A STUDY ON IMPACT OF CHILDRENS’ ADVERTISMENTS ON BUYING

BEHAVIOUR – A PARENTAL APPROACH

A PROJECT REPORT

Submitted in partial fulfillment for the award of the degree of

Bachelor of Commerce

By

SASIREKHA A

(17BCC0050)

Under the Supervision of

Prof. Dr. SARAVANA BHAVAN N

DEPARTMENT OF COMMERCE

School of Social Sciences and Languages

VELLORE INSTITUTE OF TECHNOLOGY, VELLORE

MAY 2020

1
 DECLARATION

I hereby declare that the project entitled “A STUDY ON IMPACT OF CHILDRENS’

ADVERTISEMENTS ON BUYING BEHAVIOUR – A PARENTAL APPROACH”
submitted by me, for the award of the degree of Bachelor of Commerce to Vellore Institute of
Technology (VIT) deemed to be a university is a record of bonafide work carried out by me
under the supervision of Prof. Dr. SARAVANA BHAVAN N.
I further declare that the work reported in this project has not been submitted and will not be
submitted, either in part or in full, for the award of any other degree or diploma in this institute
or any other institute or university.

Place: VELLORE

Date: 18.5.2020

Signature of the candidate

(SASIREKHA A)

2
 CERTIFICATE

This is to certify that the project entitled “A STUDY ON IMPACT OF CHILDRENS’

ADVERTISEMENTS ON BUYING BEHAVIOUR – A PARENTAL APPROACH”
submitted by Ms SASIREKHA A (17BCC0050), School of Social Sciences and Languages
(SSL), Vellore Institute of Technology(VIT) Deemed to be a University, for the award of the
degree of Bachelor of Commerce, is a record of bonafide work carried out by him under my
supervision during the period, 01.12.2019 to 31.05.2020, as per the Vellore Institute of
Technology(VIT) Deemed to be a University code of academic and research ethics.
The contents of this report have not been submitted and will not be submitted either in
part or in full, for the award of any other degree or diploma in this institute or any other institute
or university. The project fulfills the requirements and regulations of the University and in my
opinion meets the necessary standards for submission.

Place: VELLORE

Date: 18.05.2020

Signature of the guide

(SARAVANA BHAVAN N)

Internal Examiner External Examiner

Head of the Department

Commerce

3
 ACKNOWLEDGEMENT

At the outset, I thank the Almighty God for His blessings for granting me the knowledge
and right aptitude to successfully complete my project work.

I would like to express my special gratitude and thanks to my guide Prof. Dr.
SARAVANA BHAVAN N, Assistant Professor, department of commerce, School of Social
Sciences and Languages, whose esteemed guidance and immense support encouraged me to
complete the project successfully.

I wish to express my sincere thanks to Honourable Chancellor, Dr.

G.VISWANATHAN; esteemed Vice-President, Mr. SANKAR VISWANATHAN; respected
Vice Chancellor, Dr. ANAND A SAMUEL and respected Pro-Vice Chancellor Dr. S.
NARAYANAN of this prestigious Vellore Institute of Technology (VIT) Deemed to be a
University for providing me an excellent world class academic environment and facilities for
pursuing my B.Com Programme.

My sincere gratitude lies to the Dean, Dr. G.VELMURUGAN, School of Social

Sciences and Languages, and Head of the Department of Commerce, Dr.
MUTHUMEEANKSHI M for providing me an opportunity to do my project work in the
Vellore Institute of Technology (VIT) Deemed to be a University.

I also thank all the faculty members of the Department of Commerce and faculty of other
Departments of the School of Social Sciences and Languages and the non-teaching staff for
giving me the courage and strength that I needed to achieve my goals. My special thanks to my
friends for their timely help and suggestions rendered for the successful completion of this
project.

This acknowledgement would be incomplete without expressing my whole hearted

thanks to my parents for their continuous support and guidance in all walks of my life.

Ms. SASIREKHA A

4
 INDEX

TITLE PAGE NO

DECLARATION 2

CERTIFICATE 3

ACKNOWLEDGEMENT 4

INDEX 5

LIST OF CHARTS 6

LIST OF TABLES 7

CHAPTER I INTRODUCTION 8 – 28

CHAPTER II REVIEW OF LITERATURE 29 – 36

CHAPTER III RESEARCH METHODOLOGY 37 - 42

CHAPTER IV DATA ANALYSIS & INTERPRETATION 43 - 58

CHAPTER V FINDINGS, SUGGESTIONS AND CONCLUSION 59 - 62

APPENDIX 63 - 66

REFERENCES 67 - 68

ADDITIONAL BIBLIOGRAPHY 69 - 71

5
 LIST OF CHARTS

PAGE
S.NO TABLE.NO TITLE
NUMBER

1 4.6 Number of children’s in the family 48

2 4.7 Age group of the children 49

3 4.8 TV watching hours in a day 50

4 4.9 Mode of advertisement watch by children 51

5 4.10 Kind of advertisement are mostly preferred by children 52

6 4.11 Reactions of children through advertisement 53

7 4.12 Kinds of products preferred by children 54

8 4.14 Number of times you purchase product asked by children 56

9 4.15 Problems faced by children through advertisement 57

10 4.16 Mode of convince your child 58

6
 LIST OF TABLES

PAGE
S.NO TABLE.NO TITLE
NUMBER

1 4.1 Gender of the respondents 45

2 4.2 Age group of the respondents 45

3 4.3 Educational qualification of the respondents 46

4 4.4 Occupation status of the respondents 46

5 4.5 Family monthly income of the respondents 47

6 4.6 Number of children in the family 48

7 4.7 Age group of the children 49

8 4.8 TV watching hours in a day 50

9 4.9 Mode of advertisement watched by children 51

10 4.10 Kind of advertisement mostly preferred by children 52

11 4.11 Reactions of children through advertisement 53

12 4.12 Kind products preferred by children 54

13 4.13 Factor influencing through advertisement 55

14 4.14 Number of times purchase product asked by children 56

15 4.15 Problems faced by children through advertisements 57

16 4.16 Mode of convince your child 58

7
 CHAPTER I
INTRODUCTION

8
1.1 INTRODUCTION:

Today advertisement plays a crucial role in persuading customer to get product and
repair. On the opposite hand the expenses of the advertisement as compared of other activities in
most companies are very remarkable. Within the present days every company wants to realize
the very best market share. For this purpose every company use alternative ways to draw in
customers of various segment of the market and therefore the best thanks to become market
leader. During this challenging environment a corporation should promote its product in such
how that more and more customer gets interest during this product. During this research we'll
discuss the impact of the TV advertisement on the youngsters. To draw in children toward the
merchandise its necessary that the advertisement should contain such appeals that are consistent
with their age, mindset and interest is restricted product. When children see the advertisement
consistent with their interest, they persuade their parents to get the merchandise.

There is a really close relationship between advertisement and buying behavior of

children’s and that we have tried to see the impact of advertisement on children through our
research article. For this purpose we conducted our research and picked up data from children of
varied classes of various schools situated in several country sides. Children enforce their parents
to get the merchandise after watching the advertising during this research we tried to live the
enforcement on their parents about any advertised products like food advertisement etc…,

Children also purchase product through the varsity advertisement and internet
advertisement children purchase product by watching advertisement on internet and faculty
exhibition. Age of youngsters also influence the purchasing of the youngsters because less aged
children less influence by the advertising and more aged children purchase more advertising
product for instance 10 year children less understand the merchandise advertisement as compare
to the 15 year children who understand fully advertisement and he purchase more advertisement
product.

During this research we also discuss the connection between food advertisement and
youngsters buying behavior because children purchase more food products as compare to other
products. Quite one quarter of television advertisement during evening programs supported food
advertisement because children more just like the food advertisement. Children buying behavior

9
also depend upon the TV viewing hours because when children watch more TV they watch more
advertisement and buy more products.

It’s apparent from the literature that television advertisement influence children
particularly in products like chocolates, biscuits, food supplements, tooth paste, toys etc..,
advertising is second only to film as far as its influence on the society cares. Advertising is that
the most influential and powerful medium within the present commercial society. The most
objective of the study is to seek out, how the children’s are influenced by television
advertisement. There are both good and bad impact of advertisement.

Advertisement reduce the risk of innovation the cost of innovation can be more than
recovered by the sales which advertisements may generate and encourage manufactures to
undertaken research and development. The revenue through subscription is quite inadequate to
support the publication of newspapers, magazines or TV channels. Advertising revenue is the
fact; provide a greater support to viable functioning of the media.

Advertisement is mediating tool of marketing and the most vital component of

promotional activity; it is used by the marketers to publicize the happenings of the company and
their offerings to the consumers. In the contemporary era, the influence and impact of
advertisement over both the classes and the masses has refined the entire ambience of marketing.
So, great is the power of advertisement to influence the buyer decision that it has become
mandatory for sellers to allocate fat budgets to the advertising of their products.

1.2 WHAT IS ADVERTISING?

Advertising may be a sort of communication wont to persuade an audience (viewers,

readers or listener) to require some action with reference to products, ideas, or services. Most
ordinarily, the will result's to drive consumer behavior with reference to a billboard offering,
although political and ideological advertising is additionally common. Advertising is sole of
everyone’s lifestyle, and therefore the degree of impact of advertising on children is becoming
devastating day to day. Advertisements showcase the ‘must have’ for a child making them a
consumer even before they need reached the age of three.

10
 Adverting together of the essential element of selling management is taken into account
as a crucial think about the worldwide business. As far as its influence on the society cares.
Advertising is second only to movies. Advertising is most influential and powerful medium
within the present commercial society. It helps us to urge worldview. It shapes our attitude and
beliefs. Advertisements encompass every aspects of our life and most folks are hardly conscious
of it (Sarma 2007). In 2011, the Indian media and entertainment (M&E) industry registered a
growth of 12 percent over 2010, to succeed in INR 728 billion, as per the FICCI – KPMG report.
The expansion line is backed by strong consumption in tier 2 and three cities, contained growth
of regional media, and fast increasing new media business. Overall, the industry is predicted to
register a CAGR of 15 percent to the touch INR 1,457 billion by 2016. Television continues to
be the dominant medium, sectors like animation & VFX, digital advertising, and gaming are fast
increasing their share within the overall pie (KPMG – FICCI frames – press – release – 2012).

1.3 POSITIVE EFFECTS OF ADVERTISMENTS ON CHILDREN:

➢ Advertising make the youngsters conscious of the new products available within the
market. It increases their knowledge about the newest innovation, within the field of
technology also as otherwise.

➢ Convincing ads, which focus on healthy food products, can help improve the diet of a
toddler, if they're attracted enough.

1.4 NEGATIVE EFFETS OF ADVERTISMENT ON CHILDREN:

➢ Advertisement encourage the youngsters to influence their parents to get the products
shown within the commercials, whether useful or not. The little ones tend to urge
adamant, if they're not bought the merchandise.

➢ Children often tend to misinterpret the messages conveyed in commercials. They

overlook the positive side and concentrate more on the negatives.

➢ Many advertisements within this time include dangerous stunts, which can be performed
only by experts. Even though the commercials broadcast the statutory warnings with the
ad, the youngsters often attempt to imitate the stunts reception, with fatal result.

11
 ➢ The flashy advertisements broadcast in television generate impulse shopping in children.

➢ Children after watching the glitter of commercials, often lose the power to measure a life
without materialistic joy.

