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master's thesis
Usporedba oglašivačkih mogućnosti sustava Google Adwords i društvene mreže Facebook
2018. urn:nbn:hr:145:952557
Lukanec, Dino
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Lukanec, D. (2018). Usporedba oglašivačkih mogućnosti sustava Google Adwords i društvene mreže Facebook (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:145:952557

Lukanec, Dino. "Usporedba oglašivačkih mogućnosti sustava Google Adwords i društvene mreže Facebook." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:952557

Lukanec, Dino. "Usporedba oglašivačkih mogućnosti sustava Google Adwords i društvene mreže Facebook." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:952557

Lukanec, D. (2018). 'Usporedba oglašivačkih mogućnosti sustava Google Adwords i društvene mreže Facebook', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 02 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:952557

Lukanec D. Usporedba oglašivačkih mogućnosti sustava Google Adwords i društvene mreže Facebook [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2024 December 02] Available at: https://urn.nsk.hr/urn:nbn:hr:145:952557

D. Lukanec, "Usporedba oglašivačkih mogućnosti sustava Google Adwords i društvene mreže Facebook", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:952557

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Metadata
TitleUsporedba oglašivačkih mogućnosti sustava Google Adwords i društvene mreže Facebook
Title (english)Comparison between advertising features of Google AdWords system and social network Facebook
AuthorDino Lukanec
MentorAntun Biloš (mentor)
Committee memberAntun Biloš (predsjednik povjerenstva)
Committee memberDavorin Turkalj (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 country2018-06-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cilj ovog rada je prikazati oglašavačke mogućnosti društvene mreže Facebook i platforme Google AdWords te njihove komparativne razlike. Sam rad započinje uvodom o internetskom oglašavanju i vrlo je bitan zbog samog shvaćanja današnjeg pojma internetskog oglašavanja te od čega se on sastoji i na čemu počiva. To je ujedno jedna vrsta uvoda u cijelu priču o oglašavanju preko Google AdWordsa i Facebooka. U ovoj cjelini prikazane su i neke od oglašavačkih mogućnosti putem interneta te su objašnjena dva primjera. Za prvi primjer uzet je udruženi marketing koji je detaljnije objašnjen kako funkcionira i potkrijepljen je primjerom. Drugi primjer je viralni marketing koji je isto tako detaljnije opisan i potkrijepljen primjerom. Nakon samog uvodnog dijela o internetskom oglašavanju rad prelazi na samu temu te prvo se dotiče Google AdWordsa. U tom dijelu opisano je kako Google AdWords funkcionira, prednosti i nedostaci, te nakon toga primjer izrade kampanje i kao završetak primjer iz stvarne organizacije Poklon dobra ideja. Nakon Google AdWordsa rad na gotovo identičan način opisuje način oglašavanja na društvenoj mreži Facebook. Sam rad završava usporedbom mogućnosti između Google AdWordsa i Facebooka te zaključkom.
Abstract (english)
The goal of this graduate paper is to give an overview of advertising features of social network Facebook and Google AdWords and their comparative differences. The graduate paper starts with general introduction to Internet advertising and it is very vital because it describes the general concept of Internet advertising and how it works. It is also introduction to the whole story about advertising using Google AdWords and Facebook. Two examples of Internet advertising are described in this chapter. First example is affiliate marketing and it is described how does it work and there is one example of affiliate marketing. Second example of Internet advertising is viral marketing and it's also described with real life example. After this introductory part, Google AdWords is the first described platform. Here it's described how it works, what are advantages and disadvantages, an example how to make a campaign/ad in this platform is presented and in the end there is example from organization called Poklon dobra idea. After that, Facebook is described in similar fashion. Thesis ends with comparison between features of both platforms and a personal conclusion.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:952557
Study programmeTitle: Marketing
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 on2018-07-12 08:46:36