| Abstract [eng] |
The research object of the master thesis is internet advertising effectiveness measurement. The goal of the work is after making theoretical studies of internet advertising effectiveness measurement (theoretical articles, practical researches and cetera), formulate the conceptual IAEM model and examine it empirically. The main tasks of the work are: to analyze internet advertising, it’s features, purposes, spread formats, functions, advantages and disadvantages; present the effectiveness of internet advertising and indicate the complexity of it’s measurement – the reasons to assess effectiveness, the need of doing this and also difficulties; to explore groups of internet advertising measurement aspects (technological, psychological, communicative and economical); to form the internet advertising effectiveness measurement (IAEM) conceptual model and to make it’s empirical assessment. Using the scientific publications’ and other sources’ analysis methods the conclusion was drawn, that internet advertising still is a new form of advertising, which has unexploited advantages. Although internet advertising has many features (interactivity, feedback, information capacity, plenty of advertising formats), its influence to advertising effectiveness is still hard to determine. ). The cause of it is that the internet advertising and its effectiveness in the majority of theoretical and practical researches are assessed only on certain aspects, with an accent on the importance of the user or advertiser goals. In order to determine the criteria, which should be paid attention to while creating an advertisement on the internet, it is necessary to consider both: the target audience and the company, which orders an advertisement. The main advertising influence measurement criteria was determined after an assessment and analysis of scientific publications (The Interactive Advertising Model: How Users Perceive and Process Online Ads, Measuring the effects and effectiveness of interactive advertising, Advertising and promotion, Internet Advertising: Is Anybody Watching? and other), which describe an advertising effectiveness measurement. Based on this criteria it can be stated that the internet advertising effectiveness would be useful to evaluate before and after the advertising campaign, covering four effectiveness measurement levels: technological, psychological, communicational and economical. Each aspects group of measurement are connected between each other and influences internet advertising effectiveness, which is described, kuris definable as implementation of set goals of advertisement. By these criteria was formed the IAEM model, which was give to assess it empirically to experts (specialists of advertising agencies). By doing so, it was sought to estimate, which of the measurement aspects given in the model are used in practice and which of them advertisers point as useful or just immeasurable. After the respondents assessed the IAEM model, the final version of it is given, which includes internet advertising effectiveness measurement aspects, that are used by advertisers in creating internet advertising campaigns and believe to be necessary in assessing their (campaigns) effectiveness. |
