Impact Of Television Advertisement On Children Marketing Essay

Abstraction

It is evident from the literature that telecasting advertizement influence kids peculiarly in merchandises like cocoa, biscuits, nutrient addendums, tooth paste, toys etc. Ad is 2nd merely to movies every bit far as its influence on the society is concerned. Ad is the most influential and powerful medium in the present commercial society. The chief aim of this survey is to happen out, how kids are influenced by the telecasting advertizements. There are both good and bad impact of advertizement. The focal point of the survey is on consequence of telecasting advertizements on kids with particular mention to confectionary merchandises. An effort has been made to cognize the kids ‘s consciousness about confectionery merchandises & A ; their advertizements, to mensurate the impact of advertizement of confectionery merchandises on kids, to analyze the association between penchant of kids and demographic factors such as Gender and Medium of survey. Descriptive research design was used as the survey followed structured design with preset aims & A ; hypotheses. Primary informations have been collected though questionnaire. Chi square trial and Analysis of Variance ( ANOVA ) was carried out to prove the hypotheses. The survey comes out with utile penetrations and recommendations.

Dr. Raju M. Rathod

Associate Professor

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G.H. Patel P.G. Department of Business Management

( MBA Programme ) , Sardar Patel University, Vallabh Vidyanagar-388120,

Dist. Anand, ( Gujarat )

( O ) 02692-248463, ( R ) 02692-232478, M- 9825271352

rajumrathod @ rediffmail.com

Bhavna J. Parmar

Faculty – Shree P.M.Patel College of Computer Science & A ; Technology

Anand-388001, M – 9824932370

bhavi_131in @ yahoo.co.in

Dr. Raju M. Rathod, MBA ( Gold Medallist, 2001 ) is holding specialisation in Marketing Management He worked as Assistant Professor at P.G. Department of Business Studies, Sardar Patel University, Vallabh Vidyanagar for 9 old ages. Soon working as Associate Professor, at G.H. Patel P.G. Department of Business Management ( MBA ) , Sardar Patel University for last one twelvemonth. He is besides recognized Ph.D usher in Management and M.Phil usher in Commerce. He has besides passed the UGC-NET test in Management Subject. He earned the grade of Ph. D in the country of Retailing from MBA Department, Sardar Patel University. He has attended Faculty Development Programme from Indain Institute of Management – Ahmedabad ( IIMA ) in 2009. Presently is besides making UGC ‘s Major Research Project on Marketing Metrics. He is besides co-coordinator in District Human Development Project assigned by Gujarat Government to Sardar Patel University.

Bhavna J. Parmar is soon working as Assistant Professor at Shree P.M.Patel College of Computer Science & A ; Technology. She did her Bachelor of Engineering. She besides earned MBA grade from IGNOU in the country of Marketing Management. She teaches interdisciplinary topics like Management Information System, Marketing Research Etc.

Impact of Advertisement on Children: An Empirical Survey with mention to Chocolate Trade names

Ad as one of the indispensable component of selling direction is considered as an of import factor in the planetary concern. Equally far as its influence on the society is concerned, Advertising is 2nd merely to films. Ad is the most influential and powerful medium in the present commercial society. It helps us to hold an full worldview, determining our attitude and beliefs. Ads encompass every facet of our life and most of us are barely cognizant of it.[ 1 ]

In 2011, the Indian Media & A ; Entertainment ( M & A ; E ) Industry registered a growing of 12 per centum over 2010, to make INR 728 billon, as per the FICCI-KPMG study. The growing line is backed by strong ingestion in Tier 2 and 3 metropoliss, continued growing of regional media, and fast increasing new media concern. Overall, the industry is expected to register a CAGR of 15 per centum to touch INR 1,457 billion by 2016. Television continues to be the dominant medium, sectors such as life & A ; VFX, digital Ad, and bet oning are fast increasing their portion in the overall pie.[ 2 ]

