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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Children targeted marketing of fast food companies
 Jabbarová, Yasmin ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis focuses on the issue of food marketing that targets children and how it is used by fast food companies that operate on the Czech market. The basic theories of children development into consumers are listed in the beginning. The theoretical part continues by describing the overall topic of children food marketing, the legislative regulations in the Czech Republic and the global regulations of this matter. Furthermore, the theoretical section consists of the description of individual food marketing and PR techniques that target children. The practical part is divided into two sections - the description and the analysis. The general communication of McDonald's and Burger King is outlined in the descriptive part but the emphasis is being put on the marketing that targets children. This type of communication is analyzed in the second part of the practical section. The chosen methodology is an analysis of selected aspects of McDonald's and Burger King's communication, these aspects are also later compared. The chosen criteria are based on a research of academic literature and industry regulation principles, as some of the required materials were not available. Overall this bachelor thesis concludes that the communication of fast food companies operating on the Czech market is not...
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