The master’s thesis focuses on the online marketing communication of the fashion brand Sledgehammer. The thesis acquaints with the current structure of the communication mix and online marketing communication and, based on performed analyses and its own research, suggests appropriate suggestions to improve the communication of Sledgehammer with the public.

This diploma thesis deals with the elaboration of proposals for the improvement of the marketing strategy for an optician brand named Valore. Following the theoretical background, this thesis analyzes the current state of the company and its marketing strategy. Based on the findings from the analysis of the internal and external environment of the brand, as well as from a questionnaire survey, specific and feasible suggestions for an improvement of the marketing strategy are created. The proposal part of the work is mainly focused on minimization and elimination of identified weaknesses while making use of strengths and opportunities of the brand. The marketing mix method was chosen to formulate suggestions for the marketing strategy adjustments. Suggestions contain a specific description of the recommended changes that will help to raise the company's awareness and bring in new clients. The proposals are mainly focused on the unification of the current online self-presentation, which is the company's greatest shortcoming. The suggestions include drafts for a redesign of the company's website as well as custom made way of communication on social networks. It also contain adjustments of the discount policy and the use of online customer registration, which is related to customer benefits and newsletters. The proposals were made in detail, including target groups and illustrative examples, so that it could be used by the company. The company is also recommended to employ an external online marketing specialist who will manage marketing communication according to proposals and his or hers own experience. Other suggestions include the modification of the assortment at the Gajdošova shop, so as to improve the identified customer dissatisfaction. A solution is also proposed for a detected problem with an employee in one of the stores, who the company should lay off and replace with a new employee. Among the proposals is also the use of the potential of the company's electric car, for which a design of an advertising sticker is prepared, which will create an affordable mobile outdoor commercial. To save unnecessary costs, it was also proposed to cancel the current advertisement in the BRNO-STŘED magazine, because the return of the costs proved to be almost zero amount.

Background: Online platforms have nowadays been more developed and used by the population. For this reason, companies use to share more information through them. Moreover, the interest in sustainability also increases by people. Therefore, companies are trying to communicate sustainability through different techniques and actions.   Problem: we have noticed that companies create different content depending on which social media are they communicating. For this reason, we found interesting to look for how companies communicate sustainably.   Purpose: the purpose of this thesis is to answer the question about how companies communicate sustainability through social media. Moreover, the thesis aims to contribute to the existing knowledge.   Method: To answer this question the researchers conducted a multiple case study of three companies that communicate sustainability through the different 4 online platforms studied (Website, Facebook, Instagram, and Twitter).   Results: the main result find by conducting the research is in how companies place the product in order to communicate sustainability, as some of them place it as a protagonist and some others do not.

No description available.

HURTOVÁ, Z. Evaluation of the effectiveness of various techniques in PPC Advertising. Diploma thesis. Brno: Mendel University in Brno, 2018. This thesis is focused on evaluating the effectiveness of various pay-advertising practices, especially in two PPC systems - Google AdWords and Sklik. Specifi-cally, it focuses on comparing the performance of the search network in these two pay-per-click systems, whether the presence of an advertiser's brand name in ad text has some impact and the possibility of ad rotation on the search and display network of Google. A part of this thesis consists of a comparison of the options offered by these two PPC systems.

The subject of the thesis is accounting problems that are specific to the area of internet marketing, and which usually do not occur in the accounting of companies in other business areas. These problems are especially connected with internet domains, the delivery of online customers and the delivery of web page traffic. For the issues described, possible solutions and illustrations of practical examples are offered.

