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master's thesis
Marketinška komunikacija usmjerena djeci - dječji marketing
2016. urn:nbn:hr:145:054403
Dravinski, Ana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Dravinski, A. (2016). Marketinška komunikacija usmjerena djeci - 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:145:054403

Dravinski, Ana. "Marketinška komunikacija usmjerena djeci - dječji marketing." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:054403

Dravinski, Ana. "Marketinška komunikacija usmjerena djeci - dječji marketing." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:054403

Dravinski, A. (2016). 'Marketinška komunikacija usmjerena djeci - dječji marketing', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 12 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:054403

Dravinski A. Marketinška komunikacija usmjerena djeci - dječji marketing [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2016 [cited 2024 November 12] Available at: https://urn.nsk.hr/urn:nbn:hr:145:054403

A. Dravinski, "Marketinška komunikacija usmjerena djeci - dječji marketing", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:145:054403

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Metadata
TitleMarketinška komunikacija usmjerena djeci - dječji marketing
AuthorAna Dravinski
MentorMane Medić (mentor)
Committee memberMane Medić (predsjednik povjerenstva)
Committee memberDavor Dujak (član povjerenstva)
Committee memberJerko Glavaš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2016-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tema ovoga Diplomskog rada bazira se na razmatranju pozitivnih i negativnih utjecaja oglasne industrije usmjere djeci i obiteljima. Djeca predstavljaju najbrže rastući tržišni segment te kao takav, razmatra se i segment njihovog utjecaja na obiteljske kupovine. Predstavljaju ciljnu skupinu, na koju su marketinški stručnjaci posebice fokusirani, razmatrajući njihovu ulogu i utjecaj pri kupovini proizvoda i usluga. U skladu sa životnom dobi, mijenjaju se želje i mogućnosti potrošača. Analitike pokazuju enormni porast potrošnje kod djece od bilo koje druge demografske skupine. U prilog slijedi i činjenica da se današnja djeca razlikuju od djece prošlih generacija. 24-satna dostupnost informacija, putem medija, utječe na razvoj današnjih generacija djece i mladih. Što su više izloženi određenoj marki u ranoj dobi, veća je vjerojatnost stvaranju lojalnosti u starijoj dobi. Osim trenutne zarade, upravo je to cilj proizvođača proizvoda i/ili usluga.
Abstract (english)
The theme of this degree thesis is based on the consideration of the positive and negative impact of the advertising industry focused on children and families. The children represent the fastest growing market segment, and as such, it considers the segment of their influence on family purchases. They represent the target group, on which marketing experts are particularly focused, while having in mind their role and influence in purchasing goods and services. In accordance with age, desires and possibilities of consumers are dynamically changing. Analytics show the enormous upgrowth in consumption among children than any other demographic group. Contribution to that follows the fact that today's children are different than children of past generations. 24-hour availability of information through the media, influences the development of today's generation of children and young people. The more exposure to a particular brand at an early age, the greater the likelihood of creating loyalty in old age. In addition to current earnings, that is precisely the aim of the manufacturer of the product and / or service.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:054403
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 on2016-11-04 08:12:03