Description
The first chapter describes marketing and digitization, with focus on the emergence of online marketing. The second chapter characterizes online advertising, its basic forms, channels for a placement, or metrics to assess the effectiveness of online advertising. The practical part refers to online advertising for the Sportinator .cz e-shop. The aim of the bachelor thesis is to analyse online advertising in search engines for a particular e-shop. Based on the analysis , findings and recommendations have been made to improve the performance of online advertising, which was generated during the advertising activity.
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