Role of Child / Children on Purchase

Decision Under The Influence of

Advertising
A Study Paper Submitted Towards the Partial Fulfillment of 3 Year
BBA (H) Course Under West Bengal University of Technology
Paper Submitted By: Sayantan Ojha, BBA (H) 3rd Year (6th Sem),

Roll No: 16350061015, Reg No: 163205011015 of 2006-07

Bengal Institute of Technology & Management, Santiniketan.

2
 Content

ACKNOWLEDGEMENT 4

OBJECTIVES OF THE STUDY 5

SCOPE 6

INTRODUCTION 7-13

METHODOLOGY 14

DATA ANALYSIS 15-21

FINDINGS 22-25

LIMITATIONS 26

CONCLUSION 27

REFERENCE 28

APPENDIX

SOME ADS. 29-40

QUESTIONER 41-43

3
 Acknowledgement

I am thankful to all the parents and children, who were patient enough to share there valued time
and provided their valuable perception about the topic. I am also thankful to Prof. A. K. Baksi,
Assistant Professor, Department of Management, BITM, Santiniketan, without whom this project
work would not have been completed.

Signature

Date:

4
 Objectives of the Study

My objectives are,

1. To identify how a child or children can play a vital role in influencing purchase
decision / behavior under stimulation from advertisements.

2. How advertisers are using the children in their advertising towards complying with
point no.1?

Scope
5
 For every child the development of self-esteem begins at the moment, when the children
start seeking independence. Positive feed back from advertisers at this stage may help a child to
make decision to consume a thing. As parents have strong emotional bonds with children and
feel more responsible to provide them which they wanting. So child or children as consumer is
an influence able decision maker.

Today, everywhere we go we see some type of advertising. A sale at the supermarket or a

billboard for a radio station, are two of the many forms of advertisement. Currently,
advertisements that target children are very controversial.

Marketers choose children because they can easily lure them in. Advertisers spent
$105.97 billion in 1980. This number more than doubled in 2001 when it reached $230 billion
(Laws, 2003). In the year 2000, the Census reported 105 million househ0olds in America,
meaning advertisers spend an average of $2,190 on one household per year. Advertisers spend
this much money because of television. The average child sees an estimate of more than 20,000
commercials every year - that works out to at least 55 commercials per day (Laws, 2003).
Children will insist their parents purchase what they see or hear on television. In the 1960's,
children had an influence on about $5 billion of their parents purchases. That figure increased to
$50 billion in 1984 and tripled to $188 billion in 1997. James McNeal, a kids marketing expert,
estimates children twelve and under will influence $500 billion of family purchases by the year
2000 (Laws, 2003).

Children don't just have their parents buy their toys, but they make purchases of their
own. Children's spending has roughly doubled every ten years for the past three decades, and has
tripled in the 1990's. Kids ages 4 to 12 spent $2.2 billion in 1968 and $4.2 billion in 1984. By
1994, the figure climbed to $17.1 billion and by 2002, their spending exceeded $40 billion. Kids
direct buying power is expected to exceed $51.8 billion by 2006 (Laws, 2003). No matter how
you look at it, advertisers choose children because they are the most easily influenced and will
spend their money if they find something interesting.

The use of this study paper in future is to advice the other agency, department and clients
on how best to target an advertise to effectively reach a specific audience or viewer.

Introduction
Kids the chief design element of commercials

6
Kids are everywhere in advertising. They are being used as effective ways of grabbing adult
attention. There is Videocon with Sharukh Khan and a bunch of kids and Hutch with a pug and a
boy to hook the adults to the commercials. Close-up has now entered the fray with two cute
tykes; Tata Steel uses children symbolically to show how their company works. Kids with
celebrities like the Big B in the Hajmola ad make a still more lethal combination.

