CONNECTION BETWEEN MARKETING CAMPAIGNS DIRECTED AT CHILDREN AND COMPANY CORPORATE SOCIAL RESPONSIBILITY

Abstract

Društveno dogovorno poslovanje (DOP) u suvremenome poslovanju sve više postaje alat tvrtkama za diferenciranje u odnosu na konkurenciju, stjecanje konkurentske prednosti te izgradnju imidža poželjnoga poslodavca i ponuditelja roba i usluga. Mnoge tvrtke društveno odgovorno poslovanje u praksi često povezuju sa sponzorstvima i donacijama, a puno rjeđe s cjelokupnim poslovanjem (odnos prema zaposlenicima, kupcima, drugim dionicima, utjecaj na okoliš, politiku zapošljavanja ili poštivanje ljudskih prava). Upravo zato potrebno je postići sinergiju među tvrtkama, medijima i potrošačima pri čemu tvrtke trebaju biti iskrene, etične i odgovorne, mediji posvećuju pažnju sadržaju koji čine dostupnim, a potrošači uzimaju u obzir sve segmente pojedinoga proizvoda pri odabiru. Autori će u ovome radu prikazati povezanost marketinških kampanja i društveno odgovornoga poslovanja tvrtke, posebno u segmentu kampanja koje se obraćaju djeci kao najmanje zaštićenomu i najmanje kritičnomu dijelu medijske publike. Osim toga, prikazat će kako se, unatoč zakonom reguliranim pravilima o tržišnome komuniciranju kojih bi se trebali pridržavati marketinški stručnjaci i mediji, ta pravila krše posebno kada je riječ o djeci te koje su negativne posljedice takvih marketinških kampanja. Uz primjere i iskustva iz drugih zemalja, autori će na primjerima marketinških kampanja usmjerenih na djecu u Hrvatskoj dati osvrt i na domaća iskustva. Na primjeru nekoliko tvrtki bit će prikazan pokušaj utjecaja na najmlađu populaciju te će biti navedeni rezultati provedenih istraživanja koji pokazuju u kojoj je mjeri učinkovit i dugoročno štetan ili koristan utjecaj marketinga na djecuCorporate social responsibility (CSR) in contemporary business operations are increasingly becoming a tool used by companies for differentiation compared to the competition, gaining a competitive advantage and building an image of a desirable employer and supplier of goods and services. Many companies often in practice associate corporate social responsibility with sponsorships and donations, and less often with overall business operations (relations with employees, customers, other stakeholders, impact on the environment, employment policy or respecting human rights). It is precisely for this reason that it is necessary to achieve a synergy between companies, media and consumers, whereby companies create honest, ethical and responsible companies, media dedicate attention to the content that they make available, and consumers take into consideration all of the segments of a specific product during selection. In this paper, the authors will show the connection between marketing campaigns and corporate social responsibility in companies, especially in the segment of campaigns directed at children as the least protected and critical part of the media audience. Furthermore, it will be demonstrated how, despite the legally regulated rules on market communication that marketing experts and media must follow, these rules are often broken, especially when in question are children and the negative consequences of such marketing campaigns. In addition to examples and experiences of other countries concerning marketing campaigns directed at children in Croatia, the authors shall provide an overview of domestic experiences. On the example of a few companies, shown will be their attempt to influence the youngest population, and the findings of conducted research will be provided, showing to what extent the effects of marketing on children are effective and damaging or beneficial long-term