ABSTRACT

Impact of marketing activities (specially adverting) on children is very

important and sensitive issue for the society and marketers. We explored with
sample from 50 parents of Ellenabad to come up with practical insight of
advertising influence on children’s memory and behavior in Indian context. Our
results showed interesting findings that ads do not impact negatively to
children’s memory and behavior. It enhances the knowledge of children and the
ads targeted to children are not effective, for effective positioning of children
related products marketers should target the parents and include ethical
orientation along with environmental knowledge to influence the buying
behavior of parents. Our study provided several key market insights and
suggestions for practitioners and future researchers of marketing field.
 INTRODUCTION

MENTAL DEVELOPMENT OF CHILDREN'S

Advertising to children is the act of marketing or advertising products or

services to children, as defined by national legislation and advertising standards.
Advertising to children is often the subject of debate, relating to the alleged
influence on children’s consumption. Rules on advertising to children have
largely evolved in recent years. In most countries, advertising for children is
now framed by a mix of legislation and advertising self-regulation.
The consumer in this era is in target of massive media attacks effectively
planned, and enlighten with glamour as per the emotions, needs, wants and
demands of the consumers. Marketers and companies are spending billions of
dollars on consumer research and to know the important factors involved in
consumer decision making. While talking about the marketing mix now a days
marketers main focus is on designing persuasive messages/commercials to
attract the target customers. Because the major chunk of the population and
among all consumption of household a considerable portion is of children
products. So marketers are focusing and trying to attract and influence the
children by designing ads that are considerably attractive for children and
persuasive enough for their emotional attachment with the product. While
common notion is that the mother is the targeted customer for marketers of baby
care industry. This notion is quiet logical but now media and marketers are
succeeded enough to generate emotional attachment of children with the
products so that they can insist on purchasing the specific product for their use.

influence how consumers view themselves, their neighbors, communities and

the world. Although the mass media denotes outlets beyond newspapers, radio
and television, and the scope of media influence now extends to digital
spectrum, cable and satellite technology and the internet, it remains a fact that
the TV is the single major and foremost communicator of our times. As the
world has global village so now through our electronic media, access to all
international channels is also easy. All these factors have contributed in the
increasing aggressive attitude in youth as they see violence on electronic media
in one form or another. The media, now a day, is promoting violent culture,
which leave a deep impact on youth. It has caused the aggression and violence
of youth instead of promotion of peace and harmony. According to, American
Academy for Pediatrics Committee on Communications (AAPCC,1995). Media
violence can lead to aggressive behavior in youth. Over 1,000 studies confirm

this link.

It also says that Media violence is especially damaging to young children (under
age 8) because they cannot easily tell the difference between real life and
fantasy. Violent images on television and in movies may seem real to young
children. Viewing these images can upset them. Media violence affects children
by increasing their fear of becoming victims. Making them less sensitive to
violence and to victims of violence.Increasing their appetite for more violence
in entertainment and in real life. Media violence often fails to show the
consequences of violence. This is especially true of cartoons, toy commercials
and music videos. As a result, children learn that there is few if any
repercussion for committing violent acts.
Advertising is a form of communication intended to persuade its viewers,
readers or listeners to take some action. It usually includes the name of a
product or service and how that product or service could benefit the consumer,
to persuade potential customers to purchase or to consume that particular brand.
Modern advertising developed with the rise of mass production in the late 19th
and early 20th centuries.

Commercial advertisers often seek to generate increased consumption of their

products or services through branding, which involves the repetition of an
image or product name in an effort to associate related qualities with the brand
in the minds of consumers. Different types of media can be used to deliver these
messages, including traditional media such as newspapers, magazines,
television, radio, outdoor or direct mail. Advertising may be placed by an
advertising agency on behalf of a company or other organization.

Organizations that spend money on advertising promoting items other than a

consumer product or service include political parties, interest groups, religious
organizations and governmental agencies. Nonprofit organizations may rely on
free modes of persuasion, such as a public service announcement.

The Indian advertising industry is talking business today. It has evolved from
being a small-scale business to a full-fledged industry. It has emerged as one of
the major industries and tertiary sectors and has broadened its horizons be it the
creative aspect, the capital employed or the number of personnel involved.
Indian advertising industry in very little time has carved a niche for itself and
placed itself on the global map.

Indian advertising industry with an estimated value of 13, 200-crore has

set eyeballs gazing with some astonishing pieces of work that it has given in the
recent past. The creative minds that the Indian advertising industry incorporates
have come up with some mind-boggling concepts and work that can be termed
as masterpieces in the field of advertising.

Advertising agencies in the country too have taken a leap. They have
come a long way from being small and medium sized industries to becoming
well known brands in the business. Mudra, Ogilvy and Mather (O&M), Mccann
Ericsonn, Rediffussion, Leo Burnett are some of the top agencies of the country.