US studies on the impact and influence of advertising on children show that

An estimated $12 billion a year is now spent on advertising and marketing to children (The
Kids' Market: Myths and Realities; McNeal, James; 1999)

Young children are not able to distinguish between commercials and TV programs. They do not
recognize that commercials are trying to sell something (Television and the American Child;
Comstock, George, 1991; Academic Press Inc)

In 2000, teenagers, ages 12 to 17, spent a record $155 billion (New York Times; Salamon, J.
March; 2001).

In 2001, children ages four to twelve spent an estimated $35 billion (Tapping the Three Kids'
Markets. American Demographics; McNeal, James; April 1998).

In 1997, children 12 years and under, directly and indirectly, influenced the household

spending of $500 billion (McNeal, 1998).

The average American child may view as many as 40,000 television commercials every year
(Strasburger, 2001).

Children as young as age three recognize brand logos (Fischer, 1991), with brand loyalty
influence starting at age two (McNeal, 1992).

Children, who watch a lot of television, want more toys seen in advertisements and eat more
advertised food than children who do not watch as much television (Strasburger, 2002).

The market sales of licensed products for infants increased 32% to a record 2.5 billion dollars
in 1996 (Business Week, 6/30/97).

Four hours of television programming contain about 100 ads (Minneapolis Star Tribune, 1999).

The Outcome of Indiscreet Marketing to Children

Magazines aimed at children have blossomed. Many of these magazines are kid versions of
adult magazines. For instance, the popular Sports Illustrated for Kids carries ads for minivans.

Promotional toys either tie in to cartoons, TV shows and movies or promote brand
consciousness and loyalty.

Cartoon and toy characters are used on all kinds of products, seeking to catch the children's
eyes and purchases.

7
 Databases of child customers are being built from information gathered on Internet sign-ups
and chat rooms, from electronic toy registries at stores like Toys 'R' Us, and from direct surveys.

Advertising in schools: Advertisers and marketers take advantage of severe budget shortfalls in
schools to offer cash or products in return for advertising access to children.

Channel One: short news briefs are surrounded by commercials that children are forced to
watch in schools.

Promotional licensing of products aimed at kids who will include media pitches, e.g., a brand
of pagers will include messages from MTV.

Logos on all types of merchandise, everywhere children go.

Childrens radio networks are becoming popular.

Childrens toys are starting to carry product placements (e.g. Barbie dolls with Coca-Cola
accessories).

Give-away programs include promotional merchandise aimed at children (e.g., McDonald's

"Happy Meals").

In Britain too the numbers are startling. That is why advertising agencies such as McCaan-
Erickson and Saatchi and Saatchi have launched separate divisions to produce advertising aimed
at children.

Children, teenagers and youth constitute a very important consumer segment for the market.
Their consumption habits are unique and their purchase decisions are based on popular trends,
brand image, use of new technology, flavor of food products, and style.

The market also realizes that young consumers have a propensity to consumer junk food and
prefer them over traditional forms of food. This characteristic is exploited by the market by
associating convenience and a brand image with junk food like colas, pizzas, and fast-food
joints.

Marketing tools beyond the ever-present television have spread into many facets of children's
lives:

Magazines aimed at children have blossomed. Many of these magazines are kid versions
of adult magazines. For instance, the popular Sports Illustrated for Kids, carries ads for
minivans.
Promotional toys either tie in to cartoons, TV shows and movies or promote brand
consciousness and loyalty.
Cartoon and toy characters are used on all kinds of products, seeking to catch the
children's eyes and purchases.
Databases of child customers are being built from information gathered on Internet sign-
ups and chat rooms, from electronic toy registries at stores like Toys 'R' Us, and from
direct surveys.
8
 Advertising in schools: Advertisers and marketers take advantage of severe budget
shortfalls in schools to offer cash or products in return for advertising access to children.
Channel One: short news briefs are surrounded by commercials that children are forced
to watch in schools.
Promotional licensing of products aimed at kids which will include media pitches, e.g., a
brand of pagers will include messages from MTV.
Logos on all types of merchandise, everywhere children go.

