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master's thesis
Dječji marketing s osvrtom na manipulativno oglašavanje usmjereno na djecu
2016. urn:nbn:hr:145:974220
Pirić, Ivan
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Pirić, I. (2016). Dječji marketing s osvrtom na manipulativno oglašavanje usmjereno na djecu (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:145:974220

Pirić, Ivan. "Dječji marketing s osvrtom na manipulativno oglašavanje usmjereno na djecu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:974220

Pirić, Ivan. "Dječji marketing s osvrtom na manipulativno oglašavanje usmjereno na djecu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:974220

Pirić, I. (2016). 'Dječji marketing s osvrtom na manipulativno oglašavanje usmjereno na djecu', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 15 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:974220

Pirić I. Dječji marketing s osvrtom na manipulativno oglašavanje usmjereno na djecu [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2016 [cited 2024 November 15] Available at: https://urn.nsk.hr/urn:nbn:hr:145:974220

I. Pirić, "Dječji marketing s osvrtom na manipulativno oglašavanje usmjereno na djecu", 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:145:974220

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Metadata
TitleDječji marketing s osvrtom na manipulativno oglašavanje usmjereno na djecu
AuthorIvan Pirić
MentorMane Medić (mentor)
Committee memberMane Medić (predsjednik povjerenstva)
Committee memberBlaženka Hadrović Zekić (član povjerenstva)
Committee memberJosip Mesarić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2016-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Posljednjih godina djeca su postala vrlo važna ciljna skupina industrije oglašavanja. Djeca se nisu sposobna oduprijeti tržišnoj komunikaciji pa zato pred njihovim pogledima često padaju roditeljske odluke o kupnji. Marketinški stručnjaci se domišljaju najkreativnijim metodama ne bi li ih privukle proizvodima koje oglašavaju. Marketinške tvrtke koriste činjenicu da najmlađi potrošači nemaju kritičkog odnosa prema onomu što žele kupiti, da su podložniji oglašavačkim porukama, te nije slučajno da se privlačne igračke i šarene kutije s raznoraznim proizvodima na policama trgovačkih lanaca nalaze upravo nadohvat dječjih ruku. Zlorabljena je dječja karakteristika i sklonost prikupljanju koja je povezana s djetetovom sve većom sposobnošću klasificiranja i kategoriziranja objekata. Mnogi proizvođači zato osmišljavaju goleme serije sličica, igračaka i različitih likova koje treba prikupiti.
Abstract (english)
In the last few years, children have become a very important target audience of advertising. Children are not capable of resisting the market communication which enables their parents to give in their every whim. Marketing experts are very capable in coming up with the most creative methods to entice the children with the products they advertise. Marketing companies benefit from the fact that the youngest consumers lack the critical eye towards the products and succumb more easily to the advertising messages and it is no accident that the desired toys and colourful boxes with various products on the shelves in large chain stores are just within children's reach. Very often, children's tendency and capability to classify and categorize objects is misused. Therefore, a large number of manufacturers devise great series of collectible stickers, pictures, toys and characters.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:974220
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 on2016-11-15 13:44:14