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master's thesis
Međuplatformna analiza učinkovitosti digitalnog oglašavanja
Split: University of Split, Faculty of economics Split, 2024. urn:nbn:hr:124:364535
Kraljević, Marja
University of Split
Faculty of economics Split

Institutional repository: REFST

Cite this document

Kraljević, M. (2024). Međuplatformna analiza učinkovitosti digitalnog oglašavanja (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:364535

Kraljević, Marja. "Međuplatformna analiza učinkovitosti digitalnog oglašavanja." Master's thesis, University of Split, Faculty of economics Split, 2024. https://urn.nsk.hr/urn:nbn:hr:124:364535

Kraljević, Marja. "Međuplatformna analiza učinkovitosti digitalnog oglašavanja." Master's thesis, University of Split, Faculty of economics Split, 2024. https://urn.nsk.hr/urn:nbn:hr:124:364535

Kraljević, M. (2024). 'Međuplatformna analiza učinkovitosti digitalnog oglašavanja', Master's thesis, University of Split, Faculty of economics Split, accessed 21 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:364535

Kraljević M. Međuplatformna analiza učinkovitosti digitalnog oglašavanja [Master's thesis]. Split: University of Split, Faculty of economics Split; 2024 [cited 2024 December 21] Available at: https://urn.nsk.hr/urn:nbn:hr:124:364535

M. Kraljević, "Međuplatformna analiza učinkovitosti digitalnog oglašavanja", Master's thesis, University of Split, Faculty of economics Split, Split, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:124:364535

Metadata
TitleMeđuplatformna analiza učinkovitosti digitalnog oglašavanja
AuthorMarja Kraljević
MentorGoran Dedić (mentor)
Committee memberMirela Mihić (član povjerenstva)
Committee memberIvana Bilić (član povjerenstva)
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2024-06-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Rad je fokusiran na analizu učinkovitosti marketinških kampanja u hotelskoj industriji, s posebnim naglaskom na digitalne oglašivačke platforme. S obzirom na brzi rast hotelske industrije potaknut globalnim porastom turizma, istraživanje postavlja ključna istraživačka pitanja o razlikama u učinkovitosti kampanja provedenih na različitim digitalnim platformama. Rezultati istraživanja pokazuju da oglašavanje na Google Ads platformi, posebno kroz Google Search i Google Display kampanje, rezultira većom učinkovitošću u usporedbi s Metom. Nadalje, analiza remarketing kampanja pokazuje da su one generalno profitabilne, s ROAS-om koji premašuje 100%, pri čemu se ističe veća učinkovitost Meta remarketing kampanja u usporedbi s Google Display remarketing kampanjama. Kroz analizu ROAS-a i ostalih relevantnih faktora, istraživanje doprinosi razumijevanju čimbenika koji oblikuju uspjeh marketinških kampanja.
Abstract (english)
The focus of the study is on analyzing the effectiveness of marketing campaigns in the hotel industry, with a special emphasis on digital advertising platforms. Given the rapid growth of the hotel industry driven by the global increase in tourism, the research poses key research questions about the differences in the effectiveness of campaigns conducted on various digital platforms. The research findings indicate that advertising on Google Ads platform, particularly through Google Search and Google Display campaigns, yields higher effectiveness compared to Meta. Furthermore, the analysis of remarketing campaigns shows that they are generally profitable, with a ROAS (Return On Advertising Spend) exceeding 100%, with Meta remarketing campaigns demonstrating greater effectiveness compared to Google Display remarketing campaigns. Through the analysis of ROAS and other relevant factors, the research contributes to understanding the factors shaping the success of marketing campaigns.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:364535
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni magistar ekonomije (sveučilišni magistar ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-06-29 16:15:55