A Internet vem transformando a maneira como as pessoas compram e buscam por informações sobre produtos. Para locais onde as ofertas físicas apresentam algum tipo de restrição, os canais online podem trazer mudanças ainda mais significativas, já que oferecem aos consumidores um sortimento virtualmente ilimitado. O objetivo deste trabalho foi o de analisar a influência do número de habitantes de uma cidade em relação à predisposição à seleção e compra de produtos de uma empresa que administra campanhas de divulgação pela Internet para venda por atacado. As cidades foram divididas em três grupos conforme o número de habitantes e as principais métricas de performance das campanhas online foram comparadas entre os grupos através de análises de estatísticas descritivas, ANOVA e testes post hoc. Os grupos apresentaram diferenças estatisticamente significativas entre si em todas as etapas do processo de busca e compra. A principal diferença encontrada foi no momento em que os usuários preencheram cadastros no site, demonstrando interesse nos produtos. Nesta etapa, os consumidores de municípios de menor porte se cadastraram proporcionalmente mais do que o dobro dos de cidades de porte intermediário e mais de três vezes em relação ao grupo das maiores, o que impactou diretamente no custo por venda realizada e nas taxas absolutas de vendas. / The Internet has been changing the way people buy and search for new products. In places where the assortment in brick-and-mortar stores is restricted, online channels may represent a significant change in the landscape, due to the fact that they carry virtually unlimited offers. The aim of this study is to analyze the influence of the number of inhabitants of a city on their likelihood of selecting and purchasing products from a company which runs online marketing campaigns for resellers. The cities were divided in three groups according to the population size. In addition, the main metrics for online campaigns were compared among groups through descriptive statistics, ANOVAs and pot hoc tests. There was a statistically significant difference among the groups in all steps of the search and purchase process. The main difference was found when the users fill in the forms in the website, demonstrating interest in the product. In this stage, customers from smaller cities showed a registering rate which was more than twice as much higher than the medium-sized cities group and more than three times the amount of the larger cities group, which led to a direct impact on the cost-per-sale and absolute sales rates.

The main aim of this study was to investigate current search behaviour among Saudi consumers of travel services, to establish their attitudes towards, and adoption of online search and booking processes. It also aimed to explore current experiences within travel agencies of the adoption of online booking systems in the Saudi Arabian market. The study relied on a multi-method research design, with a focus on using both qualitative and quantitative data across three sequentially organised phases of data collection. Phase one centred on in-depth interviews with Saudi travel agents; phase two adopted a combined approach, using observation and semi-structured interviews, with a focus on getting a comprehensive insight into Saudi consumer search behaviour. In phase three, the researcher undertook a survey of internet adoption and search behaviour with a cross-section of Saudi consumers, located in the UK (N=481). Findings from the first phase demonstrated that Saudi Arabian travel firms continue to rely on offline booking methods and have been relatively slow to adopt online systems. Key factors influencing the adoption of online travel booking technology included attitudinal and cultural factors and an absence of customer trust, security and privacy. The second phase results indicated that information search and evaluation emerged as a single highly integrated process, however behavioural elements within the process varied across individuals, according to their search strategy and level of prior experience. In phase three, the key relationships in the conceptual model were examined, notably the relationship between search constructs and purchase intention. Only a few past studies have examined information search and evaluation in relation to purchase in emerging markets. This study offers a more in-depth perspective on search intention and information search and evaluation in the pre-purchase stage for online travel products. Key insights have emerged on the nature of the relationship between search intention, information search and evaluation and purchase intention through the development of a more comprehensive conceptual framework than in prior studies. The qualitative research demonstrated a) how search ability and search strategies were reflective of confident and well-established search behaviour on the part of Saudi consumers and b) gender and regional variations c) that the nature of information search and evaluation is shaped by behavioural differences at an individual consumer level. The study also offers a deeper understanding of the challenging perceptions that exist with regards to the slow adoption of online travel processes among Saudi Arabian travel firms.

