Effectiveness of advertising in different cultural environments (a case study of China)

Zongyuan Chi

Bakalářská práce

Abstract:

This thesis studies the effectiveness of internet advertising in the Chinese market and related factors and puts forward corresponding improvement suggestions. First, in the literature review chapter, the concepts and functions of advertising are explained. At the same time, it also introduces the concept, advantages, and effectiveness of internet advertising. Secondly, in the analysis of internet advertising strategies, it is found that there are problems in the Chinese market, such as insufficient localization, lack of product information, unclear interest points, a single platform, and unsystematic delivery. Then, in the chapter of empirical analysis, this thesis takes the questionnaire survey as the main means to deeply explore the influencing factors of internet advertising and builds the corresponding research model. Finally, in the research conclusion chapter, through the empirical analysis of the results of induction and summary.

Keywords

China, Internet advertising, Effectiveness, Empirical analysis

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 16. 3. 2024

Obhajoba závěrečné práce

• Vedoucí: PhDr. Alena Drebitková Malá, Ph.D.
• Oponent: Lenka Platilová Vorlíčková, Ing.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Informatics