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master's thesis
Prikaz potencijala mobilnog oglašavanja kroz platformu Google AdWords
2016. urn:nbn:hr:145:071166
Vovra, Adam
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Vovra, A. (2016). Prikaz potencijala mobilnog oglašavanja kroz platformu Google AdWords (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:145:071166

Vovra, Adam. "Prikaz potencijala mobilnog oglašavanja kroz platformu Google AdWords." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:071166

Vovra, Adam. "Prikaz potencijala mobilnog oglašavanja kroz platformu Google AdWords." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:071166

Vovra, A. (2016). 'Prikaz potencijala mobilnog oglašavanja kroz platformu Google AdWords', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 17 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:071166

Vovra A. Prikaz potencijala mobilnog oglašavanja kroz platformu Google AdWords [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2016 [cited 2025 March 17] Available at: https://urn.nsk.hr/urn:nbn:hr:145:071166

A. Vovra, "Prikaz potencijala mobilnog oglašavanja kroz platformu Google AdWords", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:145:071166

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Metadata
TitlePrikaz potencijala mobilnog oglašavanja kroz platformu Google AdWords
Title (english)POTENTIAL OF MOBILE ADVERTISING THROUGH GOOGLE ADWORDS
AuthorAdam Vovra
MentorDrago Ružić (mentor)
Committee memberDrago Ružić (predsjednik povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
Committee memberDražen Koški (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2016-09-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Diplomski rad se sastoji od pet dijelova, uvoda, metodologije rada, rezultata istraživanja, rasprave i zaključka. U uvodnom dijelu tema je mobilni marketing i Google Adwords-a koji su temelji diplomskog rada. Mobilni marketing je aktivnost provedena kroz sve prisutne mreže na koju su potrošači konstantno spojeni putem mobilnog uređaja. Metodologija rada predstavlja predmet istraživanja i načine na koji se došlo do rezultata. Predmet istraživanja je razlika između Google AdWords oglasa na mobitelu i desktopu. Metoda istraživanja za praktični dio je sudjelovanje na studentskom natjecanju GOMC i za teorijski dio proučavanje dostupne literature i interneta. Glavni dio rada i prikazivanje rezultata istraživanja podijeljeno je na dva dijela. Prvi dio se odnosi na mobilni marketing i rast mobilnog marketinga, te trendove u marketingu. Prikazivanje usporednih rezultata istraživanja po godinama i postepeni rast korištenja mobitela i sve većeg ulaganja u Internet oglašavanja i posebno u mobilni marketing. Drugi dio je istraživački dio rada u kojem se prikazuju ostvareni rezultati na Google-ovom studentskom natjecanju Google Online Marketing Challenge, usporedba glavnih parametara Google AdWords kampanje prema vrstama uređaja. Rasprava donosi zaključke isplati li se ulagati u mobilni marketing i posebno odvajati AdWords kampanje prema vrstama uređaja, objašnjava rezultate kampanje i donosi osnovne zaključke o marketingu ovisno o vrsti uređaja. Zaključak predstavlja sumiranje cijelog rada.
Abstract (english)
Masters’s thesis consists of five parts, the introduction, methodology, research results, discussion and conclusion. The theme of the introductory part is a mobile marketing and Google AdWords, which are based thesis. Mobile marketing is activity carried out through all networks to which consumers are constantly connected via mobile devices. The methodology is based on the subject of research and the method for reaching the results. The difference between Google AdWords ads on mobile and desktop is the subject of research. Participation on a student competition Google Online Marketing Challenge and study of available literature and internet web sites are research methods. The main part of the thesis and the presentation of research results is divided into two parts. The first part refers to mobile marketing, growth of mobile marketing and trends in marketing. The results achieved in Google Online Marketing Challenge competition are presented in the second part of thesis. The discussion draws conclusions whether it is worth investing in mobile marketing and whether to separate AdWords campaigns by type of device, explains the results of the campaign and brings the conclusions about the marketing depending on the type of device. The conclusion is a summary of the entire thesis.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:071166
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 on2016-11-28 13:24:51