Akceptace internetové reklamy uživateli v České republice


Akceptace internetové reklamy uživateli v České republice

Jméno a příjmení autora:

Radovan Madleňák, Libor Švadlenka

Rok:
2009
Číslo:
1
Strany:
98 - 107
Klíčová slova:
internet advertising, direct marketing, market research, CAWI
DOI (& full text):
Anotace:
Marketing activities and e-commerce are taken among the most topical themes in the world. Advertising is commercial promotion of goods, services, companies and ideas, usually performed by an…více
Marketing activities and e-commerce are taken among the most topical themes in the world. Advertising is commercial promotion of goods, services, companies and ideas, usually performed by an identified sponsor, and performed through a variety of media. Internet advertising is a recent phenomenon. Marketers see internet advertising as a part of an overall promotional strategy. The majority of marketing directors in the world plan to involve the internet into their marketing mix. The paper presents results of the marketing research realised by University of Pardubice in conjunction with University of Zilina. The aim of this research was find out the views of Czech internet users relating with internet advertising. This marketing research of Czech internet users was realised through so-called CAWI (Computer Assisted Web Interviewing) method, which is taken as the most up to date way of interviewing of respondent based on internet utilization. There were two basic segments defined as a target group of our research, namely business segment (i.e. firms) and non-business segment (i.e. single internet users). Characteristic sample of this marketing research was random sample of 400 respondents (200 from business segment and 200 from non-business segment) because of overall financial demands of this research and requirement on quick primary data obtaining and follow-up processing.

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