Access restricted to students and staff of home institution
master's thesis
CHILDREN MARKETING

Ana Vrančić (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleDječji marketing
AuthorAna Vrančić
Mentor(s)Zdravko Tolušić (thesis advisor)
Abstract
Marketing predstavlja skup aktivnosti koje poduzeće usmjerava prema potrošačima. Za svako proizvodno ili trgovačko poduzeće, potrošač predstavlja veoma važnu ulogu u njihovom poslovanju. Stoga, poduzeće kontinuirano ulaže u razvoj i istraživanje tržišta potrošača kako bi moglo usmjeriti svoje marketinške aktivnosti prema njima. Razvoj branda je pri tome veoma važan, jer se upravo putem poznate i kvalitetne marke poduzeće najbolje predstavlja potrošačima svake skupine i svake dobne granice. Djeca i mladi predstavljaju najosjetljiviju skupinu potrošača na koju je vrlo lako utjecati. Radi svoje osobnosti i karaktera vrlo lako utječu na kupnju i potrošnju određenog proizvoda. Kako bi neki brand na tržištu bio prepoznatljiv i cijenjen kod potrošača, veoma je važno da njegovo oglašavanje bude što intenzivnije. Zbog osjetljivosti djece na reklamne sadržaje i poruke oglašavanja proizvoda, veoma važna je njihova zaštita kako se to oglašavanje na njih ne bi dovelo do negativnog značaja. Prilikom toga, postoje brojna zakonska ograničenja koja svojim propisima zaštićuju dječja prava i osobnost, a koja su dužna primjenjivati sva poduzeća u Republici Hrvatskoj.
Keywordsmarketing children's marketing brand advertising protection of children's rights
Parallel title (English)CHILDREN MARKETING
Committee MembersZdravko Tolušić (committee chairperson)
Branko Matić (committee member)
Jerko Glavaš (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-19
Parallel abstract (English)
Marketing is a set of activities that the company is directed towards consumers. For each manufacturing or trading company, the consumer is a very important role in their business. Therefore, continuously invests in research and development of the consumer market so that it can focus its marketing activities to them. Development of the brand is in fact very important, because it is through the famous and quality brand company best represents the consumers of each group and every age. Children and young people are the most vulnerable group of consumers to which it is very easy to influence. Due to their personality and character very easily affect the purchase and consumption of certain products. To some brand on the market was recognized and appreciated by consumers, it is important that its advertising is as intense. Due to the sensitivity of children to advertising content and messages advertising products, is very important that they be protected as to advertise on them would not lead to a negative character. In addition, there are numerous legal restrictions that its regulations protecting children's rights and personality, which are required to apply all companies in the Republic of Croatia.
Parallel keywords (Croatian)marketing dječji marketing brand oglašavanje zaštita dječjih prava
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:485992
CommitterGordana Kradijan