Indian economy is on a boom and the market is on a continuous trail of

expansion. With the market gaining grounds Indian advertising has every reason
to celebrate. Businesses are looking up to advertising as a tool to cash in on
lucrative business opportunities. Growth in business has lead to a consecutive
boom in the advertising industry as well.

The Indian advertising today handles both national and international

projects. This is primarily because of the reason that the industry offers a host of
functions to its clients that include everything from start to finish that include
client servicing, media planning, media buying, creative conceptualization, pre
and post campaign analysis, market research, marketing, branding, and public
relation services.

Keeping in mind the current pace at which the Indian advertising industry
is moving the industry is expected to witness a major boom in the times ahead.
If the experts are to be believed then the industry in the coming times will form
a major contribution to the GDP. With all this there is definitely no looking
back for the Indian advertising industry that is all set to win accolades from the
world over.

With development in the technology, various avenues are opening up in

advertising industry. It is estimated that about 2.2 billion dollars are generated
in this industry every year. Be it is print, radio, television or Internet, every
medium plays a significant role in the growth of this industry. Today,
Advertising Industry in India is surging with revenues. To meet all the demands
in adverting sector, many agencies are coming to the scene.

India is a hub of creativity and this is evident from the fact that more and
more people from Indian advertising industry are being accepted world over and
imposing a lot of respect in international advertising community.

Visibility is the mantra of success these days and advertising makes sure
that your product, service is visible; thus saleable. Today Advertising Industry
in India is booming with revenue. It is a very successful industry which
generates lot of revenue. The Advertising Industry in India is getting recognized
worldwide with its superior quality work and innovation. It ensures tremendous
growth and scope for the employees.

During fiscal 2005, the gross advertising spend in India is estimated at Rs

111 billion, and is expected to grow at 14.2% to reach Rs. 127 billion by fiscal
2006.

The key factors which have contributed to growth of the Indian

advertising industry include:
- Growth in media vehicles leading to increase in media infiltration.
- Higher degree of competitive concentration among consumer companies
- Entry of global consumer companies with large advertising budgets
- Increase in consumer riches.

Rapid economic growth of the country on the back of economic

liberalization and deregulation. Indian advertising industry is fast catching up
with their western counterparts. The change has been a slow and steady one, but
if you look at the advertisements on Indian television nowadays, you’ll be vastly
surprised.
 There were times, when it was believed that sex sells anything and
everything. Then came the era of glamour and celebrities. Film stars and
cricketers were roped it to sell soft-drinks to massage oils. Ads were made for
cycles and pens. The list is endless. Now, the times have changed. Humor,
industry experts say, sells the best. People remember jokes, the humor involved,
and it becomes easier to make an impact on the customer. The Indian consumer
no longer falls into an uneducated, easy to please.
CHILDREN AND TV ADVERTISING

In the 1940s and 1950s children were not considered consumers in their own
right but only extensions to their parents purchasing power. With the advent of
television and other mass media, children have come into their own right as
consumers and, consequently, they have become an important target market for
the business. Advertisers are the first to recognize children’s value as consumers
who are capable of making decisions about spending.

The 1950s dates the modern era of children's television programming, when a
deal between struggling television network ABC and Disney brought The
Mickey Mouse Club and Disneyland into children's afternoon television
programming. Advertising at that time appealed generally to the personal gain
of the consumer in the case they decided to purchase the sponsored product.
Over the next 15 to 20 years, children's television became an industry by itself.

Throughout this history of children's television advertising, researchers have

criticized in different ways the use of television commercials directed to
children (Tseng, 2004). In the late 1970s, a research team funded by National
Science Foundation (NSF) estimated that children viewed an average of about
20,000.- commercials per year (Adler in Singer, 2001). There was so little study
on this topic during the 1950s, the majority of the studies on children's
television advertising environment goes from the 1970s onward (Alexander et
al. 1998).
Four types of products advertised to children during the 1970s were limited:
toys, cereals, candies and snacks, and fast foods. Male voiceovers accounted for
the great majority of ads coded, and animated characters seldom appeared
(Barcus in Tseng, Eliana Shiao; 2004). While marketers and advertisers
heightened their interest in the child market during the 1980s, research on
children's television advertising of that period consisted mainly on replications
and extensions of previous studies (Tseng, 2004).

Children’s television advertising is rapidly becoming a major concern to

government agencies, citizens. groups and researchers in many areas of the
social sciences ( Resnik, Stern and Alberty; 1979).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).
Children also urge their parents and friends to be sure to watch certain
commercials (Fox in Jarlbo, 2000).

According to (Resnik, Stern and Alberty, 1979), television advertising and its
effect on consumption patterns, values, and social interaction have been hotly
debated for many years. But only recently has the controversy focused on its
differential impact on special

interest groups- the elderly, minorities and children.

