In this master's theses various design solutions and banners from different websites were analyzed and tested in order to obtain unified guidelines that are nowadays considered successful in the field of online advertising. We identified the problem that the success of the design guidelines and the placement of advertisements on the web is changing rapidly. This is due to the development of information technology that consequently caused progress in the fields of marketing and attracting customers.
There are many ways to redirect the user's attention to the banner, but in practice they often turn out to be unsuccessful as the user's attention is quickly drawn to other elements on a particular site. Our research began with an overview of previous research in the field of marketing and online advertising as well as the setting of key hypotheses, followed by designing and testing of individual ads.
During the testing and advertising process we recorded the results from which the guidelines for successful ads were set. Finally, we estabilished a few more general models that had turned out to be successful for a specific product, service or company. Doing this we achieved our main research goal and at the same time confirmed our hypothesis that the position of the ad plays an important role in advertisement banners on the web. Other hypotheses have brought very surprising results, since they were mostly discarded. However, due to these discarded hypotheses we have identified successful advertising guidelines, relevant in today's advertising methods.
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