THE INFLUENCE OF THE ADVERTISING ON THE SCHOLAR POPULATION IN DUBROVNIK

Djivo Ban
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Djivo Ban: University of Dubrovnik

Economic Thought and Practice, 2009, vol. 18, issue 1, 153-174

Abstract: The work discusses modern types of communication with the market in order to increase demand and sale. An influence of advertising messages on the adolescents, sent via mass media, especially television and the Internet is also examined. A very important role of the parents and family, as a corrective agent in media preassures, as well as their adecvate supervision over their children is particularly stressed. It is pointed out that a restrictive approach in the control is inadecvate, and an avaluation approach, based on friendship and partnership when consuming mass media is suggested. The Dubrovnik elementary and high school pupils of both sex have been researched, and the obtained results have been analyzed according to the inferential statistics principles. The results have shown that there are no major discrepancies from the average of Croatia, i.e. the media (especially television and the Internet) is daily followed, advertisements attract the pupil's attraction, some of them are in a greater focus of interest, accompanied with the irrelevance of the presence of famous people in them and an absence of absolute faith in them. There is a greater number of female pupils who would want to participate in advertising campaigns. A success in persuading parents to purchase things for them, even though their monthly salary is not important, can also be noticed.

Keywords: advertising; promotion; mass media; youth; television; the Internet; scholar population (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2009
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