03399ntm a22005057i 4500 000151574 CZ-PrVSE 20220619212945.0 m d cr n|||||||||| 220619s2022 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Santusová, Michala ISIS:157832 dis Efectiveness of Facebook Advertising in the Context of a Small Manufacturer of Home Decorations eng Efectiveness of Facebook Advertising in the Context of a Small Manufacturer of Home Decorations / Michala Santusová 2022 ?? stran : digital, PDF soubor Vedoucí práce: Miroslav Karlíček Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2022 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2022 The thesis analyzes different advertisement executions to unfold which segment of the target audience, focusing on age and gender solely, is the most effective within the context of a small Slovak manufacturer of home decorations. Firstly, an analysis of a previously run campaign was carried out, and after, an experiment followed. Effectiveness, or responsiveness, of these target audiences was measured by the CPC indicator, which were monitored on two sets of ads in the experiment – the first contrasted a video ad with a photo ad, the second compared a product ad with an ad featuring the owner’s face. Both secondary data and the experiment were conducted through the Facebook’s advertising tool Ads Manager within the bounds of the author’s own soy candle company LAVINA. The most crucial finding was that overall, , the most effective segment of the target audience within the experiment proved to be men aged between 35 and 44. Between product and face ads, it is the most effective to target men aged 45-54 and for photo and video ads, the best is to again target 35-44 men. Additionally, both hypotheses got rejected, which suggests the results of both the analysis and the experiment differ from existing literature. However, this might be rooted in the circumstances under which the experiment ran. Způsob přístupu: Internet bachelor of business administration [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas cost per click (CPC) Facebook advertising Ads Manager ad effectiveness Karlíček, Miroslav, 1979- vse2010558291 ths Kottika, Efthymia, 1982- vse20221165123 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/80047/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/80047 Hlavní práce https://insis.vse.cz/zp/80047/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/80047/posudek/oponent/75017 Oponentura https://insis.vse.cz/zp/80047/podrobnosti dc:identifier NEPOSILAT VSKP vse80047 220615 80047