Children's radio networks are becoming popular.

Children's toys are starting to carry product placements (e.g. Barbie dolls with Coca
Cola accessories).
Give-away programs include promotional merchandise aimed at children (e.g.,
McDonald's "Happy Meals").

As per a study made by ASA School and College,

Appreciated features in advertisement targeting a child

Humor

Cartoons

Slogans or songs

The presence of animals

Action or their favorite heroes

Reinforced myths

The presence of older children or an

older person

A well known star or celebrity

Rejected features

Idiotic adverts

Claims that appear too amazing to be

true (even if they are true)

9
Exaggeration of the qualities of products

Adverts that is too long or slow

Unoriginal arguments

Ads where the link between the images

and the product is not direct or seems

confused

Abstract adverts

Frightening adverts

Serious statements that remind them of

school

The use of references (e.g. literary ones,

unknown to them)

Catering to the Little Customers-the Kids

There are numerous examples where the marketers are either innovating their offerings for the
kids or re-positioning themselves to cater to the segment that is becoming influential in the
family purchase decisions.

Horlicks repositioned itself as a pleasurable nourished for the entire family.

ICICI has launched a special account for kids in association with cartoon network. This is to
cater to the aspiration and demanding kids by catching them young. Doing this, ICICI has made
a presence across the entire life cycle of a person. Along with the account, the child can now
avail of a personalized debit card.

The rising fad among kids towards toiletries and cosmetics has given birth to products

targeted at children like L'Oral Kids.

Britannia Khao, World Cup Jaao - a campaign that was a rage, especially among the kids during
the 1999 cricket World Cup. Thanks to Kidstuffs Promotions and Events (KPE), the brainchild
behind the campaign, Britannias products were picked up from the shelves like hot cakes.
Britannia even launched a new biscuit called Multi-vita just for the kids aged between one to
three years.

10
 Novartis India tells school children that they need two calcium tablets (Calcium Sandoz) a day
to develop healthy bones and sharp brain. After complaints by the Consumer Education and
Research Centre of Ahmedabad, Novartis dropped the exaggerated promotional campaign it was
conducting inside schools. Doctors are of the view that calcium sandoz contained salts in
addition to calcium carbonate and its reckless use by children who did not suffer from calcium
deficiency might lead to kidney stones because of excessive intake of salts.

Raymond eyes the Rs.27, 000 crore kids wear market with ZAPP! The first store in Ahmedabad
followed by another in Bandra, Mumbai. (The name ZAPP! comes from the initials of the four
cartoon characters Zion, Ashley, Posh and Pixel who have a different world on planet
Zuto.)ZAPP! Has tied up with Warner Brothers for the Superman brand of clothing in India.
Each of the stores comes with lots of space for kids to move around and choose from. The
clothes are kept in such a way that kids of any height can pick them up, so they get the feeling
that they are shopping for themselves. The company wants to create an open communication
channel through a website and build upon the relationship through it and the ZAPP! Club, giving
each member an individual experience through special events. A membership card records
preferences such as styles and colors. It also allows kids to swipe their cards to see a customized
version of them on a plasma screen at the entry of every store.

Magazines such as Time, Sports Illustrated and People have all launched kid and teen editions
which boast ads for adult related products such as minivans, hotels and airlines.

Times Magazine and Consumer report 2005 list of top-10kid-bribes

Nintendogs

FLY Pen top Computer

I-Dog

Zizzle lz

Pixel Chix

Shift Tricycle

PlasmaCar

20Q Orb

One laptop per child

AC Nielson Research

A greater access to pocket money and a bigger say in purchase decisions has resulted in

children being more informative and demanding. Impulse category brands are always being
evaluated. The need for something new, something novel makes them experimenting on the

11
retail front and keeps marketers on their toes, trying hard to keep their brands in the top-of-mind-
recall at all days of the week and all times of the day.