Television is emerging as the most of import subscriber to human societal behavior ; it is unimpeachably an of import beginning of societal influence. Although the relationship between exposure and influence is non simple, that it can be easy traceable. Extensive research carried out by many research workers and it has been indicated that the telecasting can and does act upon our feelings, attitude and behavior ( e.g. Wartella, Olivarez, & A ; Jenning 1998 ) . Recently there is a enormous growing in media industry. In both the long-run and short term, our experience of media image contributes in important ways to the manner we think, act, and experience, and to our broader belief about the universe and societal world. There are figure of theoretical theoretical account and attacks help to explicate the complex links between media exposure and its effects. Many of these have been concerned chiefly with the impact of force on kids. Theoretical accounts have progressively emphasized a scope of contextual factors including characteristics of the message, the viewing audiences, and wide societal scene that influence audience reaction.[ 3 ]

A major reappraisal of the field, conducted by Hastings et Al ( 2003 ) for the Food Standards Agency, has focused academic, policy and public attending on the function that nutrient publicity, peculiarly telecasting advertisement, dramas in act uponing kids ‘s nutrient picks, defined in footings of nutrient cognition, penchants and behavior. This is a complex field and it is hard to generalise and reason something. Both research methods and findings addressed in this and other reappraisals are much contested ( Paliwoda and Crawford 2004 ; Young 2003 ; Ambler 2004 ; and Livingstone 2004 ) . Some reappraisals cover a broad terrain, analyzing the scope of factors which may act upon kids ‘s diet. Others draw their boundaries more narrowly, concentrating on the direct effects of advertisement on nutrient pick.

Few old ages back kids of 5 old ages age, would non be able to separate advertisement from plans ; nevertheless, by about 7 or 8 old ages of age, kids have learned to place the persuasive purpose of advertisement, separating it from information. From 12 old ages of age, kids can certainly joint a critical apprehension of advertisement, even going disbelieving or distrustful of it. More advanced media literacy does non needfully represent a kind of “ cognitive defence ” towards publicizing effectivity.[ 4 ]Research on Children ‘s Perceptions found that they could use this cognition and critically evaluate advertizements. Subsequently they were more disbelieving than younger kids about claims made in advertisement.[ 5 ]

Confectionary Product ‘s Advertisement and Children

In 1950s confectionery industries was an unorganised market and added negligible to the growing of economic system. In the epoch of 1999s with the globalisation of Indian economic system, the growing of confectionery industry took a high extremum and accelerated the growing of Indian economic system. Confectionery includes sweet nutrient points that have high Calories and nevertheless they have low nutritionary content like batch confects, brittles, ice lollies, cocoas, masticating gums and confects. Confectionery industry in any state can be categorized as cereal bars, gums, sugar confectioneries and cocoas. Confectioneries play a major function in particular occasions and festival in India. Therefore, in India, the confectionery industry has got a immense potency and this sector has grown late in the India with the entry of many foreign companies. Indian companies are besides turning steadily and this field and they are geting the top places in this sector. The names of India top participants, who are ruling the confectionery industry, are Cadbury India Ltd. , Lotte India Co. Ltd. , Candico India Ltd. , Nestle India Ltd. , Lotus Chocolate Company Ltd. , and Campco Ltd.[ 6 ]

Indian confectionery participants to a great extent spend on advertizement of their confectionery merchandises. As a consequence of that industry observed a diminution in the portion of non-branded merchandises. Childs today are highly cognizant of the assorted trade names in the market and are witting of the merchandises they use or consume. They pick and choose carefully harmonizing to their demands, manner, penchants etc. They besides exercise a batch of independency in decision-making and influence the household purchasing behavior. Today ‘s childs are good informed, better than their parents. This is because virtually from birth today ‘s kids are exposed to Television commercials, streamer ads, hoardings, Sons and merchandise publicities.[ 7 ]

Childs today are exposed to all types of advertizements on the assorted media like the telecasting, print media andA cyberspace among which Television is the most influencing media in instance of kids.[ 8 ]Children over the span of ages 2-11 old ages, they develop ingestion motivations and values as they are exposed to commercial activities ; they develop knowledge about advertisement, merchandises, trade names, pricing, and shopping ; and they begin to develop schemes for purchase petitions and dialogue. Before a certain age, kids lack the defences, or accomplishments, to know apart commercial from relationship from telecasting advertisement to adiposeness.[ 9 ]An reappraisal of old research could significantly happen no survey that examined the relation between kids ‘s apprehension of advertisements ‘ persuasive purpose and the impact of advertisement ; this relation has been by and large taken for granted without any sort of scientific research back uping it as specially in instance of confectionary merchandises in India.

