MULTIMEDIA MARKETING AS AN COMMUNICATION INSTRUMENT EXPLAINED ON CHILDREN ORIENTED PRODUCTS

U radu je prikazano kako se digitalni mediji i multimedija koriste kao komunikacijsko sredstvo u marketingu usmjerenom prema djeci, te kakav utjecaj korištenje istih ima na djecu. Djeca predstavljaju jedan od najbrže rastućeg tržišnog segmenta, a između ostalog, djeca imaju i velik utjecaj na donošenje odluke u obiteljskim kupovinama. Djeca su ciljna skupina marketinškim stručnjacima i oglašivačkoj industriji od najmlađe dobi, jer potrošačke navike koje djeca steknu u djetinjstvu, najčešće ostaju za cijeli život. Današnja djeca se razlikuju od djece prijašnjih generacija zbog velikog utjecaja tehnologije koja se svakim danom razvija sve više. Djeca su izložena raznim medijima više nego ikada prije, a navikavanje na medije se odvija brzo i neprimjetno. Digitalni mediji stvaraju novu generaciju djece, a iako postoji puno prednosti korištenja digitalnih medija i multimedija, ipak se najčešće govori o nedostacima jer potiču agresivno ponašanje i onemogućavaju razvoj kognitivnih sposobnosti djeteta. Zbog osjetljivosti djece na digitalne medije, ali i oglašivačke poruke, vrlo je važna njihova zaštita. Kako bi se djeca zaštitila, postoje brojna zakonska ograničenja koja zaštićuju dječju osobnost i njihova prava. U sklopu ovog diplomskog rada provedeno je i primarno istraživanje putem online upitnika, a ciljna skupina bili su prvenstveno roditelji i odrasle osobe, jer se željelo saznati kakvo oni imaju mišljenje o korištenju digitalnih medija i multimedije od ranog djetinjstva te koliko kontroliraju svoju djecu u digitalnom svijetu.This thesis shows how digital media and multimedia are used as communication instrument in children-directed marketing and what impact they have on children. Children represent one of the fastest growing market segments, and among other things, children have a great influence on the process of making decisions in family purchases. Children are the target group for marketing professionals and the advertising industry from their youngest age because the consumer habits that children gain in their childhood often remain for a lifetime. Today's children are different from those of previous generations due to the great influence of technology that is still growing and expanding every day. Children are nowadays exposed to different media more than ever before and getting used to them is fast and inconspicuous. Digital media results in creating a new generation of children and there are in fact a lot of advantages in using digital media and multimedia, however, the shortcomings are in the most cases highlighted because they encourage aggressive behaviour and disable development of the children’s cognitive abilities. Due to the sensitivity of children to digital media, as well as advertising messages, their protection is very important. There are numerous legal restrictions that protect the child's personality and their rights. Primary research through online surveys were also conducted within this thesis and the target group included primarily parents because the goal was to find out what they think about the use of digital media and multimedia in the early childhood and how much they control their children in the digital world