Tato diplomová práce se zabývá novými trendy v reklamě, které ovlivňují zvolenou společnost. Teoretická část zahrnuje určitou historii, vývoj reklamy a nové trendy a nástroje digitální marketingové a online reklamy. Praktická část se skládá z historie společnosti, jejich poslání a vize. Praktická část se také skládá z marketingové strategie a návrhu nové reklamní kampaně, a to vytvořením nového konceptu reklamy a pomocí online reklamních nástrojů.
Annotation in English
This Diploma Thesis deals with the New Trends in Advertising affecting the selected company. The theoretical part comprises some history, the evolution of advertising and the new trends and tools of digital marketing and online advertising. The practical part consists the history of the company, their mission and vision. The practical part also con-sists the marketing strategy and the proposal for a new advertising campaign, by creating a new advertising concept and using online advertising tools.
Advertising, Marketing, Online Advertising, Digital Marketing, Internet Marketing, Online Marketing, New Trends, Trends.
Length of the covering note
79 pages 20641 words
Language
AN
Annotation
Tato diplomová práce se zabývá novými trendy v reklamě, které ovlivňují zvolenou společnost. Teoretická část zahrnuje určitou historii, vývoj reklamy a nové trendy a nástroje digitální marketingové a online reklamy. Praktická část se skládá z historie společnosti, jejich poslání a vize. Praktická část se také skládá z marketingové strategie a návrhu nové reklamní kampaně, a to vytvořením nového konceptu reklamy a pomocí online reklamních nástrojů.
Annotation in English
This Diploma Thesis deals with the New Trends in Advertising affecting the selected company. The theoretical part comprises some history, the evolution of advertising and the new trends and tools of digital marketing and online advertising. The practical part consists the history of the company, their mission and vision. The practical part also con-sists the marketing strategy and the proposal for a new advertising campaign, by creating a new advertising concept and using online advertising tools.
Advertising, Marketing, Online Advertising, Digital Marketing, Internet Marketing, Online Marketing, New Trends, Trends.
Research Plan
Introduction Define the objectives and the application methods used in the Master thesis.
Theoretical part
Elaborate a critical literature review for Advertising and New-Age Advertising.
Practical part
Analyze the current situation of the selected company.
Prepare Advertising Campaign for the selected company.
Present the project together with risk and cost analysis.
Conclusion
Research Plan
Introduction Define the objectives and the application methods used in the Master thesis.
Theoretical part
Elaborate a critical literature review for Advertising and New-Age Advertising.
Practical part
Analyze the current situation of the selected company.
Prepare Advertising Campaign for the selected company.
Present the project together with risk and cost analysis.
Conclusion
Recommended resources
ALTSTIEL, Tom and Jean GROW. Advertising creative: strategy, copy, design. 4th edition. Los Angeles: SAGE, 2017, 463 p. ISBN 978-1-5063-1538-6.
BARNETT, David N. Brand protection in the online world: a comprehensive guide. London: Kogan Page, 2017, 268 p. ISBN 978-0-7494-7869-8.
CLULEY, Robert. Essentials of advertising. London: Kogan Page, 2017, 226 p. ISBN 978-0-7494-7839-1.
HEINZE, Aleksej, Gordon FLETCHER, Tahir RASHID and Ana CRUZ. Digital and social media marketing: a results-driven approach. London: Routledge, Taylor and Francis Group, 2017, 319 p. ISBN 978-1-138-91791-0.
ROWLES, Daniel. Mobile marketing: how mobile technology is revolutionizing marketing, communications and advertising. Second edition. London: Kogan Page, 2017, 256 p. ISBN 978-0-7494-7979-4.
Recommended resources
ALTSTIEL, Tom and Jean GROW. Advertising creative: strategy, copy, design. 4th edition. Los Angeles: SAGE, 2017, 463 p. ISBN 978-1-5063-1538-6.
BARNETT, David N. Brand protection in the online world: a comprehensive guide. London: Kogan Page, 2017, 268 p. ISBN 978-0-7494-7869-8.
CLULEY, Robert. Essentials of advertising. London: Kogan Page, 2017, 226 p. ISBN 978-0-7494-7839-1.
HEINZE, Aleksej, Gordon FLETCHER, Tahir RASHID and Ana CRUZ. Digital and social media marketing: a results-driven approach. London: Routledge, Taylor and Francis Group, 2017, 319 p. ISBN 978-1-138-91791-0.
ROWLES, Daniel. Mobile marketing: how mobile technology is revolutionizing marketing, communications and advertising. Second edition. London: Kogan Page, 2017, 256 p. ISBN 978-0-7494-7979-4.