➢ The kids usually get more attracted towards the costly branded products such a 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 bereft of the newest toys and garments that are shown within the
commercials.

➢ The personal preference in clothing toys, food and opulent of youngsters are altered by
the advertisement to greater extend.

➢ Junk food, such as pizza, burgers and soft drinks, are heavily promoted during children’s
TV viewing time. These develop a craving for fatty, sugary and fast foods in kids, there
by affecting their healthy adversely.

1.5 CONFECTIONARY PRODUCTS ADVERTISEMENT AND CHILDREN:

In 1950’s confectionary industries was an unorganized market and added negligible to

the expansion of economy. In the era of 1999’s with the globalization of Indian economy. The
growth of confectionary industry took a high peak and accelerated the expansion of Indian
economy. Confectionary includes sweet food items that have high calories and however they
have low nutritional content like mint candies, toffees, lollipops, chocolates, chewing gums and
candies. Confectionary plays a major role in special occasions and festival in India. Therefore, in
India, the confectionary industry has got a huge potential and this sector has grown recently in
the India with the entry of many foreign companies. Indian companies are also growing steadily
and this field and they are acquiring the top position in this sector. The names of India top
players, who are dominating the confectionary industry are Cadbury India Ltd, Lotte India Co.
Ltd, Candico India Ltd, nestle India Ltd, lotus chocolate company Ltd, and Campco Ltd.

12
 Indian confectionary players heavily spend on advertisement of their confectionary
products. As a result of that industry observed a decline within the share of non-branded
products. Children today are extremely aware of the varied brands within the market and are
conscious of the merchandise they use or consume. They pick and choose carefully consistent
with their needs, styles, preference etc..; they also exercise tons of independent in deciding and
influence the family buying behavior. Today’s kids are well informed, better than their parents.
This is because virtually from birth today’s children are exposed to TV commercials, banners,
ads, billboards, logos and merchandise promotions.

Children today are exposed to all types of advertisement on the various media like the
television, print media and internet among which television is the most influencing media in case
of children (Effect of Advertisement on Children). Children over the span of ages 2-11 years
they develop consumption motives and values as they're exposed to commercial activities; they
develop knowledge about advertising, products, brands, pricing and shopping; and they being to
develop strategies for purchase request and negotiation. Before a particular age, children lack the
defences, or skills, to discriminate commercial from relationship from television advertising to
adiposity (institute of drugs, 2006). An review of previous research could significantly find no
study that examined the relation between children’s understanding of advertising persuasive
intent and the impact of advertising; this relation has been generally taken with none
consideration without any quite research project supporting it as specially just in case of
confectionary products in India.

1.6 TYPES OF ADVERTISING:

Virtually any medium are often used for advertising. Commercial advertising media can
include wall paintings, billboards, street furniture components, printed flyers and rack cards,
radio, cinema and TV adverts, web banners, mobile telephone screens, shopping carts, web
popup, skywriting, stop benches, human billboards and forehead advertising, magazines,
newspaper, town criers, sides of buses, banners attached to or sides of airplanes( “logo jets”), in-
flight advertisements on seat back tray tables or overhead storage bins, taxicab doors, roof
mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands
on disposable diapers, doors of toilet stalls, stickers on apples in supermarkets, handcart handles
(grabertising), the opening section of steaming audio and video, posters, and therefore the backs

13
of event tickets and supermarket receipts. Anywhere an “identified” sponsor pays to deliver their
message through a medium in advertising.

SHARE OF GLOBAL AD SPEND

MEDIUM 2015 2018 2019

Cinema 0.6% 0.7% 0.73%

Magazines 6.5% 5.3% 3.77%

Radio advertisement 6.5% 5.9% 5.36%

Outdoor advertising 6.8% 6.6% 6.15%

Newspaper advertising 12.8% 10.1% 6.78%

Desktop online advertising 19.9% 18.2% 45.1%

Mobile advertising 9.2% 18.4% 25.3%

Television advertisement 37.7% 34.8% 28.05%

1.6.1 TELEVISION ADVERTISING/MUSIC IN ADVERTISING:

Television advertising is one among the foremost expensive sorts of advertising

networks charge an outsized amount for commercial airtime during popular events. The annual
super bowl foot ball game within the us is understood because the most prominent advertising
event on television – with an audience of over 108 million and studies showing that fifty of these
only tuned into see the advertisements. The typical cost of single thirty – second television spot
during this game reached US$4 million a 60 – second spot double that figure in 2014. Virtual
advertisements could also be inserted into regular programming through special effects. It’s
typically inserted into otherwise blank backdrops or wont to replace local billboards that aren't
relevant to the remote broadcast audience. More controversially, virtual billboard could also be
inserted into the background where none exist in real-life. This system is particularly utilized in
televised sporting events. Virtual product placement is additionally possible.

14
 Television access has risen to 108 million homes in 2005 of which cable and satellite
homes consists of 73 million – the largest cable television market. In 2005, media advertising
study revealed that 46% of the total industry worth Rs. 9,493 crores was taken away by
television alone. India’s pay television market earned $4.2 billion in 2006 and is believed to
grow strongly by 2015. At present around three hundred and twenty five television channels,
fifty thousand newspapers and forty three thousand periodicals along with an ample number of
FM channels in India. Studies have revealed that a large percentage of people enjoy watching
television commercials and a majority of consumers receive product information from television
only. Further, a majority of consumers feel that television commercials have the greatest
influence in buying decisions.

As per the Zenith Opt media Advertising Expenditure Forecasts report released in
December 2009, “the advertising spend on television was estimated at Rs 9,013.3 crores in 2009,
vis-à-vis Rs 8,501 crores in 2008 and Rs 7,396 crores in 2007. It increased by Rs 512 crores (6
per cent increase) in 2009, while it increased by Rs 1,105 crores (15 percent increase) in 2008,
when compared with the television ad spends in 2007. Except for internet media, advertising
expenditure on all traditional media formats -- television, print, outdoor and radio -- grew at a
slower rate in 2009, as compared to 2008 and 2007”.(afaqs.com)

According to the Economic Times, emerging markets like China and India will drive
growth for the $ 464-billion global advertising market in 2012, according to Publicist Grope, the
third-largest communications group in the world. (ET, 6th Dec., 2011)

Television advertisements inform women about different products and its usages in day-
to-day life. Though advertisements teach a lot of things it is under attack as it generates
unnecessary demand for products and also it is observed that some advertised products are
costlier than non-advertised products. The proliferation of products, advertisements, and various
types of promotional activity, often targeted to women and children is of great concern to general
public as some advertisements might misguide the consumers. The advertisements mostly
provide limited, bias and sometimes vague information based on their product strength. Since
women are exposed to advertisement on a high level (especially housewives), they start taking
commercials as a part of their lives. The dream of a woman to become perfect and beautiful is
fulfilled by the commercial as the advertisers push women into the world of her dreams over

15
reality and make them special, but only in the virtually sphere. Advertisements have thus become
an effective market instrument in creating unwanted needs that guarantee to mold women into
heavenly beauty. E.g.: Purple Lux advertisement, endorsed by Katrina Kaif, Ponds age miracle
pro-vitamin v5 etc.

Television has special programs, intelligently scheduled for all. It has taken the position
of important family member at our homes. Thus the advertisers having realized this essential
position of television employ various new concept and ideas to sell products and services. Media
Awareness Network, a Canadian non-profit organization that has been pioneering the
development of media and digital literacy programs since its incorporation in 1996 states in one
of its reports that “in the United States, The average North American girl will watch 5,000 hours
of television, including 80,000 ads, before she starts kindergarten. Saturday morning cartoons
alone come with 33 commercials per hour. Commercials aimed at kids spend 55 per cent of their
time showing boys building, fixing toys, or fighting. They show girls, on the other hand,
spending 77 per cent of their time laughing, talking, or observing others. And while boys in
commercials are shown out of the house 85 percent of the time, more than half of the
commercials featuring girls place them in the home.” Through the homogenization of cultures,
many corporate companies have made their way into diverse societies. These companies have the
sole aim of selling goods and services.

1.6.2 INFOMERCIALS:

An infomercial may be a long format television commercial typically five minutes or

longer. The word “infomercial” may be a portmanteau of the words “information” and
“commercial”. The most objective in an infomercial is to make an impulse purchase, in order
that the target sees the presentation then immediately buys the merchandise through the
advertised toll-free phone number or website. Infomercial describes, display and sometimes
demonstrate product and their features, and commonly have testimonials from customers and
industry professionals.

1.6.3 RADIO ADVERTISING:

Radio advertisement are broadcast as radio waves to the air from a transmitter to an
antenna and a thus to a receiving device. Airtime is purchased from a station or network in

16
exchange for airing the commercials. While radio has the limitation of being restricted to sound,
proponents of radio advertising often cities this as a plus. Radio is an expanding medium which
will be found on air, and also online. Consistent with Arbitron radio has approximately 241.6
million weekly listeners, or quite 93 percent of the U.S. population.

1.6.4 ONLINE ADVERTISING:

Online advertising may be a sort of promotion that uses the web and World Wide Web
for the expressed purpose of delivering marketing message to draw in customer. Online ads are
delivered by a billboard server. Samples of online advertising include contextual ads that appear
on program result pages, banner, and ads, in pay per click text ads, rich media ads, advertising
online, advertising networks and e-mail marketing, including e-mail spam. Newer sorts of online
advertising are native ads, they are going during a website’s news feed and are alleged to
improve user experience by being less intrusive, however some people argue it's deceptive.

1.6.5 DOMAIN NAME ADVERTISING:

Domain name advertising is most commonly done through pay per click search engines;
however, advertisers often lease space directly on domain names that generically describes their
products. When an online user visits an internet site by typing a website name directly into their
browser, this is often referred to as “direct navigation” or “type in” web traffic. Although many
internet users search for ideas and products using search engines and mobile phones, a large
number of users around the world still use the address bar; they will type a keyword into the
address bar such a “geranium” and add “.com” to the end of it. Sometimes they're going to do an
equivalent with “.org” or a rustic – code top level domain (TLD like “co.uk” for the UK or “.ca”
for Canada). When the internet users type in a generic keyword and add .com or another top
level domain (TLD) ending. It produces a targeted sales lead. Domain name advertising was
originally developed by Oingo (later known as applied semantics), one of the Google’s early
acquisition.

1.6.6 PRESS ADVERTISING:

Press advertising describes advertising in a printed medium such as newspaper, magazine, or

trade journal. This encompasses everything from media with a broad readership base, sort of a

17
serious national newspaper or magazine, to more narrowly targeted media like local newspaper
and trade journals on very specialized topics. A sort of press advertising is assessed advertising
which allows private individuals or companies to urge a little narrowly targeted ad for a coffee
fee advertising a product or service. Another form of press advertising is the display ad which is
larger ad (which can include art) that typically runs in an article section of newspaper.

1.6.7 BILLBOARD ADVERTISING:

Billboards are large structures located in public place which display advertisement to
passing pedestrians and motorist. Most often, they're located on main roads with an outsized
amount of passing motor and pedestrian traffic; however, they will be placed in any location with
great deal of viewers, such as on mass transit vehicles and in station, in shopping malls or office
buildings, and in stadium.

1.6.8 IN-STORE ADVERTISNG:

In-store advertising is any advertisements placed in a retail store. It includes placement

of a product in visible location in a store, such as at eye level, at the ends of aisles and near
checkout counters (a.k.a. POP – point of purchase display), eye catching display promoting a
selected product, and advertisements in such places as shopping carts and in-store video displays.