Kids are extremely conscious about product features and thereby brands and hence comes the
influence.

Advertising Using Kids /

Children

Consumption
Process

Children Influence
Stimulated By Advertising
Reinforcement

Idea Price Experienc Taste

Generat Influenc e Influenc
or e Influence e
Consumptio
12
n
 Initiatio Genera Choice Purcha
n l Decisio se Act
Decisio n
Experience
Formation

Health Information Convenie Purchase

Influence Collector nce Act
Influence Influence

Purchase Decision Based on

Reinforcement
Childs / Children Influence +
Personal Discretion + Societal
Influence

Methodology

For primary data collection I have prepared separate questioner for the parents and children. I
have collected secondary data also internet and magazines.

The sample size is as follows:-

Parents (Male: 17 & Female: 33): 50

Children: 50

-------------------------------------------------------------------------------------

Total: 100

The samples were selected randomly.

The area of study Bolpur.

13
 Data Analysis
Demographic Profile of Children:

MALE 27
GENDER
FEMALE 23

Chart-1
14
 5 TO 7 29
AGE
7 TO 10 21

Chart-2

CLASS 1 TO 3 24

15
 4 TO 5 26

Chart-3

Demographic Profile for Parents:

MALE 17
GENDER
FEMALE 33

20 TO 25 9
25 TO 30 17
AGE
30 TO 35 18
35 TO 40 6

Chart-4

Chart-5

16
 2000-10000 7

INCOME 11000-20000 35

21000-45000 8

Chart-6

SERVICE 16
PROFESSION BUSINESS 18
TEACHER 16

Chart-6

Chart-7

Analysis of Questions for Children:

17
4. How many ads. can you recall? <5 17
5 TO 10 19
>10 14
YES 50
1. Do you watch TV?
NO 0

Chart-8

7. Do their influence work? YES

YES 29
50
2. Do you watch advertisement in TV? NO 21
NO 0
Chart-9

YES 50
3. Do you understand advertisement?
NO 0

Chart-10

Chart-11

18
 YES 50
1. Do you allow your children to watch TV?
NO 0

Chart-12

Chart-13

Analysis of Question for Parents:

FRI 12
8. Do parents consult with you before making a purchase
MOD 23
decision?
INFRI 15

Chart-14

YES 50
4. Are they exposed to advertisements?
NO 0

19
Chart-15

9. Do you think now a day the children are more aware than you, about a YES 50
product? NO 0

Chart-16

20
 FRE 13
5. Does your baby pursue you to purchase by getting influence by
MOD 17
advertisements?
INFRE 20

Chart-17

FRE 19
6. How often do you buy products under influence from your children? MOD 9
INFRE 22

Chart-18

FRE 21
7. Do you take your childrens opinion when you buy something? MOD 18
INFRE 11

Chart-19

Findings

21
 9. Do you think now a day the children are YES 50 (100%)
more aware than you, about a product? NO 0 (0%)

Chart-16

From above data we can know that, 100% parents are think that their children are very much
familiar than them about FMCG, games and education tools related product.

FRE 13 (26%)
5. Does your baby pursue you to purchase by getting
MOD 17 (34%)
influence by advertisements?
INFRE 20 (40%)

Chart-17

With the above statistics we identify that 26% children pursue their parents about games, FMCG,
education tools, 34% about dress and 40% about insurance and luxury product.

FRE 19 (38%)
6. How often do you buy products under influence from
MOD 9 (18%)
your children?
INFRE 22 (44%)

22
Chart-18

From the above chart we see that 38% parents are buying frequently games and education related
product, 18% buy moderately the FMCG and dress and 44% are infrequently buying insurance
and luxury product under influence from children.

FRE 21 (42%)
7. Do you take your childrens opinion when you buy
MOD 18 (36%)
something?
INFRE 11 (22%)

Chart-19

In the above diagram we see that 42% parents are frequently buying games and educational
tools, 36% are moderately buying FMCG, dress types of product, 22% are infrequently buying
insurance, luxury types of products.

