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Children Attitude Toward TVC in Pak

Children Attitude Toward TVC in Pak

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Published by: kashif salman on May 13, 2010
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European Journal of Scientific ResearchISSN 1450-216X Vol.21 No.4 (2008), pp.693-699© EuroJournals Publishing, Inc. 2008http://www.eurojournals.com/ejsr.htm
Children Attitude Towards TV Advertisements in Pakistan
Muhammad Shahbaz Shabbir
 Business Department, International Islamic University Islamabad Pakistan
E-mail: drshahbaz@iiu.edu.pk 
Shabana Kirmani
 International Islamic University Islamabad Pakistan
Hafiz Faiz-Ul-Hassan
Quaid-I-Azam University, Pakistan
The purpose of this study was to explore Pakistani children’s attitude toward TVadvertisement, their awareness about add and influence of add on their purchase behaviour.In Pakistan, most advertising agencies now target children through advertisementespecially when advertising consumer products like children’s toys, chocolates, candy bars,tooth paste etc. Study shows that Pakistani children are very much aware about TVcommercial’s features like: truthfulness, annoyingness, taste and influencing characteristicsof the ad. Their behaviour Is also different about advertised and non-advertised brands.
Children attitude, Advertising, Consumer Product.
1. Introduction
‘Advertising, in all its forms, plays an important role in informing people’s choices of products andservices. We welcome the industry’s efforts, channeled through Media Smart to help childrenunderstand and interpret advertising.’(Sachiko,2004)Children are a key target for advertisers, as brand preferences often remain unchangedthroughout life. Increasingly considered as potential consumers, children have ever-larger allowancesand have a significant influence on their parents’ spending habits. French advertisers have spent asmuch as 150 million a year on advertising to children under the age of 12 and this figure is rising, particularly for food advertising.Children’s segment is now being target by many consumers’ product companies, becausechildren are important potential customers as they not only decide about their own buying as they caninfluence the buying decisions of their parents. A greater percentage of parent’s income is spent on purchase of products only because of children’s influence.In Pakistan, advertising agencies understand the role of children in buying process of parentsand their own. Most advertising agencies now target children through advertisement. If consumer  products especially when advertising children’s toys, chocolates, candy bars like milk (Nestle, Haleeb),tooth paste (Colgate, Aqua Fresh)
Children Attitude Towards TV Advertisements in Pakistan694
1.1. When are kids watching?
To a large extent, kids are watching when they want. Most kids talked about watching TV:In the morning before school;As soon as they get home from school;
During dinner;
While doing their homework;
Weekend morning;
Early evening weekdays;
Early and late evening weekends.Although some parents try to control the amount of TV their kids watch, in reality there seemsto be very little ‘policing ’. Most kids said that they are allowed to watch whatever they want and thisseems to be the case up until the watershed.The interaction of Advertising and consumption beyond advertisements, children gainmarketplace information from the products they encounter, advice from friends and relatives, and heir own consumption experiences. Through consumption, children learn what products are good and bad,whether advertising claims are truthful, what brands they prefer. For example, until they arefunctionally literate, children do not access the written information available through print advertising, packaging, and labels. Children often lack information about price, a primary consideration in adultdecisions.
1.2. Benefits of Children’s Exposure to the Media
Children’s exposure to media and advertising has raised a number of legitimate societal concerns.Television at its ‘worst ’can expose young children to sex, violence and bad language; it can promotegender stereotypes and communicate commercial messages that can be interpreted as challenging parental authority. With Internet access, children may come into contact with racial hatred, pornography and the risks of unsupervised and anonymous communication with strangers through theuse of chat rooms.
2. Objectives
The objectives of this study are as follows:
To study children’s attention towards television commercials
To compare children’s response to different types of television commercials;
To compare children’s response to their favorite commercials and their most dislikedcommercials.
To compare children’s perception of advertised and non-advertised brands.
3. Literature Review