1.6.9 COFFEE CUP ADVERTISING:

Coffee cup advertising is any advertisement placed upon a cup that's distributed out of an
office, cafe, or drive-through cafe. This form of advertising was first popularized in Australia,
and has begun growing in popularity within the us, India, and parts of the center East.

1.6.10 STREET ADVERTISNG:

This type of advertising first came to prominence within the UK by street advertising
services to make outdoor advertising on street furniture and pavements. Working with products
such as Reverse, Graffiti, air dancers and 3D pavement advertising for getting brand message out
into public space.

18
1.6.10 SHELTERED OUTDOOR ADVERTISING:

This type of advertising combines outdoor with indoor advertising by placing large
mobile, structures (tents) in public places on temporary bases. The large outer advertising space
aim to exert a strong pull on the observer, the products is promoted indoors, where the creative
décor can intensify the impression.

1.6.11 CELEBRITY BRANDING:

This type of advertising focuses upon using celebrity power, fame, money, popularity to
understand recognition for his or her products and promotes specific stores or products.
Advertisers often advertise their products, as an example, when celebrities share their favorite
products or wear clothes by specific brands or designers. Celebrities are often involved in
advertising campaigns like television or print adverts to advertise specific or general products.
The use of celebrities to endorse a brand can have its downsides, however; one mistake by a star
is often detrimental to the general public relation of a brand. For example, following his
performance of eight gold medals at the 2008 Olympic Games in Beijing, china, swimmer
Michael Phelps’ contract with Kellogg’s was terminated, as Kellogg’s didn't want to accompany
him after he was photographed smoking marijuana. Celebrities like Britney spears have
advertised for multiple products including Pepsi, candies from kohl’s, twister, NASCAR and
Toyota.

1.6.12 CUSTOMER – GENERATED ADVERTISING:

This involves getting customers to generate advertising through blogs, website, wikis and
forums, for some kind of payment. Customer-generated advertising also can be used without
payment being made. For example, a satisfied customer of a product may boast about their
experience on social media. This message may then lead somebody else to shop for that product.
The consumer didn't do that with the intention of getting money out of their shared message, but
that's what can happen. Especially with a channel as large and as effective as social media,
sharing ones opinion, positive or negative are often good or bad advertising for a product.

19
1.6.13 AERIAL ADVERTISING:

Using aircraft, balloons or airships to make or display advertising media. Skywriting is a

notable example.

1.6.14 PRODUCT PLACEMENT ADVERTISEMENT:

It is a marketing technique where the product is intentionally inserted in the movie or

program. In this kind of situation the director is paid to use the product in his/her film or
Television program. E.g. FIR, a comedy serial in SAB TV has inserted Sony Playstation
Portable’s game in its episode; similarly MTV Roadies has distributed free Rayban Sunglasses,
Nokia Cell Phones etc. to its participants. Films like Koi Mil Gaya had used Hero Honda and
Bournvita, Bru in Saathiya, Coke in Taal etc. This concept has always been associated in Indian
movies and programs from the very beginning but was only recognized in the 1970’s when the
tobacco and liquor companies realized its promotional advantage. It has to be understood that
product placement is also an indirect way of advertising and product promotion.

1.7 PURPOSE OF ADVERTISING:

Advertising is at the front of delivering the proper message to customer and prospective
customers. The purpose of advertising is to convince customer that a company’s service or
products are the simplest , enhance the image of the corporate , means and make a requirement
for product or services, demonstrate new uses for established products, announce new products
and programs, reinforce the salespeople’s individual messages. Draw customers to the business,
and to carry existing customers.

1.8 MEDIA ADVERTISING APPROACH:

Increasingly, other media are overtaking many of the “traditional” media like television,
radio and newspaper due to a shift toward the usage of the web for news and music as well as
device like digital video recorders (DVRs) such as TiVo Advertising on the World Wide Web is
a recent phenomenon. Prices of web-based advertising space are hooked in to the “relevance” of
the encompassing web page and therefore the traffic that the web site receives. In online display
advertising, display ads generate awareness quickly. Unlike search, which needs someone to
remember of a requirement, display advertising can drive awareness of something new and

20
without previous knowledge. Display works well for direct response. Display is not only used for
generating awareness, it’s used for direct response campaign that link to landing page with a
clear ‘call to action’. E-mail advertising is another recent phenomenon, unsolicited bulk E-mail
advertising is understood as “e-mail spam”. Spam has been a drag for e-mail users for several
years. More advanced mobile ads include banner ads, coupons, multimedia messaging service
picture and video messages, adver games and various engagement marketing campaigns. A
particular feature driving mobile ads within the 2D barcode which replaces that require trying to
any typing of web addresses, and uses the camera feature of recent phones to gain immediate
access to web content. 83 percent of Japanese mobile users already are active users of 2D
barcodes. Some companies have purposed placing message or corporate logos on the side of the
booster rockets and the international space stations. A new promotion concept has appeared
“advertising on augmented reality technology”.

1.9 RAISE IN NEW MEDIA:

With the internet came many new advertising opportunities. Popup, flash, banner,
popunder, advergamming and email advertisements (all of which are often unwanted or spam in
the case of email) are now common place. Particularly since the increase of “entertaining”
advertising, some people may like a billboard enough to wish to observe it later or show a lover.
In general, the advertising community has not yet made this easy. Although some hours used the
internet to widely distribute their ads to anyone willing to see or hear them in the last three
quarter of 2009 mobile and internet advertising grew by 18% to 9% respectively. Older media
advertising saw declines: - 10.1% (TV), -11.7% (radio), -14.8% (magazines) and -18.7%
(newspapers).

1.10 NICHE MARKETING:

Another significant trend regarding way forward for advertising is that the growing
importance of the niche market using niche or targeted ads. Also caused by the web and
therefore the theory of the long tail. Advertiser will have an increasing ability to reach specific
audience. In the past, the foremost efficient thanks to deliver a message was to blanket the most
important mass market audience possible. However, usage tracking, customer’s profiles and thus
the growing popularity of niche content caused by everything from blogs to social networking

21
sites, provides advertisers with audience that are smaller but much better than defined, leading to
ads that are more relevant to viewers and more effective for companies marketing products.

1.11 CROWD SOURCING:

The concept of crowd sourcing has given thanks to the trend of user – generated
advertisements. User – generated ads are created by people, as opposed to advertising agency or
the company themselves; often resulting from brand sponsored advertising competitions. For the
2007 super bowl, the Frito-lays division of Pepsi co held the crash the super bowl contest,
allowing people to create their own Doritos commercial. Chevrolet held an identical competition
for his or her Tahoe line of SUVs. Due to the success of the Doritos user-generated ads within
the 2007 super bowl, Frito-lays relaunched the competition for the 2009 and 2010 super bowl.
The resulting ads were among the most-watched and most-liked super bowl ads. Another
example of companies using crowd sourcing successfully is that the beverage company Jones
soda that encourages consumers to participate within the label design themselves.

1.12 GLOBAL ADVERTISING:

Advertising are skilled five major stages of development: domestic, export, international,
multi-national and global. For global advertisers there are four, potentially commenting business
objectives that possesses to be balanced when developing worldwide advertising: building a
brand while speaking with one voice, developing economies of scale within the creative process,
maximizing the local effectiveness of ads, and increasing the company’s speed of
implementation. Born from the evolutionary stages of worldwide marketing are the three primary
and fundamentally different approaches to the event of worldwide advertising execution:
exporting executions, producing local executions and importing ideas that travel.

1.13 FOREGIN PUBLIC MESSAGING:

Foreign governments, particularly people that own marketable commercials products of

services, often promote their interest and positions through the advertising of those goods
because the audience isn't only largely unaware of the forum as a vehicle for foreign messaging
but also willing to receive the message while during a psychological state of absorbing
information from advertisements during television commercial breaks, while reading a periodical

22
or while passing by billboards publicly spaces. A major example of this messaging technique is
advertising campaigns to market international travel. While advertising foreign destination and
repair may stem from the standard goal of accelerating revenue by drawing more tourism.
Advertising promoting foreign countries to be produced and distributed by the tourism minister
of these countries, so these ads often carry political statements and/or depictions of the foreign
government desired international public perception.

1.14 DIVERSIFICATION:

Within the realm of advertising agencies, continued industry diversification has seen
observes note that “big global clients don’t need big global agencies anymore” this is often
reflected by the expansion of non – traditional agencies in various global markets, like Canadian
business TAXI and SMART in Australia and has been mentioned as “a revolution within the ad
world”.

1.15 NEW TECHNOLOGY:

The power to record shows on digital video recorders (such as TiVo) allow watchers to
record the programs for later viewing, enabling them to fast forward through commercials.
Additionally as more season of pre-recorded box sets are offered purchasable of television
programs; fewer people watch the shows on TV. However, the very fact that these sets are sold,
means the corporate will receive additional profits from the sets.

To counter this effect, spreads of strategies are employed. Many advertisers have opted
for product placement on TV shows like survivor. Other strategies include integrating
advertising with internet connected EPGs, advertising on companion devices (like Smartphone
and tablets) during the show, and creating TV apps. Additionally, some like brands have opted
for social television sponsorship.

1.16 ADVERTISING EDUCATION:

Advertising education has become fashionable bachelor, master and doctorate degree
becoming available within the emphasis. A surge in advertising interest is usually attributed to
the strong relationship advertising plays in cultural and technological changes, like the advance
of online social networking. A singular model for teaching advertising is that the student – run ad

23
agency. Where advertising students create campaigns for real companies. Organizations like the
American advertising federation establish companies with students to make these campaigns

1.17 BUYING BEHAVIOUR TOWARDS CHILD:

Today advertisement plays an important role in persuading customers to purchase

products and services. On the other hand the expenses of advertisement in comparisons of other
activities in most companies are very remarkable. Within the present days every company wants
to realize the very best market share. For this purpose every company use alternative ways to
draw in customers of various segments of the market and therefore the best thanks to become
market leader. In this challenging environment a corporation should promote its products in such
how that more and more customers get interest in its products. In this research we'll discuss the
impact of the TV advertisement on the children. To attract children toward the merchandise it's
necessary that the advertisement should contain such appeals that are consistent with their age,
state of mind and interest for specific product. When children see the advertisement consistent
with their interest, they persuade their parents to get that product. There is very close relationship
between advertisement and buying behavior of children’s and that we have tried to check the
impact of advertisements on children through our research article. For this purpose we conducted
our research and picked up data from children of varied classes of various schools situated in
different geographical regions. Children enforce their parents to get the merchandise after
watching the advertising during this research we tried to live the enforcement on their parents
about any advertised products like food advertisement etc. Children also purchase product
through the varsity advertisement and internet advertisement children purchase products by
watching advertisement on internet and faculty exhibitions. Age of children also influence the
purchasing of the youngsters because less aged children less influence by the advertising and
more aged children purchase more advertising products for instance 10 year children less
understand the merchandise advertisement as compare to the 15 year children who understand
fully advertisement and he purchase more advertisement product. In this research we also discuss
the connection between food advertisement and youngsters buying behavior because children
purchase more food products as compare to other products. More than one quarter of television
advertisements during evening programs supported food advertisement because children more
just like the food advertisement. Children buying behavior also depends on the T.V viewing

24
hours because when children watch more T.V the watch more advertisement and buy more
products.

