The aim of this thesis is to describe the current possibilities of YouTube advertising in the context of the Czech media market, to assess its effectiveness and the attitude of internet users to YouTube advertising compared to television advertising. The theoretical part of the work focuses on explaining key concepts related to marketing, marketing communication and online advertising. It also gives a more detailed analysis of the YouTube platform. The practical part of the work contains several... zobrazit celý abstraktThe aim of this thesis is to describe the current possibilities of YouTube advertising in the context of the Czech media market, to assess its effectiveness and the attitude of internet users to YouTube advertising compared to television advertising. The theoretical part of the work focuses on explaining key concepts related to marketing, marketing communication and online advertising. It also gives a more detailed analysis of the YouTube platform. The practical part of the work contains several sub-analyses. The first part of the work is devoted to analysing the results of selected YouTube advertising campaigns, which in turn provide an insight into possible expected results for advertisers. The second part examines consumers' attitudes towards YouTube advertising compared to television advertising, and this part is supported by the results of the MML-TGI research. The last part of work focuses on analysing the ratings and reach of two media platforms - YouTube and television - across different age groups. The work also presents specific recommendations for the future use of YouTube's in-stream advertising formats, for YouTube's involvement in the marketing orientation and general recommendations for improving the effectiveness of this type of advertising. |