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master's thesis
POSTAVLJANJE, PRAĆENJE I OPTIMIZACIJA ONLINE KAMPANJE PODUZEĆA „Podravka“
Diplomski rad
2018. urn:nbn:hr:124:620882
Živković, Šime
University of Split
Faculty of economics Split

Cite this document

Živković, Š. (2018). POSTAVLJANJE, PRAĆENJE I OPTIMIZACIJA ONLINE KAMPANJE PODUZEĆA „Podravka“ : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:620882

Živković, Šime. "POSTAVLJANJE, PRAĆENJE I OPTIMIZACIJA ONLINE KAMPANJE PODUZEĆA „Podravka“ : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:620882

Živković, Šime. "POSTAVLJANJE, PRAĆENJE I OPTIMIZACIJA ONLINE KAMPANJE PODUZEĆA „Podravka“ : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:620882

Živković, Š. (2018). 'POSTAVLJANJE, PRAĆENJE I OPTIMIZACIJA ONLINE KAMPANJE PODUZEĆA „Podravka“ : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 28 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:620882

Živković Š. POSTAVLJANJE, PRAĆENJE I OPTIMIZACIJA ONLINE KAMPANJE PODUZEĆA „Podravka“ : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2018 [cited 2024 November 28] Available at: https://urn.nsk.hr/urn:nbn:hr:124:620882

Š. Živković, "POSTAVLJANJE, PRAĆENJE I OPTIMIZACIJA ONLINE KAMPANJE PODUZEĆA „Podravka“ : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:124:620882

Metadata
TitlePOSTAVLJANJE, PRAĆENJE I OPTIMIZACIJA ONLINE KAMPANJE PODUZEĆA „Podravka“ : Diplomski rad
AuthorŠime Živković
MentorMaja Ćukušić (mentor)
MBZ: 300571
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2018-04, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Business Informatics
Abstract
Podravka je u 2017. godini provela nekoliko programa vjernosti s ciljem pridobivanja novih potrošača i jačanja lojalnosti kod trenutnih potrošača. Kako bi informacija o programu vjernosti došla do ciljane publike, Podravka je , između ostalog, koristila oglašavanje na Google mreži. Kako bi se oglašavao na Google mreži oglašivač mora izraditi kampanju unutar Google AdWords platforme koja je najveći predstavnik PPC (engl. Pay-per-click) internetskog modela oglašavanja prema kojem oglašivač plaća samo onda kada korisnik klikne na oglas. Impresije oglasa se prema ovom modelu ne naplaćuju. U diplomskom radu detaljno je opisan proces planiranja, izrade i optimizacije Google AdWords kampanje jednog od programa vjernosti. Budući da je prijava na program vjernosti bila moguća samo putem interneta, bilo je moguće izmjeriti učinkovitost AdWords kampanje. Prije pokretanja programa vjernosti, za AdWords kampanju, definirani su KPI-jevi prema kojima se vršila optimizacija, a cjelokupni cilj oglašavanja programa vjernosti bio je ostvariti zadani broj prijava.
Abstract (english)
In 2017, Podravka carried out several loyalty programs aimed at attracting new consumers and strengthening loyalty of current consumers. Podravka, among other things, used advertising on the Google Network in order for a loyalty program information to reach a targeted audience. To be able to run ads on the Google Network, the advertiser must create a campaign within the Google AdWords platform, which is the largest and the most significant representative of the PPC (Pay-per-click) online advertising model. PPC model is a model in which advertiser only pays when a user clicks on an ad. In this model, the advertiser does not pay for ads impressions. In this master thesis the process of planning, creation and optimization of a Google AdWords campaign for one of the loyalty programs is described in detail. Since the application for loyalty program was only possible via Internet, it was possible to measure the effectiveness of the AdWords campaign. Prior to launching a loyalty program, the KPIs were defined for the AdWords campaign. The optimization process was based on achieving the default KPIs while the overall aim of loyalty program advertising was to reach the set number of sign-ups.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:620882
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
Created on2018-11-20 10:39:38