In view of the globalization and privatization of the Indian economy, the competition in
the consumer markets has gone up by many folds. In this highly competitive market, business
organizations are leaving no stone unturned for coming out with flying colors in the market by
creating greater awareness and long-run acceptability of their brands and products. Creation of
awareness mostly depends upon persuasive communication with the prevailing and potential
buyers and here comes the role of advertisement. Marketing to the youngsters is one among the
toughest jobs for any marketer. The most important reason being the changing preferences
among children. Besides this, the govt strictly regulates all advertisements that focus on children.
Moreover, children themselves can be the biggest threat to marketers. This is because world of-
month a few products spread fast among children. Indian market is becoming more complex day
by day. But a new phenomenon which is gaining prominence is that of marketing to children.
Nowadays children are getting vital consumers due to their increasing purchasing power and
increase influence on the purchasing decisions of their parents. Of all, the marketing weapons,
advertising has the leading impact as its exposure is more and is that the most engaging media
for youngsters . Evidence is mounting that marketing to children is harmful. Nearly every aspect
of children’s lives has been adversely affected by recent trends in advertising and marketing.
Research links advertising to increased violence, obesity and eating disorders in children, also
family stress and negative values. Children are especially vulnerable to persuasive messages.
Advertisers of children’s television wont to appeal to the oldsters but now they appeal on to
children who don't have emotional or cognitive tools to gauge what’s being sold to them.
Children are emerging as a really important segment for marketers. And because the number of
double income families is increasing, the spending power of youngsters is additionally growing -
because of parents trying to catch up on their absence. And this more money again translates into
greater control over purchase decisions, especially the ones related to them. The task of creating
and marketing winning products and programs for kids has never been more important and more
difficult. Understanding the needs and wants of the targeted child is the first step toward
developing successful products/program.

25
 One cannot ignore the important role of advertising in delivery of news and vital product
information for consumer which enhances their purchasing decisions (Xiong & Bharadwaj,
2013). Businesses must therefore take their advertising strategies seriously since the business
environment has become so competitive (Bardi, 2010). Firms are now facing fear of competition,
hence designing catching and interesting message is the surest way to influence consumer buying
behaviour. Consumers have various levels of decoding advertising messages. Children are
important customers that must be taking seriously if firms want to increase market share. It is
important to note that children themselves do not have the purchasing power but influence their
parents or guardian to buy things they need. The Ghanaian Media Landscape has witnessed
tremendous improvement in terms of promoting products through advertisement. The radio,
television, the fliers among others is the various ways businesses advertised their products to
customers.

Most of the purchase decisions by children are as a result of celebrities who endorsed the
products as children most often than learn from models. Celebrity endorsement portrays means
through which social actors such as celebrities tend to endorse a particular product through
advertisement (Udo & Stella, 2015). It’s worth knowing that marketers in Ghana these days use
celebrity endorsement as an advertising strategy to influence consumer buying decision. Some
studies show that children nowadays are seen as consumer-buyers as they have been involved in
consumer socialization role and learn to behave like consumers. Children take everything at face
value and believe without a doubt the messages in the advertisement. Children’s attention level
on viewing television advertisement can often lead to children’s product request, and children
force parents to buy unnecessary items after seeing advertisements.

Some authors believed that children as matter of fact do not understand when marketers
advertise products on television (Bartholomew & O’Donohoe, 2003). Children are an extremely
vulnerable target audience and get easily carried away as they do not always pull towards ads
environment that produce feelings essential to change their purchase intentions (Gulla & Purohit,
2013). It is therefore difficult for children to really understand that firms just want to push their
products in such a way that will entice them to buy. One must also not forget the fact that every
customer’s aim is to seek satisfaction after purchase decisions are made. Celebrities in
advertisement serve a link for those especially who may not be able to properly understand the

26
content of the adverts, features, information intrusiveness among others (Ikpefan, Folashade,
Agwu, & Odunaike, 2014). Children below the ages 18 in first and second cycle institution were
selected, as they were considered to be children by the Children ACT of Ghana. The study
therefore assessed consumer perception of advertising using children in Ghana.

1.18 ADVERTISING CODES AND REGULATION IN INDIA:

1.18.1 AUDIT BUREAU OF CIRCULATION (ABC):

It was established in 1948 with an aim to protect the interest of advertisers and
publishers. It is a non-profit organization. It has over 500 publishers, more than 150 advertising
agencies, all major newspapers and magazines are members of ABC. The chairman is elected
everyone from among its members. The ABC is considered as a standard body, which provides
statistical information. The member media organizations follow the fix advertisement rate passed
by ABC.

1.18.2 DIRECTOTATE OF ADVERTISING AND VISUAL PUBLICITY (DAVP):

It works under the Ministry of Information and Broadcasting, Government of India. It

handles all the advertising matters relating to various ministries of the government. It is a huge
organization having more than one lakh employees. DAVP produces radio, television as well as
print advertisements and sponsored programmers. It also publishes pamphlets, booklets and
makes hoardings, panels, metallic plates, cinema slides etc.

1.18.3 ADVERTISING AGENCIES ASSOCIATION IN INDIA (AAAI):

It represents major advertising agencies in India. It serves the advertisers in both public
and private sector. It also protects the consumers from fake claims in advertisements. Its aims
are:

• To raise the standard of advertising through all practical means.

• To give advertisement-related education, information and training to members and
others.
• To set up libraries and clubs for making members and others aware of the importance of
advertising.

27
1.18.4 ADVERTISING STANDARD COUNCIL OF INDIA (ASCI) 1985:

ASCI have adopted a code of self-regulation in advertising. The association is formed by

the advertising agencies for ensuring protection/interests of consumers. It aims is to maintain and
enhance the public's confidence in advertising.

1.18.5 INDIAN SOCIETY OF ADDVERTISERS (ISA):

ISA was formed in 1952 to protect the interest of advertisers. Its objectives include
solving advertiser’s problems and raising the standard of advertising in India. It protects brand
names and trademarks of advertisers, gathers statistical information, organizes seminars and
conferences, discourages tricky advertisements etc. In the process it makes its member
advertisers follow a code of ethics.

1.19 FUTURE RESEARCH:

Based on the current gaps in the research literature, we recommend the following:

➢ An interdisciplinary focused content analysis dedicated to quantifying and

tracking youth exposure to marketing messages across mobile and new media
platforms.
➢ By considering the challenges associated with tracking advertising on new
media devices, such a study would include insights from ethnographers,
computer scientist, behavioral scientist, and public health specialists.
➢ Longitudinal research exploring how kids process marketing messages across
media platforms and across ages, with a particular focus.
➢ Based on the result of the first 2 proposal, determining the most effective ways
to enhance receptively to healthy messages and increases protection against
unhealthy marketing messages.
➢ Identifying developmental and ecological factor that may moderate the factor.

28
 CHAPTER II
REVIEW OF LITERATURE

29
2.1 INTRODUCTION:

A literature review is a comprehensive summary of previous research on a topic. The

literature review surveys scholarly articles, books, and other sources relevant to a particular area
of research. The review should enumerate, describe, summarize, objectively evaluate and clarify
this previous research. It should give a theoretical base for the research and help you (the author)
determine the nature of your research. The literature review acknowledges the work of previous
researchers, and in so doing, assures the reader that your work has been well conceived. It is
assumed that by mentioning a previous work in the field of study, that the author has read,
evaluated, and assimilated that work into the work at hand.

A literature review creates a "landscape" for the reader, giving her or him a full
understanding of the developments in the field. This landscape informs the reader that the author
has indeed assimilated all (or the vast majority of) previous, significant works in the field into
her or his research.

"In writing the literature review, the purpose is to convey to the reader what knowledge
and ideas have been established on a topic, and what their strengths and weaknesses are. The
literature review must be defined by a guiding concept (eg. your research objective, the problem
or issue you are discussing, or your argumentative thesis). It is not just a descriptive list of the
material available, or a set of summaries.

The main types of literature reviews are: evaluative, exploratory, and instrumental.

A fourth type, the systematic review, is often classified separately, but is essentially a
literature review focused on a research question, trying to identify, appraise, select and
synthesize all high-quality research evidence and arguments relevant to that question. A meta-
analysis is typically a systematic review using statistical methods to effectively combine the data
used on all selected studies to produce a more reliable result.

30
2.2 REVIE OF LITERATURE:

Amir Waqas, Mudassar Naz Aslam, Muhammad Bilal And Muhammad Umair
(2014) Today ads assume a significant job in convincing clients to buy items and
administrations. To pull in youngsters toward the item it is fundamental that the ad ought to
contain such interests that are as indicated by their age, mentality and enthusiasm for explicit
item. At the point when youngsters see the notice as indicated by their advantage, they convince
their folks to buy that item. There is cozy connection among notice and purchasing conduct of
youngsters' and we have attempted to check the effect of commercials on kids through our
exploration article. Kids implement their folks to buy the item after watching the publicizing
right now attempted to gauge the implementation on their folks about any promoted items like
nourishment notice and so forth. Youngsters likewise buy item through the school promotion and
web ad kids buy items by watching promotion on web and school shows. Period of kids likewise
impact the buying of the kids on the grounds that less matured kids less impact by the
publicizing and increasingly matured kids buy all the more publicizing items for instance
multiyear kids less comprehend the item commercial as contrast with the multiyear youngsters
who see completely promotion and he buy greater ad item. Right now likewise examine the
connection between nourishment notice and kids purchasing conduct since youngsters buy more
nourishment items as contrast with different items. Youngsters purchasing conduct likewise
relies upon the T. V the watch greater promotion and buys more items.

Abbas Dadras, Zeinab Shahi, And Saedeh Naghibi Zadeh (2017) Commercials do
large affect the crowds. Consistently kids are presented to the selling messages of publicists by
means of broad communications. It explains that notices truly are one of the most impressive and
most grounded mechanisms of mass correspondence. Despite the fact that ads help us to get
mindful of the items in the market, they have their negative impacts too. Truth be told,
everybody is shelled by ads wherever these days. It very well may be said that publicizing is an
unavoidable impact on youngsters and youths, in spite of the fact that Youngsters when all is
said in done are increasingly vulnerable and get handily affected by commercials. Kids are
unprotected and honest. At the point when an advertiser publicizes an item on TV, they don't
comprehend that it is a business and their fundamental point is to sell. Kids fully trust everything

31
and accept in actuality the messages in the commercials. Notices are made so as to pull in the
consideration of kids. Youngsters don't comprehend it to showcase procedure.

Anju Gulla And Harsh Purohit (2013) the paper plans to comprehend the disposition of
youngsters towards TV ads and how this affects the purchasing conduct of guardians. The
examination has been made by directing a review in Delhi and NCR. A poll evaluating
mentalities of youngsters towards television commercials and purchasing conduct of guardians
was dispersed among guardians of youngsters between 8-14 years old. An auxiliary condition
model was assembled utilizing information from an example of 400 guardians. The investigation
uncovered that Commercials on TV have critical effect upon the demeanor of teenagers towards
television plugs. Four central points were seen as compelling in deciding the disposition of
youngsters towards television ads. The elements were Diversion, Amiability, Believability, and
Instruction. The examination further uncovered that the inspirational demeanor of kids towards
television notices prompts irritate control and hassle power significantly affects the purchasing
conduct of guardians.

