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.

No description available.

The thesis deals about banner advertisement. After brief introduction, theoretical basis describes how did banner advertisement go throughout the timeline, what are the possibilities of banner advertisement, which technologies can be used for proper banner advertisement, how is it measured, etc. In practical part of thesis a global company is introduced and there are analyzed ways how it uses banners in its web presentation. In final part a research is made to point out the importance of various factors effecting the efficiency of banner advertising. In conclusion author summarizes findings and tries to give hints how to use powers of effective advertising in bussinnes.

The purpose of the study was to assess the effectiveness of banner advertising on the World Wide Web, as well as to explore and analyse the attitudes and behaviours of internet users towards banner advertising. The research objective was to determine, why people do not click on banners and to find ways in which advertisers can make banner advertisements appeal to consumers more effectively. Outcomes of the research suggested which features advertisers should avoid when developing clickable banners. An extensive literature review was carried out in order to highlight important aspects of historic research. The analysis conducted on this topic indicated that a gap exists in the area of public attitudes towards clickable banner advertising and the reasons why people avoid clicking on banners. To address the above questions, peoples’ attitudes towards banner and other Internet advertising were investigated through focus group interviews and surveys. The findings suggest that the main reason for the ignorance surrounding clickable banners was the low involvement between the product or service being advertised and the viewer’s interests. Other reasons included the high annoyance level of banner advertising and the threat of viruses that some banners may pose. Conclusions of the research recommend narrow targeting and personalisation of banner advertisements, constant rotations and replacements of banners to avoid burnouts as well as trustful and original appeal and content. Other important findings included: • The majority of people are indifferent towards banners, • People with less than three years of Internet experience tend to click more than people with more than three years of Internet experience, • Females showed more “clickable behaviour” than males, • People are more likely to click on banners which present interesting information, are bright and animated or promote catchy phrases for the surfer, • People prefer to see banners located on the top of the page or on the right side of the page, • Pop-ups are the most noticeable and are possibly the route cause of what triggers people to become annoyed or dislike banner ads, Findings of this research have high social value. If advertisers would take into account the results of the current study, they would be able to create more effective banners, which could effectively be redirected to the appropriate target market. This will enable them to cut their costs. Furthermore, online users would enjoy a more polite and friendly online environment, where their interests will be taken into account, which would diminish the current gap between customers and advertisers.

The main goal of this diploma thesis is detailed presentation of the banner advertising, explaining key terms associated with this phenomenon and introduction to the history, actual situation and also the new trends in this area. Part of this thesis is introducing of banner advertising as a part of wider context of internet marketing, historical development and description of the banner formats or measuring of banner efficiency using specific methods like click-through rate or dwell rate. In my thesis is also included topic of the banner blindness or the current trends like behavioral advertising or HTML5 ads and using the banners on new platforms (mobile pages or social sites). I am also presenting some recommendations based on existing theoretical studies, practical research and also on my own working experiences. Using these recommendations should improve the efficiency of banner campaigns.

I relation till andra former är banner en av de mest uppskattade annonsformerna. Dock har det utvecklats fenomen så som banner blindness och annonsblockering vilket förhindrar att betraktare tar till sig reklamen och agerar. Syftet med denna studie har varit att undersöka om generation Y registrerar banners på Internet samt hur deras attityder är gentemot banners som annonsform. Detta undersöktes via ett eye-tracker experiment med kompletterande enkät där urvalet var 30 kvinnor och 30 män som studerade i Borås, Sverige. Resultatet blev att kvinnor och män i generation Y registrerar banners, tittar liknande på dem och generellt är attityden mindre positiv mot banners. Undersökningen fann även att innehållet i form av text, placerad till höger samt under huvudinnehållet på en webbsida uppmärksammades av flest. Detta indikerar att utformning av innehåll och placering är av betydelse.

The tittle of the diploma thesis is Attitudes to online banner advertising on social network VK.com as a channel for purchasing clothing. The main objective is to examine attitudes of the registered users of Russian social network VK.com to banner advertising. Author of the diploma thesis explaines the role of online banner advertising, its main types and forms. To determine users attitudes to online banner advertising, qualitative and quantitative researches were made. The diploma thesis consists of two parts: literature overview and practical part. The first part focuses on a theoretical background; specified terms and definitions of online banner advertising were described. The practical part focuses on the detailed analysis of the online banner advertising on a chosen social network. The conditions of the placement and payment methods were examined. Practical part includes the survey and interpretation of the results. In the final chapter, based on the results of the questionnaire and the calculations, author provides the recommendations for the increase of the online banner advertising effectiveness. Author advices the social network how to avoid the banner blindness effect and to attract the attention of users.

<p>Reklam på internet är ständigt ökande och många internetanvändare är negativt inställda till den. Därför har de utvecklat olika medvetna och omedvetna strategier för att undvika den när de ska göra något på internet. För skapare av reklam på Internet kan det vara bra att känna till hur reklamen undviks för att kunna bli bättre på att skapa effektiv reklam. Denna undersökning har baserats på intervjuer med vana internetanvändare med olika bakgrund för att få reda på hur de hanterar reklambanners samt en förståelse för hur de tänker. Intervjuerna föregicks av en videoinspelning där försöksdeltagarna fick specifika uppgifter att utföra för att eftersträva ett naturligt beteende.</p><p>Resultatet av undersökningen visade att banner blindness är ett fenomen som används av många försöksdeltagare, både på ett medvetet och omedvetet plan. Det visade sig att bara några få gör något aktivt fö ratt slippa eller undvika reklambanners. Anledningarna till varför de undvek reklamen visade sig i många fall bero på tre anledningar som tas upp i Cho och Cheons (2004) teoretiska modell : reklamen stör deras uppgift; många och röriga banners samt tidigare negativa erfarenheter.</p>

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.

No description available.