A tese buscou encontrar padrões em peças digitais consideradas relevantes aos profissionais atuantes no mercado publicitário. Em prisma conceitual, reproblematizou as terminologias publicidade, propaganda e marketing na contemporaneidade, de forma a recomendar jurisdições às suas adoções no ambiente web. Já em linhas metodológicas desenvolveu um conjunto de procedimentos para encontro dessas peças com base nos seguintes critérios: repositório, relevância, acessibilidade e perenidade. O universo de construção da amostra foi composto por sete premiações publicitárias distintas geograficamente (região, país e mundo), em foco (híbridas e online) e em ciclo de carreira (profissionais e estudantes). A observação de tais eventos apontou para utilização do Festival Mundial de Criatividade de Cannes como estudo de caso. A análise das doze peças agraciadas como Grand Prix na categoria Cyber Lions no período de 2009 a 2014 desvelou cinco padrões principais: anunciantes de grande porte, utilização de vídeos, possibilidade de participação das audiências, repercussões editoriais e narrativas/contações de estórias. / The present thesis sought to identify patterns in digital pieces that were considered to be relevant to the publicity system. In a conceptual scope, the study re-problematized the terms publicity, advertising and marketing in contemporary times so to recommend jurisdictions to their usages within the web environment. Regarding methodology, a set of procedures were developed to address these pieces based on the following criteria: repository, relevance, accessibility and continuity. The universe of sample construction was composed by seven advertising awards that were distinct in their geography (region, country and world), focus (hybrid and online) and career cycle (professionals and students). By observing these events, the Cannes Lion International Festival of Creativity was indicated as the case study. The twelve pieces awarded as Grand Prix in the Cyber Lions category between 2009 and 2014 were analyzed and five patterns emerged: large advertisers, use of videos, possibility for audience participation, editorial repercussions, and storytelling/narratives.

O crescimento da Internet ao longo dos últimos anos como canal de vendas e canal de relacionamento entre as empresas e seus consumidores acabou por torná-la uma das principais apostas das grandes redes de varejo para a expansão dos negócios e aumento de sua performance operacional. Dentro deste contexto, o objetivo desta dissertação é contribuir à formação do conhecimento na área pesquisando o comportamento do comprador online brasileiro, especificamente alguns dos elementos motivadores e inibidores de compra, além de outros aspectos relacionados à frequência de compra, satisfação com o meio e indicadores demográficos. Para cumprir tais objetivos, foi realizada uma revisão bibliográfica passando pela literatura acerca de comportamento do consumidor e de estudos empíricos voltados especificamente à área de Internet. Complementarmente, foi conduzida uma pesquisa de campo quantitativa com 238 usuários de Internet brasileiros, visando contrapor os resultados às referências teóricas pesquisadas. Os resultados do estudo apontam a existência de diferentes níveis de importância entre os elementos determinantes do meio de compra (a destacar os fatores de preço e facilidade de acesso), além de identificar relações significativas positivas entre a intensidade de uso da Internet e a quantidade de compras realizadas online; e também entre a satisfação com as compras online e a intenção de realização de compras futuras pelo meio. / The growth of the Internet over the last years as a sales channel and as a relationship channel between companies and its costumers has ultimately made it one of the main bets of the largest retail chains for achieving business growth and for increasing their operating performance. In this context, the objective of this dissertation is to provide a contribution to the knowledge development in the area by researching the buyers behavior in Brasil, specifically some of the motivators and inhibitors elements of the online purchase, along with its correlation to other related aspects, such as purchase frequency, medium satisfaction on purchase, and key demographics of the online buyer. In order to reach these goals, a literature review has been conducted over consumer behavior references as well as empiric studies more specifically oriented to the dissertation discussion area. A quantitative field research has also been conducted with 238 Brazilian Internet users, with the main purpose of comparing the survey results to the literature review findings. The study results indicate the existence of different importance levels among the determing elements of the purchase mean (to be highlighted the importance of the price and easy access factors), besides pointing out positive and significative correlations between the intensity of Internet usage and purchase behavior; and between online purchases satisfaction and future purchase intention.

The aim of this master thesis is to analyse and evaluate marketing activities of the brand LOréal Professionnel in online environment. Evaluation is based on goals of each used tool. Thesis includes comparison of communication in three countries, where brand applies unified strategy and way of communication. Results are analysed for the Czech republic, Slovakia and Hungary. This thesis include analyse of web pages, search engine marketing and communication on social media. Also emailing is mentioned but there are not so many results since brand started recently with this activity. In the end there are conclusions and recommendations based on analyses of used tools for online marketing.