Priyanka Khanna (2016) Promoting has both planned and unintended consequences for
youngsters. Expected impacts incorporate brand mindfulness, brand mentalities, and buy
expectations. Investigation into the unintended promoting impacts has for the most part centered
around three factors; realism, parent kid struggle, and despondency. Guardians in India accept
that there is change in the example and conduct of kids when they sit in front of the TV. The
point of this examination has been intended to explore the Indian parent’s discernment about TV
notices. The examination configuration being exploratory cum expressive in nature. Information
was gathered from 480 guardians of kids matured 8-14. The outcome uncovered that general
guardian’s hold negative disposition towards TV promoting, they have solid questions about
trustworthiness of publicizing to kids and showed a solid level of pessimism about its apparent
misdirecting angles.

Manish Mittal1, Anisha Daga, Ginni Chhabra And Jyoti Lilani (2010) Guardians
accept that TV promotions are changing the example and conduct of kids. They have negative
effect on kids since youngsters request, bother and bug their folks to buy the publicized item. TV
promotions are a significant factor which drives their item decision and instill undesirable dietary

32
patterns in them. The present investigation shows that Indian youngsters love sitting in front of
the TV and lean toward it over social collaboration, physical and formative exercises. It
additionally demonstrates that television ads give kids information about items and brands. It
exhibits that kids request a greater amount of the item whose commercials they like. The
examination was completed in Indore, a city of Focal India, utilizing an example size of 300
guardians and the information was gathered through an organized poll.

Prof. Jingoish J. Patel (2014) Publicizing is the methods by which products or

administrations are elevated to the general population. The promoter will probably increment
deals of these products or administrations by causing people to notice them and demonstrating
them in a great light. The mission of publicist is to arrive at imminent clients and impact their
mindfulness, perspectives and purchasing conduct. They spend a great deal of cash to keep
people (markets) inspired by their items. To succeed, they have to comprehend what makes
potential clients carry on the manner in which they do. Presently a day an ad is gotten generally
significant for selling of any items and services. But now and again makers and makers are
playing out these movement incorrect way. A commercial might be positive or negative or both.
Research concentrates throughout the year's reality over; have brought out different kinds of
negative effect of extraordinary survey of TV by kids. The immediate impact of television seeing
on the degree of brutality and degenerate conduct example of kids has been repeated – even in
India. Actually, there are two or three admissions by youths, even a life story, regarding how
they got thoughts regarding an assault or burglary or retribution or executing or suicide or hijack,
and so on from one or other television program. Indeed, even some court decisions have
remarked on such impact of television program me. Today, publicizing plays a significant job in
the general public, as it will in general impact youthful brain specifically

Jason C.G. Halford, Jane Gillespie, Victoria Brown, Eleanor E. Pontin, Terence M.
Dovey (2004) The effect of TV (television) promotions (ads) on youngsters' eating conduct and
wellbeing is of basic intrigue. In a primer investigation we analyzed lean, over weight and
corpulent youngsters' capacity to perceive eight nourishment and eight non-nourishment related
adverts in a rehashed measures structure. Their utilization of sweet and flavorful, high and low
fat nibble nourishments were estimated after the two meetings. While there was no noteworthy
distinction in the quantity of non-nourishment adverts perceived between the lean and stout kids,

33
the large kids did perceive fundamentally a greater amount of the nourishment adverts. The
capacity to perceive the nourishment adverts essentially connected with the measure of
nourishment eaten after presentation to them. The general nibble nourishment admission of the
corpulent and overweight kids was fundamentally higher than the lean youngsters in the control
(non-nourishment advert) condition. The utilization of all the nourishment offered expanded post
nourishment advert except for the low-fat exquisite bite. These information exhibit corpulent
kids' increased awareness of nourishment related signs. Additionally, presentation to such signs
initiates expanded nourishment admission in all kids. As proposed the connection between
television survey and youth weight shows up not just a matter of extreme inactive movement.
Presentation to nourishment adverts advances utilization.

V.G.Jisha, Ashmi.R, Sruthy. Menon Promoting has become so indispensable piece of

our life and society that we can't envision any occasion, paper, magazine, television sequential,
Film and so forth without publicizing. The essential goal of any promotion is to invigorate deals,
immediate or circuitous by attempting to make tall cases about item execution. The level of
effect of promoting is destroying for kids. TV is not any more only a wellspring of amusement
for youngsters. They feature the absolute necessities for a child making them a purchaser even
before they have arrived at the time of 3.Thus the impact of the media on the psychosocial
advancement of youngsters is significant. In this way, it is significant for the guardians to know
their kid's presentation to media and to give direction on age-proper utilization everything being
equal, counting TV, radio, music, computer games and the Web. The destinations of this
examination paper are to investigate both the helpful and destructive impacts of media on
youngsters' psychological and physical wellbeing. We are moreover underscoring on
coordinating kids' towards soaking up solid nourishment propensities in them by proposing
guardians to be increasingly mindful and controlling the promotion focused on youngsters.
Youngsters are blameless and not all that develop. At the point when an advertiser promotes an
item on TV, they do not comprehend that it is a business and their principle point is to sell. They
don't comprehend that publicists attempt to promote their items and market so that youngsters
need to get it. Kids fully trust everything also, accept no ifs, ands or buts the messages in the
commercials. Ads are made so as to draw in the consideration of kids. Youngsters don't
comprehend it to advertise system. Kids are an amazingly powerless objective crowd and escape.

34
 Matthew A. Lapierre, Frances Fleming-Milici, Esther Rozendaal, Anna R.
Mcalister, Jessica Castonguay(2017) In 100 years, showcasing to youngsters went from a
seriously disapproved of training to an essential piece of growing up as organizations came to
understand that putting resources into advertising to kids and young people gives great quick and
future profits.The channels to arrive at youth have developed, and advertisers are progressively
utilizing them, regularly obscuring the differentiation between diversion and promoting. Since
publicizing to kids and teenagers has become universal, specialists who study its impact raise
critical worries about the training, particularly as it identifies with dietary conduct, family
struggle, advertiser strategies, and kids' potential weakness as a group of people. Right now the
Workgroup on Showcasing what's more, Publicizing, we feature the condition of the
examination right now recommend that more look into should be directed on understanding the
accompanying: the impacts of publicizing introduction, how mental improvement influences
kids' reactions to showcasing, the issues related with publicizing in more up to date media, and
how analysts, guardians, and specialists may have the option to relieve the most harmful
publicizing impacts. We at that point present roads of future research alongside suggestions for
key partners.

Malik Shahzad Shabbier (2016) During the most recent decades it has been seen a
developing mindfulness the kids have enomours showcase potential in three different markets-
going through their own pocket cash to fulfill their own needs, an powerful market pulling in a
significant measure of parental expenditure and a future market that in the end will establish
allthe clients for an association's administrations. Youngsters are coming into the consumerism at
more youthful and more youthful ages and number of experiences and impacts offer shapes to
their buyer propensities and their behavior. There are numerous variables that interchange to
influence their choice making and personal conduct standard. As indicated by Glast and White
proposed cause and impact relationship and discovered solid connection between's TVs
advertisement presentation of kids and their buy inclinations as well as measure of procurement
while shopping with their parents. Parents have impact on their youngsters while direct
communication with them and assume an essential job in altering the impacts of other
socialization operators like broad communications and companions bunch. Effect of advertising
exercises on youngsters is significant and delicate issue for the society and advertisers. Past

35
Examinations indicated intriguing findings that promotion sway contrarily to youngsters memory
and behavior as well as emphatically.

Sunitha K (2016) Advertisement may be a paid sort of communication. It tells about

different products, services or ideas to the audiences. This paper is deals with advertisements
which were telecasted in T.V’s. at the present scenario TV plays an important role in our
lifestyle. The impact of advertisement on children is becoming divesting day by day. In fact
advertisement creates awareness among children in several aspects like entertainment, culture,
news, sports and latest innovations & trends. In spite all of those advertisements create more
negative impact in children mind. This paper is deals with its positive and negative effects and
the way to beat from those effects and precautionary measures.

Yasare Aktas Arnas (2006) numerous guardians accept that contemporary TV

commercials are changing the conduct of their youngsters. Kids request a greater amount of the
items whose ads they like. As indicated by them, television promotions have a great deal of
effect on kids who may depend on extorting and pestering their folks to buy the publicized items.
Though a couple of guardians opine that television promotions are a wellspring of information to
them. Be that as it may, nobody can deny its significance as a factor that drives their item
decision. The present examination endeavors to see if kids love sitting in front of the TV so
much that they favor it over social cooperation, physical and formative exercises or they simply
use it as a relaxation movement. Television promotions additionally instruct the youngsters with
respect to numerous issues. It can likewise help in teaching great propensities and municipal
sense in them.Is television commercial a wellspring of annoyance among our kids or is it
attempting to improve them residents of tomorrow?

36
 CHAPTER III
RESEARCH METHODOLOGY

37
3.1 INTRODUCTION:

Research is the process of systematic and in-depth study or search for any particular
topic, subject or area of investigation, backed by collection, compilation, presentation and
interpretation of relevant details or data.

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically.

Research method must be based on fact observable data forms a sound basis for research
inductive investigation lead better support to research finding for analyzing facts a scientific
methodology of analysis must be developed and result interpreted logically.

It is necessary for the researcher to know not only the research method or techniques but
also the methodology. Thus, when we talk of research methodology we not only talk of the
research methods but also consider the logic behind the methods we use in the context of our
research study and explain why we are using a particular method or technique and why we are
not using others so that research results are capable of being evaluated either by the researcher
himself or by others.

Research problems would result in certain conclusions by means of logical analysis

which the decision-maker may use for his action or solution.

3.2 PROJECT METHODOLOGY:

➢ Considering the research objectives, descriptive research design is adopted to have more
accuracy and rigorous analysis of research study.
➢ Available secondary data was extensively used for the study.
➢ I visited areas around me and asked few questions say in the questionnaire. Areas that I
covered were like Ranipet, Vellore, and Arcot.
➢ Based on the feedback I started finding suggestions and solutions.

38
3.3 STATEMENT OF THE PROBLEM:

Advertising is one of the essential element of marketing management is considered as an

important factor in the global business. As far it’s mostly influenced on the society concern.
Advertising is piece of such information main strategies of companies to market their products.
The advertisements are directly affecting the children’s. Advertisement influence the children
particularly chocolates, biscuits, toys and food. Today children are very exposed with television
advertisement, online advertisement, banners and logo of the product. children buying behavior
depend on the viewing hours of TV only. Children are not able to interpret the advertisement
correctly. The personal preference in clothing toy, food and luxiours of children are altered by
advertisement to great extend. Media advertisement specifically electronic media through
Television and Internet became most influencing common platform to draw in all segment of the
mass regardless of their age, gender, occupation, income, etc. that have significantly influenced
children consumers to manipulate their parents to buy products. There are certain general factors
like product information, pleasure motives, like ability, celebrity impact which have direct effect
on the attitude of the oldsters to shop for products for his or her children. Though advertisement
provides trustworthy information about the products for kids, the necessity to buy the same
becomes more questionable by the parents which may happened due to the pressure, motivation /
manipulation of their children to get goods to satisfy their needs. Therefore, it becomes important
to know whether the merchandise information, pleasure motives, celebrity impact and like ability
have positively influenced the parents to shop for products for his or her children.

3.4 OBJECTIVES OF THE STUDY:

• To find out the different age group of children towards advertisement.

• To analyses the TV viewing hours of children towards advertisement.
• To examine most preferred product by children.
• To evaluate the purchase decision influence by children.
• To examine impact of children buying behavior.

