INFLUENCE OF ADVERTISING ON KIDS AS CONSUMERS

Danas se marketingom koriste, gotovo, svi oni koji žele plasirati svoj proizvod ili uslugu ciljnoj skupini kupaca i potrošača i pri tomu se koriste raznim marketinškim alatima. Oglašavanje se pokazalo kao najbolje sredstvo marketinga kao bi se došlo do ciljnih segmenata, između raznih skupina potrošača. Kako bi oglašavanje bilo uspješno, potrebno je prvo izabrati ciljni segment potrošača, te njihove želje i potrebe, jer isti oglas neće biti jednako percipiran kod svih potrošača. Ukoliko se kao ciljni segment izaberu djeca, ona predstavljaju poseban izazov. Zašto? Zato što imaju veliki utjecaj na donošenje kupovnih odluka svojih bližnjih, kupci su u sadašnjosti zbog džeparca koji dobivaju, a i predstavljaju potencijalne buduće potrošače. Stoga se, pred marketare, postavljaju i brojna pitanja kao što su: “Što je to što bi moglo privući dječju pažnju? Kako zadržati pažnju djece? Koje su prednosti, a koja ograničenja oglašavanja koja za ciljnu skupinu imaju djecu?” kao i mnoga druga. Uspješnost oglašavanja ovisi o tomu koji medij izabrati, odnosno koji je medij najzastupljeniji kod određene dobne skupine; kako privući i zadržati dječju pažnju; o tome kakav utjecaj djeca imaju na donošenje kupovnih odluka unutar obitelji i kod njima bliskih ljudi. Također, često se postavlja pitanje o etičnosti oglašavanja usmjerenog ka djeci. Marketing, usmjeren ka djeci, nije u svim zemljama u jednakim zakonskim okvirima, neke ga zemlje potpuno zabranjuju, neke ga ograničavaju, a neke ga u potpunosti dopuštaju. Ukoliko oglasi ne kvare sliku kod djece o zdravom odrastanju i stvaranju pozitivne slike o sebi, oni ne predstavljaju poseban problem. Teško je uskladiti marketinške aktivnosti s promjenama u vremenu ubrzanog razvoja tehnologije, globalnog povezivanja i ubrzanog načina života. Jedno je sigurno, iz navedenih promjena proizlazi činjenica da Internet kao mreža globalnog povezivanja postaje sve zastupljeniji medij, posebice kod djece starije od jedanaest do osamnaest godina. Zbog činjenice da su djeca današnjice okružena ekranima već od najranije dobi, digitalni mediji predstavljaju najkraći put kako doprijeti do njih. Zasigurno je to da je glavni čimbenik u pridobivanju dječje pažnje kreativan sadržaj, stoga je potrebno pružiti kreativan sadržaj kako bi povećali njihovu zainteresiranost. U ovom članku će pobliže biti objašnjeni načini i utjecaji oglašavanja usmjerenog ka djeci i koji mediji su im najdostupniji. Istraživanje, koje je provedeno, uokviriti će cjelokupnu sliku o utjecaju oglašavanja na djecu kao potrošače. Istraživanje je provedeno na uzorku od 204 roditelja djece uzrasta od nula do osamnaest godina i dokazalo postavljenu hipotezu: “Oglašavanje putem medija utječe na djecu kao potrošače”.Today, marketing is used by almost everyone who wants to market their product or service to a defined target group of customers and consumers by using various marketing tools. Advertising has proven to be the best means of marketing to reach target segments of various consumer groups. For advertising to be successful, it is first necessary to select the target segment of consumers, as well as to identify their desires and needs, as the same ad will not be perceived equally by all consumers. If children are chosen as the target segment, they represent a special challenge. Why? Because they have a great influence on the purchasing decisions of their relatives, they are customers in the present because of their purchasing power through the pocket money they get and represent potential future consumers. Therefore, marketers are faced with numerous questions such as: "What is it that could attract children\u27s attention? How to keep children\u27s attention? What are the advantages and what are the limitations of advertising that has children as its target group?" and many others. The success of advertising depends on which medium is to select, furthermore which medium is most represented at and used by a certain age group and how to attract and keep children\u27s attention. The success of advertising also depends on the influence children have on making purchase decisions within the family and on people close to them, that is greater today than in previous generations. The question of the ethics of advertising directed at children is also often raised. Marketing directed at children does not have the same legal framework and is not treated equally in all countries. In some countries it is completely prohibited, in others restricted and in still others fully permitted. If ads do not spoil children\u27s image of healthy growing up and creating a positive self-image, they do not pose a particular problem. It is difficult to balance marketing activities with changes in an era of accelerated technological development, global connectivity, and accelerated lifestyles. One thing is certain: the changes mentioned above result in the fact that the Internet, as a network of global connections, is becoming an increasingly popular medium, especially among children between the ages of 11 and 18. Since today\u27s children are surrounded by screens from an early age, digital media represent the shortest way to reach them. It is certain that the main factor in getting children\u27s attention is creative content, so it is necessary to offer creative content to attract and increase their interest. This article details the nature and impact of advertising directed at children and the media most accessible to them. The research I conducted will frame the overall picture of the impact of advertising on children as consumers. The research was conducted on a sample of 204 parents of children aged 0-18 and proved the hypothesis: "Advertising through the media affects children as consumers."