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Využití online nástrojů v marketingové komunikaci / Using online tools in marketing communication

Diploma thesis deals with dynamically developing medium -- Internet and focuses on its marketing usage. At first the thesis describes development of the Internet worldwide, in Czech republic and analyzes czech Internet users. Then follows description advantages and disadvantages of the Internet as a marketing tool and media analyses. The thesis also describes various kinds of Internet marketing tools as viral marketing, buzz marketing, social networks and others. In section buzz marketing is focus on insight into real work in media communication agency . The gained information are used as a theoretical background in practical part where is carried out secondary and primary research regarding impact and characteristics of viral videos. The final outcome is summary of key findings and set of recommendations for designing successful viral video based on previous analyses.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:71804
Date January 2011
CreatorsKapusta, Tomáš
ContributorsPešek, Ondřej, Hanzlík, Jan
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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