39
3.5 RESEARCH METHODOLOGY:

The methodology includes research problem, area of the study, Sources of data, Tools for
analysis, Limitations of the study, Chapter schemes and other related natures.

3.5.1 RESEARCH DESIGN:

A research design is purely and simply the frame work plan for a study that guides the
collection and analysis of a data. In this study the researcher has adopted descriptive research
design.

3.5.2 TOOLS FOR ANALYSIS OF DATA:

In the study, a structure of questionnaire on parent’s point of view total of 18 questions

was prepared. The respondents were asked to fill-up questionnaire and their opinion were
consolidated. Descriptive analyses were used to analyses the data and the results are interpreted.

The descriptive research design includes surveys and fact finding enquires of different
kinds. It simply describes something such as a demographic of people. It deals with description
of the state of offers as it is and the researchers have no influence on the respondents

3.5.3 AREA OF A STUDY:

Area of a study refers to Vellore District. It has large number of tourist place Vellore City is one
of the fastest growing city in India. It is also one of the smartest cities in India.

3.5.4 PERIOD OF THE STUDY:

The period of study consists of 6 months from December 2019 to May 2020

3.5.5 SOURCE OF DATA:

• Primary data
• Secondary data

40
3.5.5.1 PRIMARY DATA:
The primary data is collected by preparing a questionnaire. A well framed questionnaire
is used for collection of data.

3.5.5.2 SECONDARY DATA:

Secondary data is relevant to study is gathered from published sources such as standard
text books, journals, magazines etc

3.5.6 SAMPLING DESIGN:

Sampling design is a design where parts of population are taken for analysis of any
problem and alive are concluded or infer the entire population. The researcher chooses a
descriptive analysis design because it is best way to answer the questions and fulfill the objective
of the study. The survey research is one in which a group of people or items is studied by
Collecting and analyzing data from only a few people or items considered to be representative of
the entire group. It is the process of selecting representative subset of a total population for
obtaining data for the study of the whole population the subset is known as sample. The sample
size is selected for the study 50 people.

3.5.7 SAMPLING TECHNIQUE:

The sampling technique involved is convenient random Sampling. This study conducted
in various Place in Vellore city and as the population is very high the researcher couldn’t conduct
a census study. Due to time constraint convenient sample was followed.

3.5.8 CHAPTER SCHEMES:

➢ Chapter I: Deals with theoretical frame work of impact of children advertisement on

buying behavior.
➢ Chapter II: Deals with review of literature.
➢ Chapter III: Deals with research methodology.
➢ Chapter IV: Deals with data analysis and interpretation.
➢ Chapter V: Deals with findings, suggestions and conclusion.

41
3.5.9 LIMITATION OF THE STUDY:

For a want of time, a study is confined only in Vellore district and period of time it’s also
6 months its very limited time. Therefore, the same research topic we are going to conduct
another place in the different parameter. The result may differ.

42
 CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

43
4.1 INTRODUCTION:

Data analysis and interpretation is the process of assigning meaning to the collected
information and determining the conclusion, significance and implication of the findings. It is an
important and exciting step in the process of the research. In all research studies, analysis follows
data collection.

According to C.R.Kothari (1989), “The term analysis refers to the computation of

measures along with searching for patterns of relationship that exists among data-groups”.
Analysis involves estimating the values of unknown parameters of the population and testing of
hypothesis of drawing inferences.

The aim present study is to find out “A STUDY ON IMPACT OF CHILDRENS’

ADVERTISMENTS ON BUYING BEHAVIOUR – A PARENTAL APPROACH” the data
has been collected from 50 parents from Vellore district. The collected data are arranged
properly, analyzed systematically and interpreted precisely.

4.2 TOOLS FOR ANALYSIS:

In the study, a structure of questionnaire on parent’s point of view total of 18 questions

was prepared. The respondents were asked to fill-up questionnaire and their opinion were
consolidated. Descriptive analyses were used to analyses the data and the results are interpreted.

4.2.1 DESCRIPTIVE ANALYSIS:

Descriptive analysis is used to describe the basic features of the data in the study, they
provide simple summarizes about the sample and measures. Together with the simple graphical
analysis, they form the basic virtual of any quantitative analysis of data. With the descriptive
analysis, one simply describes what is or what the data shows, description of data is needed to
determine the normality of the distribution, description of the data is necessary as the nature of
the techniques to be applied for inferential analysis of the data depends on the characteristics of
data.

44
4.3 DATA ANALYSIS AND INTERPRETATION:

Table 4.1 Gender of the Respondents

S.NO GENDER NO OF RESPONDENTS PERCENTAGE

1 MALE 21 42%
2 FEMALE 29 58%
TOTAL 50 100%

INTERPRETATION:

It is understood from the above table no.4.1, out of the total number of the respondents
taken for the study, 58% of the respondents are female and 42% of the respondents are male.

Majority of the respondents are female

Table 4.2 Age Group of the Respondents

S.NO AGE GROUP NO OF RESPONDENTS PERCENTAGE

1 21-24 YEARS 2 4%
2 25 – 29 YEARS 4 8%
3 30 – 34 YEARS 20 40%
4 35 – 40 YEARS 12 24%
5 ABOVE 41 YEARS 12 24%
TOTAL 50 100%
INTERPRETATION:

From the above table no.4.2, out of the total number of the respondents taken for the
study, 40% of the respondents are belonging to the age group of 30 – 34 years, 24% of the
respondents are belonging to age groups of 35 – 40 years & above 41 years, 8% of the
respondents are belonging to the age group of 25 -29 years and 4% of the respondents are
belonging to age group of 21-24 years.

Majority of the respondents are belonging to age group of 30 – 34 years.

45
 Table 4.3 Educational Qualification of the Respondents

EDUCATIONAL
S.NO NO OF RESPONDENTS PERCENTAGE
QUALIFICATION
NO FORMAL
1 6 12%
EDUCATION
2 HIGHER SECONDARY 15 30%
3 UNDER GRADUATE 18 36%
4 POST GRADUATE 10 20%
5 OTHERS 1 2%
TOTAL 50 100%

INTERPRETATION:

It is understood from the above table no.4.3, out of the total number of the respondents
taken for the study, 36% of the respondents are under graduate degree, 30% of the respondents
are higher secondary, 20% of the respondents are post graduate degree, 12% of the respondents
don’t have any formal education and 2% of the respondents are others (ITI).

Majority of the respondents are under graduate degree.

Table 4.4 Occupational status of the Respondents

OCCUPATIONAL
S.NO NO OF RESPONDENTS PERCENTAGE
STATUS
1 EMPLOYED 17 34%

2 SELF EMPLOYED 19 38%

3 PROFESSIONAL 2 4%

4 UN - EMPLOYED 12 24%

TOTAL 50 100%

46
INTERPRETATION:

From the above table no.4.4, out of the total number of the respondents taken for the
study, 38% of the respondents are self employed category, 34% of the respondents are employed
category, 24% of the respondents are unemployed category and 4% of the respondents are
professional’s category.

Majority of the respondents are self employed category.

Table 4.5 Family Monthly Income of the Respondents

FAMILY MONTHLY
S.NO NO OF RESPONDENTS PERCENTAGE
INCOME
1 BELOW RS.35000 30 60%
2 RS.35000 TO RS.45000 7 14%
3 RS.45000 TO RS.55000 6 12%
4 RS.55000 TO RS.65000 4 8%
5 ABOVE 65000 3 6%
TOTAL 50 100%

INTERPRETATION:

It is understood from the above table no.4.5, out of the total number of the respondents
taken for the study, 60% of the respondent’s family monthly income are below Rs.35000, 14% of
the respondent’s family monthly income between Rs.35000 to Rs.45000, 12% of the
respondent’s family monthly income between Rs. 45000 to Rs.55000, 8% of the respondents
family monthly income between Rs.55000 to Rs.65000 and 6% of the respondents family
monthly income are above 65000.

Majority of the respondent’s family monthly income are below Rs. 35000.

47
 Table 4.6 Number of Children’s in the Family

NUMBER OF
S.NO NO OF RESPONDENTS PERCENTAGE
CHILDRENS IN FAMILY
1 ONE 26 52%
2 TWO 21 42%
3 THREE 3 6%
TOTAL 50 100%

INTERPRETATION:

It is understood from the above table.no.4.6, out of the total number of the respondents
taken for the study, 52% of the respondents say one child in their family, 42% of the respondents
say two children’s in their family and 6% of the respondents say three children’s in their family.

Majority of the respondents says one child in their family.

Chart 4.6 Number of Children’s in the Family

NUMBER OF CHILDREN'S IN THE

FAMILY

6%

ONE
TWO
42% 52%
THREE

48
 Table 4.7 Age Group of the Children

AGE GROUP OF THE

S.NO NO OF RESPONDENTS PERCENTAGE
CHILDREN
1 LESS THAN 3 YEARS 2 4%
2 4 TO 5 YEARS 18 34%
3 6 TO 8 YEARS 5 10%
4 9 TO 10 YEARS 15 28%
5 11 TO 12 YEARS 13 24%
TOTAL 50 100%

INTERPRETATION:

From the above table.no.4.7, out of the total number of the respondents taken for the
study, 34% of the respondent children’s belonging to the age group of 4 to 5 years, 28% of the
respondent children’s belonging to the age group of 9 to 10 years, 24% of the respondent
children’s belonging to the age group of between11 to 12 years, 10% of the respondent
children’s belonging to the age group of 6 to 8 years and 4% of the respondent children’s
belonging the age group of less than 3 years.

Majority of the respondent children’s belonging to the age group of 4 to 5 years.

Chart 4.7Age Group of the Children

AGE GROUP OF THE CHILDREN

4%

24% LESS THAN 3

4 TO 5
34%
6 TO 8
9 TO 10
28% 11 TO 12
10%

49
 Table 4.8 TV Watching Hours in a Day

TV WATCHING HOURS
S.NO NO OF RESPONDENTS PERCENTAGE
IN A DAY
1 LESS THAN 2 HRS 19 38%
2 2 TO 4 HRS 19 38%
3 4 TO 6 HRS 7 14%
4 OCCASIONALLY 5 10%
TOTAL 50 100%

INTERPRETATION:

It is understood from the above table no.4.8, out of total number of the respondents taken
for the study, 38% of the respondents are allowed their children to watch TV less than 2 hrs in a
day, 38% of the respondents are allowed their children to watch TV 2 to 4 hrs in a day, 14% of
the respondents are allowed their children to watch TV 4 to 6 hrs in a day and 10% of the
respondents are allowed their children to watch TV occasionally.

Majority of the respondents are allowed their children to watch TV less than 2 hrs and 2
to 4 hrs in a day.

Chart 4.8 TV Watching Hours in a Day

TV WATCHING HOURS IN A DAY

10%

LESS THAN 2 HRS

14% 38%
2 TO 4 HRS
4 TO 6 HRS
OCCASIONALLY
38%

50
 Table 4.9 Mode of Advertisement Watched By Children

MODE OF
ADVERTISEMENT
S.NO NO OF RESPONDENTS PERCENTAGE
WATCHED BY
CHILDREN
1 TELEVISION 36 72%
2 NEWSPAPER 3 6%
3 ONLINE 11 22%
TOTAL 50 100%

INTERPRETATION:

It is understood from the above table 4.9, out of the total number of the respondents taken
for the study, 72% of the respondents says television mode of advertisement are mostly watched
by children, 22% of the respondent are says online mode of advertisement are mostly watched by
children and 6% of the respondents says newspaper mode of advertisements are mostly watched
by children.

