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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Trends in marketing targeted at children
 Růžičková, Julie ; Klabíková Rábová, Tereza (advisor) ; Zezulková, Markéta (referee)
The bachelor thesis deals with current trends in the field of marketing communication targeted at children. The topic of advertising targeted at children comes up with a variety of questions about regulation and ethics and current trends in communication make it even more complicated. The research of reference literature is a basis of the theoretical part of the work, which describes some aspects of targeting at children in more details. On one hand it is different perception of advertising content in connection with the age of children, on the other hand it is regulation of advertising itself and ethical dimension of the whole problem. Besides, also tools and communication channels targeting at children and the newest trends in this field are described. Since the advertising targeted at children is closely related to parents, the second part of the work is devoted to their perception of marketing communication with children via questionnaires. The result of the thesis is not only introduction of current trends in communication with children, but also tendencies in perception of the communication by parents, who considers the advertising targeted at children as a highly unethical and calls for more regulation. Beyond regulation could be a good solution of overgrown advertising targeted at children...
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Ethics in Marketing Communications
 Pešek, Ondřej ; Černá, Jitka (advisor) ; Koudelka, Jan (referee)
The thesis focuses on new marketing communication techniques. Their appearance is triggered mainly by technological progress and consumers' immunity to existing methods. Despite business ethics being part of commercial activities of majority of companies and business activities, not seldom do these upcoming and non-standard methods cross the boundaries of law and ethics. This business ethics has institutionalized itself into ethics codes. The thesis provides insight into the issue of the system of legal regulations of advertising in the Czech Republic. The regulation of ethics is executed by "Rada pro reklamu" as so-called self-regulation. The bodies of "RPR", its activity and also the "Code" and its practical application are detailed. The regulation of ethics concerning Public Relations is also involved. Trends are illustrated by many examples from real life.
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