prikaz prve stranice dokumenta Dječji marketing
Access restricted to students and staff of home institution
master's thesis
Dječji marketing
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2017. urn:nbn:hr:145:342721
Šeremet, Ivana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Institutional repository: EFOS REPOSITORY

Cite this document

Šeremet, I. (2017). Dječji marketing (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:342721

Šeremet, Ivana. "Dječji marketing." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:342721

Šeremet, Ivana. "Dječji marketing." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:342721

Šeremet, I. (2017). 'Dječji marketing', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 23 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:342721

Šeremet I. Dječji marketing [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2024 December 23] Available at: https://urn.nsk.hr/urn:nbn:hr:145:342721

I. Šeremet, "Dječji marketing", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:342721

Metadata
TitleDječji marketing
Title (english)MARKETING FOCUSED ON CHILDREN
AuthorIvana Šeremet
MentorMane Medić (mentor)
Committee memberMane Medić (predsjednik povjerenstva)
Committee memberBlaženka Hadrović Zekić (član povjerenstva)
Committee memberBranko Matić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2017-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Danas djeca imaju sve važniju ulogu u potrošačkom društvu. Djeca su od najranije dobi izložena oglašavanju koje je intenzivnije i agresivnije nego li ikada prije. Tome u prilog dakako ide i to što se djeca od najranije dobi znaju služiti suvremenim telekomunikacijskim dostignućima. To je prepoznato od marketinške struke te se jednako tako i koristi u oglašavanju. Brojna istraživanja utvrđuju kako je oglašavanje proizvoda posebice onih prehrambenih, imalo značajnu ulogu u povećanju broja pretile djece. S obzirom da su djeca budući potrošači, oni od najranije dobi poprimaju određene kupovne navike kao i navike ishrane. Marketinški stručnjaci bi trebali upoznati današnje generacije djece, jer se potpuno razlikuju od prošlih. To znači da odrastaju brže, povezanija su, izravnija i potpuno informirana o svijetu oko njih. Roditelji im povećavaju džeparce, poklanjaju više pažnje te tako raste njihov utjecaj pri odlukama o kupovini. Sve se više ističe važnost društveno odgovornog oglašavanja odnosno važnost društveno odgovornog poslovanja u cjelini. Marketinško komuniciranje ni u kojem slučaju ne smije zlorabiti nedostatak znanja i lakovjernost djece i mladih.
Abstract (english)
Today, children play an increasingly important role in the consumer society. Children are exposed to advertising since the earliest, which is more intense and aggressive then ever before. In addition to this, it goes whiteout saying that children of the earliest age can use modern telecommunication achievements. It is recognized by the marketing profession and is equally well used in advertising. Numerous studies have found that product advertising, especially those of the diet, played a significant role in increasing the number of obese children. Given that children are future consumers, they are of the earliest age receiving certain purchasing habits as well as nutrition habits. Marketers should be familiar with today´s generation of children because they are completely different from the past. This means they are growing faster, connected, pockets, give more attention, and thus increase their influence on buying decisions. The importance of socially responsible advertising and importance of socially responsible business as a whole is emphasized. In any case, marketing communications should not override the lack of knowledge and vagueness of children and young people.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:342721
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-10-17 13:26:26