{"id":10220,"date":"2017-12-06T03:06:00","date_gmt":"2017-12-06T02:06:00","guid":{"rendered":"https:\/\/ross.sk\/deti-a-marketing\/"},"modified":"2024-05-30T12:33:10","modified_gmt":"2024-05-30T10:33:10","slug":"deti-a-marketing","status":"publish","type":"post","link":"https:\/\/ross.sk\/cs\/deti-a-marketing\/","title":{"rendered":"D\u011bti a marketing"},"content":{"rendered":"

Etick\u00fd aspekt marketingu na d\u011bti<\/h3>\n\n\n
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D\u011bti jsou pro marketing v mnoha ohledech ide\u00e1ln\u00ed p\u0159\u00edjemce reklamn\u00edch zpr\u00e1v. Jsou ovlivniteln\u00e9 v\u00edce ne\u017e dosp\u011bl\u00ed, jejich rozhodnut\u00ed nejsou zalo\u017eena na racion\u00e1ln\u00edm p\u0159em\u00fd\u0161len\u00ed. Sta\u010d\u00ed jen upoutat jejich pozornost. Komer\u010dn\u00ed komunikace k d\u011btem mus\u00ed m\u00edt tak\u00e9 sv\u00e1 pravidla a etick\u00e1 hlediska. Nap\u0159\u00edklad americk\u00e9 v\u00fdzkumy Institute of Medicine uk\u00e1zaly, \u017ee nadm\u011brn\u00fd vliv reklamy na d\u011bti je d\u016fle\u017eit\u00fdm faktorem n\u00e1r\u016fstu d\u011btsk\u00e9 obezity. V\u00edce ne\u017e polovina marketingov\u00fdch reklam zam\u011b\u0159en\u00fdch na d\u011bti v USA je ur\u010dena k propagaci fast-food restaurac\u00ed, sycen\u00fdch n\u00e1poj\u016f, sladkost\u00ed a sn\u00edda\u0148ov\u00fdch cere\u00e1li\u00ed. Etick\u00fd aspekt marketingu se v t\u00e9to souvislosti \u010dasto objevuje v jeho schopnostech formovat stravu d\u011bt\u00ed. ,,V\u00edme toti\u017e, \u017ee 90 % rozhodnut\u00ed t\u00fdkaj\u00edc\u00edch se potravin v dom\u00e1cnosti jsou ovlivn\u011bny d\u011btmi\u201c \u0159\u00edk\u00e1 d\u011btsk\u00fd obezitolog Tom Warshawski. Nem\u016f\u017eeme \u0159\u00edci, \u017ee d\u011btsk\u00fd marketing ovliv\u0148uje d\u011bti pouze negativn\u011b. M\u016f\u017ee b\u00fdt velmi u\u017eite\u010dn\u00fd, zejm\u00e9na pokud propaguje zbo\u017e\u00ed, kter\u00e9 d\u011btem prosp\u00edv\u00e1.<\/p>\n<\/div>\n <\/div>\n\n

D\u011bti ovliv\u0148uj n\u00e1kupn\u00ed rozhodnut\u00ed rodi\u010d\u016f<\/h3>\n\n\n
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D\u011bti samotn\u00e9 maj\u00ed \u010d\u00edm d\u00e1l v\u011bt\u0161\u00ed kupn\u00ed s\u00edlu, proto je nen\u00ed t\u0159eba podce\u0148ovat. Rodi\u010de zahrnuj\u00ed d\u011bti do n\u00e1kupn\u00edch rozhodov\u00e1n\u00ed ve st\u00e1le ni\u017e\u0161\u00edm v\u011bku, co\u017e poskytuje marketingu obrovsk\u00e9 p\u0159\u00edle\u017eitosti. D\u011bti chod\u00ed s rodi\u010di na n\u00e1kupy, b\u00fdvaj\u00ed \u010dasto usazeny v n\u00e1kupn\u00edch voz\u00edc\u00edch a mohou se soust\u0159edit na prost\u0159ed\u00ed kolem nich. Reklamn\u00ed nosi\u010de jsou pro n\u011b orienta\u010dn\u00ed body, kter\u00e9 mohou velmi rychle z\u00edskat, ale tak\u00e9 ztratit jejich pozornost.<\/p>\n<\/div>\n <\/div>\n\n\n

