Marketing Communications of Goods for Children: Opportunities and Restrictions in Digital

Student: Kolupaeva Maryana

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2017

The project presents the research of digital brand communication on the market of children’s goods. The research purpose is to find out how the children's brand can communicate in the digital environment with each of the target groups - children and parents. Tested hypothesis: To promote children's products in digital, it is necessary to involve children in communication, while for the impact on the parents it is possible to limit the coverage campaign. To answer the proposed research question the analysis of brand ecosystems in digital and expert’s interview is used.

Full text (added May 15, 2017)

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