JAK ČESKÉ DĚTI A JEJICH RODIČE VNÍMAJÍ REKLAMNÍ SDĚLENÍ
HOW CZECH CHILDREN AND THEIR PARENTS PERCEIVE
ADVERTISING
Author(s): Tereza Plesníková, Markéta LhotákováSubject(s): Economy, Marketing / Advertising
Published by: Univerzita J. Selyeho, Fakulta ekonómie a informatiky
Keywords: advertising targeted to children; childrens´perception of advertising; parents perception of advertising; communication channels targeted to children;
Summary/Abstract: Objective of our research was to identify, whether children of two age groups 8-11 and 13-16 feel to be influenced by advertising in their decision making process and if yes, by what type of advertising. We also studied if and what differences are among the two age groups and among the children and their parents in the same age group.The research confirmed that both age groups do perceive influence of advertising and they realize it comes from various sources, which they are able to identify. The same perception have also the parents. From the main findings the most interesting is the dramatic difference in the perceived influencers among the two age groups and the growing gap between perception of children and their parents with growing age.Our findings may play important role in considering educational tactics in respect to advertising.
Journal: Acta Oeconomica Universitatis Selye
- Issue Year: 6/2017
- Issue No: 1
- Page Range: 113-127
- Page Count: 15
- Language: Czech