As many authors states, there are many television advertisements based on

children and it is faced that children urge their parents to purchase what they
want without needing. For a whole generation of new age children, television is
as influential as a parent or a teacher (Panwar, 2006). According to Wiman
(1986), children who talk with their parents more frequently about TV
advertising and commercials make more purchase requests. Children considered
television to be one of life’s necessities. Studies commissioned by cable
television networks in USA, found that an average of 43 per cent of total
purchases made by parents were influenced by children (Cooper in Caruana,
and Vassallo; 2003). Exposure to it was usually extensive – before school, after
school, during homework, at weekends, with or without friends (Hanley, 2000).
Marketers understand this fact very well. With the growing influence of media
on children, an increasingly large number of advertisements are today directed
to them (Panwar, Agnihotri, 2006).

Children, for example, who come from disadvantaged backgrounds, or those

who have less access to their parents may not only spend more time with the
media. But, may continue to rely more heavily on TV advertising for the
information that they seek in various areas (Brown, Childers, Bauman and Koch
in Evra; 1995). Parents create direct opportunities by interacting with their
children about purchase requests, giving them pocket money and taking them to
shopping excursions (Ward, Wackman, and Wartella; 1977). Children spend a
large amount of time watching television. They pay more attention to
commercials broadcast during children’s programming. Commercials broadcast
during children’s programming are designed to capture the younger child’s
attention by the use of cartoon characters, music, subjective camera angles and
editing (Stern & Harmon, 1986).

According to The Guardian newspaper, McDonalds, and Coca Cola spent

respectively 34,6 million USD and 16,2 million USD for television
advertisement presented for children. In this situation, firms do not hesitate to
spend their money for the related advertisements. Therefore nowadays the
expenditure of these advertisements has been increased dramatically such as
McDonalds and Coca Cola as well as Disney. They are the best known brand in
the world. It can be drawn conclusion from here that the role of children as
consumer on the world’s economy has rapidly increased. The common features
of the above mentioned brands are easily to find and focus on children and
family in their advertisements.

According to McNeal (1992) American children spent over USD 132 billion on
62 product categories of products were influenced by children. The number of
commercials per hour on American television increased significantly towards
the end of the decade. They provide a strong indication that American children
are today exposed to more than 25 000 commercials per year via television
(Kunkel & Roberts 1991). In 1997, $1,3 billion was spent on television
advertisements directed at children. Counting all media, advertising and
marketing budgets aimed at children approached $12 billion (McNeal, 1999). It
is estimated that children may view as many as 40,000 commercials each year
(Strasburger, 2001). In one of the research project about the influence of
television advertising on children and teenagers, Hanley (2000) found that the
younger children (aged 9–11) were very vague in their recall of current
television advertising. The examples they came up with were often unbranded,
with the recall attached to the „story. or characters instead, e.g. Honey Monster
(Sugar Puffs), cartoon elephant (Charmin toilet roll). Older children (aged 12–
16) recalled advertising they enjoyed or disliked. The appeal often related to the
„storyline., characters featured or the product. For instance, they mentioned
Rolo (elephant never forgets), as well as KitKat, Argos (toys), and McDonald.s.
They identified three main ways in which television advertising seemed to
influence children: pester power; Many parents felt that advertising had the
power to make a significant impression on their children. Those featuring
children, cartoon characters, animals, „catchy. tunes and phrases, colour,
dynamic special effects, aspirational celebrity heroes, humor and children’s
products (e.g. confectionery, cereals and toys) were most likely to be referred
to: www.itc.org.uk Generally advertisers use interesting characters in their
advertisement to catch children’s attention. Sometimes these characters are not
real. For example Corn Flakes, Nesquick advertisements and etc (Hanley,
2000).

It was very common for the advertiser to show ads in which the child would
acquire superhuman strength by eating a specific breakfast cereal, or would
leave a group of friends in choking clouds of dust by running with the
sponsored sneakers. Toys ads of that time were sponsored by unknown brands,
which would generally end up becoming famous after making deals with the
television station (Alexander et al; 1998).

Children’s ages are also significant to understand the advertisements. Children’s

comprehension of television advertising and its persuasive intent increases with
age, because of greater cognitive maturity and increased experience with the
medium. Even a majority of 5-8 years old have only a low awareness of what a
commercial really is; and although three quarters of 9-12 year old children may
demonstrate a medium level of awareness (eg. commercials tell you what to
buy) (Ward & Wackman in Evra; 1995). However it is possible to say that even
though they are very young to understand, the most important thing is the
advertisements impact on children.
De Bens and Vandenbruaene (1992 pg 27) conveys that children’s attention is
affected depending on whether they are watching TV alone, with their parents
or with other children of the same age. Children.s attention depends on whether
they are playing, eating or occupied with something else while watching TV.
Generally it is assumed that these factors contribute to reducing children’s
attention to TV advertising (De Bens and Vandenbruaene, 1992).