Research Methodology

The chief aim of this survey is to happen out, how kids are influenced by the advertizements particularly of confectionary merchandises. There are both good and bad impact of advertizement. The focal point of the survey is on consequence of telecasting advertizements on kids with particular mention to confectionary merchandises. An effort has been made to cognize the kids ‘s consciousness about confectionery merchandises & A ; their advertizements, to mensurate the impact of advertizement of confectionery merchandises on kids, to analyze the association between penchant of kids and demographic factors such as Gender and Medium of survey. Descriptive research design was used as the survey followed structured design with preset aims & A ; hypotheses. Well structured Questionnaire has been indiscriminately administered to 130 kids ( 7 to 15 Old ages of Age ) of different school of Baroda through agenda method of primary informations aggregation.

Measures:

In order to analyze the kids ‘s penchant for different telecasting programme, they have been asked to rate different sort telecasting programme like sketch, films, world shows with scale – 1=Never ticker, 2= Rarely ticker, 3= Sometime ticker, 4=Always ticker.

In order to cognize the kids ‘s penchant for different cocoa trade name they have been asked to rank the different trade names of cocoa. So far as liking of advertizement is concerned, they have been asked respond to five point graduated table – Brainsick about advertizement, like really much, like the advertizement, non like much and non at all similar advertizement

It has been asked to kids that do they inquire advertised trade name of cocoa after watching the advertizement with scale ne’er, seldom, sometimes, ever. List of grounds behind inquiring peculiar confectionary merchandises have been give to kids and they have been asked to rank them.

Hypothesiss of the survey

Television watching wont of kids and Gender

H0: Television watching wont of kids is independent of Gender

H1: Television watching wont of kids depends on Gender

Television watching wont of kids and Medium of survey

H0: Television watching wont of kids is independent of Medium of their survey

H1: Television watching wont of kids depends on Medium of their survey

Medium of Study and Preference for different Programs

H0: Gujarati and English medium pupils are non significantly different in their penchant for different telecasting programmes.

H1: Gujarati and English medium pupils are significantly different in their penchant for different telecasting programmes.

Preference for different Programs on footing of Gender

H0: Girls and Boys s are non significantly different in their penchant for different telecasting programmes.

H1: Girls and Boys are significantly different in their penchant for different telecasting programmes.

Impact if advertizement in purchasing on footing of medium

H0: There is no important difference between English and Gujarati medium pupils sing impact of advertizement on cocoa & A ; Biscuit purchasing

H1: There is important difference between English and Gujarati medium pupils sing impact of advertizement on cocoa & A ; Biscuit purchasing

Findingss

From study, it has been found that more figure of kids ( 64 % ) ticker telecasting for 1-2 hours a twenty-four hours. There are really less figure of kids ( 2 % ) who watch telecasting for less than 1 hr a twenty-four hours. Around 33 kids watch telecasting for more than 3 hours. There are less than 1 per cent kids who watch telecasting for more than 4 hours.

Equally far as watching any peculiar plan on telecasting is concerned, kids like to watch sketch films or sketch seriess on telecasting. Children besides like to watch films on telecasting.

Majority of kids are familiar with the advertizements of Chocolates. Five Star and Cadbury cocoas are their favourite trade names.

After watching advertizement of confectionary merchandises bulk of kids demand to buy that confectionary merchandise.

Majority of kids like to purchase confectionary merchandises because it gives free tattoo and other promotional things. There are some kids who like to purchase confectionary merchandises merely because his/her favourite famous person is associated with the advertizement of that merchandise.