For success in the business market, all companies must have well-developed marketing strategy. In today's information society internet plays an important role and therefore an internet marketing strategy too. This thesis first briefly deals with the specifics of marketing and marketing in services. In addition it describes the marketing on the internet and its tools (SEO, PPC, etc.). The last chapter of theory describes creation of off-line and on-line marketing strategies. The practical part starts with the analysis phase. This phase includes description of videoconferences and their technologies. Furthermore it contains description of Mojekonference service, with the help of Porter's analysis describes the competitive environment, deals with detailed market analysis, market research (using questionnaires), the creation of marketing tools, analysis of current marketing strategies and especially the analysis of website (keywords, SEO, etc.) The last section deals with the designing of marketing strategy, product, pricing, communication and distribution policy, makes a new structure of website and proposes a website advertising PPC campaign in Google AdWords.

The main purpose of this work is to find out what influences efficiency and reaching goals of content marketing by creating and promoting articles, e-mails, videos, podcasts and social network content. The author defines theoretic fundaments of content marketing, research parts of content strategy that influences content marketing, and tries to find out, how those forms of content use more efficiently. At the end of the work author offers proposals of possible key performance indicators for measuring content marketing results and efficiency. He uses methods of data analysis, experiments on users, and mathematical modeling.

The aim of this master's thesis is to examine the options and advantages of using online marketing by cultural organisations, especially theatres. The introductory part of this thesis explains essential terms related to online marketing and specifics of internet media. It also gives an overview of internet marketing tools, which can be effectively used in communication of cultural organizations. A second part of the thesis is focused on developing online marketing strategy for the Divadlo v Řeznické Theatre. The strategy is based on information obtained from a research carried out by the author of this thesis. The research includes a situation analysis, benchmarking, interview with marketing manager of Divadlo v Řeznické and a survey research made among the theatre visitors.

The objective of this thesis is a setup of marketing plan and strategy proposition for a start-up project based on an online employers evaluation. The theoretical background of the thesis are essential elements of marketing, online marketing and organizational behavior. The practical part contains an analysis of local and even global market competitors, product design and strategic marketing analysis. Conclusion of the thesis is the feasibility study of the project with an estimation of the break even.

This thesis examines the problem of evaluating the effectiveness of digital marketing; more specifically it looks at the topic of Pay-per-click advertising on the scope of Small and Medium-sized businesses in the Czech Republic. The thesis provides literature review of the historical and current possible practices of what specific measures can be used to evaluate the success of pay-per-click advertising. Moreover, it connects the measurement subject with the associated area of attribution modeling. This topic represents an important issue for the online marketers mostly because of a currently widely used last-click attribution model that is not able to attribute the fair value of the different channels on the consumer journey to purchase. The primary research conducted in the form of qualitative research through in-depth interviews brings insights into the current practices of selected representatives of Czech SME sector as well as the digital agencies on the matter of measuring the success of online marketing and the attribution modeling. Derived findings give a picture at what stage of development the measurement and attribution of PPC currently is in the Czech SME market.

The goal of my Diploma Thesis was to show companies, they should focuse more on investing time and their money into SEO, PR articles as well as they should use social media to communication with their customers. This could be in a long run more efficient than spending money on PPC campaigns. The Diploma Thesis is divided into theoretical and practical part. The theoretical part is oriented on Online Marketing, it shows the basics of each online marketing strategy; SEO, PPC as well as new trends in this fast growing field. The practical part is focused on analyzing instruments of online marketing strategy of ESENNCE.CZ, which is a Czech provider of Experience Days.

The theoretical part of the diploma thesis is focused on t he s election of research methods, a description of the process of modernization of electronic marketing both in general in the public s ector and especially in the r ecruitment of milita ry personnel t o t he C zech Army. Specifically, it is a description of modernization and the goals of recruitment to the AČR as such. The theoretical part concludes with a description of the relevant personnel aspects - the specifics and human limits of recruitment to the AČR. In t he m ethodological p art of t he di ploma t hesis, pa rtial r esearch segments are ana lyzed. Quantitative analyzes of the success of advertising campaigns and recruitment websites are complemented by observation of the attitudes of relevant officials in the issue, reflecting the atmosphere and preferences i n the r elevant representatives. T he s ub-research areas are: technical a nalysis of modernization of w ebsites a nd c onstruction of ne w w ebsites f or recruitment to the AČR; quantification of running results a fter m odernization a nd quantification of results after the start of running of the new website; analysis of preparations for advertising campaigns; quantitative specifics of the development and especially the results of advertising campaigns for recruitment to...