Analýza postojů veřejnosti k reklamě v prostředí Internetu

Abstract

I chose for my Diploma thesis the subject “The Analysis of Public Attitude to Internet Advertisement”. The goal of the thesis was to find out how the internet users take notice to the internet advertisement, what are their reactions on its particular forms and mainly what attitude do they assume for. In the theoretical part of the thesis the internet was characterized. Its history in the world and in Czech republic as well, internet services, its basic properties, its propositions and restrictions and legislation that limit internet advertisement. The theoretical data of the marketing communication in the internet environment were also analysed, advertisement and its particular forms which are e-mail, graphics, editorial and others. For obtaining needed information the method of the marketing research group interview (Focus group) was used. The analysis of the public attitude to internet advertisement itself consists of two parts. First part devoted to the preformed researches of the other agencys. The second part includes evaluations of the performed research. The research was realized by the internet users only. Suggestions and recommendations go out from the performed research and like reactions on the internet users opinions and attitudes.