THE EFFECTS OF ADVERTISING ON THE PURCHASING BEHAVIOUR OF THE INFANTILE PUBLIC

被引：0

作者：

Fregoneze Correa, Gisleine B. ^{[1
]}

Crescitelli, Edson ^{[1
,2
]}

机构：

[1] FEA USP, Sao Paulo, Brazil

[2] ESPM, Sao Paulo, Brazil

来源：

REVISTA ADMINISTRACAO EM DIALOGO | 2009年 / 11卷 / 01期

关键词：

Comportamento do Consumidor Infantil; Comunicacao; Marketing; sociedade contemporanea;

D O I：

暂无

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

To understand the impact of the advertisement in the infantile public is important to the companies and to the society. Thus, the objective of this research was to understand how the non-literate children interpret/decode an advertisement. A study, of exploratory character, involved bibliographical research and interviews with children in ages between 2 and 5 years. The results suggest that the children recognize the brands, that they can understand the advertisements and express influence of the advertisements in the consumption.

引用

页码：122 / 148

页数：27

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