Vnímání internetové reklamy českými spotřebiteli

The main aim of this diploma thesis is to find out whether internet advertising is perceived positively or negatively by Czech consumers and which specific internet advertising formats are mostly accepted by consumers. The secondary aim of the thesis is to find out how often domestic consumers encounter misleading Internet advertising and whether they are able to recognize them. The theoretical part contains the historical development of forms of internet advertising in the Czech Republic and legislative measures in the given field. The method of evaluation of the objectives of the work is quantitative research in the form of a questionnaire survey in cooperation with the marketing agency NMS Market Research s. r. o. The obtained data are then compared with the secondary data research in Data Analyzer program from MEDIAN s. r. o. The conclusion of the thesis summarizes the findings of the researches which are then compared with the previous studies on the issue.