In less developed countries the trend appears to follow the same pattern as in the
developed world, although the market size may be comparatively small.
Increasingly, children have become not passive observers, but active
participants in the family purchase decisions. Not only do children have their
“own money” to spend on a variety of products and services of their choice,
they also have extensive influence on how their parents buy products and
services (Wimalasiri, 2004).

If children saw something new in a television advertisement or in a magazine

that they liked they were likely to buy it. This is in line with Buijzen and
Valkenburg.s (2003) findings that advertising is positively and directly related
to children’s purchase requests. McGee in Beder (1998, pg 100) says “children
under aged 12 spend more than $11 billion of their own money and influence
family spending decisions worth another $165 billion on food, household items
like furniture, electrical appliances and computers, vacations, the family car and
other spending”. For example, one study estimated that children influenced $9
billion worth of car sales in 1994. One car dealer explains: "Sometimes, the
child literally is our customer. I have watched the child pick out the
car."(Stanley in Beder, 1998, pg 102)
Advertising offers consumer ideas and information, which we process and
evaluate in order to make rational choices. Brown (2004) defends advertising to
children on just such cognitive grounds: “Children are young consumers,
interested in making choices and needing information about them”.

\
EFFECTS OF ADVERTISEMENTS ON CHILDREN

Advertisements are meant to influence the minds of the target group that should
ultimately result in a sale for the client. However, sometimes, it can raise many
questions when targeted for children. Read on to know about the various effects
of advertising on children.

Does advertising have a strong hold over the way we think or act? Does
the mass media dictate our needs and wants? Well, there are plenty of theories
about the effects of advertising. Various creative heads that belong to different
advertising agencies are often churning out new ideas to deliver their message
to the public. Children form the major chunks of the target group for advertisers.
Many advertisements aimed towards children are a sole proof of this fact. The
prime motive of any advertisement is to convince the viewer about the quality
of the product and instill that urge in him/her to purchase the same. Today,
advertising plays an important role in the society, as it tends to influence young
minds in particular.

The first prime motive of advertising is to attract attention. With children,

the messages need to be conveyed in a different manner. Goods are particularly
packaged in order to appeal to the younger generation. Children today, are more
specific about their needs and wants. Children are therefore reckoned to be a
major ‘buying force’ by advertisers.

However, advertising can also have a negative influence over young

minds if parents are not really careful and do not teach their children about the
importance of money. In many cases, children tend to misinterpret the messages
conveyed through the advertisement. They end up having wrong notions about
many issues. Advertising influences the minds of children, which creates a need
to own that particular product being advertised. Glossy images on the
magazines or billboards or flashy advertisements on television only create the
urge for impulsive buying. Parents who cannot deal with the rising demands or
temper tantrums only tend to give in to the demands of their children. Children
then get used to a certain kind of lifestyle, which is shown on the television or
through various media. This only creates a very wrong impression on their
young minds making them lose the ability to live a life without relying on
materialistic joys. The power of advertising thus, cannot be ignored.
For example, a child may prefer only a specific pair of branded jeans as
compared to other clothing available in stores. He/she may want to live the life
that is projected in the advertisements. The child may dictate to his/her parents
about personal preferences in clothing, food, toys etc.

Well, with these kinds of effects of advertising, one wonders who is to be

blamed in this whole issue. Parents play a major role in this case. They need to
monitor what influences the minds of children. Parents also need to be firm with
children whenever their demands increase. Children need to be told gently that a
‘no’ cannot be converted into a ‘yes’ with tears or brawls! Parents also need to
instill good habits and help children to differentiate between right and wrong.
And the sooner it’s told, the better it would be for the child and subsequently
parents as well. Advertisers on the other hand, can also try to put their message
across creatively and target the entire family rather than just children. This will
ensure even parents stay within the loop and can monitor the demands of the
children. With a balanced approach, the negative effects of advertising can
surely be curbed to a great extent.
 The ad filmmakers are formulating fresh ways of enticing the consumers
to buy their products. If an advertisement for a product attracts the consumers,
they tend to purchase it frequently, or at least buy it once. If a company has to
survive in this competitive world, he/she has to project the image of its products
in such a way that they pick up the maximum sales, when they hit the stores.
The best way to persuade the consumer to stick to the product of the particular
brand, when numerous choices are provided to him/her in the market, is
attractive advertisement. However, the ad filmmakers should remember that the
commercials can also have negative IMPACT on people, especially the young
children. In this article, we have presented some of the most visible effects of
advertising on children, positive as well as negative.
There is great concern about children as viewers of advertisements primarily
because young children are exposed to thousands of commercials each year in
India. Marketers use television as a medium of communication since it affords
access to children at much earlier ages than print media can accomplish, largely
because textual literacy does not develop until many years after children have
become regular television viewers.

