Advertasing Aimed at Children - between Efficiency and Ethics of Marketing Activities

• Autorzy: Bogdan Gregor , Beata Gotwald
• Języki publikacji: EN

Abstrakty

EN

The role of marketing communication in contemporary reality gains special importance. Children are still a specific group of customers for their development, structure of needs and difference as for perception. Due to that fact it is crucial to analyze the development of a child in relation to marketing usage of that knowledge and this is the aim of the article. It consists of two parts: first one devoted to child's development and the second one - devoted to advertising and usage of the information on child as a creature in marketing communication in social context. The other goal of the article is to present the need for balance between efficiency and ethics while marketing activities are aimed at children. (original abstract)

Słowa kluczowe

PL

Marketing; Dzieci; Etyka

EN

Marketing; Children; Ethics

• Czasopismo: Zeszyty Naukowe SGGW w Warszawie. Polityki Europejskie, Finanse i Marketing
• Rocznik: 2013
• Numer: nr 10 (59)
• Strony: 747-754

Twórcy

autor

Bogdan Gregor

• Uniwersytet Łódzki

autor

Beata Gotwald

• Uniwersytet Łódzki

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