The child as a consumer and its impact on decision-making process of adults

This diploma thesis deals with the subject of advertisement and its effect on children consumer behavior. Contrary to adults children are not able to differentiate between the reality and fiction, in this case to differentiate if they really need or just want promoted product. The theoretical part brings information about the marketing communication channels, effects on consumers, basis of consumers purchase decision making processes, which factors influence consumers behavior and how the advertisement is perceived by particular children age groups. It informs also about specific aspects of advertisements focused on children and about actual trends in children consumer behavior. The target of this work is to find out how TV advertisement influences children consumer behavior in context of amount of children in family, in dependence on how much time parents spend with their children, which way they are raised, etc. Research of these facts is subject of practical part of this thesis