prikaz prve stranice dokumenta Potencijali Google AdWords oglašavanja na mobilnim uređajima
Access restricted to students and staff of home institution
master's thesis
Potencijali Google AdWords oglašavanja na mobilnim uređajima
2017. urn:nbn:hr:145:273208
Lukić, Iva
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Lukić, I. (2017). Potencijali Google AdWords oglašavanja na mobilnim uređajima (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:273208

Lukić, Iva. "Potencijali Google AdWords oglašavanja na mobilnim uređajima." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:273208

Lukić, Iva. "Potencijali Google AdWords oglašavanja na mobilnim uređajima." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:273208

Lukić, I. (2017). 'Potencijali Google AdWords oglašavanja na mobilnim uređajima', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 13 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:273208

Lukić I. Potencijali Google AdWords oglašavanja na mobilnim uređajima [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2025 April 13] Available at: https://urn.nsk.hr/urn:nbn:hr:145:273208

I. Lukić, "Potencijali Google AdWords oglašavanja na mobilnim uređajima", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:273208

Please login to the repository to save this object to your list.
Metadata
TitlePotencijali Google AdWords oglašavanja na mobilnim uređajima
Title (english)POTENTIALS OF GOOGLE ADWORDS ADVERTISING ON MOBILE DEVICES
AuthorIva Lukić
MentorDrago Ružić (mentor)
Committee memberDrago Ružić (predsjednik povjerenstva)
Committee memberMaja Lamza Maronić (član povjerenstva)
Committee memberSunčica Oberman Peterka (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2017-09-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Business Informatics
Abstract
Diplomski rad se sastoji od pet glavnih dijelova - uvod, metodologija rada, rezultati istraživanja, rasprava te zaključak. Metodologija rada objašnjava predmet istraživanja te metode istraživanja. Predmet istraživanja je prikaz potencijala Google AdWords oglašavanja putem mobilnih uređaja, što je osim na teorijski način, potkrijepljeno i praktičnim dijelom. Stoga su korišteni primarni i sekundarni izvori podataka. Rezultati istraživanja se sastoje od 4 potpoglavlja. Uvodni dio govori o tome... More kako je internet od kanala komunikacije postao kanal prodaje i distribucije, te su navedeni prednosti i nedostaci spomenutog. U drugom potpoglavlju je definiran mobilni marketing, te teorijski i grafički prikazan rast mobilnog marketinga u posljednjim godinama. U trećem potpoglavlju su navedene značajke Google AdWords oglašavanja, prednosti i nedostaci, objašnjene ključne riječi, Google Analytics i drugo. U zadnjem potpoglavlju je objašnjeno mobilno oglašavanje, novi način oglašavanja pod nazivom Local search oglasi, te se nalaze rezultati stvarnih kampanja iz srpnja ove godine, prikazani po uređajima kroz nekoliko glavnih metrika. Rasprava donosi zaključak isplati li se oglašavati na ovakav način preko mobitela, te zašto se treba nastaviti i oglašavati preko desktopa. Zaključak predstavlja sumiranje cijelog diplomskog rada. Rad se preporuča osobama koje imaju minimalno znanja o AdWords oglašavanju, razmišljaju o oglašavanju svojih proizvoda i usluga online, ali nisu sigurni koji način oglašavanja izabrati te na koje uređaje se fokusirati. Less
Abstract (english)
This paper consists of five parts – the introduction, methodology, research results, discussion, and conclusion. The methodology explains the subject and the methods of the research. The subject of the research is the representation of the potential of Google AdWords advertising on mobile devices. The subject is first presented in theory, and then through practical examples, which is why both primary and secondary data sources were used in this thesis. The research results consist of four... More subchapters. The introductory part shows how the Internet developed from a communication channel to a channel for sales and distribution and it also lists its advantages and disadvantages. The second subchapter defines mobile marketing, and it shows the theoretical overview and the graphical display of the growth of mobile marketing in the last few years. The third subchapter represents the following: the features of Google AdWords advertising, its advantages and disadvantages, key words, Google Analytics, etc. The last subchapter explains mobile advertising and the new way of advertising called Local search adverts, as well as the results of the real campaigns which were conducted in July this year. The results are shown on devices based on a few key metrics. The discussion leads to the conclusion and deals with the question of whether it is effective to advertise on mobile devices or not, and explains why the advertising should be continued on desktops as well. The conclusion represents the summary of the thesis. The thesis is recommended for those who have at least the minimum knowledge of AdWords advertising and are thinking about advertising their products and services online, but are not sure which type of advertising they should choose and which devices they should focus on. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:273208
Study programmeTitle: Business economy; specializations in: Business Informatics
Course: Business Informatics
Study programme type: university
Study level: graduate
Academic / professional title: Magistar/magistra ekonomije (Magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-10-10 06:49:06
accessibility

closeAccessibilityrefresh

If you wish to permanently save changes, click on Save, if not - your settings will be reset when you restart the browser.