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HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège
MASTER THESIS
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Comment les enfants de 8 à 12 ans perçoivent-ils les marques alimentaires à travers les messages qu'elles diffusent dans les publicités télévisées?

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Tossut, Marie ULiège
Promotor(s) : Cadiat, Anne-Christine ULiège
Date of defense : 23-Jun-2021/25-Jun-2021 • Permalink : http://hdl.handle.net/2268.2/11490
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Title : Comment les enfants de 8 à 12 ans perçoivent-ils les marques alimentaires à travers les messages qu'elles diffusent dans les publicités télévisées?
Translated title : [en] How do 8 to 12 years old children perceive food brands through messages delivered by television commercials?
Author : Tossut, Marie ULiège
Date of defense  : 23-Jun-2021/25-Jun-2021
Advisor(s) : Cadiat, Anne-Christine ULiège
Committee's member(s) : Peiffer, Véronique ULiège
Desirotte, Anne ULiège
Language : French
Number of pages : 119
Keywords : [en] communication
[en] food marketing
[en] children
[en] strategies
[en] television advertisement
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] This Master’s thesis aims to help marketeers improving their communication with children to target them in a better way through television advertisements. It suggests strategies to boost advertising and enhance its efficiency toward children from 8 to 12 years old. Indeed, targeting children through television has a dual advantage; they represent both a current market as they directly influence their parents purchasing behavior as well as a wide future market if their loyalty is properly developed through an effective branding. The methodology of the research is based on a qualitative analysis. Interviewed children of 8 to 12 years old answered to questions related to their actual expectations in an advertisement, what they believe is needed or not, what drives their will to taste the promoted product or even how they would imagine their perfect ad. Based on their feedback and answers to a specifically designed questionnaire, advertisers will have a better understanding of impactful strategies that really attract children through television ads.


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  • Tossut, Marie ULiège Université de Liège > Master sc. gest.

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