This master´s thesis aims to analyse the perception of online advertising by the Czech online population and its subsequent segmentation to provide recommendations on how to efficiently use online advertising tools in the Czech internet environment. The thesis is divided into three parts - theoretical, methodological and practical. The theoretical part describes the online advertising environment as such, defines the basic concepts and describes research methods used in the thesis. The methodological part delves deeper into these methods and justifies the reasons behind using them. Finally, the practical part offers detailed insights into the perception of online advertising through in-depth semi-structured interviews that have been further elaborated on and verified using the author´s own questionnaire-based quantitative research, representing the entire Czech online population. The obtained data is used to uncover segments in the Czech online population by means of factor and cluster analyses, after which the profiles of the segments are characterised using the contingency tables. Building on the findings, the final chapter provides recommendations on how best to use different types of online advertising and how to address the individual segments in the most efficient way.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:359950 |
| Date | January 2017 |
| Creators | Kostelník, Martin |
| Contributors | Koudelka, Jan, Závada, Václav |
| 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 |
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