KIDS AND TEENAGERS AS CONSUMERS – AREAS OF MARKETING RESPONSIBILITY
Journal Title: Volumina Jurassica - Year 2016, Vol 17, Issue 2
Abstract
The purchasing power of kids and teenagers is growing, strengthening their status as influ-ence group of consumers. According to that, common marketing techniques have been adjusted to the unique features of juveniles, enabling marketers making an impact on minors’ present and future buying decisions. There are many rules of law, Polish and international, which protect minors from mistreatment and abuse of producers, providers, sellers, marketers and media. However there is still much to improve as legal acts often seem to be insufficient and incomplete. The author of the artic-le indicates four areas of marketing responsibility towards children, taking their roots in valid law, ethics and principles of community life and shows the examples of controversial marketing.
Authors and Affiliations
Anna Giertler
Keywords
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