Approximately, 80% of all advertising targeted to children falls within

four product categories: toys, cereals, candies, and fast-food restaurants. Young
children are able to differentiate between a TV program and a commercial but
are unable to understand the intent of an advertisement until they are 8-10 years
of age. According to Seiter, advertising to children avoids any appeal to the
rational, emphasizing instead that ads are for entertainment and "enjoyable for
their own sake" as opposed to providing any real consumer information.

The most common persuasive strategy employed in advertising to

children is to associate the product with fun and happiness, rather than to
provide any factual product-related information. Hence, children in the age
category 8-10 years have a positive attitude towards advertisements. Knowledge
of advertising tactics and appeals emerges only in early adolescence and
develops thereafter. The ability to recognize bias and deception in ads, coupled
with an understanding of advertising's persuasive intent, results in less trust and
less liking of commercials. With increasing age, children's attitude towards ads
changes from being positive to negative and further as children step into
adolescence, they become skeptical of advertising. Children in young
adolescence even exhibited mistrustful predispositions towards advertising. In
adolescents, knowledge about advertiser tactics increased with age. Higher
levels of knowledge of advertiser tactics and certain personality variables were
positively related to adolescents' skepticism towards advertising.
POSITIVE EFFECTS OF ADVERTISEMENTS ON CHILDREN
 Advertising makes the kids aware of the new products available in the market. It
increases their knowledge about the latest innovations, in the field of technology as
well as otherwise.
 Convincing ads, which center around healthy food products, can help improve the diet
of a child, if they are attractive enough.

Negative Effects of Advertisements on Children

 Advertisements encourage the children to persuade their parents to purchase the

products shown in the commercials, whether useful or not. The little ones tend to get
adamant, if they are not bought the product.
 Children often tend to misinterpret the messages conveyed in commercials. They
overlook the positive side and concentrate more on the negatives.
 Many advertisements in the present times include dangerous stunts, which can be
performed only by experts. Even though the commercials broadcast the statutory
warnings with the ad, the kids often try to imitate the stunts at home, with fatal
results.
 The flashy advertisements broadcast in television generate impulse shopping in
children.
 Children, after watching the glitter of commercials, often lose the ability to live a life
without materialistic joy.
 The kids usually get more attracted towards the costly branded products, such as jeans
and accessories. They disregard the inexpensive, but useful, ones that are not shown
in the commercials.
 Advertisements have an indirect effect on the behavior of children. They might
develop temper tantrums, when deprived of the latest toys and clothes that are shown
in the commercials.
 The personal preferences in clothing, toys, food and luxurious of children are altered
by the advertisements, to a great extent.
 Junk foods, such as pizzas, burgers and soft drinks, are heavily promoted during
children's TV viewing time. This develops a craving for fatty, sugary and fast foods in
kids, thereby affecting their health adversely.
HISTORY

As education became an apparent need and reading, as well as printing,

developed advertising expanded to include handbills. In the 17th century
advertisements started to appear in weekly newspapers in England. These early
print advertisements were used mainly to promote books and newspapers, which
became increasingly affordable with advances in the printing press; and
medicines, which were increasingly sought after as disease ravaged Europe.
However, false advertising and so-called "quack"(fake) advertisements became
a problem, which ushered in the regulation of advertising content.

As the economy was expanding during the 19th century, advertising grew
alongside. In the United States, classified ads became even more popular, filling
pages of newspapers with small print messages promoting all kinds of goods. In
1843, the first advertising agency was established by Volney Palmer in
Philadelphia. At first, agencies were brokers for ad space in newspapers. N.W.
Ayer & Son was the first full-service agency to assume responsibility for
advertising content. It was also the first agency to charge a commission on ads.

In June 1836, French newspaper La Presse was the first to include paid
advertising in its pages, allowing it to lower its price, extend its readership and
increase its profitability and the formula was soon copied by all titles.

In the early 1920s, the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios to
consumers. As time passed, many non-profit organizations followed suit in
setting up their own radio stations, and included: schools, clubs and civic
groups. When the practice of sponsoring programs was popularized, each
individual radio program was usually sponsored by a single business in
exchange for a brief mention of the business' name at the beginning and end of
the sponsored shows. However, radio station owners soon realized they could
earn more money by selling sponsorship rights in small time allocations to
multiple businesses throughout their radio station's broadcasts, rather than
selling the sponsorship rights to single businesses per show.

The radio station owners soon realized they could earn more money by selling
sponsorship rights to other businesses. In those days, each show was usually
sponsored by a single business, in exchange for a brief mention of the sponsor at
the beginning and end of the show. This practice was carried over to television
in the late 1940s and early 1950s.

However, a fierce battle was fought between those seeking to commercialize

this new medium and the people who argued that the radio spectrum should be
considered the commons, to be used only non-commercially and for the public
good. In Canada, advocates like Graham Spry were able to convince the
government to adopt a socialist funding model. England followed suit with the
development of the BBC. However in the United States, the capitalist model
prevailed with the passage of the 1934 Communications Act which created the
Federal Communications Commission. To placate the socialists, the U.S.
Congress did require that commercial broadcasters operate in the "public
interest, convenience, and necessity". However public radio certainly exists in
the United States.