FRI 12 (24%)
8. Do parents consult with you before making a
purchase decision? MOD 23 (46%)
INFRI 15 (30%)

23
Chart-13

From the above chart we can identify that, 24% children said that about games and education
related products buy by their parents after the consultation with them. This process is apply for
FMCG and dress is 46% and for insurance and luxury product is 30%.

24
Summated Rating:

CATEGORY POINTS
GAMES 294
EDUCATIONAL TOOLS 278
FMCG 270
DRESS 223

25
 INSURANCE 121
LUXURY PRODUCT 97

Limitations
Time was a limiting factor for the study in addition to cost and coverage of
survey area.

26
 Conclusion
After considering the graphical analysis we can draw a conclusion that, parents
purchasing decision are very much influenced by their children who are in turn influenced by
advertising of games, FMCG, educational tools type of products category. They are also pursuing
their parents for purchasing the above products category.

For this reason we can say that for low involvement products (i.e. FMCG, games
educational tools) parents are influenced by their children and children are influenced by
advertisement.

27
 References

1. Washington Post (October 29, 2003) Under-6 set tunes in TVs not books Toledo Blade,
153(302), PA 1/5

2. National Association for the Education of Young

3. Children. (2003), Available online: http://www.naeyc.org

4. Kilbourne, Jean. (2003) Own this Child Available online:

5. http://www.trdekey.com

6. http://www.flipcart.com

7. 4Ps Business & marketing Magazine Volume-3, Issue-10, 11, 12,13,314,15,16,17,18,19

28
 Appendix
Some contemporary ads featuring child/children as an important endorser.

BRAND: AIRTEL.

BASELINE / HEADLINE: Barriers Break When People Talk.

CATAGIRY: FMCG

DESCRIPTION: A boy is enjoying his meal when a football lands in his balcony. Be wildered,
the boy comes out to find a kid from across the LOC (the barbed were) asking for his ball in a
foreign language, gesticulating to the boy that he should kick the ball. The boy kicks it. The kid
on the other side asks him to cross the boundary and play with him. The kids play football in no
mans land. The VO says, Deewarain gir jaati hain, faasle mit jaate hainJahaan do baatein ho
jaati hain.

BRAND: SURF EXCEL.

29
BASELINE / HEADLINE: Daag Achche Hain.

CATEGORY: FMCG

DESCRIPTION: A boy wearing stained clothes picks up his toy stethoscope and behaves like a
doctor with his busy mother. As he checks her pulse, he says, Tension to bahut hogi na aapko?
Ghar main bachche honge to daag waag ka tension hota hai. Ghabrane ki zaroorat nahin,
merepass ek dawayi hai, che din ke liye, roz ek, Monday, Tuesday, Wednesday, Thursday, Friday
aur Saturday. Tension mat leejiye. Roz ek leejiye. The VO then says, Naya Surf Excel sixer
pack, che chote packs, che din ke liye. In the end, the mother asked about the fees, and the kid
retorts, Rs10. Che din ke baad batana kaisa lag raha hai.

BRAND: TATA AIG.

BASELINE / HEADLINE: A New Look At Life.

CATEGORY: Finance / Insurence

DESCRIPTION: A little boy makes a red cycle with play dough and says he wants a cycle
now, and later on a bike when he joins college. Next he is shown making a wedding cake and
says, Meri ek bahut badi shaadi hogi. Next makes a fenced house and says, Phir ek bada ghar
chahiye. Then he gets a reclining chair and says, uske baad no kaam, only araam. The VO
says, TATA AIG Insurece ka Invest Assure Flexi Plan.

BRAND: VODAFONE.

BASELINE / HEADLINE: Zyaada Gane Suno.

