Advertisement and Digital Marketing in Terms of Czech Companies
Advertisement and Digital Marketing in Terms of Czech Companies
Author(s): Vladimír Vavrečka, Jiří Mezuláník, Lukáš DurdaSubject(s): National Economy, Business Economy / Management, Micro-Economics, Theory of Communication, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Advertisement; Advertising Banners; Blog; Communication; Context Advertising; Digital Marketing; Marketing Communication; PPC; SEM; Viral Marketing;
Summary/Abstract: Advertisement is one of the oldest tools of marketing communication and its history and present still shows that it is a tool for marketers continues to be very important. However, even the advertisement has been changed through the ages. There are changes not only its content, but the major changes going through its technical processing, new technology to significantly expand the capabilities of that advertising on target markets can take advantage and uses it. The Internet has brought a significant impact on the content and form of advertising as well as the tools that use the Internet. The paper deals with the use of selected forms of advertising using the tools of digital marketing communication in the terms of the Czech Republic. The text is based on the broader marketing communication research, focusing in particular on small and medium-sized businesses in the Czech Republic.
Journal: Marketing Identity
- Issue Year: 6/2018
- Issue No: 1/1
- Page Range: 186-197
- Page Count: 12
- Language: English