After watching advertizement of confectionary merchandises kids sometimes insist their parents to buy that merchandise for them.

When kids insist their parents to buy confectionary merchandise after watching its advertizement, parents by and large do hold with them.

Television watching wont of kids and Gender are independent of each other. It means that Television watching wont does non dependent on gender ( Refer table- 1 ) .

Child of both the medium watch the telecasting with same continuance. Therefore, it can be concluded that Television watching wont does non dependent their medium of survey. ( Refer table- 2 ) .

Gujarati medium pupils more like to watch sketch programme while English medium pupil like to see more films on telecasting. ( Refer table- 3 ) .

There is no important different in instance of impact of advertizement on purchasing of English and Gujarati medium pupils ( mention table- 7 ) . Both average pupils are reasonably influenced by telecasting advertizement for purchasing cocoa ( Refer table-8 ) .

Decision and Recommendations

Today, peculiarly immature kids play an of import function as consumers. Particularly confectionary merchandises ( Chocolates ) are concerned they do non care monetary value of which they want to purchase. Besides they do non care whether these merchandises are healthy for them or non. While they are shopping, the first thing comes in their head is to buy the advertised merchandises. In this state of affairs, the advertisement has a stronger consequence on younger kids.

Equally far as confectionary merchandises are concerned, kids are influenced more by telecasting advertizements than by the other medium of advertisement. Even though there are tonss of tools to demo the goods or services, telecasting was chosen as the best manner that can heighten the company ‘s net incomes greatly by most of research workers. Besides this research validated that among many communicating tools, telecasting advertizements have more impact on kids than the other medium of advertisement. Children ‘s ages are of import to understand the telecasting advertizements. Children ‘s comprehension of telecasting commercials increases with age. English medium pupils are slightly different than Gujarti medium pupils in their behavior and penchant.

Equally far as advertizements of confectionary merchandises are concerned, advertizements should be shown with their pros and cons. To some extent kids have limited apprehension so advertizers should non straight persuade kids to purchase the merchandise which is shown in the advertizement.

Advertisers must non misapply kids ‘s comparative rawness. Children can be easy attracted by the famous person so, every bit far as confectionary merchandises are concerned, famous person should non straight or indirectly persuade kids to purchase that merchandise which he/she has shown utilizing that merchandise. It is the responsibility of parents to see what their kids are watching on telecasting and if they are extremely influenced by the advertizements particularly of confectionary merchandises so parents should seek to explicate them what are the pros and cons of that merchandise by utilizing it.

In instance of advertizement aiming kids at that place must non be any incorrect message or larning passed to the kids, there must be morally right message passed to kids. Marketer should aim the kids really carefully because they are really guiltless and they easy copy others. So they should run publicity run carefully. Children like creativeness and invention, so the message of the advertizement should be advanced and originative. It is non easy to section the market in instance of kids because more or less they are similar in their behavior across the gender, medium of survey and such other demographic facets. So sellers should carefully plan its selling schemes in instance of kids oriented merchandises.

Table-1: Cross tabular matter Television watching wont of kids and Gender

Duration of Television observation

Frequency

Gender

Entire

Male

Female

1-2 hours

Count

47

39

86

Expected Count

45.6

40.4

86.0

3-4 hours

Count

22

22

44

Expected Count

23.4

20.6

44.0

Entire

Count

69

61

130

Expected Count

69.0

61.0

130.0

Pearson Chi-Square Value ( .615 )

Table-2: Cross tabular matter of Television watching wont of kids and Medium of survey

Duration of Television observation

Frequency

Medium of the Study

Entire

Gujerati

English

1-2 hours

Count

32

54

86

Expected Count

32.4

53.6

86.0

3-4 hours

Count

17

27

44

Expected Count

16.6

27.4

44.0

Entire

Count

49

81

130

Expected Count

49.0

81.0

130.0

Pearson Chi-Square Value ( .874 )

Table-3: Medium of Study wise Children Preference for different Programs

Program

Medium

Nitrogen

Mean

Std. Dev.

