THE SPECIFICITY OF ADVERTISING MESSAGES DIRECTED TO THE CHILD AND YOUTH SEGMENT

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Published:
Dec 28, 2013
Issue
No. 10(59) (2013)
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Articles
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Grażyna Adamczyk

DOI: https://doi.org/10.22630/PEFIM.2013.10.59.58
Keywords : young consumer, marketing communication, advertising messages
Abstract
This paper presents the essence, mechanisms and characteristics of marketing communication directed to a segment of children and youth. Particular attention was paid to specific of advertising messages transmitted to the young audience. It was showed, among the other, that teen consumers are becoming more demanding market participants, having closely defined expectations. Enterprises, in turn, the widespread development of modern technologies, can meet this challenge by using a variety tools in communication processes, and that reach target market parts. However, communication has fulfilled its function, be sure to know the young consumer and make sure that the information has been properly decoded and interpreted.

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How to Cite
Adamczyk, G. (2013). THE SPECIFICITY OF ADVERTISING MESSAGES DIRECTED TO THE CHILD AND YOUTH SEGMENT. The Scientific Journal European Policies, Finance and Marketing, (10(59), 9–20. https://doi.org/10.22630/PEFIM.2013.10.59.58
References

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