Поиск по каталогу |
(строгое соответствие)
|
- Профессиональная
- Научно-популярная
- Художественная
- Публицистика
- Детская
- Искусство
- Хобби, семья, дом
- Спорт
- Путеводители
- Блокноты, тетради, открытки
Impact of advertising on children in family purchase decision making.
В наличии
Местонахождение: Алматы | Состояние экземпляра: новый |
Бумажная
версия
версия
Автор: Dr. T. Mallikarjuna Raju
ISBN: 9786136591216
Год издания: 2020
Формат книги: 60×90/16 (145×215 мм)
Количество страниц: 196
Издательство: LAP LAMBERT Academic Publishing
Цена: 43528 тг
Положить в корзину
Позиции в рубрикаторе
Сферы деятельности:Код товара: 576028
Способы доставки в город Алматы * комплектация (срок до отгрузки) не более 2 рабочих дней |
Самовывоз из города Алматы (пункты самовывоза партнёра CDEK) |
Курьерская доставка CDEK из города Москва |
Доставка Почтой России из города Москва |
Аннотация: Post 1991 economic reforms in India, marketers started using television media to reach the children through advertising. The growing trend in advertising towards children in India is due to the growth of nuclear family structure, dual income households, parent’s guilt due to spending less time with the children, increase in consumer socialization activities, and increase in media consumption. Literature related to children advertising in India is either focused on advertising effects on children or influence of children in family purchase decisions. This book provides information on impact of television advertising on children in family purchase decision making along with other socialization factors. This book explains the important consumer socialization factors among the children, the relationship between the demographic factors and understanding about the advertisements and purchase requests, and identification of children role in different stages of family purchase decision making process through the parent’s perceptions. Analysis and findings provides insights for the marketers in designing marketing communications targeted towards the children.
Ключевые слова: Children advertising, Children consumer socialization, Family communication patterns, Advertising influence on children, Children's purchase requests, Family purchase decision making, Advertising appeal