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Analysis of food and beverage TV advertisements targeting children
Štanderová, Alena ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The thesis focuses on topic of marketing targeted on children in TV commercials for food and beverages. The theoretical part is devoted to information related to the psychological impact of advertising messages on consumers and describes the relationship of advertising to television as a chosen medium. A substantial part is then dedicated to children's perception of advertising, which is limited by psychological development, credulity or the absence of critical thinking. On the basis of the available knowledge, the advertising tools used by companies to attract the attention of the child audience are outlined and the last passage is devoted to the current regulation of marketing targeted on children in the Czech Republic. The subject of the practical part is then a quantitative content analysis of television advertisements carried out on six television channels that target a child audience at least in some of their broadcast sessions. The criteria for this were set on the basis of the selected study described in the theoretical part and subsequently modified in sub-points in order to reach the studied topic more precisely. The results of the analysis show that some elements such as music, animation or the use of authority figures in the spots are still used as a means to engage the audience, but...
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Marketing targeted at children in sweet products TV Commercials
Šůnová, Veronika ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
This thesis focuses on the issue of marketing targeted at children in sweet products TV commercials. The theoretical part outlines basic information such as the history of marketing aimed at children in connection with the development of the media. An essential part of the theoretical part is an insight into legislative regulations and non-legal self-regulatory tools and organizations in connection with advertising aimed at children. Furthermore, the theoretical part is devoted to children, as a specific target group and previous research on children and their perception of advertising, which is followed by a subchapter on the psychological development of their cognitive abilities. The practical part is based on a qualitative analysis of selected television commercials for sweet products aimed at children. The analysis consists of examining the presence and form of five elements determined based on the knowledge gained in the literature review. The subject of an analysis is ads for Kinder brand products from the 1990s to the current ones, which are primarily intended for children. Analysis results show that some elements that used ads in the past are also present in recent ads. On the other hand, some older ads would currently fail due to non-compliance with current ethical regulations. Therefore,...
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The influence of children on buying decision making of parents
Spišiaková, Barbora ; Chylíková, Hana (advisor) ; Fridelová, Vendula (referee)
The diploma thesis deals with the influence of children on buying decision making of their parents. For this purpose, the thesis is divided into four parts, the first three parts being theoretical. The introductory chapter focuses on the personality of a person in connection with consumer behavior of adults. Adult buying and consumer behavior, as well as buying decision process, including its phases, are further included in the second chapter. The third chapter describes the family and its impact on buying decisions, specifies children as consumers and focuses on their influence on the buying decisions of parents. In the last, practical part of the thesis, was conducted a research to find out the impact of children on the buying decisions of their parents.
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The Influence of Marketing Communication to Children to Parents´ Consumer Behaviour.
Plesníková, Tereza ; Lhotáková, Markéta (advisor) ; Olšanová, Květa (referee)
The Diploma´s Thesis is focused on influence of marketing communication to children to consumer behaviour of the parents. The thesis puts emphasis on cognition the child as a consumer - describes its behaviour depending on the age and its values and subsequently defines the influences of surroundings related to child consumer maturing. The thesis is also engaged in questions connected with influence of the children towards their parents. The main goal is firstly to define and evaluate marketing communication which are according the opinions of children and parents perceived as the most efficient, and secondly specify the parents´ consumer behaviour so to what extent are the parents truly influenced by child, advertisement respectively. For an investigating these facts are used author´s own questionnaire surveys.
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Child as a consumer and its influence on adults decision-making processes
Lubovská, Zuzana ; Halík, Jaroslav (advisor) ; Gabrielová, Jaroslava (referee)
Diploma thesis deals with children as a specific target group influencing adults decisions. The theoretical part defines terms related to children as consumers and commercialization of their childhood, advertisment and the typical media, which have a negative impact on children. The penultimate charter is devoted to the situation in the United States of America, where children are considered to be the biggest consumers. The practical part will be realized by own research among children and parents in order to determine an approximate situation in the Czech Republic. A part of empirical part will also be a comparison of Czech and American results.
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