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master's thesis
DETERMINANTE UČINKOVITOSTI OGLAŠAVANJA NA MREŽI NA PRIMJERU OGLAŠAVANJA PUTEM GOOGLE ADWORDS PLATFORME
DIPLOMSKI RAD
Split: University of Split, Faculty of economics Split, 2018. urn:nbn:hr:124:634483
Pavić, Paula
University of Split
Faculty of economics Split

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Pavić, P. (2018). DETERMINANTE UČINKOVITOSTI OGLAŠAVANJA NA MREŽI NA PRIMJERU OGLAŠAVANJA PUTEM GOOGLE ADWORDS PLATFORME : DIPLOMSKI RAD (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:634483

Pavić, Paula. "DETERMINANTE UČINKOVITOSTI OGLAŠAVANJA NA MREŽI NA PRIMJERU OGLAŠAVANJA PUTEM GOOGLE ADWORDS PLATFORME : DIPLOMSKI RAD." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:634483

Pavić, Paula. "DETERMINANTE UČINKOVITOSTI OGLAŠAVANJA NA MREŽI NA PRIMJERU OGLAŠAVANJA PUTEM GOOGLE ADWORDS PLATFORME : DIPLOMSKI RAD." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:634483

Pavić, P. (2018). 'DETERMINANTE UČINKOVITOSTI OGLAŠAVANJA NA MREŽI NA PRIMJERU OGLAŠAVANJA PUTEM GOOGLE ADWORDS PLATFORME : DIPLOMSKI RAD', Master's thesis, University of Split, Faculty of economics Split, accessed 18 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:634483

Pavić P. DETERMINANTE UČINKOVITOSTI OGLAŠAVANJA NA MREŽI NA PRIMJERU OGLAŠAVANJA PUTEM GOOGLE ADWORDS PLATFORME : DIPLOMSKI RAD [Master's thesis]. Split: University of Split, Faculty of economics Split; 2018 [cited 2024 April 18] Available at: https://urn.nsk.hr/urn:nbn:hr:124:634483

P. Pavić, "DETERMINANTE UČINKOVITOSTI OGLAŠAVANJA NA MREŽI NA PRIMJERU OGLAŠAVANJA PUTEM GOOGLE ADWORDS PLATFORME : DIPLOMSKI RAD", Master's thesis, University of Split, Faculty of economics Split, Split, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:124:634483

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TitleDETERMINANTE UČINKOVITOSTI OGLAŠAVANJA NA MREŽI NA PRIMJERU OGLAŠAVANJA PUTEM GOOGLE ADWORDS PLATFORME : DIPLOMSKI RAD
AuthorPaula Pavić
MentorDedić Goran (mentor)
MBZ: 274212
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2018-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Napredak tehnologije i porast vremena koje korisnici provode na Internetu potaknuli su mnoge oglašivače na usmjeravanje komunikacijskih aktivnosti na Mrežu. Stranice oglašivača u sve većoj mjeri postaju svojevrsna zamjena fizičkim poslovnicama, te omogućavaju ostvarivanje različitih akcija unutar istih. Akcije se mogu uvelike razlikovati ovisno o oglašivaču, te su upravo one predmet istraživanja ovog rada. Cilj je ustvrditi u kolikoj mjeri percipirana složenost akcije utječe na učinkovitost oglašavanja. Za testiranje učinkovitosti oglašavanja korištene su četiri determinante - vrsta uređaja, vrsta mreže, trošak po konverziji te stopa konverzije. U teorijskom dijelu rada definiran je pojam internet marketinga, njegovih pojavnih oblika te se detaljno opisala Google AdWords platforma za oglašavanje. U empirijskom dijelu rada se na temelju postavljenih hipoteza provela analiza na uzorku kampanja. Analizom podataka došlo se do zaključka kako percipirana složenost konverzije uistinu statistički značajno utječe na sve četiri determinante, te se akcije oglašavanja mogu prilagoditi ovisno o percipiranoj složenosti akcije koja se unutar stranice mjeri kao konverzija
Abstract (english)
Spillover of the marketing budgets from traditional to online channels has been a result of progress in the means of technology and the increase in the user time spent online. Web pages have all of the services integrated in one place, and are sort of becoming a “replacement” for brick and mortar stores. Web actions available within pages may differ significantly depending on the industry or company size. In the means of online advertising, the actions on the pages are usually named conversions, and are defined as goal actions of advertising activities. In this paper, conversion actions are divided by their perceived conversion complexity into three groups - purchases, sign-ups and downloads. The research hypothesis claims that perceived conversion complexity affects advertising efficiency directly through four determinants - type of device, type of network, cost per conversion and conversion rate. The first part of the paper contains a theoretical review of the internet advertising and advertising using Google AdWords platform. After the literature review, the hipotesis are tested on the sample data from the advertising agency. The data showed that perceived conversion complexity does have a statistically significant effect on the advertising efficiency. It is also concluded that advertising efforts can be optimised by taking in consideration the characteristics of each action.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:634483
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
RepositoryREFST
Created on2018-11-20 13:30:12