EDUCATIONAL FACTORS OF BRAND ONLINE COMMUNICATION TARGETED TO CHILDREN
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
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.
Authors and Affiliations
Magdaléna Kačániová, Zuzana Bačíková
Keywords
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