CATEGORY: FMCG

30
DESCRIPTION: Little baby hears the little song of Kabhi Kabhi (Mukeshs emotional hit) and it
remains with him all his life. Entertaining family members as a little boy, singing it a school
functions, with college friends, while on dates with his girlfriend In the end, the now grown
man is shown with his little son too is humming the song along with the dad! The caption reads:
Zayaada gaane suno.

BRAND: HAIER.

BASELINE / HEADLINE: Inspired Living.

CATEGORY: FMCG

DESCCRIPTION: A series of shots where people are being indulged: a little boy gets a puppy
while the caption reads My father believes in saving, a couple holidays on a hilltop, while the
caption reads, My husband believes in saving and its because some one has been saving to
get that extra money for these special moments. In the end the ad says that if you use Haier
air-conditioners, you save 51% power.

BRAND: SURF EXCEL.

BASLINE / HEADLINE: Daag Achche Hain.

CATEGORY: FMCG

31
DESCRIPTION: Father, mother and a little boy are travelling by train; they are going to visit
dadi. The mother says that they should have taken a flight, but the father says the train journey
will do a world of good to the little boy: hell see and learn so many new things. The little boy
has a blast: he makes friends, eats and drinks all kinds of things, plays a few games. Finally,
when they get to dadi, she asks, was the flight late? The boy says they took a train. Dadi smells
him and says, itna fresh?

BRAND: AVIVA LIFE INSURANCE.

BASELINE / HEADLINE: Kal Par Control.

CATEGORY: Finance / Insurence

DESCRIPTION: Sachin Tendulkar comes with his kid to a cricket field, where a lot of other kids
have assembled. Where the rest of the team, Sachin is asks? Nobody knows. They have to be
called, say Sachin, and hit a few shots. The balls go and crash into offices, smashes car windows
and dads, who are at work, or going to work in their cars, suddenly get the sign. They come
to the cricket field. Sachin asks: by trying to secure your kids future, are you missing out on the
present? Stop worrying about their future by investing in Aviva Child Plans, Hamare Saath
Kheliya, signs off Sachin, as the caption reads: Tension Chhodo, Cricket Khelo.

BRAND: CADBURY.

BASELINE / HEADLINE: Payer Ka Shagun.

CATEGORY: FMCG

32
DESCRIPTION: The ad opens in a hostel room with a little boy writing a decorative message for
his sister on a Rakhi gift. The boys friend comes running to him and tells him that the postman
has arrived with the Rakhies. He enquires about his Rakhi but sadly it has not reached. Pretty
upset and dejected the boy goes back to his bed and holds the gift close to him. The next short
shows his family and sister coming from behind and surprising him with his Rakhi. The sister
enquires about the gift and the boy with a mischievous grin tells herb that it is a book. Must to
sisters surprise, it is a box of Cadbury Celebration.

BRAND: DOMINOS.

BASELINE / HEADLINE: Khushiyon Ki Home Delivery.

CATEGORY: FMCG

DESCRIPTION: The kids cycle break down and an old man standing near by helps them and
repairs their cycle. They became friends and the kids began visiting him daily. But one day, the
man did not come to their meeting place. The kids found out that he had broken a leg. They
collect all the small change on them and ordered a Dominos pizza for him. VO: Kisi ko khusi
dene ke liya ab jada kuch nahin chahiya.

BRAND: HDFC STANDARD LIFE.

BASELINE / HEADLINE: Sar Utha Ke Jiyo.

CATEGORY: Finance / Insurence

DESCRIPTION: A little girl tells her father that she will be an astronaut. When she grows up but
wonders what shell have to do as an astronaut. Father replies that she will go to the moon in a
rocket, to which she says that they will borrow money for the rockets ticket. Her father comforts

33
her by saying that he will save a lot of money till she grows so that they dont have to borrow.
VO says Triple insurance benefit ke sath childrens plan from HDFC Standard Life.

BRAND: ASIAN PAINTS.

