undergraduate thesis
Dječji marketing

Miroslav Vilić (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleDječji marketing
AuthorMiroslav Vilić
Mentor(s)Mane Medić (thesis advisor)
Abstract
Postoje reklame koje djeca kada gledaju jako malo trepću i nisu u mogućnosti maknuti pogled. Također postoje proizvodi koje djeca moraju imati. Sve to nije slučajno. Marketinški stručnjaci za oglašavanje zajedno sa psiholozima, sociolozima, stručnjacima za ponašanje djece surađuju kako bi najlakše i najbrže probudili interes kod djece prema trgovačkim markama. Koriste razne načine kako bi komunicirali sa svojim ciljanim skupinama te im prenijeli željenu poruku. Svi oni žele mjesto u glavi djeteta kako bi ono odabralo upravo njihove proizvode. Struka s visokotehnološkim uređajima neprestano testira i prati djecu kako bi pronašli određenu strukturu likova, boja, glazbe kojoj djeca ne mogu odoljeti. Utjecaj medija na djecu može biti pozitivan ali i negativan. Djeca predstavljaju najosjetljiviju skupinu potrošača, zato treba proučavati kako marketinške aktivnosti utječu na njih i u kojoj mjeri. Mediji su izvor znanja ali i drugih korisnih informacija. Razni obrazovni programi mogu pozitivno utjecati na razvoj i daljnje obrazovanje djece. Također se postavlja pitanje negativnog utjecaja reklama na razvoj djece. Reklame mogu biti izvor mnogobrojnih tuga, razočaranja ali i frustracija za djecu i mlade.
Keywordschildren marketing experts media information
Committee MembersMane Medić (committee chairperson)
Blaženka Hadrović Zekić (committee member)
Nataša Drvenkar (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 levelundergraduate
Study programmeMarketing
Academic title abbreviationuniv. bacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-21
Parallel abstract (English)
There are some advertisements which children look at barely blinking and they are unable to look away. There are also products that children must have. All this is not a coincidence. Marketing experts for advertising work together with psychologists, sociologists and experts on children's behavior to draw the interest of children to trademarks in the easiest and fastest way. They use a variety of ways to communicate with their targeted groups and to convey them the desired message. They all want a place in the head of a child so that the child chooses exactly their product. A profession with high-tech devices is constantly testing and monitoring children to find a certain structure of characters, colors and music that children cannot resist. The influence of media on children can be positive, but it can also be negative. Children represent the most sensitive group of consumers, because of that it should be studied how marketing activities affect them and to what extent. The media is a source of knowledge, but it is also a source of other useful information. Various educational programs can have a positive influence on the development and further education of children. Likewise, it raises the question of the negative influence of advertising on children's development. Advertisements can be a source of a great deal of sadness and disappointment but also frustration for both children and youth.
Parallel keywords (Croatian)djeca marketinški stručnjaci mediji informacije
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:145:177325
CommitterGordana Kradijan