance and profitability. Given the well-recognised value of internet marketing in the hospitality and tourism industry, this study sought to examine the impact of internet marketing on the profitability of the hospitality sector in South Africa and to establish factors which influence internet marketing usage. In order to achieve these objectives, a perceptual survey was conducted in graded hotels and lodges in the Eastern Cape province of South Africa. Multiple linear regression analysis and hierarchical regression analysis were used to determine the relationship between internet marketing and business profitability as well as the relationship between organisational and environmental factors and internet marketing usage. Based on the findings of this study, it is concluded that the use of internet marketing can positively influence business profitability. It is also concluded that internet marketing experience moderates the relationship between internet marketing usage and business profitability. The results also indicate that factors such as technological competence, managerial support, level of star grading and alliances significantly influence internet marketing usage. Thus, from the findings of this study, it was concluded that hotels and lodges can enhance their profitability through internet marketing usage.

В настоящее время актуальной проблемой в сфере маркетинга является выбор экономически обоснованных инструментов оценки бренда и повышения его узнаваемости. В рамках данной работы была проведена оценка капитала бренда и выявлено, что узнаваемость компании находится на низком уровне.В связи с этим,были предложены и апробированы маркетинговые инструменты в сети интернет, а также рассчитана их эффективность. / The current issue in marketing is economically feasible tools for assessment and increase brand awareness. Within this work, the brand equity was evaluated and it was revealed that the company's recognition is low. In connection with this, marketing tools in the Internet have been proposed and tested and their effectiveness has been calculated.

1 ABSTRACT The work deals with the analysis of verbal and nonverbal means of advertising messages in files promoting automobiles and banking products and services through printed brochures and company websites. Advertising texts use elements of journalistic, technical, administrative and artistic styles. Persuasive and attracting functions are dominant for them. These are of the verbal means represented primarily by imperatives, adjectives and adverbs in comparatives and superlatives, by a higher frequency of personal, possessive and totalizing pronouns. Lexically the functions of texts are supported primarily by vocabulary with positive expressivity and terminology of respective field. Enumerations, rhetorical questions, higher splitting of text and placing of persuading means into the rheme of the message are syntactically relevant. These features are also supported by repetition and combination of these means. Of the nonverbal means composition of individual elements within the advertising area, particularly the location of the product and company name, logo, slogan, ratio and layout of text and visual elements, play an important role. Above specified means and combinations thereof can be understood as a strategy of advertising message. Cognitive or affective strategies supported by an appeal to...

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...

The main objective of this thesis is to identify current tools of online marketing communication of South Bohemia region in the field of tourism and evaluate their performance and efficiency of use. A secondary objective is to design a strategy for online marketing communication of South Bohemia region as a tourist destination using the latest trends and technologies.

The goal of the thesis "Proposal of Communication Mix of the Selected Company" is to propose concrete measures to improve the communication mix based on the analysis of the current state of the company. The study is divided into theoretical, analytical, and the proposition part. The theoretical part serves as the basis for analytical and proposition parts. It discusses tools of marketing communication mix in the context of the entire marketing. The practical part analyzes the selected company and its communication mix. The proposition part is based on the analysis and it further describes a plan to improve the current state of marketing communication tools.

The subject selected for this research project is the identification of the strategies to establish an Internet market agency in the United Arab Emirates(UAE) that offers advertising assistance via web sites to companies doing business in this country.

This research examined the relationships of cultural orientations to preferences for public relations messages on the Internet websites among college students in South Korea and in the United States.