BASELINE / HEADLINE: Har Ghar Kuch Kehta Hai.

CATEGORY: Luxury Product

DESCRIPTION: A bunch of kids are running and playing across beautifully painted houses on
the eve of festivals like Holi and Diwali. They crawl and roll; in fact thoroughly enjoy decorating
and painting their house. The ad ends with the caption saying Har ghar kuch kehta hai.

BRAND: IDBI.

BASELINE / HEADLINE: Banking For All.

CATEGORY: Finance / Insurence

DESCRIPTION: Two boys go to a forest to play football and while playing one of them kick the
ball into bushes. The other boy goes to fetch the ball where he finds a huge elephant that kicks
the ball back at the boy. Next day, the boys find two elephants waiting for them to join the game.
They play together as the caption reads, Chhote Bade Sabke Liye.

34
BRAND: COCA COLA.

BASELINE / HEADLINE: Little Drops of Joy.

CATEGORY: FMCG

DESCRIPTION: A jungle boy sees the sparkle in the sky and starts following it excitedly.
Reaching the road he sees a truck load of Coca Cola, and he rides on that. The truck reaches a
place where people are celebrating Diwali. Firstly, the kid is scared or seeing the celebrations
and Diwali crackers but when a man offers him a Coca Cola bottle to drink, the kid becomes
happy and celebrates Diwali with the rest.

BRAND: VODAFONE.

BASELINE / HEADLINE: Har Pal Main Kitna Kuch.

CATEGORY: FMCG

DESCRIPTION: A little girl is sitting sadly on a bench in a balled class. The girl is not able to
dance because she does not have her dancing shoes. After a short while, her sadness disappears
as the pug comes running to her with her shoes. As soon as she gets her shoes she is her happy
self.

BRAND: SURF EXCEL.

BASELINE / HEADLINE: Daag Achche Hain.

35
CATEGORY: FMCG

DESCRIPTION: Its pouring and we see a little boy busy collecting rain water in a damaged
bucket near his home. After collecting as much as he could he returns home. Seeing him
drenched in the rain, his mother asks him as what is he was doing, the kid tells her that he was
getting sweet water for her because normal water is not good for washing clothes. On hearing
this, his mother shows him the new Surf Excel that converts hard water in to soft and hence, is
feasible for washing clothes.

BRAND: HDFC.

BASELINE / HEADLINE: We Understand Your World.

CATEGORY: Finance / Insurence

DESCRIPTION: A kid is crying as he is lost in the middle of the road. A man on a bike stops to
help him out, he asks the kid about the way to his home. The kid says that his house is next to an
HDFC Bank and after riding across the city streets for sometime they are still unable to locate his
house. In the end, the VO says, 1,400 se zyadaa branches our 2,800 se zyadaa ATMs.

BRAND: TATA CAPITAL.

BASELINE / HEADLINE: Karein Wahi Jo Apke Liye Sahi.

CATEGORY: Finance / Insurence

36
DESCRIPTION: While playing in their house, two girls happen to break a piggy bank, out of
which they get an old coin. They rush to the ice cream vendor but the vendor refuses to give
them any ice cream because the coin is out of circulation. They sadly sit in a corner. Observing
all this, a small boy asks them to give their coin to him. The girls give their coin to the boy who
then rushes to an antique shop to get money in lieu of that coin. He comes back and buys them
ice creams.

BRAND: HORLICKS.

BASELINE / HEADLINE: Badlo Apne Bachpan Ka Size.

CATEGORY: FMCG

DESCRIPTION: Exam time and the kids are studying hard for it. A bunch of kids are shown
worried about the issues in exam time like revision, boredom et al. While they seem tensed,
Darsheel Safary comes to their rescue and gives them a quick fix solution to their problems by
advising them to drink Horlicks. Soon after drinking Horlicks the kids get relieved from their
exam pressure.

BRAND: AIRTEL.

