UTJECAJ OGLAŠAVANJA NA DJECU KAO POTROŠAČE
INFLUENCE OF ADVERTISING ON KIDS AS CONSUMERS

Summary/Abstract: Today, marketing is used by almost everyone who wants to market their product or service to a defined target group of customers and consumers by using various marketing tools. Advertising has proven to be the best means of marketing to reach target segments of various consumer groups. For advertising to be successful, it is first necessary to select the target segment of consumers, as well as to identify their desires and needs, as the same ad will not be perceived equally by all consumers. If children are chosen as the target segment, they represent a special challenge. Why? Because they have a great influence on the purchasing decisions of their relatives, they are customers in the present because of their purchasing power through the pocket money they get and represent potential future consumers. Therefore, marketers are faced with numerous questions such as: “What is it that could attract children’s attention? How to keep children’s attention? What are the advantages and what are the limitations of advertising that has children as its target group?” and many others. The success of advertising depends on which medium is to select, furthermore which medium is most represented at and used by a certain age group and how to attract and keep children’s attention. The success of advertising also depends on the influence children have on making purchase decisions within the family and on people close to them, that is greater today than in previous generations. The question of the ethics of advertising directed at children is also often raised. Marketing directed at children does not have the same legal framework and is not treated equally in all countries. In some countries it is completely prohibited, in others restricted and in still others fully permitted. If ads do not spoil children’s image of healthy growing up and creating a positive self-image, they do not pose a particular problem. It is difficult to balance marketing activities with changes in an era of accelerated technological development, global connectivity, and accelerated lifestyles. One thing is certain: the changes mentioned above result in the fact that the Internet, as a network of global connections, is becoming an increasingly popular medium, especially among children between the ages of 11 and 18. Since today’s children are surrounded by screens from an early age, digital media represent the shortest way to reach them. It is certain that the main factor in getting children’s attention is creative content, so it is necessary to offer creative content to attract and increase their interest. This article details the nature and impact of advertising directed at children and the media most accessible to them. The research I conducted will frame the overall picture of the impact of advertising on children as consumers. The research was conducted on a sample of 204 parents of children aged 0-18 and proved the hypothesis: “Advertising through the media affects children as consumers.”.

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