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Autor
Leśna-Wierszołowicz Elwira (West Pomeranian University of Technology)
Tytuł
Marketing to Children
Marketing skierowany do dzieci
Źródło
Folia Pomeranae Universitatis Technologiae Stetinensis. Oeconomica, 2015, nr 81, s. 81-90, bibliogr. 20 poz.
Słowa kluczowe
Marketing, Dzieci, Reklama, Techniki reklamy
Marketing, Children, Advertising, Advertising technique
Uwagi
summ., streszcz.
Abstrakt
Celem artykułu jest opisanie wpływu marketingu na dzieci. W artykule pokazano wpływ reklam na dzieci w zależności od wieku. Ponadto wymieniono typy negatywnych zachowań najmłodszych. W artykule opisano również techniki marketingowe skierowane do dzieci, takie jak reklamy telewizyjna, internetowa, marketing szeptany, marketing w szkole, lokowanie produktu, kluby dla dzieci, zabawki i produkty z logo marki, a także promocje skierowane do młodzieży. Uzupełnieniem artykułu jest charakterystyka marketingu produktów żywnościowych i przedstawienie problemu otyłości dzieci.(abstrakt oryginalny)

The aim of the article is to describe the impact of marketing to children. The article shows the influence of advertising on children depending on their age. Moreover, it lists the types of negative behaviours among the youngest. The paper also describes the marketing techniques to children such as television advertising, Internet, buzz marketing, in-school marketing, product placement, kids' clubs, toys and products with brand logos, and youth- -targeted promotions. The paper also provides a concise description of food marketing and the issue of childhood obesity.(original abstract)
Dostępne w
Biblioteka Główna Uniwersytetu Ekonomicznego w Poznaniu
Pełny tekst
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Bibliografia
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  1. Adib H., El-Bassiouny N. 2012. Materialism in young consumers, An investigation of family communication patterns and parental mediation practices in Egypt. J. Islam. Market. 3(3), 255-282.
  2. Angell R.J., Angell C. 2013. More than just "Snap, crackle, and pop" "Draw, write, and tell": An innovative research method with young children. J. Adver. Res. 53(4), 377-390.
  3. Audiovisual Media Services Directive. 2010. Directive 2010/13/EU of the European Parliament and of the council of 10 March 2010, http://eurlex.europa.eu/LexUriServ/LexUriServ.do?uri= OJ:L:2010:095:0001:0024:en:PDF, access: 20.09.2015.
  4. Calvert S.L. 2008. Children as consumers: Advertising and marketing. The Future Child. 18(1), 205-234.
  5. Chaudhari Ch, Marathe M. 2007. Marketing to children, in: International Marketing Conference on Marketing and Society, Kozhikode April 8-10, 2007. Kozhikode, Indian Institute of Management, 613-626.
  6. Childs N. 2011. In-store marketing to children: US food retailer practices abating childhood obesity. Portug. J. Market. 27, 78-87.
  7. Estrela R.C., Pereira F.C., Ventura J.B. 2014. Children's socialization in consumption: the role of marketing. EuroMed J. Bus. 9(3), 222-251.
  8. Evaluation of the European Platform for Action on Diet, Physical Activity and Health. Case study report: Advertising and marketing to children. 2010. Brussels, European Commission, 1-67.
  9. Fast food marketing to children, https://www.wpi.edu/Pubs/E-project/Available/E-project-082107- -231740/unrestricted/Appendix_1.pdf, access: 19.09.2015.
  10. How marketers target kids, http://mediasmarts.ca/marketing-consumerism/how-marketers-target- -kids, access: 21.09.2015.
  11. Kellogg's Corn Flakes, http://www.ideafinder.com/history/inventions/kelloggcf.htm, access: 25.09.2015.
  12. Kelly B., Chapman K., Hardy L.L., King L., Farrell L. 2009. Parental awareness and attitudes of food marketing to children: A community attitudes survey of parents in New South Wales. J. Pediatr. Child Health 45(9), 493-497.
  13. Moore E.S. 2004. Children and the changing world of advertising. J. Bus. Ethics 52(2), 161-167.
  14. Owen L., Lewis Ch., Auty S., Buijzen M. 2013. Is Children's understanding of nontraditional advertising comparable to their understanding of television advertising? J. Publ. Policy Market. 32(2), 195-206.
  15. Schor J.B., Ford M. 2007. From tastes great to cool: Children's food marketing and the rise of the symbolic. The J. Law Med. Ethics 35(1), 10-21.
  16. Story M., French S. 2004. Food advertising and marketing directed at children and adolescents in the US. Inter. J. Behav. Nutrit. Physic. Activ. 1(3), 1-17.
  17. Verhellen Y., Oates C., De Pelsmacker P., Dens N. 2014. Children's responses to traditional versus hybrid advertising formats: The moderating role of persuasion knowledge. New York, Springer, 235-255.
  18. Ward S. 1974. Consumer Socialization. J. Consum. Res. 1, 1-13.
  19. World Health Organization. 2015. Obesity and overweight, http://www.who.int/mediacentre/factsheets/fs311/en/index.html, access: 19.09.2015.
  20. Zaharie M.M., Maniu A.I. 2012. How could children become bad consumers - materialistic values and ethics, in: International Conference "Marketing - from information to decision", Cluj-Napoca 2012. Cluj-Napoca, Risoprint, 515-524.
Cytowane przez
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ISSN
2081-0644
Język
eng
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