The subjekt of the master’s thesis „Proposal of the marketing mix for the system SMSbrána“ is to define individual instruments of the marketing mix with an focus on the marketing communication on the internet and it’s use for the system SMSbrána. The thesis consist of free sections. The first part explains the basic concepts of marketing mix, on which is the second part based. I have done an analysis and product specification in the analytical part. This helped me to define main shortcoming of the system. I proposed recomendations to eliminate shortcoming in the third part.

In the first part mainly the basic information about the types of mobile advertising are mentioned. Important topics such as business models and comparison with other advertising media are giving a conclusion for the theoretical part, which together with case studies from czech and foreign markets gives a solution to the effectiveness of mobile marketing.

The main goal of this diploma thesis is to identify the usage of augmented reality in contemporary marketing practice and the expectations of marketers for the future use. This will be achieved by conducting a quantitative and qualitative research among existing creative and advertising companies. Secondary goal is introducing the concept of augmented reality from the theoretical point of view and also description of potential utilization based on known examples. The tools for the practical part are an online questionnaire and personal interviews.

Diploma thesis focus on dynamically developing medium -- Internet and its usage for marketing needs. At first the thesis describes the basics of internet and it's grow into the medium we know from today. It is followed by the description of marketing communication on the internet. It describes the communication from the first internet banner to the start of mass internet communication, social media and mobile marketing. It describes the opportunity of the smartphones. Theoretical knowledge is used in practical part which describes mid-sized internet campaign realized with the tools described in the theoretical part.

The diploma thesis deals with the usage of mobile applications for communication within loyalty programs and direct marketing. The objective of this thesis is to identify the potential of the usage and to compare the efficiency of the communication through mobile applications for smartphones in communication within the loyalty programs with e-mailing. The comparison of both communication channels was done based on campaigns, which were realized for purpose of this thesis for the real client. Researched metrics were click through rate and conversion rate. The identification of mobile application usage potential for communication was done through questionnaire and interview with experts.

Background: Companies collect private data about consumers for marketingpurposes. Mobile devices provide marketers with valuable insights intoconsumers' hyper-context information concerning specific consumersituations such as location, time, and environment. Consumers, on the otherhand, may have a different attitude towards how marketers use their privatedata. Purpose: The purpose of this thesis is to analyse and gain insight into theemotional experience of consumers when receiving personalized marketingmessages that are designed using their private data collected from mobiledevices. Method: A qualitative study was implemented and primary data werecollected from semi-structured interviews. The conducted data were analysedto understand the underlying concepts of this thesis research question. Anabductive approach was used and involved back-and-forth engagement withthe empirical findings of the social world for theoretical ideas and with thesecondary sources of literature. Conclusion: Consumers’ can experience both positive and negative feelingssimultaneously. The authors conclude that it was not the personalizedmarketing messages themselves that created negative emotions amongconsumers, it was the knowledge and the feeling of knowing that theadvertisements were created from their 'private data. The positive emotionswere connected to the benefits of receiving advertisements that matched theirinterests.

Yes / The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.

Yes / This special issue of the Journal of Retailing and Consumer Services aims to bring together a variety of disciplines and a scholarly community for the advancement of knowledge regarding practice and research related to digital and social media marketing. Accordingly, the special issue includes papers using a variety of theories, research methods, contexts, and conceptualizations to enrich our understanding of digital and social media marketing from consumer and practitioner perspectives. The thirteen articles accepted for inclusion in this special issue are summarised in this editorial introduction.

隨著智慧型手機的問世，行動裝置改變現代人的生活方式已是不爭的事實，而最大的改變為以往手機僅是拿來對話及傳送簡訊等基本的使用，隨著網路的發達，手機的使用方式已從「講」轉變為「看」。消費者使用手機的頻繁也同時使得對於手機上的數位廣告的注意度降低，因此當消費者對廣告主投遞的廣告注意度降低時，廣告主在數位行銷目的不同時，則需要不同的數位廣告指標去確認廣告效果。因此本研究採用以專家問卷法，其主要依據修正式德菲法，鎖定的對象為「網路媒體企劃人員」及「網路廣告媒體專業人士」專家，需任職於數位行銷相關產業滿五年以上之資歷納入蒐集，共計十五人。並以優良指標建構原則為基礎，透過專家的觀點找出各手機廣告適用的衡量指標，實施二次循環式調查。經指標實證後，建議兩大面向及五項原則可供業界參考： 一、不同的行銷目的下，曝光數及點擊不再是主要指標 1.策略構面：以提升品牌知名度為行銷目的，則需以曝光數、點擊、點擊率及每千次曝光成本等為主要指標。 2.關係構面：點擊、點擊率及曝光在各個版位中都佔共識指標前三大排名 3.效益性構面：以轉換率、每次名單成本及點選/點擊為主 二、廣告主應長期投資關鍵字廣告 1.提升品牌知名度及增加品牌與消費者之間的熟悉度：建議以「廣泛修飾比對」、「片語比對」及「完全比對」操作策略，若消費者看到廣告訊息則會上網搜尋，能增加對於品牌或產品的知名度及熟悉度，進而刺激及提升銷售業績。 2.以刺激銷售並提升業績為主時，建議可開啟廣泛比對的購買機制，增加曝光度，避免預算浪費，可做篩選字根操作避免不相關的字根大量出現，導致消費者誤觸點擊而需耗費成本。 / Smartphone has been changing our life is an indisputable fact. The biggest change is that mobile phone is used from talking to browsing. The more consumer use smartphone, the more consumer decrease their attention in digital banners or advertisements. Hence, advertisers should base on different digital campaign’s objective to deliver different banners or creative ads. Since digital is getting more and more important, and the overall market research can’t catch up with the mobile marketing’s growth, this research will base on Modified Delphi Method to survey the mobile advertisement effectiveness in different campaign objectives. The sampling of experts will secure specialists who have related digital experience and must work over 5 years in this advertisement industry. After second round’s survey, this research come out 2 scopes and 5 principles. 1.Impressions and clicks are not key KPI for different campaign objectives *To maximize brand awareness: not only impressions and clicks, but also click rate and CPM should take as main KPIs (key performance implementation). *To have a strong relationship with consumer: click, click rate and impressions are the top 3 KPIs should be covered to review in campaign’s post-evaluation. *To drive the sales: conversion rate, CPM and clicks become the most important elements to review campaign objective. 2.Advertisers should have a long-term strategy in paid key word search *To maximize brand awareness and have a strong relationship with consumer: recommend to have always-on strategy which means open widespread comparison, phase comparison, and completed comparison all the time to find the potential consumers and drive the sales. *To drive the sales: recommend to select widespread comparison and filter non-related words to avoid wasting media budget and campaign cost.

This work aims to prepare the analysis puts current trends in the mobile market, and these results are then used to evaluate the current position of Vodafone Czech Republic and its marketing communications to mobile communications market in the Czech Republic. The analytical part of the work focuses on the local telecommunications market, regulatory environment, and marketing communications company described. Based on these findings are then also defined current trends in the mobile communications market and they then derive predictions of the future development of the entire market. Given the specific nature of this market, the individual's internal analysis based on information obtained directly from the surveyed companies, which for this work of great benefit as set out conclusions are backed by real market data. The work also draws on research methods conducted among customers of mobile operators, but their aim was to determine customer attitudes to new technologies or brand awareness operator or its marketing communications.