Analýza marketingové komunikace internetových stránek

Abstract

In the first chapter of thesis are defined theoretical knowledges of marketing communication on the Internet, where the first part concentrates on the Internet and its possibilities, and the second part deals with the marketing communication mix to the Internet. The second chapter contains a description of websites and characteristics of the organization under whose auspices the site is operated. Closer focus on the details of the marketing communication mix and the design of the websites. The following section describes the research methodology and timetable of the research carried out with a list of all activities. The aim was to analyze the elements of the marketing communication mix web site and see if they have an impact on traffic of this site. In the first part of the analysis is seen website hits each month in the period under review, focusing on identifying activities that substantially increased attendance. The second part is an analysis of individual factors and their impact on website traffic. To demonstrate the relationship between the characteristics of the visitors used the T test for independent groups and correlation. The penultimate section consists of suggestions for the investigated factors, which are designed on the basis of research results, and conclusion briefly summarizes the key findings of research with concrete suggestions for more effective marketing communication elements recovered website www.marketingostrava.cz.