Cartoons

Gujerati

49

3.47

.680

English

81

3.06

.857

Entire

130

3.22

.816

World shows

Gujerati

49

1.88

.971

English

81

2.07

.863

Entire

130

2.00

.906

Movies

Gujerati

49

2.39

.862

English

81

2.72

.869

Entire

130

2.59

.878

Television seriess

Gujerati

49

2.45

.765

English

81

2.48

.910

Entire

130

2.47

.855

Musical ( Song based ) programmes

Gujerati

49

2.61

.702

English

81

2.60

1.021

Entire

130

2.61

.911

Sports

Gujerati

49

1.88

.726

English

81

2.15

1.050

Entire

130

2.05

.947

Table-4: Medium of Study wise Children Preference for different Programmes ANOVA

Program

Medium

Sum of Squares

df

Mean Square

F

Sig.

Cartoons

Between Groups

5.074

1

5.074

8.028

.005

Within Groups

80.895

128

.632

Entire

85.969

129

World shows

Between Groups

1.179

1

1.179

1.440

.232

Within Groups

104.821

128

.819

Entire

106.000

129

Movies

Between Groups

3.291

1

3.291

4.383

.038

Within Groups

96.102

128

.751

Entire

99.392

129

Television seriess

Between Groups

.032

1

.032

.044

.835

Within Groups

94.345

128

.737

Entire

94.377

129

Musical ( Song based ) programmes

Between Groups

.002

1

.002

.002

.965

Within Groups

106.991

128

.836

Entire

106.992

129

Sports

Between Groups

2.236

1

2.236

2.521

.115

Within Groups

113.488

128

.887

Entire

115.723

129

Table- 5: Gender wise Children Preference for different

Program

Gender

Nitrogen

Mean

Std. Dev.

Cartoons

Male

69

3.25

.812

Female

61

3.18

.827

Entire

130

3.22

.816

World shows

Male

69

2.00

.955

Female

61

2.00

.856

Entire

130

2.00

.906

Movies

Male

69

2.65

.888

Female

61

2.52

.868

Entire

130

2.59

.878

Television seriess

Male

69

2.52

.851

Female

61

2.41

.864

Entire

130

2.47

.855

Musical

Male

69

2.62

.876

Female

61

2.59

.955

Entire

130

2.61

.911

Sports

Male

69

1.99

.899

Female

61

2.11

1.002

Entire

130

2.05

.947

Table-6: Gender wise Children Preference for different Programmes – ( ANOVA )

Programs

Gender

Sum of Squares

df

Mean Square

F

Sig.

Cartoons

Between Groups

.141

1

.141

.211

.647

Within Groups

85.828

128

.671

Entire

85.969

129

World shows

Between Groups

.000

1

.000

.000

1.000

Within Groups

106.000

128

.828

Entire

106.000

129

Movies

Between Groups

.527

1

.527

.682

.410

Within Groups

98.865

128

.772

Entire

99.392

129

Television seriess

Between Groups

.405

1

.405

.552

.459

Within Groups

93.971

128

.734

Entire

94.377

129

Musical ( Song based ) programmes

Between Groups

.035

1

.035

.042

.837

Within Groups

106.957

128

.836

Entire

106.992

129

Sports

Between Groups

.541

1

.541

.601

.440

Within Groups

115.182

128

.900

Entire

115.723

129

Table- 7: Impact of advertizement on purchasing among Gujarati and English Medium pupils ( Mean and Standard Deviation )

Medium

Nitrogen

Mean

Std. Deviation

Gujerati

49

3.45

.679

English

81

3.23

.912

Entire

130

3.32

.836

Table- 8: Impact of advertizement on purchasing among Gujarati and English Medium pupils ( ANOVA )

Statisticss

Sum of Squares

df

Mean Square

F

Sig.

Between Groups

1.404

1

1.404

2.026

.157

Within Groups

88.666

128

.693

Entire

90.069

129

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