\"\"<\/figure>\n\n\n\n
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Rodi\u010de na d\u011btsk\u00e1 p\u0159\u00e1n\u00ed \u010dasto p\u0159istoup\u00ed, s \u010d\u00edm\u017e \u00fazce souvisej\u00ed fenom\u00e9ny tzv. ,,poster power\u201c a ,,guilt money\u201c. Stejn\u011b tak hraj\u00ed v\u00fdznamnou roli p\u0159i nakupov\u00e1n\u00ed s d\u011btmi. ,,Poster power\u201c je pejorativn\u00ed ozna\u010den\u00ed chov\u00e1n\u00ed d\u011bt\u00ed, kter\u00e9 p\u0159emlouvaj\u00ed rodi\u010de ke koupi n\u011bjak\u00e9ho produktu. \u201eGuilt money\u201c je term\u00edn pou\u017e\u00edvan\u00fd pro situaci, kdy si rodi\u010de pln\u011bn\u00edm n\u00e1kupn\u00edch p\u0159\u00e1n\u00ed d\u011bt\u00ed koup\u00ed vykoupen\u00ed z pocitu viny. Nap\u0159\u00edklad proto, \u017ee nemaj\u00ed na sv\u00e9 d\u011bti \u010das nebo se jim dostate\u010dn\u011b nev\u011bnuj\u00ed, i p\u0159i prob\u00edhaj\u00edc\u00edm n\u00e1kupu. Obzvl\u00e1\u0161t\u011b rozveden\u00fd rodi\u010de nemaj\u00ed d\u00edt\u011b ve sv\u00e9 p\u00e9\u010di a tomuto \u201ekupov\u00e1n\u00ed odpustk\u016f\u201c \u010dasto podl\u00e9haj\u00ed.<\/p>\n

 <\/p>\n

Pro d\u011bti je charakteristick\u00e9 vysoce impulzivn\u00ed chov\u00e1n\u00ed. Jejich n\u00e1kupn\u00ed rozhodov\u00e1n\u00ed se tvo\u0159\u00ed a m\u011bn\u00ed a\u017e v m\u00edst\u011b prodeje, kde se d\u011bti pohybuj\u00ed uli\u010dkami a vid\u00ed produkty na vlastn\u00ed o\u010di. Reklamn\u00ed odkazy nefiltruj\u00ed, tak jako dosp\u011bl\u00ed. V m\u00edst\u011b prodeje p\u016fsob\u00ed na d\u011bti r\u016fzn\u00e9 pob\u00eddky mnohem v\u00edce, ne\u017e na dosp\u011bl\u00e9. Pozornost d\u011bt\u00ed je z\u00e1visl\u00e1 i na jejich v\u011bku. Z\u00e1kladn\u00edmi z\u00e1sadami pro efektivn\u00ed in-store komunikaci, kter\u00e1 zaujme mlad\u0161\u00edho nakupuj\u00edc\u00edho jsou pojmy \u201evelk\u00e9, barevn\u00e9 a jednoduch\u00e9\u201c.<\/p>\n<\/div>\n <\/div>","protected":false},"excerpt":{"rendered":"

