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master's thesis
POTENTIAL OF MOBILE ADVERTISING THROUGH GOOGLE ADWORDS

Adam Vovra (2016)
Metadata
TitlePrikaz potencijala mobilnog oglašavanja kroz platformu Google AdWords
AuthorAdam Vovra
Mentor(s)Drago Ružić (thesis advisor)
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.
KeywordsMobile marketing Google Adwords Growth mobile marketing
Parallel title (English)POTENTIAL OF MOBILE ADVERTISING THROUGH GOOGLE ADWORDS
Committee MembersDrago Ružić (committee chairperson)
Zdravko Tolušić (committee member)
Dražen Koški (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-15
Parallel 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.
Parallel keywords (Croatian)Mobilni marketing Google AdWords rast mobilnog marketinga
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:071166
CommitterGordana Kradijan