| Abstract [eng] |
The Master’s thesis provides an analysis of prior researches related to online advertising. The study basically reviews the online advertising formats, theories and models in order to better understand of how online advertising works and presents the effectiveness study of online advertising formats based on the most influential research works in this field. Discussion on findings in literature completes with hypotheses development, that have been tested based on results of descriptive research using questionnaire method, performed in this thesis. The research results, in conjunction with findings form literature, enabled to conclude with most effective online advertising formats, their effectiveness criteria and to propose an effective online advertising model. Moreover, in this study the web observation was performed in order to identify the online advertising formats are being used in practice by dairy sector participants in UK market. In order to assess the practically used online advertising activities in the effectiveness context, the proposed effective online advertising model has been practically applied and these activities had been analyzed in the light of the effectiveness criteria of proposed model. The thesis completes with recommendations of what improvements could be done by UK dairy sector participants in order to advertise online more effectively. The proposed effective advertising model, as a basis, can be applied by any company in order to launch new or to improve the existing online advertising campaign. The work consists of 6 parts: introduction, theoretical framework, research, discussion on research findings, the conclusions and recommendations, references. The volume of the thesis: 79 pages without appendixes, 12 Figures, 9 tables, 113 bibliographical sources. Appendixes are presented separately. |
