Uspešnost in učinkovitost spletnega oglaševanja na primerih Lahkonočnic in Skritega Escape Rooma : diplomsko delo

Burja Spruk, Karmen (author), Golob, Urša (mentor)

Internet in z njim povezano spletno oglaševanje je v zadnjih letih postal vodilni medij, ki je močno spremenil poslovanje podjetij in komunikacijo s strankami. Nenehen razvoj in vse večji finančni vložki v spletno oglaševanje zahtevajo merjenje uspešnosti in učinkovitosti spletnega oglaševanja. Posledično so nastale številne metrike, predvsem teoretične, ter orodja, ki nam olajšajo merjenje uspešnosti in učinkovitosti. Pomembno je, da razlikujemo med uspešnostjo in učinkovitostjo, čeprav v tuji literaturi pojmov pogosto ne ločijo. Uspešnost tako pomeni »delati prave stvari«, učinkovitost pa »delati stvari na pravi način«. Pri merjenju uspešnosti in učinkovitosti se srečujemo s številni izzivi, večina metrik ima pomanjkljivosti, izredno težko je sestaviti metriko, ki bi upoštevala vse dejavnike, ki lahko vplivajo na uspešnost in učinkovitost spletnega oglaševanja. Kljub izzivom pa je merjenje uspešnosti in učinkovitosti zelo pomembno, saj oglaševalcem in podjetjem ponuja vpogled v njihovo delo in jim olajša sprejemanje odločitev v prihodnje. Lahko bi rekli, da je analiza preteklih oglaševalskih aktivnosti predpogoj za uspešne in učinkovite aktivnosti.

• Language: Slovenian
• Keywords: spletno oglaševanje, uspešnost, učinkovitost, metrike, merjenje
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: K. Burja Spruk
• Year: 2024
• Number of pages: 1 spletni vir (1 datoteka PDF (60 str.))
• PID: 20.500.12556/RUL-160534
• UDC: 004.738.5:659.1(043.2)
• COBISS.SI-ID: 207155203
• Publication date in RUL: 30.08.2024

BURJA SPRUK, Karmen, 2024, Uspešnost in učinkovitost spletnega oglaševanja na primerih Lahkonočnic in Skritega Escape Rooma : diplomsko delo [online]. Bachelor’s thesis. Ljubljana : K. Burja Spruk. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=160534

Secondary language

• Language: English
• Title: Effectiveness and efficiency of online advertising on the examples of Lahkonočnice and Skriti Escape Room

Abstract

The internet and online advertising have become the leading mediums in recent years, which have significantly transformed business operations and communication with customers. Continuous development and increased financial investments in online advertising necessitate measuring the effectiveness and efficiency of online advertising. Consequently, numerous metrics, mainly theoretical, and tools have been developed to facilitate the measurement of effectiveness and efficiency. It is important to distinguish between effectiveness and efficiency, even though in foreign literature the terms are often not differentiated. Effectiveness means “doing the right things,” and efficiency means “doing things the right way”. When measuring effectiveness and efficiency, we encounter numerous challenges, since most metrics have shortcomings, and it is extremely challenging to create a metric that considers all factors, which can influence the effectiveness and efficiency of online advertising. However, measuring effectiveness and efficiency is very important despite the challenges, since it provides advertisers and companies with insight into their work and facilitates making decisions in the future. We could say that analysing past advertising activities is a prerequisite for successful and efficient activities.

• Keywords: online advertising, effectiveness, efficiency, metrics, measuring