Analýza reklam na sociální síti na trhu s potřebami pro domácí zvířata

Abstract

The diploma thesis deals with the analysis of social network advertisement in the pet equipment market. The work first described the theoretical basis of online communication and analyzed online communication tools. The process of creating an ad on Facebook is also described here. In the next chapter, the pet equipment market was characterized according to the microenvironment and macroenvironment. The following chapter described the methodology of data collection. The main goal of this diploma thesis was to analyze the effectiveness of individual advertising campaigns. Data was collected using automated data collection through Facebook Business Manager, Ad Manager and Google Analytics. Subsequently, the data were evaluated using Microsoft Excel and the statistical program IBM SPSS. Finally, suggestions and recommendations emerged from the analysis.