ONLINE ADVERTISING FROM THE WEBSITE PUBLISHER PERSPECTIVE

V diplomskem delu smo predstavili spletno oglaševanje z vidika založnika spletnega mesta. Preučili smo prednosti in slabosti oglaševanja na spletu, predstavili zgodovino razvoja spletnega oglaševanja in spoznali termine, ki jih pogosto srečamo v vlogi založnika spletnega mesta. Obravnavali smo tri področja na poti do uspešne spletne strani, in sicer: izbiro tematike, postavitev spletne strani in optimizacijo za spletne iskalnike. Predstavili smo orodja, uporabna za iskanje potencialno profitabilnih ključnih besed pri izbiri tematike spletne strani, postavili spletno stran v CMS sistemu Joomla in predstavili dobre prakse pri konfiguraciji sistema in postavitvi oglasnih blokov.In the thesis we presented online advertising from the website publisher perspective. We have considered the advantages and disadvantages of online advertising, the history of the development of online advertising and the frequnetly encountered terms in the role of publisher of a website. We discussed three areas on the way to a successful website, namely: selecting topics, web page layout and optimization for search engines. We presented the tools used to search for potentially profitable keywords in the selection of topics of websites, set up a website in Joomla CMS system and presented best practices for system configuration and installation of advertising blocks