Comparative Analysis Of Integrated Promotions Aimed At Children In Poland And Germany

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COMPARATIVE ANALYSIS OF INTEGRATED PROMOTIONS AIMED AT CHILDREN IN POLAND AND GERMANY.pdf (230.42 KB)
Authors
Chmielewski, Krzysztof J.
Date
2010
Journal Title
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Volume Title
Publisher
CZĘSTOCHOWSKIE WYDAWNICTWO NAUKOWE
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Abstract
Integrated promotions aimed at children in Poland and Germany are discussed in this paper. The author analyzed which age defines a child in Poland and in Germany. Further, the characteristics of the children market and its underlying trends are exposed. Forms of integrated promotions which are used within the children market are examined and compared cross-national wise. Moreover, the author discusses the possibilities of implementing the various tools in both countries.
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Keywords
word of mouth    pester power    packaging    integrated promotions    e-marketing    children market    children    character licensing    advertising
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URI
https://depot.ceon.pl/handle/123456789/6468
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Rozdziały z Prac Zbiorowych / Books Chapters