Majority of the respondents says television mode of advertisements is mostly watched by

children.

Chart 4.9 Mode of Advertisement Watched By Children

MODE OF ADVERTISEMENT
WATCHED BY CHILDREN

22%
TELEVISION
6% NEWSPAPER
ONLINE
72%

51
 Table 4.10 Kind of Advertisement are mostly Preferred by Children

KIND OF ADS ARE

S.NO MOSTLY PREFERRED NO OF RESPONDENTS PERCENTAGE
BY CHILDREN
1 CARTOON 23 46%
2 BIGSTAR 9 18%
3 HUMOR 7 14%
4 ANIMATION 9 18%
5 OTHERS 2 4%
TOTAL 50 100%

INTERPRETATION:

From the above table.no.4.10, out of the total number of the respondents taken for the
study, 46% of the respondents says cartoon advertisements are mostly preferred by children,
18% of the respondents says big star advertisement and animation advertisement are mostly
preferred by children, 14% of the respondents says humor advertisements are mostly preferred
by children and 4% of the respondents says other (sports) advertisements are mostly preferred by
children.

Majority of the respondents says cartoon advertisements are mostly preferred by children.

Chart 4.10 Kind of Advertisement are Mostly Preferred by Children

KIND OF ADVERTISMENT
PREFERRED BY CHILD
4%

CARTOON
18%
BIGSTAR
46%
HUMOR
14%
ANIMATION

18% OTHERS

52
 Table 4.11 Reactions of children through Advertisement

S.NO REACTIONS OF CHILD NO OF RESPONDENTS PERCENTAGE

1 EXCITED 7 14%
2 ATTRACTED 15 30%
3 CURIOSITY 8 16%
4 HAPPINESS 20 40%
TOTAL 50 100%

INTERPRETATION:

It is understood from the above table.no.4.11, out of the total number of the respondents
taken for the study, 40% of the respondents say children’s are more happiness to watch the
advertisements, 30% of the respondents says children’s are more attracted to watch the
advertisements, 16% of the respondents says children’s are more curiosity to watch the
advertisements, 14% of the respondents says children’s are more excited to watch the
advertisements.

Majority of the respondents say children’s are more happiness to watch the
advertisements.

Chart 4.11 Reactions of Children through Advertisement

REACTIONS OF CHILDREN THROUGH

ADVERTISEMENTS

14%
EXCITED
40% ATTRACTED

30% CURIOSITY
HAPPINESS
16%

53
 Table 4.12 Products Preferred By Children

PRODUCTS PREFFERED
S.NO NO OF RESPONDENTS PERCENTAGE
BY CHILDREN
1 TOYS 18 36%
2 DRESS 12 24%
3 CHOCOLATES 16 32%
4 BISCUITS 2 4%
5 OTHERS 2 4%
TOTAL 50 100%

INTERPRETATION:

From the above table no.4.12, out of the total number of the respondents taken for the
study, 36% of the respondents are saying toys are mostly preferred by children, 32% of the
respondents are saying chocolates are mostly preferred by children, 24% of the respondents are
saying dress are mostly preferred by children, 4% of the respondents are saying biscuits are
mostly preferred by children and 4% of the respondents are saying others (sports item) are
mostly preferred by children.

Majority of the respondents are saying toys are mostly preferred by children.

Chart 4.12 Products Preferred By Children

PRODUCTS PREFERRED BY CHILDREN

4% 4%

TOYS
36% DRESS
32% CHOCOLATES
BISCUITS
OTHERS
24%

54
 Table 4.13 Factors influencing through advertisements
SA – Strongly agree A – Agree N – Neutral D – Disagree SD – Strongly disagree

S.NO STATEMENTS SA A N D SD TOTAL

a) purchase the product asked by my children 14 18 10 7 1 50

b) I will consider my children opinion 16 26 1 5 2 50

c) Children’s are forcing you to buy product 6 11 16 8 9 50

d) Ads are progressive and educative influence 4 13 21 8 4 50

e) Advertisement are too persuasive for children 11 17 15 6 1 50

f) Kids are smarter than my generation 15 21 6 5 3 50

g) Children are impressed by dangerous activities 11 8 9 15 7 50

h) It leads to any unnecessary desire for children 10 11 9 13 7 50

INTERPRETATION:

It is understood from the above table.no.4.13, out of total number of the respondents
taken for the study, Majority of the respondents are strongly agreed with the statement, Consider
my child opinion, Majority of the respondents are agreed with the statement, Consider my child
opinion, Majority of the respondents are neutral with the statement, Advertisement are
progressive and educative influence to my child, Majority of the respondents are disagreed with
the statement, children’s are impressed by any dangerous activities through advertisement,
Majority of the respondents are strongly disagreed with the statement, children’s are forcing to
buy the product through advertisement.

Majority of the respondents are strongly agreed with the statement, consider my child
opinion as a factor influencing through advertisement.

Majority of the respondents are strongly disagreed with the statement, children’s are
forcing to buy the product through advertisement.

55
 Table 4.14 Number of Times you Purchase the Product Asked by Child

NUMBER OF TIME
S.NO NO OF RESPONDENTS PERCENTAGE
PURCHASE PRODUCT
1 ALWAYS 3 6%
2 FREQUENTLY 4 8%
3 OCCASIONALLY 22 44%
4 RARELY 19 38%
5 NEVER 2 4%
TOTAL 50 100%

INTERPRETATION:

It is understood from the above table no.4.14, out of the total number of the respondents
taken for the study, 44% of the respondents are occasionally purchase the product asked by
children, 38% of the respondents are rarely purchase the product asked by children, 8% of the
respondents are frequently purchase the product asked by children, 6% of the respondents are
always purchase the product asked by children and 4% of the respondents are never purchase the
product asked by children.

Majority of the respondents are occasionally purchase the product asked by children.

Chart 4.14 Number of Times you Purchase the Product Asked by Child

NUMBER OF THIMES PURCHASE

THE PRODUCT ASKED BY CHILD
4%

6%
8%

38%
ALWAYS
FREQUENTLY
44%
OCCASIONALLY
RARELY
NEVER
56
 Table 4.15 Problems Faced By Children through Advertisement

PROBLEMS FACED BY
S.NO NO OF RESPONDENTS PERCENTAGE
CHILDREN
1 NEGATIVE IMPACT 10 20%
2 UNHEALTHY BHEVIOUR 15 30%
3 MISINTERPRETATION 10 20%
4 CONFUSION 15 30%
TOTAL 50 100%

INTERPRETATION:

From the above table no.4.15, out of total number of the respondents taken for the study,
30% of the respondents says the problem faced by children is unhealthy behavior, 30% of the
respondents says the problem faced by children is confusion between reality and fantasy, 20% of
the respondents says the problem faced by children is negative impact on mind, 20% of the
respondents says the problem faced by children is misinterpretation of advertisements.

Majority of the respondents says the problem faced by children is unhealthy behavior and
confusion between reality and fantasy.

Chart 4.15 Problems faced by children through advertisement

PROBLEMS FACED BY CHILDREN

THROUGH ADVERTISEMENT

20%
30% NEGATIVE IMPACT
UNHEALTHY BHEVIOUR
MISINTERPRETATION
30% CONFUSION
20%

57
 Table 4.16 Mode of convince your Child

MODE OF CONVINCE
S.NO NO OF RESPONDENTS PERCENTAGE
YOUR CHILD
1 POSTPOND PURCHASE 11 22%
2 BUY SIMILAR PRODUCT 9 18%
3 BEAT 3 6%
4 ADVICE 27 54%
TOTAL 50 100%

INTERPRETATION:

It is understood from the tabe.no.4.16, out of the total number of the respondents taken
for the study, 54% of the respondents are gave advice to their child, 22% of the respondents are
postponed their purchase, 18% of the respondents are buy similar product to their child and 6%
of the respondents are beat their child.

Majority of the respondents are gave advice to their child.

Chart 4.16 Mode of convince your child

MODE OF CONVIENCE YOUR CHILD

22%
POSTPOND PURCHASE
BUY SIMILAR PRODUCT

54% BEAT
18%
ADVICE

6%

58
 CHAPTER V
FINDINGS, SUGGESTIONS AND CONCLUSION

59
5.1 FINDINGS:

1) Majority of the respondents are female belonging to the age group of 30 – 34 years.
2) Majority of the respondents are under graduate degree.
3) Majority of the respondents are self employed category.
4) Majority of the respondent’s family monthly income are below Rs. 35000.
5) Majority of the respondents says one child in their family.
6) Majority of the respondent children’s belonging to the age group of 4 to 5 years.
7) Majority of the respondents are allowed their children to watch TV less than 2 hrs and 2
to 4 hrs in a day.
8) Majority of the respondents says television mode of advertisements is mostly watched by
children.
9) Majority of the respondents says cartoon advertisements are mostly preferred by children.
10) Majority of the respondents say children’s are more happiness to watch the
advertisements.
11) Majority of the respondents are saying toys are mostly preferred by children.
12) Majority of the respondents are strongly agreed with the statement, consider my child
opinion as a factor influencing through advertisement.
13) Majority of the respondents are strongly disagreed with the statement, children’s are
forcing to buy the product through advertisement.
14) Majority of the respondents are occasionally purchase the product asked by children.
15) Majority of the respondents says the problem faced by children is unhealthy behavior and
confusion between reality and fantasy.
16) Majority of the respondents are gave advice to their child.

60
5.2 SUGGESTIONS:

Based upon the findings and from the observation of my study the following suggestions are
made.

1) Advertisement should even be informative in parallel to attractive.

2) Advertisements should be attractive in such how that's only attracting those customers for
whom the products is being designed. They ought to not attract to other age groups.
3) For ex- cosmetics aren't made for youngsters, they're designed to be used of adults, so ads
must be designed in such how that child aren't influenced to shop for the merchandise.
4) Commercial advertisements should be planned in such how that it’s a win-win situation
for both consumers and producers.
5) As discussed within the research, parents, friends and therefore the external environment
play an enormous role in deciding of youngsters while selecting a product.
6) As parents are the immediate influences for the youngsters in order that they must guide
them properly whom to believe and whom not. They ought to make them understand well
about the advertisements they ought to watch.
7) An advertisement should clearly specify all the useful and harmful effects of the
merchandise.
8) Advertisement has become a connecting source in today’s era for the youngsters in order
that they must be properly guided about what's good and what's bad
9) To some extend children have limited understanding so advertisers should not directly
persuade children to buy the product which is shown in the advertisement.
10) To suggest parents should regulate their kids TV timings, they allow them to play
outdoor games.
11) The parents consider advertisements are influencing their children behavior towards
unreasoned shopping and they agree to respect the expertise over the product while
making purchase decision.
12) Parents also care about the preference of their children purchase decision.

61
5.3 CONCLUSION:

TV is an excellent media no doubt about in that, we can view entire world at our door
step. Now a day we are using it for recreation purpose and educational purpose. Children educate
themselves by watching television like they know about great personalities, our customs and
traditions, epics, wildlife and more moral stories. Inspite of all these TV is called as idiot box, it
leads children in wrong way such as more time watching cause’s health problems like eyesight
effect, obesity, disturb sleep and prompt to do stunts causes dangerous. Children also influence
their parents buying behavior. Has a natural tendency human beings are attracted to negatives
rather than positives, children with immature mind attracted to false advertisements. As a coin as
both sides TV ha both pros and cons, but we should use it in an effective manner it is completely
in our hands. Parents should keep an eye on children, while watching TV parents should
maintain strict control over TV timings. Parents should educate their children about our
surroundings. As a government part they should maintain strict rules and regulations on
advertisements.

