EDUCATIONAL FACTORS OF BRAND ONLINE COMMUNICATION TARGETED TO CHILDREN
EDUCATIONAL FACTORS OF BRAND ONLINE COMMUNICATION TARGETED TO CHILDREN
Author(s): Magdaléna Kačániová, Zuzana BačíkováSubject(s): Education, Media studies, Sociology, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: banner; brands; children; educational factors;
Summary/Abstract: In an influx of advertising and its variety of forms children are a vulnerable target group. The evaluation of advertising effects on children focuses mainly on negative aspects and potential risks. Paper inspects a role of brands´ online communication forms (banner, display and textual advertising) present on Czech and Slovak websites for children and their parents in terms of possible educational factors affecting children. Most commonly used educational factor was perception followed by thinking, independence and creativity.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 127-135
- Page Count: 9
- Language: English