BASELINE / HEADLINE: NA

CATEGORY: FMCG

37
DESCRIPTION: While scolding her son, the mother orders to sit in a corner and does not allow
him to go out and play. The son is dejected so he hides his toy phone and sneaks out of the house.
He complains about his mother to his father on his toy phone and asks him to scold her. The boy
gets back to his punished place when his mother asks him to drink milk and then play. He is
amazed and asks her whether his father called. Finally, the VO claims, Aaj ek vishwas hai
atoot network.

BRAND: PARLE G.

BASELINE / HEADLINE: G = Genius.

CATEGORY: FMCG

DESCRIPTION: Amir and Darsheel bump into a leady at the mart. Amir pretends to know her
too but is stumped when the pushy lady asks him to tell her name. To save Amir embarrassment,
Darsheel picks up a packet of Parle G biscuits; and behind the aunts back, cooly spells out her
name from the letters on the wrapper. Amtr tells Darsheel that hes a genius. Final VO: Parle G
G mane genius. Do genius, ek taakat.

Some Other Advertising Recall By Children:

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Products Ads Reason Number
Category

Mentos For cartoon 5

Cadbury For Cadbury 4

Pepsi For crickters 2

Vodafone For The Pug 3

Horlicks For Darshil 3

Junior Horlicks For Hututu 4

Airtel for Music 1

Febicol For the over crowded bus 3

Boost For Sachin 2

FMCG Cloro-Mint For The Shop Keeper 2

Bournvil For story & Bournvil 2

Sunfeast For song & S Khan 3

Coke For A Khan 1

Majaa For Mango 1

Surf Excel For Brother & Sister 3

Thumbs Up For Thrill 3

Complan For growth 2

Close Up For song 1

Domino's For Pizza 2

Insurance / IDBI Bank For Elephant 1

Finance Indian Oversies Bak For story 1

TATA Sky For dual role of A Khan 2

XCD 125 For Speed 2

Luxury product Linea (Car) For story 1

Hero Honda For story 1

Santro Xins For car 1

Renolds Pen For Pen 3

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Apsara Extra Dark For Story, Pencil 4

Linc Pen For S Khan, Pen 4

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 I am a student of BBA 3rd year (6th sem) in department of management BITM, Santiniketan. In
our course curriculum it is mandatory that, to pursue a study paper in any functional area of
Marketing/ Finance/ HR, in the final semester. So I have decided to prepare a study paper in area
of marketing (Advertising) under the guidance of Assistant Professor Arup Kr. Bakshi
Department of Management, BITM, Santiniketan. My objectives are,

3. To identify how a child or children can play a vital role in framing purchase decision
under influence of advertisements.

4. How advertisers are using the children in their advertising towards complying with point
no.1?

Questionnaire:

For Parents

Name:
Sex:
Age:
Occupation:
Salary:
Address:

1. Do you allow your children to watch TV?

2. If yes, what types of channels or programmes do you allow?

3. If no, why?

4. Are they exposed to advertisements?

5. Does your baby pursue you to purchase by getting influence by advertisements?

6. How often do you buy products under influence from your children?

7. Do you take your childrens opinion when you buy something?

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8. With regard to the following product category how important is your childrens opinion
to frame a purchase decision?

Category 1 2 3 4 5 6 7
Of EUI MUI UI UI/I I MI EI
Products
FMCG
Education
Tools
Games
Insurance
Luxury
product
Dress

9. Do you think now a day the children are more aware than you, about a product?

For Children

Name:
Sex:
Age:
Class:
Medium:
Address:

42
1. Do you watch TV?

2. Do you watch advertisement in TV?

3. Do you under stand advertisement?

4. How many ads. can you recall?

5. What ad. Do you like most?

6. Why do you like most that particular ad.?

7. Did their influence work?

8. Do parents consult with you before making a purchase decision?

9. If yes, then, with regard to what type of products/ services?

43
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