The influence of instruments of Internet marketing on the communication effects

<p>The study in this thesis concerns an actual marketing research of influence of Internet marketing instruments on the communication effects and estimation and acceptance of an advertising message.</p><p>The purpose is to describe Internet marketing instruments, define the advantages of each instrument.</p><p>The problem is the absence of Internet marketing instruments evaluation according to its&rsquo; different influence on consumer/Internet user.</p><p>The research objectives are: evaluation of influence of Internet marketing instruments on communication effects and on advertisement estimation and acceptance.</p><p>The novelty and scientific originality. This work is the first scientific comparative research of five different Internet marketing instruments based on marketing survey.</p><p>Theoretical significance and applied value of the thesis. Different approaches to Internet marketing definition are gathered and classified in this work. Also advertising message impact models are classified in this thesis. Internet marketing instruments are described and classified. Based on the 8 Single Factor ANOVAs the influence on communication effects and on a message estimation and acceptance is measured and described.</p><p>Implementation of scientific results. Based on the thesis results practical recommendations were given for advertises. There are description on every Internet marketing instrument according to its&rsquo; advantages for concrete communication goals of advertising campaign.&nbsp;</p>