In the early 1950s, the Dumont television network began the modern trend of
selling advertisement time to multiple sponsors. Dumont had trouble finding
sponsors for many of their programs and compensated by selling smaller blocks
of advertising time to several businesses. This eventually became the norm for
the commercial television industry in the United States. However, it was still a
common practice to have single sponsor shows, such as the U.S. Steel Hour. In
some instances the sponsors exercised great control over the content of the show
- up to and including having one's advertising agency actually writing the show.
The single sponsor model is much less prevalent now, a notable exception being
the Hallmark Hall of Fame.

The 1960s saw advertising transform into a modern approach in which

creativity was allowed to shine, producing unexpected messages that made
advertisements more tempting to consumers' eyes. The Volkswagen ad
campaign—featuring such headlines as "Think Small" and "Lemon" ushered in
the era of modern advertising by promoting a "position" or "unique selling
proposition" designed to associate each brand with a specific idea in the reader
or viewer's mind. This period of American advertising is called the Creative
Revolution and its archetype was William Bernbach who helped create the
revolutionary Volkswagen ads among others. Some of the most creative and
long-standing American advertising dates to this period.

The late 1980s and early 1990s saw the introduction of cable television and
particularly MTV. Pioneering the concept of the music video, MTV ushered in a
new type of advertising. As cable and satellite television became increasingly
prevalent, specialty channels emerged, including channels entirely devoted to
advertising, such as QVC, Home Shopping Network, and ShopTV Canada.

Marketing through the Internet opened new frontiers for advertisers and
contributed to the "dot-com"(.com) boom of the 1990s. Entire corporations
operated solely on advertising revenue, offering everything from coupons to
free Internet access. At the turn of the 21st century, a number of websites
including the search engine Google, started a change in online advertising by
emphasizing contextually relevant, unobtrusive ads intended to help, rather than
inundate, users. This has led to a plethora of similar efforts and an increasing
trend of interactive advertising.

The share of advertising spending relative to GDP has changed little across
large changes in media. For example, in the U.S. in 1925, the main advertising
media were newspapers, magazines, signs on streetcars, and outdoor posters.
Advertising spending as a share of GDP was about 2.9 percent. By 1998,
television and radio had become major advertising media. Nonetheless,
advertising spending as a share of GDP was slightly lower—about 2.4 percent.

A recent advertising innovation is "guerrilla marketing", which involve unusual

approaches such as staged encounters in public places, giveaways of products
such as cars that are covered with brand messages, and interactive advertising
where the viewer can respond to become part of the advertising message.
Guerrilla advertising is becoming increasing more popular with a lot of
companies. This type of advertising is unpredictable and innovative, which
causes consumers to buy the product or idea. This reflects an increasing trend of
interactive and "embedded" ads, such as via product placement, having
consumers vote through text messages, and various innovations utilizing social
network services such as MySpace
RESEARCH METHODOLOGY

This chapter presents the research methodology spreading in to eleven parts

such as statement of the problem; objectives of the study; hypothesis of the
study; research design; sampling plan; data collection; analysis and
interpretation; limitations of the study; significance of the study and chapters’
scheme.

Statement of the Problem

The problem of statement of this study is to know the impact of

T.Vadvertisement on children’ behavior.

Significance of the study

• By this research children can improve their IQ level.

• By this research children and their parents can be educated about the
advertisement.

• By this research parents can be improve their knowledge about the

children behavior.

Scope of the study

We selected 50 parents from Ellenabad focusing on children behavior. One

questionnaire containing 15 items for the parents were administered to collect
the data from 50 parents. All 50 questionnaire was filled with their response.

Objectives of the study

i) To know the awareness level among the children about the advertisement.

ii) To know the impact of advertisement on children behavior.

iii) To study the factors affecting the children behavior.

Hypothesis

i) There is no significant difference towards the children about the

advertisement.

ii) There is a positive impact on children behavior.

iii) There is no significant difference towards the factors affecting the

children behavior.

Research Design

In this study, Descriptive and Exploratory research designed used.

Sample Design

To achieve the objectives of this study a sample of 50 parent’s response were

collected from Ellenabad. In this study convenion sampling has been used for
this research.

Data Collection

In this study, the data has been collected through the primary as well as
secondary source. Questionnaire used for the data or as a primary source and
secondary source. Data collected through the reports, articles, and website.

Data Analysis and Interpretation

In this study collected data, analyzed and interpreted through the percentages.