D\u011bti jsou pro marketing v mnoha ohledech ide\u00e1ln\u00ed p\u0159\u00edjemce reklamn\u00edch zpr\u00e1v. Jsou ovlivniteln\u00e9 v\u00edce ne\u017e dosp\u011bl\u00ed, jejich rozhodnut\u00ed nejsou zalo\u017eena na racion\u00e1ln\u00edm p\u0159em\u00fd\u0161len\u00ed. Sta\u010d\u00ed jen upoutat jejich pozornost. Komer\u010dn\u00ed komunikace k d\u011btem mus\u00ed m\u00edt tak\u00e9 sv\u00e1 pravidla a etick\u00e1 hlediska. Nap\u0159\u00edklad americk\u00e9 v\u00fdzkumy Institute of Medicine uk\u00e1zaly, \u017ee nadm\u011brn\u00fd vliv reklamy na d\u011bti je d\u016fle\u017eit\u00fdm faktorem n\u00e1r\u016fstu d\u011btsk\u00e9 obezity.<\/p>\n","protected":false},"author":2,"featured_media":9406,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[81],"tags":[],"class_list":["post-10220","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-zajimavosti"],"meta_box":{"post-single-item":[],"page-template-top-desc":"","style":false,"bg-color-transition":false,"bg-color":false,"disable-padding-top":false,"disable-padding-bottom":false,"disable-padding-top-mobile":false,"padding-top":false,"disable-padding-bottom-mobile":false,"padding-bottom":false,"media-with-text-settings":[],"media-with-text-image-settings":[],"media-with-text-video-settings":[],"media-with-text-youtube-video-settings":[],"media-with-text-illustrations":[],"media-with-text-content-settings":[],"video-block-settings":[],"video-block-video-settings":[],"video-block-youtube-video-settings":[],"video-block-illustrations":[],"video-block-description":false,"button-group-layout":false,"button-group-align":false,"button-group-button":[],"heading-text":false,"heading-tag":false,"heading-align":false,"heading-color":false,"heading-padding-top":false,"heading-padding-bottom":false,"text-block-text":false,"text-block-font-size":false,"text-block-max-lines":false,"text-block-padding-top":false,"text-block-padding-bottom":false,"articles-type":false,"articles-slider-heading":false,"articles-slider-items":false,"articles-slider-btn-text":false,"articles-items-allcat":false,"articles-items-initial":false,"articles-items-per-page":false,"articles-items-nofound-text":false,"articles-items-btn-text":false,"hero-banner-type":false,"hero-banner-slide":[],"hero-banner-bg-image":false,"hero-banner-heading":false,"hero-banner-icon":false,"content_title":false,"content_text":false,"services-list-button-text":false,"services-list-button-url":false,"contact-boxes-heading":false,"contact-boxes-boxes":[],"box-background":false,"box-padding-top-defined":false,"box-padding-top":false,"box-padding-bottom-defined":false,"box-padding-bottom":false,"box-padding-left-defined":false,"box-padding-left":false,"box-padding-right-defined":false,"box-padding-right":false,"slider-gallery-images":false,"products-title":false,"products-btn-text":false,"clients-type":false,"clients-slider-heading":false,"clients-slider-items":false,"clients-slider-btn-text":false,"clients-slider-btn-link":false,"clients-list-items-initial":false,"clients-list-items-per-page":false,"clients-list-btn-text":false,"clients-heading":false,"clients-items-initial":false,"clients-items-per-page":false,"clients-btn-text":false,"adds-banner-icon":false,"adds-banner-image-pc":false,"adds-banner-image-mobile":false,"content_btn_primary_text":false,"content_btn_primary_link":false,"content_btn_secondary_text":false,"content_btn_secondary_link":false,"map-address-address-location":false,"map-address-address":false,"contact-form-use-prefefined":false,"contact-form-header":[],"contact-form-fields":[],"contact-form-status":[],"prefooter-type":false,"prefooter-color-first":false,"prefooter-color-second":false,"images-group-layout":false,"images-group-align":false,"images-group-gap":false,"images-group-images":[],"map-img":false,"map-img-alt-text":false,"map-image-picker":[],"map-content-settings":[]},"_links":{"self":[{"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/posts\/10220","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/comments?post=10220"}],"version-history":[{"count":0,"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/posts\/10220\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/media\/9406"}],"wp:attachment":[{"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/media?parent=10220"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/categories?post=10220"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/tags?post=10220"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}