WEBSITES EVALUATION MODEL FOR ONLINE ADVERTISING NEEDS

Oglaševanje izhaja iz latinskega glagola »adverto«, ki pomeni usmeriti pozornost k nečemu. Zaradi svoje vseprisotnosti in sokreacije naše družbene realnosti nosi oglaševanje tudi družbeno odgovornost. Naročniki in ustvarjalci oglasov ter mediji, ki jih objavljajo se je morajo zavedati in v skladu s tem tudi delovati. Mnogi avtorji so se spopadli na tem področju, ko so skušali dognati ali je oglaševanje sploh potrebno in ali morda ne zavaja potrošnikov in v njih ustvarja lažne potrebe. Ko pogledamo na te stvari z distance se nam zazdi, da se pravzaprav sprašujemo, kaj je bilo prej, kura ali jajce? Oziroma drugače - izdelek ali potreba? V diplomskem delu sem se posvetil spletnemu oglaševanju in izdelal odločitveni model ocenjevanja spletnih strani, za potrebe uspešnega spletnega oglaševanja. Ocene izbranih kriterijev so mi pomagale pri odločitvi, katera spletna stran je primernejša za oglaševanje. Odločitveni model sem izdelal s pomočjo programov DEXi in Vredana. Končni rezultat diplomskega dela je ocena spletnih strani in predlog najprimernejše za spletno oglaševanje.Advertising comes from Latin verb »adverto« which means to focus attention on something. Because of its omnipresence and creation of our social reality advertising bear the social responsibility. Subscribers, ad makers and media need to be aware of that and work in accordance with that responsibility. Many authors have clashed on this subject when they tried to ascertain whether the advertising is necessary and whether it might not mislead the consumer and creates false needs. When we look at these things from a distance, we feel and wonder what came first, the chicken or the egg? Or otherwise - a product or a need? The thesis is more devoted to small online advertising and creates a decision model evaluating web sites for the successful online advertising. Estimation of selected criteria helped me decide which site is better to advertise the product on. Decision model was created using programs DEXi and Vredana. The final result is an valuation of sites and preferred web site for online advertising