prikaz prve stranice dokumenta Implikacije tehnologije umjetne inteligencije na oglašavanje putem digitalnih medija
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master's thesis
Implikacije tehnologije umjetne inteligencije na oglašavanje putem digitalnih medija
Zagreb: University of Zagreb, Faculty of Economics and Business, 2020. urn:nbn:hr:148:590920
Lacković, Klara
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Lacković, K. (2020). Implikacije tehnologije umjetne inteligencije na oglašavanje putem digitalnih medija (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:590920

Lacković, Klara. "Implikacije tehnologije umjetne inteligencije na oglašavanje putem digitalnih medija." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:590920

Lacković, Klara. "Implikacije tehnologije umjetne inteligencije na oglašavanje putem digitalnih medija." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:590920

Lacković, K. (2020). 'Implikacije tehnologije umjetne inteligencije na oglašavanje putem digitalnih medija', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 04 January 2025, https://urn.nsk.hr/urn:nbn:hr:148:590920

Lacković K. Implikacije tehnologije umjetne inteligencije na oglašavanje putem digitalnih medija [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2020 [cited 2025 January 04] Available at: https://urn.nsk.hr/urn:nbn:hr:148:590920

K. Lacković, "Implikacije tehnologije umjetne inteligencije na oglašavanje putem digitalnih medija", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:148:590920

Metadata
TitleImplikacije tehnologije umjetne inteligencije na oglašavanje putem digitalnih medija
Title (english)Implications of artificial intelligence technology on digital media advertising
AuthorKlara Lacković
MentorGoran Vlašić (mentor)
Committee memberJurica Pavičić (predsjednik povjerenstva)
Committee memberZoran Krupka (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2020-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj diplomski rad temelji se na istraživanju uloge alata za digitalno oglašavanje, koji koristi umjetnu inteligenciju, u komunikaciji oglašivača s tržištem. Provedeno je kvalitativno istraživanje metodom studije slučaja Google AdWords alata za digitalno oglašavanje na temelju dostupnih sekundarnih podataka. Analizom je utvrđen poslovni model te podrijetlo i način funkcioniranja alata nakon čega su u nastavku utvrđene najvažnije prednosti te glavni izazovi korištenja ovog alata za plasiranje relevantnih oglasa. Izazovi su predstavljeni iz perspektive korisnika odnosno društva te oglašivača odnosno Googlea. Prema provedenom istraživanju, analiza podataka pokazala je korisnost i jednostavnost uporabe ovakvog alata, ali i njegov utjecaj na više dionika u procesu oglašavanja te pojave pokreta svijesti u društvu.
Abstract (english)
This thesis is based on the research of the role of digital advertising tool, which uses artificial intelligence, in the communication of advertisers with the market. A qualitative study on the Google AdWords digital tool was conducted using the case study method, based on available secondary data. The analysis determined the business model, the origin and way of functioning of the tool, after which the most important advantages and main challenges of using this tool for placing relevant ads were determined. The challenges are presented from the perspective of the user or society and the advertiser or Google. According to the research conducted, data analysis has shown the usefulness and ease of use of this tool, but also its impact on multiple stakeholders in the advertising process and the emergence of awareness movements in society.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:590920
Study programmeTitle: Business Economics
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 on2020-09-30 11:05:59