Submitted by Johnny Rodrigues (johnnyrodrigues@ufcg.edu.br) on 2018-04-18T16:32:06Z No. of bitstreams: 1 PAULO VICTOR SILVA OURIQUES - DISSERTAÇÃO PPGCC 2014..pdf: 15529498 bytes, checksum: 878a0f70f377ee9edf9e0347c482a19b (MD5) / Made available in DSpace on 2018-04-18T16:32:06Z (GMT). No. of bitstreams: 1 PAULO VICTOR SILVA OURIQUES - DISSERTAÇÃO PPGCC 2014..pdf: 15529498 bytes, checksum: 878a0f70f377ee9edf9e0347c482a19b (MD5) Previous issue date: 2014-02-15 / A Propaganda Pervasiva diferencia-se das demais formas de veiculação de anúncios por permitir a entrega responsiva ao contexto dos consumidores. Dessa forma, é possível entregar aos consumidores os anúncios mais relevantes, proporcionando maior efetividade à campanha publicitária. Atualmente, os sistemas de entrega de anúncios apenas levam em consideração a relevância do anúncio para o cliente, não se preocupando com a maneira com a qual esses anúncios serão exibidos e nem com a influência causada por essa forma de exibição na relevância do anúncio. Sendo assim, objetiva-se neste trabalho elaborar um mecanismo que permita exibir um anúncio ao consumidor através do canal de veiculação mais apropriada. Para isso,é preciso que este mecanismo leve em consideração a influência que o canal de veiculação exerce sobre a relevância do anúncio e qual o propósito da campanha publiciária à qual pertence o anúncio. Tendo esta infraestrutura desenvolvida, será muito mais fácil elaborar mecanismos de avaliação da campanha publicitária levando em consideração a forma de exibição dos anúncios. Estes mecanismos poderão indicar qual o canal de veiculação que mais impactou o cliente, qual a que obteve maior audiência, qual foi a mais indicada, etc. Para validar os modelos desenvolvidos, foram realizadas baterias de experimentos com foco no impacto do tempo de resposta de um canal de veiculação na relevância do anúncio. A análise dos resultados permite mostrar que é possível sim utilizar o tempo de resposta para escolher o canal mais adequando para veicular um anúncio, assegurando-se que o propósito da campanha publicitária seja satisfeito. / Pervasive Advertising differs from other forms of ad serving because allows responsive delivery to the consumer context. Thus, it’s possible to deliver to consumers the most relevant ads, providing greater effectiveness to advertising campaign. Nowadays the delivering ads systems only consider the relevance of the ad to the client, not worrying about the way those ads are displayed and ignoring the influence caused by this form of display in ad relevance. Thus, the objective of this work is develop a mechanism that shows an ad to the consumer through the most appropriate display interface. For this,the mechanism must to consider the influence that the interface exerts on relevance of the ad. Whith this infrastructure, will be much easier to develop mechanisms for evaluating the hype,considering the way of delivering ads. These mechanisms may indicate the display interface that most impacted the user, which obtained larger audience, which was better indicated, etc. To validate the developed models, experiments focusing on the impact the response time of a channel broadcasting in ad relevance were held. The result analysis shows that it’s possible to use the response time to choose the channel ad serving, ensuring that the purpose of the advertising campaign is satisfied.

A Internet vem transformando a maneira como as pessoas compram e buscam por informações sobre produtos. Para locais onde as ofertas físicas apresentam algum tipo de restrição, os canais online podem trazer mudanças ainda mais significativas, já que oferecem aos consumidores um sortimento virtualmente ilimitado. O objetivo deste trabalho foi o de analisar a influência do número de habitantes de uma cidade em relação à predisposição à seleção e compra de produtos de uma empresa que administra campanhas de divulgação pela Internet para venda por atacado. As cidades foram divididas em três grupos conforme o número de habitantes e as principais métricas de performance das campanhas online foram comparadas entre os grupos através de análises de estatísticas descritivas, ANOVA e testes post hoc. Os grupos apresentaram diferenças estatisticamente significativas entre si em todas as etapas do processo de busca e compra. A principal diferença encontrada foi no momento em que os usuários preencheram cadastros no site, demonstrando interesse nos produtos. Nesta etapa, os consumidores de municípios de menor porte se cadastraram proporcionalmente mais do que o dobro dos de cidades de porte intermediário e mais de três vezes em relação ao grupo das maiores, o que impactou diretamente no custo por venda realizada e nas taxas absolutas de vendas. / The Internet has been changing the way people buy and search for new products. In places where the assortment in brick-and-mortar stores is restricted, online channels may represent a significant change in the landscape, due to the fact that they carry virtually unlimited offers. The aim of this study is to analyze the influence of the number of inhabitants of a city on their likelihood of selecting and purchasing products from a company which runs online marketing campaigns for resellers. The cities were divided in three groups according to the population size. In addition, the main metrics for online campaigns were compared among groups through descriptive statistics, ANOVAs and pot hoc tests. There was a statistically significant difference among the groups in all steps of the search and purchase process. The main difference was found when the users fill in the forms in the website, demonstrating interest in the product. In this stage, customers from smaller cities showed a registering rate which was more than twice as much higher than the medium-sized cities group and more than three times the amount of the larger cities group, which led to a direct impact on the cost-per-sale and absolute sales rates.