Attractive Advertisement makes a deep influence on children’s attitudes and behavior, whichespecially leads to purchase behavior as well as purchase request. Children can be categorized into positive and negative attitudes, while children who have positive attitudes toward advertisement, their  behavior remain consistent with their attitudes and they tend to make purchasing of that particular  product whose advertisement they have seen. Vice versa, children who have negative attitude towardadvertisement they do not take any step to purchase that particular advertised product. Older children’snegative attitudes is not seen in their purchase behavior, they usually pay less attention to the ad, whichleads to less awareness about the products, not better feeling about ad, therefore due to their negativeattitudes towards the product, sales deteriorates. (Evra, 1990).
695Muhammad Shahbaz Shabbir, Shabana Kirmani and Hafiz Faiz-Ul-HassanTelevision Advertisement is the important tool of diffusing the communication. It plays animportant role in the development of young people’s consumer behavior. (Peter & Olson, 1994)Children use the ad for the sake of getting acquaintance with the new brands and products, howthat particular brand can be used. Children also keep the realities and belief about the products andshow their priorities accordingly. These realities and belief further help them to make purchase or theyask from their parents what is to purchase.(Mcneal & Ji, 1999).It is also examined that older children are less doubtful to make choices, which are not matchedwith their attitudes. Children who are 11 or older see the advertisement in order to form an attitudetoward the advertised product. They also have strength to make comparison with various alternatives,which is considered important for forming consistent attitude.(Kobasigawa 1977; Wartella et al.1979)Another Study by Austen, Ruble, and Trabasso (1977)describes younger children are more tendto form an attitude toward the advertised product because message being diffused is not complex innature and decision follows the exposure to the message in ad.Children age 10 or younger feel difficulty to recall previous stored information and in makingcomparative decision (Kobasigawa, 1977). Therefore rather than comparing alternatives and choosingfrom its, young children usually prefer to make attitude toward the advertised product and makedecision about purchase based on this. (Wartella et al., 1979)In 1999, John Power conducted the survey for Nickelodeon and found that almost 70% of children are involved in the automobile shopping process and 75% influence the actual automobile purchase decision. Children give their views on family purchases and parents encourage them to participate and give ideas about purchase. So the marketers are very much conscious about thistendency and measuring its impact on their business and making compatible strategies for this newfactor. (Sabino, 2002)As the change in media taking palace, children are also expecting the marketing communicationshould also change. For example, more then half of the twins interviewed indicated they want to getmessage about product through various mediums such as television, magazines and online and it alsohelps them to memorize the product in more better and effective way.(National Twine Study, 2002).Young children are more inclined towards funny and song –oriented ads, and while older children like and pay attention on funny, meaningful ads and ads based on public serviceannouncements. Younger children are more confident about the advertised product as compared to theolder children. Older children do not rely on the quality of the advertised product. (Chan & McNeal,2002).From the experimental study of Wartella and Ettema (1974) and in-home observation Ward andWackman (1973) it has been found that younger the child, more the impact of perceptual characteristicof add on the child and able to grab his attention in the effective way. Older children are mostinfluenced by the content of the advertisement rather then perception.Reiken and Yavas(1990) states that children do not believe many ads claims and they do notalways keep positive attitude towards these ads ,they are aware ,how is to deal with ads clutter, theyremain skeptic about the truthfulness of these ads. They always keep a room about the credibility of advertised products.
4. Research Methodology
4.1. Sampling Procedure
This survey involved 5 Pakistani high schools from different vicinities of Rawalpindi and Islamabad,The capital. A total of 150 Pakistani children aged 10–15 years were selected on the basis of (Kobasigawa, 1977) study. The Convenience sampling method was used according to the convenienceof getting data from the schools of Islamabad and Rawalpindi. The questionnaire was also translatedinto the Urdu language (domestic language) to bring out better understanding from the children.. Allthe questionnaires distributed were collected with 98.5% response rate.

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