The Perception of Ethics Related to the Marketing targeted to Children in Romania

Abstract

The responsibility of a company in relation with the consumers translates primarily by addressing and treating them ethically, respecting the rules and principles of moral, legal and deontological. The situation is more delicate when the targeted consumers are children. This paper proposes, starting from the author's constant concern about the problematic of the children as target market, to investigate how the marketing practices in Romania are seen as ethical in relation to the consumer as child. For this purpose, 24 interviews were conducted with parent dyads from diverse urban environments, of medium and large size

The impact of advertising messages on school children through age, branded products and trust

“…In addition to numerous negative effects, the current desire to own certain brands and products is especially emphasised, which significantly encourages materialism in the earliest years (Watkins et al, 2016). The fact is that in many purchases, in addition to parents, children also participate, which parents consult when shopping, but also have a direct influence on them in terms of forming attitudes and future preferences in adulthood (Aldea & Brandabur, 2015).…”