Analýza vlivu online reklamního prostředí na uživatele internetu

Abstract

This bachelor thesis focuses on a part of the issue associated with the extensive topic of internet marketing. Specifically, it delves into online advertising and its impact on users. While browsing the internet, users encounter a wide range of individual types of advertisements. For the purposes of this thesis, those advertisements that users most frequently encounter visually during their internet visits have been selected. Each type of advertisement has different technical characteristics and is displayed to users in various situations. From this, we can infer that they will have varying impacts. Therefore, the aim of this bachelor thesis is to analyze individual advertisements and compare them with each other. This was done through a questionnaire, with respondents being residents of the Czech Republic aged 15 to 50, as this segment of the population is the most active on the Czech internet. The results of this analysis can be used in the decision-making process during the planning of advertising space purchases. Just as it is essential to consider statistics regarding individual advertisements, it is also necessary to consider the nature of the product we want to promote through internet advertising. Some types of advertisements perform significantly better with internet users than others, but that does not mean that their contribution to effective marketing communication should be overlooked.