{"id":2931,"date":"2014-09-29T12:37:39","date_gmt":"2014-09-29T12:37:39","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=2931"},"modified":"2019-02-14T20:48:08","modified_gmt":"2019-02-14T20:48:08","slug":"dziecieca-perfidia","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/dziecieca-perfidia\/","title":{"rendered":"Dzieci\u0119ca perfidia"},"content":{"rendered":"

W sobotnie popo\u0142udnie, Dorota Zawadzka czyli „Superniania” przys\u0142a\u0142a mi zdj\u0119cie, kt\u00f3re otrzyma\u0142a od jednej z matek. Bynajmniej nie ze z\u0142ym kr\u00f3liczkiem. <\/p>\n

\"20140929-143007.jpg\"<\/a> Przyznam, \u017ce spotyka\u0142em bardzo r\u00f3\u017cne koncepty marketingu dzieci\u0119cego. Pocz\u0105wszy od „bezp\u0142atnych dla dzieci” bilet\u00f3w do cyrku, darmowych przedstawie\u0144 w przedszkolach (z udzia\u0142em brand heroes<\/em> i odpowiednim scenariuszem) czy na zwyk\u0142ych akcjach ulotkowych sko\u0144czywszy. Ale z tak\u0105 perfidi\u0105 marketera, spotka\u0142em si\u0119 po raz pierwszy<\/strong>. Nie przypuszczalem, \u017ce mo\u017cna zrealizowa\u0107 i finansowa\u0107 tak bezsensowny pomys\u0142. Nie wiem czy skuteczny, ale degraduj\u0105cy dla mnie wizerunek marki. Dla mnie sprawa kwalifikuje si\u0119 ewidentnie do Komisji Etyki Reklamy. <\/p>\n

\"20140929-142845.jpg\"<\/a><\/p>\n

Marketing dzieci\u0119cy to wyj\u0105tkowo skomplikowana dziedzina. Dowodzi temu ma\u0142y problem jaki mia\u0142o radio TOK FM, z zaproszeniem reprezentant\u00f3w agencji reklamowej do programu na ten temat. [ Dzieci i reklama | TOK.FM ] <\/a>. W majowej dyskusji wzi\u0119\u0142a udzia\u0142 prof. Anna Maria Zawadzka z Uniwersytetu Gda\u0144skiego i stowarzyszenia „Dziecko bez reklamy”. Jej kontrdyskutantem by\u0142 niestety przedstawiciel agencji, skupiony bardziej na w\u0142asnym publicity<\/em> ni\u017c konstruktywnej rozmowie o ca\u0142ym zagadnieniu. Po raz kolejny, ten wyj\u0105tkowo dra\u017cliwy i wra\u017cliwy temat spotka\u0142 si\u0119 z nabraniem wody w usta przez \u015brodowisko reklamy.<\/p>\n

Dzia\u0142ania firmy, kt\u00f3ra zwyk\u0142ym podst\u0119pem skierowanym do dzieci, pr\u00f3buje wcisn\u0105\u0107 ich rodzicom pr\u00f3bki swoich produkt\u00f3w – to wyj\u0105tkowo skandaliczne dzia\u0142anie.<\/strong> Dziwne, \u017ce kto\u015b wyrazi\u0142 na to zgod\u0119 na poziomie przedszkola. Ile szkrab\u00f3w us\u0142ysza\u0142o potem, \u017ce „oszuka\u0142 was ten wstr\u0119tny marketing”? My\u015bl\u0119, \u017ce ca\u0142kiem sporo. Takie „genialne” pomys\u0142y powinny by\u0107 pi\u0119tnowane i nag\u0142a\u015bniane. Wyja\u015bnienie sprawy co, jak, dlaczego i po co – pozostawiam zawodowym dziennikarzom. Mam nadziej\u0119, \u017ce uda im si\u0119 to opisa\u0107. Nag\u0142a\u015bnianie z\u0142ych i dobrych praktyk marketingu skierowanego do dzieci – to podstawa edukacji w tym zakresie. <\/p>\n

Dzieci bywaj\u0105 traktowane przez przemys\u0142 marketingowy czasami wyj\u0105tkowo manipulacyjnie. W\u0142a\u015bnie dlatego wa\u017cna jest nauka rozs\u0105dnego kupowania czy kszta\u0142towania smart zakupowych zachowa\u0144. \u015awiat reklamy b\u0119dzie otacza\u0142 zawsze naszych milusi\u0144skich. Jest to normalny element wsp\u00f3\u0142czesno\u015bci. Nie mo\u017cna dzieci przed nim uchroni\u0107, ale mo\u017cna uczy\u0107 \u015bwiadomego odbioru. <\/p>\n

PS. Je\u015bli spotka\u0142e\u015b si\u0119 z podobnymi przypadkami wykorzystywania dzieci w imi\u0119 reklamy, napisz do mnie<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

W sobotnie popo\u0142udnie, Dorota Zawadzka czyli „Superniania” przys\u0142a\u0142a mi zdj\u0119cie, kt\u00f3re otrzyma\u0142a od jednej z matek. Bynajmniej nie ze z\u0142ym 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