Children watch the advertisement, they absorb everything that the advertisement says and
that they believe what they see and listen to. Children always hear what they hear and believe
them. It is very important to watch the children and teach them what is good and what is bad,
they are advertisements that exaggerate and have dangerous impact to children. Advertisers
maybe trying to draw in children to patronize their products and services but they're not excellent
for youngsters.

Sometimes an excessive amount of advertisement of a particular product could make the

kid crave for that product albeit it's not good for the health. Advertisement encourages the
children’s to persuade their parents to purchase the products shown in the commercials. Whether
useful or not. The little ones tend to obtain an aggressive behavior towards buying the product.

62
 APPENDIX

QUESTIONNAIRE
A STUDY ON IMPACT OF CHILDRENS’ ADVERTISMENTS ON BUYING
BEHAVIOUR – A PARENTAL APPROACH

1) NAME (OPTIONAL) __________________

2) GENDER
a) Male
b) Female
3) AGE
a) 21 – 24 years
b) 25 – 29 years
c) 30 – 34 years
d) 35 – 40 years
e) Above 41 years
4) EDUCATIONAL QUALIFICATION
a) No formal education
b) Higher secondary
c) Under graduate
d) Post graduate
e) Others ( please specify ) _______________
5) OCCUPATION
a) Employed
b) Self – employed
c) Professional
d) Job seeker
e) Un – employed
6) MONHLY INCOME
a) Below Rs. 35000
b) Rs. 35000 – Rs. 45000
c) Rs. 45000 – Rs. 55000
d) Rs. 55000 – Rs.65000
e) Above Rs. 65000

63
7) How many children are in the home?
a) One
b) Two
c) Three
d) Four
e) More than four
8) What is the age group of your child? (Select more than one, if applicable)
a) Less than 3 years
b) 4 to 5 years
c) 6 to 8 years
d) 9 to 10 years
e) 11 to 12 years
9) How much time do you allow your children to watch TV in a day?
a) Less than 2 hours
b) 2 to 4 hours
c) 4 to 6 hours
d) Occasionally
e) Not allowed
10) Which mode of advertisement is mostly watched by children?
a) Television
b) Newspaper
c) Magazine
d) Online
e) Banner
11) What kind of advertisement is mostly liked by children’s’?
a) Cartoon
b) Big star
c) Humor
d) Animation
e) Others (please specify) ____________
12) How children react after watching these advertisements?
a) Excited
b) Attracted
c) Curiosity
d) Happiness
e) Fear

64
13) After watching the advertisement what kind of product are mostly preferred by your
children?
a) Toys
b) Dress
c) Chocolates
d) Biscuits
e) Others (please specify) ________________
14) Factors influencing to purchase through advertisements
SA – Strongly agree A – Agree N – Neutral D – Disagree SD – Strongly disagree

S.NO STATEMENTS SA A N D SD

a) I will purchase the product asked by my children

b) I will consider my children opinion before purchasing a product

Your children are forcing you to buy product after watch the
c)
advertisement
d) Ads are progressive and educative influence of my child
e) Advertisement are too persuasive for children
f) Advertisement makes kids smarter than my generation
g) Children are impressed by dangerous activities of advertisement

h) Advertisement leads to unnecessary desire for children

15) How often will you eventually purchase a product, if you child asked for it?
a) Always
b) Frequently
c) Occasionally
d) Rarely
e) Never
16) Problems faced by children
a) Negative impact on health an mind
b) Unhealthy behavior
c) Misinterpretation of advertisement
d) Confusion between reality and fantasy
e) Others (please specify) ______________________

65
17) How will you convince your child when you don’t get the product what they asked?
a) Postponed your purchase
b) Buy similar product
c) Beat
d) Advice
e) Others (please specify) ______________________
18) Any other suggestion ________________________________

66
 REFERENCES

1) Amir Waqas, Mudassar Naz Aslam, Muhammad Bilal, Muhammad Umair (2014)
“Impact of TV advertisement on children buying behavior”. International Journal of
Humanity and Social Science, Vol. 4(2) pg.no.246-261.
2) Abbas Dadras , Zeinab Shahi, and Saedeh Naghibi Zadeh (2017) “ The impact of
advertisement on children how does advertising influence the children” International
Journal of Management Sciences and Business Research, ISSN (2226-8235) Vol-6, Issue
6.
3) Ms. Anju gulla, Dr. Harsh purohit, (2013) “Children’s attitude towards television
advertisementsand influence on the buying behavior of parents” International Journal of
Marketing, Financial Services & Management Research, ISSN 2277- 3622Vol.2, No. 6.
4) Dr. Priyanka Khanna, (2016) “Parents perception of influence of television advertisement
on children” International Journal of Research in Management, Economics and
Commerce, ISSN 2250-057X, Impact Factor: 6.384, Volume 06 Issue 09, Page 47-56.
5) Manish Mittal, Anisha Daga, Ginni Chhabra and Jyoti Lilani (2010) “Parental perception
of the impact of television advertisements on children’s buying behavior” The IUP 50
Journal of Marketing Management, Vol. IX, Nos. 1&2.
6) Jignesh J. Patel (2014) “Effect of advertisements on children with special reference to
confectionary products” International Multidisciplinary Research Journal ISSN: 2349-
7637 Volume-1, Issue-1.
7) Jason C.G. Halford, Jane Gillespie, Victoria Brown, Eleanor E. Pontin, Terence
M. Dovey (2004) “Effect of television advertisements for foods on food consumption in
children” J.C.G. Halford et al. / Appetite 42 , 221–225.
8) Mrs.V.G.Jisha, Ashmi.R, Sruthy.Menon “A case study on the impact of advertisements
on Junk foods in Children” IOSR Journal of Business and Management (IOSR-JBM) e-
ISSN: 2278-487X, p-ISSN: 2319-7668, PP 52-56.
9) Matthew A. Lapierre, Frances Fleming-Milici Esther Rozendaal, Anna R. McAlister,
Jessica Castonguay,(2017) “The Effect of Advertising on Children” journal of the
American Academy of Pediatrics DOI: 10.1542/peds.2016-1758V.

67
10) MRS. SUNITHA K (2016) “IMPACT OF ADVERTISEMENT ON CHILDREN”
International Journal of Scientific Development and Research (IJSDR) ISSN: 2455-2631
Volume 1, Issue 7.
11) YASAREAKTAS¸ ARNAS “The effects of television food advertisement on children
food purchasing requests” Pediatrics International (2006) 48, 138–145.

68
 BIBLIOGRAPHY

JOURNALS:

1) SIMON PIERRE SIGU and GEORGES ZACCOUR (2000) “Dynamic Cooperative

Advertising in a Channel” Journal of Retailing, Volume 76(1) pp. 71–92, ISSN: 0022-
4359.
2) Dr. Gülşah SARI (2008) “Effects of Ads on Children’s Consumption Behavior”
Suleyman Demirel University Visionary Journal, Volume: 9, Number: 20, Pp.53-67.
3) FMMT Marikar, KGTNB Jayathilaka, GASN Abeydeera & WMIDB Wickramasinghe
(2017) “The Impact on TV Advertisement on Children’s Behaviour” Global Journal of
Management and Business Research Volume 17 Issue 2.
4) Ying Fan, Yixuan Li (2009) “Children’s Buying Behaviour In China” Journal Of
Marketing Intelligence And Planning Vol. 27
5) R. Sunderaraj (2018) “Impact Of Advertisement On Buying Behaviour Of Consumers In
Sivakasi” Journal On Management Studies, Volume: 04, Issue: 03.
6) Mrs.T.Vasumathi and Dr.P.B. Banumathi (2018) “The Major Factors Influencing Parents
Buying Behaviour of Children Products” International Refereed Research Journal of
Arts, Science & Commerce, Vol.– IX, Issue – 2,
7) Ms. Rachana Srivastava And Dr. Saroj Kumar Dash (2011) “A Study On Factors
Influencing Children In Fmcg Buying Behaviors” Indian Journal Of Commerce &
Management Studies Vol–II, Issue -2.
8) Caraher, M., Landon, J.and Dalmeny, K. (2006). Television advertising and children:
lessons from policy development. Public Health Nutrition, 9(5), pp. 596-605.
9) ELIZABATH S, MOORE RICHARD J. LUTZ (2000) “children, advertising and product
experiences: a multi method inquiry” journal of consumer research, vol 27.

69
BOOKS:

1) “Advertising to children on TV content, impact, and regulation” by Barrie Gunter,

Caroline Oates and Mark Blades, New Jersey London (2005).
2) “Advertising management” by Batra, Rajeev, Myers, Jhon G, Aaker, David A (2007).
3) “APA Task Force on Advertising and Children”Brian L. Wilcox, Dale Kunkel, Joanne
Cantor, Peter Dowrick, Susan Linn, Edward Palmer, American Psychological
Association (2004).

WEBSITES:

1) https://www.scribd.com/doc/16919088/Final-Project-on-effects-of-ads-on-the-children
2) http://www.allprojectreports.com/MBA-Projects/Marketing-Project-Report/Influence-of-
Advertisement-on-Food-Habits-of-Childrens-Effect-of-Television-on-Children-and-
about-fast-food.htm
3) https://www.researchgate.net/publication/280098783_IMPACT_OF_TV_ADVERTISIN
G_ON_CHILDREN'S_BEHAVIOR
4) https://www.slideshare.net/mobile/RasweenChoudhary/impact-of-advertisement-on-
children
5) https://pediatrics.aappublications.org/content/140/Supplement_2/S152.
6) https://www.ukessays.com/essays/marketing/the-impact-of-television-advertisements-on-
children-behavior-marketing-essay.php
7) https://www.scribd.com/doc/16919088/Final-Project-on-effects-of-ads-on-the-children
8) https://books.google.co.in/books?id=5yHBDQAAQBAJ&pg=PA256&lpg=PA256&dqqu
estionnaire+for+children+advertisement&source=bl&ots=VM
9) https://link.springer.com/article/10.1007/s10603-014-9258-0
10) https://www.researchgate.net/publication/304394460_Children_and_Advertisement_-
The_Purchasing_Behaviour_of_School_Aged_Children.
11) https://www.tandfonline.com/doi/full/10.1080/23311975.2019.1614740?af=R
12) https://rocketium.com/academy/advertisements-past-present-future/

70
13) https://www.researchgate.net/publication/233961251_Research_on_advertising_ethics
Past_present_and_future
14) https://www.tandfonline.com/doi/abs/10.1080/00913367.2018.1552218?journalCode=
ujoa20
15) https://www.marketingcharts.com/advertising-trends/spending-and-spenders-107665
16) https://scholar.googleusercontent.com/scholar?q=cache:rsAuq0vibRQJ:scholar.google.c
om/+impact+on+children+advertisement+on+buying+behaviour&hl=en&as_sdt=0,5&as
vis=1
17) https://www.slideshare.net/mobile/RajaKrishnanM/a-study-on-effect-of-
advertisement-on-confectionary-product-with-special-reference-to-tirupur-city.
18) https://theviewpaper.net/effect-of-advertising-on-children/
19) http://www.acma.gov.au/webwr/assests/main/lib310132/tv advertising to children.pdf

71