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master's thesis
UČINKOVITOST INTERNET OGLAŠAVANJA – PRIJE I U VRIJEME COVID 19 PANDEMIJE
Diplomski rad
2021. urn:nbn:hr:124:295563
Čulić, Jelena
University of Split
Faculty of economics Split

Cite this document

Čulić, J. (2021). UČINKOVITOST INTERNET OGLAŠAVANJA – PRIJE I U VRIJEME COVID 19 PANDEMIJE : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:295563

Čulić, Jelena. "UČINKOVITOST INTERNET OGLAŠAVANJA – PRIJE I U VRIJEME COVID 19 PANDEMIJE : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:295563

Čulić, Jelena. "UČINKOVITOST INTERNET OGLAŠAVANJA – PRIJE I U VRIJEME COVID 19 PANDEMIJE : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:295563

Čulić, J. (2021). 'UČINKOVITOST INTERNET OGLAŠAVANJA – PRIJE I U VRIJEME COVID 19 PANDEMIJE : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 09 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:295563

Čulić J. UČINKOVITOST INTERNET OGLAŠAVANJA – PRIJE I U VRIJEME COVID 19 PANDEMIJE : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2024 November 09] Available at: https://urn.nsk.hr/urn:nbn:hr:124:295563

J. Čulić, "UČINKOVITOST INTERNET OGLAŠAVANJA – PRIJE I U VRIJEME COVID 19 PANDEMIJE : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:295563

Metadata
TitleUČINKOVITOST INTERNET OGLAŠAVANJA – PRIJE I U VRIJEME COVID 19 PANDEMIJE : Diplomski rad
AuthorJelena Čulić
MentorDaša Dragnić (mentor)
MBZ: 339135
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Razvojem tehnologije i pojavom interneta dolazi do internet oglašavanja. Internet oglašavanje danas predstavlja nezaobilazan i sve popularniji oblik oglašavanja. Pruža detaljan i sveobuhvatan uvid u obilježja i ponašanje potrošača i nudi mogućnost interaktivnosti i dvosmjerne komunikacije s kupcima. Internet marketing je i troškovno učinkovitiji u usporedbi s tradicionalnim marketingom. Google Ads i Facebook Ads Manager omogućuju ciljanje željene publike i izradu personaliziranih sadržaja uz stalnu mogućnost izmjene i prilagođavanja marketinških kampanja. Mjerljivost rezultata je uvijek bila imperativ marketinških aktivnosti, a uz Google i Facebook platforme za oglašavanje rezultati su dostupni odmah što stvara mogućnost boljeg donošenja marketinških odluka. Oglašivači uvijek imaju uvid u razne metrike poput broja klikova, broja prikaza, broja konverzija, stope konverzije, troška po kliku, troška po radnji, troška po tisuću pojavljivanja i stope klikanja. Brojne djelatnosti uvode internet oglašavanje, a među njima i B2C trgovina, turizam i B2B raznih djelatnosti. COVID-19 pandemija ostavlja utjecaja na cijeli svijet pa tako i na marketing gdje se tvrtke sve više okreću internet oglašavanju.
Abstract (english)
With the development of technology and the advent of the internet comes internet advertising. Internet advertising today is an unavoidable and increasingly popular form of advertising. It provides a detailed and comprehensive insight into the characteristics and behavior of consumers and offers the possibility of interactivity and two-way communication with customers. Internet marketing is also more cost effective compared to traditional marketing. Google Ads and Facebook Ads Manager allow you to target your desired audience and create personalized content with the constant ability to modify and customize marketing campaigns. Measurability of results has always been an imperative of marketing activities, and with Google and Facebook advertising platforms, results are available immediately, which creates the possibility of better marketing decisions. Advertisers always have insight into various metrics such as number of clicks, number of impressions, number of conversions, conversion rate, cost-per-click, cost-per-action, cost-per-thousand impressions, and clickthrough rate. Numerous industries are introducing internet advertising, including B2C trade, tourism and B2B of various industries. The COVID-19 pandemic is having an impact on the whole world, including marketing, where companies are increasingly turning to internet advertising.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:295563
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 on2021-11-04 12:08:18