Limitations

Future researcher must test these findings in different cultural context to support
our findings or if any different results found. There are some limitations of
study regarding sample selection because entire sample is taken from only one
city so it may not be the true representative of population. Life style, economic
condition and per capita income of that area might have some influence on the
community in sample. Another major limitation of our study is that lack of
grounded theory for our hypothesis support. We tried our best to find relevant
literature in good generals but due to uniqueness of the concept we didn’t
succeeded to add that in our study. Most of our references are from newspapers,
internet and media sites. Third major limitation of our study is regarding the
validity and reliability of our measuring instrument, Although we tried our best
to make the process standardized but the sole reliability and validity of our
instrument is referred to them. Despite of all these constraints we tried our best
to follow the standard research procedures and styles for our study and hopeful
that our sincere attempt will add very little value in this stream of research.
 DATA ANALYSIS AND INTERPRETATION
1. AGE:-

Age Students
8 yrs. 7
9 yrs. 15
10yrs. 20
11 yrs. 20
12 yrs. 23
13 yrs. 43
14 yrs. 18
15 yrs. 4

8 yrs.
4 7
18 15 9 yrs.
10yrs.
20 11 yrs.
12 yrs.
43
20 13 yrs.
14 yrs.
23
15 yrs.

Analysis:

The above chart shows that there are more number of 13 years student and as far as 15 years
students are concerned they are very less.
2. Medium of Study and Student

Medium of study Students

Gujarati 66
English 84

Students

44% 56%
Gujarati
English

Analysis:

The above pie chart shows that there are more number of children who are studying in
English medium than in Gujarati Medium
3. How many hours a day do you watch TV?

less then 1 hour 29

1-2 hours 46
2-3 hours 47
more then 3 hours 28

19% 19%
less then 1 hour
1-2 hours
31% 31% 2-3 hours
more then 3 hours

Analysis:

The above pie chart shows that as far as TV watching habit of children is concerned, there are
31% of children who watch television for 1-2 hours a day.

There are also 31% children who watch television for 2-3 hrs. and 19% children who
watch television for more than 3 hours a day

This shows that most of the children like to watch television for 1-3 hours a day and
this is because they might be busy with their home work and project work of their school.
 4. What do you like to watch on TV?

Cartoons 97
Reality Shows 28
Movies 78
Serials 23
Song based programmes 31
Others 13

97
100 78
90
80
70
60
50 28 31
40 23
30 13
20
10
0

Analysis:

The above bar chat shows that there are more number of children who like to watch cartoons
and movies on Television than reality shows, serials, song based programmes and other
programmes like programmes which come on Discovery channel, National Geography
channel and so on.

In our survey we have found that there are 97 children who like to watch cartoons on
television because they are more fascinated towards that.

Apart from that, there are 78 children who like to watch movies on television which
might be because of his/her favorite actor or actress.
5. From the following confectionary products which is your favorite product/s.

Biscuits 86
Wafers 57
Chocolates 78
Sauces 29
Noodles 38
Health Drinks 42

86
90 78
80
70 57
60
38 42
50
40 29
30
20
10
0

Analysis:

The above bar chart shows that as far as confectionary products are concerned, children like
to have more Biscuits, Wafers and Chocolates than Sauces, Noodles and Health Drinks.
In our survey we have found that Biscuits, Wafers and Chocolates are preferred by 86,
57 and 78 children respectively.
This shows that children are attracted more towards Biscuits, Wafers and Chocolates
than other confectionery products.
 6. Mode of communication
Mode ofCommunication No. of Respondents Percentages
Radio 2 4
Newspaper 18 36
T.V. 27 54
Internet 3 6
Total 50 100
Source: Survey

6% 4%

Radio
36%
Newspaper
T.V.
Internet
54%

Table 4.1 shows that 4% parents use radio as a mode of communication, 36% parents use
newspaper,54% parents use T.V. and 6% parents use Internet as a mode of communication.
 7. Time spent on watching T.V. per day
Time spent No. of Respondents Percentages
Half an hour 5 10
1 hour 10 20
2 hours 22 44
More than 2 hours 13 26
Total 50 100
Source: Survey

10%

26%

20% Half an hour

1 hour
2 hours
More than 2 hours

44%

Table 4.2 shows that 10% parents says that their children spent half an hour on watching T.V.
per day, 20% parents says that their children spent one hour on watching T.V. per day, 44%
parents says that their children spent 2 hours on watching T.V. per day and 26% parents says
that their children spent more than 2 hours on watching T.V. per day.
 8. T.V. channels liked most by children
T.V channels No. of Respondents Percentages
Cartoon Network 15 30
Discovery 2 4
Entertainment 30 60
Others 3 6
Total 50 100
Source: Survey

6%

30%

cartoon Network
Discovery
Entertainment
Other
4%
60%

Table 4.3 shows that 30% parents response that cartoon network channel liked most by their
children, 4% parents response that Discovery channel liked most by their children, 60%
parents response that Entertainment channel liked most by their children, 6% parents
response that Other channels liked most by their children.
 9. : Effect of Colgate advertisement
No. of times No. of Respondents Percentages
1 time 33 66
2 times 15 30
3 times 2 4
Many Times 0 0
Total 50 100
Source: Survey

