MARKETING FOCUSED ON CHILDREN

Danas djeca imaju sve važniju ulogu u potrošačkom društvu. Djeca su od najranije dobi izložena oglašavanju koje je intenzivnije i agresivnije nego li ikada prije. Tome u prilog dakako ide i to što se djeca od najranije dobi znaju služiti suvremenim telekomunikacijskim dostignućima. To je prepoznato od marketinške struke te se jednako tako i koristi u oglašavanju. Brojna istraživanja utvrđuju kako je oglašavanje proizvoda posebice onih prehrambenih, imalo značajnu ulogu u povećanju broja pretile djece. S obzirom da su djeca budući potrošači, oni od najranije dobi poprimaju određene kupovne navike kao i navike ishrane. Marketinški stručnjaci bi trebali upoznati današnje generacije djece, jer se potpuno razlikuju od prošlih. To znači da odrastaju brže, povezanija su, izravnija i potpuno informirana o svijetu oko njih. Roditelji im povećavaju džeparce, poklanjaju više pažnje te tako raste njihov utjecaj pri odlukama o kupovini. Sve se više ističe važnost društveno odgovornog oglašavanja odnosno važnost društveno odgovornog poslovanja u cjelini. Marketinško komuniciranje ni u kojem slučaju ne smije zlorabiti nedostatak znanja i lakovjernost djece i mladih.Today, children play an increasingly important role in the consumer society. Children are exposed to advertising since the earliest, which is more intense and aggressive then ever before. In addition to this, it goes whiteout saying that children of the earliest age can use modern telecommunication achievements. It is recognized by the marketing profession and is equally well used in advertising. Numerous studies have found that product advertising, especially those of the diet, played a significant role in increasing the number of obese children. Given that children are future consumers, they are of the earliest age receiving certain purchasing habits as well as nutrition habits. Marketers should be familiar with today´s generation of children because they are completely different from the past. This means they are growing faster, connected, pockets, give more attention, and thus increase their influence on buying decisions. The importance of socially responsible advertising and importance of socially responsible business as a whole is emphasized. In any case, marketing communications should not override the lack of knowledge and vagueness of children and young people