The aim of my thesis is to analyse the potential of web 2.0 for commercial communication. Internet became due to web 2.0 services more fun. The number of internet users increases. People spend still longer time online to the prejudice of watching TV, reading papers or listening to the radio. This could be a problem for marketers who have relied on traditional mass media communiaction. In my thesis I try to find possibilities how to solve this problem. The theorethical part of the thesis provides characterization of the terms web 2.0 and commercial communication. Then I describe particular web 2.0 tools and general ways of internet advertising. In the practical part, I examine possibilities and significancy of these tools for commercial communication. Then I describe some successful web 2.0 projects and analyse two realized online advertising campaign. At the end I introduce my own proposal of online communication campaign for McDonald's using one of web 2.0 tools - social networking Facebook.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:10342 |
| Date | January 2009 |
| Creators | Švehla, Radim |
| Contributors | Pavlíček, Antonín, Postler, Milan |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
Page generated in 0.0021 seconds