0%
4%

30% 1 time
2 time
3 time
Many times
66%

Table 4.4 shows that 66% parents response that after watching the Colgate advertisement
their children brush their teeth only one time, 30% parents response that after watching the
Colgate advertisement their children brush their teeth 2 times, 4% parents response that after
watching the Colgate advertisement their children brush their teeth 3 times.
 10: This table shows hours in a day they do study
Hours No. of Respondents Percentages
2 hours 25 50
3 hours 13 26
4 hours 9 18
5 hours 3 6
Total 50 100
Source: Survey

6%

18%

2 hours
3 hours
50%
4 hours
5 hours

26%

Table 4.5 shows that 50% parents response that their children do their study only 2 hours in a
day, 26% parents response that their children do their study only 3 hours in a day,18%
parents response that their children do their study only 4 hours in a day, 6% parents response
that their children do their study only 5 hours in a day.
 11: Time of sleeping
Sleeping time No. of Respondents Percentages
9 o’clock 9 18
10 o’clock 24 48
11 o’clock 15 30
12 o’clock 2 4
Total 50 100
Source: Survey

4%
18%

30% 9 o'clock
10 o'clock
11 o'clock
12 o'clock

48%

Table 4.6 shows that 18% parents says that their children go to sleep at 9 o’clock, 48%
parents says that their children go to sleep at 10 o’clock, 30% parents says that their children
go to sleep at 11 o’clock, 4% parents says that their children go to sleep at 12 o’clock.
 FINDINGS
 From our survey we have found that more number of children watch
television for 1-3 hours a day.

 As far as watching any particular program on television is concerned,

children like to watch cartoon movies or cartoon serials on television.
Children also like to watch movies on television.

 Among selected confectionary products from Biscuits, Wafers, Chocolates,

Sauces, Noodles and Health Drinks, children like to have Biscuits, Wafers
and Chocolates more than other confectionary products.

 Majority of children are familiar with the advertisements of Biscuits,

Wafers, Chocolates and Health Drinks more than the Sauces, Noodles and.

 After watching advertisements of any confectionary products majority of

children have tried to purchase that product.

 Those children who have tried to purchase confectionary product after

watching its advertisements, in that they like to buy more Biscuits,
Chocolates and Health Drinks.

 Majority of children like to watch advertisements of confectionary products

on television rather any other media.

 Majority of children like to buy confectionary products because it gives free

tattoo and other promotional things. There are some children also who like
 to buy confectionary products just because his/her favorite celebrity is
associated with the advertisement of that product.

 After watching advertisement of confectionary products purchase decision

of children sometimes gets affected.

 After watching advertisement of confectionary products children sometimes

insist their parents to purchase that product for them.

 When children insist their parents to purchase confectionary product after

watching its advertisement, parents generally do agree with them.
 SUGGESTIONS

 To some extent children have limited understanding so advertisers should

not directly persuade children to buy the product which is shown in the
advertisement.

 As far as advertisements of confectionary products are concerned,

advertisements should be seen with their pros and cons. E.g. Chocolate

 Advertisers must not misuse children’s relative inexperience.

 Children can be easily attracted by the celebrity so, as far as

confectionary products are concerned celebrity should not directly or
indirectly persuade children to buy that product which he/she has shown
using that product.

 It is the duty of parents to see what their children are watching on

television and if they are highly influenced by the advertisements
especially of confectionary products then parents should try to explain
them what are the pros and cons of that product by using it.
 CONCLUSION

 Today, particularly young children play an important role as consumers.

Especially confectionary products (Biscuits, Chocolates, Wafers, Sauces,
Noodles and Health Drinks) are concerned they do not care price of
which they want to buy. Also they do not care whether these products are
healthy for them or not.

 While they are shopping, the first thing comes in their mind is to purchase
the advertised products. In this situation, the advertising has a stronger
effect on younger children than the older children.

 Nowadays it seems that children’s impact on family decision in shopping

has been steadily increased.

 After the research, it was found as far as confectionary products are

concerned children sometimes insist their parents to purchase those
products for them.

 As far as confectionary products are concerned, children are influenced

more by television advertisements than by the other medium of
advertising. Even though there are lots of tools to show the goods or
services, television was chosen as the best way that can enhance the
company's profits greatly by most of researchers.

 Also this research validated that among many communication tools,

television advertisements have more impact and effect on children than
the other medium of advertising.
 Children’s ages are important to understand the television advertisements.
Children's comprehension of television commercials increases with age.
 BIBLIOGRAPHY

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Web Links:
 http://www.wikipedia.com
 http://www.agencyfaqs.com
 http://www.wowessays.com
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 http://www.c-i-a.com/( Computer Industry Almance)\

 http://www.Itu.com (Intrenation Telecommunication Union)

 http://www.internetworldstats.com/asia/in.htm
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