Impact of advertisement on children

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1. A
DISSERTATION ON
“IMPACT OF ADVERTISEMENT ON CHILDREN”

(A report submitted for the partial fulfilment of BBA Programme in D.A.V. School of
Business Management affiliated to Utkal University)
SUBMITTED BY:
NAME: RASWEEN CHOUDHARY
ROLL NO: 66316UT13042

GUIDE:
Ms. Anjali Panda
Faculty, DSBM





COMMITTED TO EXCELLENCE
D.A.V. SCHOOL OF BUSINESS MANAGEMENT
(Recognized by govt. of Odisha and affiliated to Utkal University)
D.A.V. CAMPUS, UNIT -8, NAYAPALLI, BHUBANESWAR -751012, ODISHA

2. DECLARATION



I, Rasween Choudhary, hereby declare that the dissertation entitled “Impact Of
Advertisement on Children” submitted to DAV School of Business Management (Affiliated
to Utkal University), is a record of original work done by me under the guidance of Ms.
Anjali Panda, Faculty Member and this project work has not performed the basis for the
award of any Degree or Diploma/ associate ship/ fellowship and similar project, if any.














Date:

Place: Bhubaneswar Rasween Choudhary
Roll No:66316UT13042

3. COMMITTED TO EXCELLENCE
DAV SCHOOL OF BUSINESS MANAGEMENT
(Recognized by govt. of Odisha, affiliated to: Utkal University, Vanivihar)
DAV Campus, Unit-VIII, Bhubaneswar-751012, Odisha, India Phone no. -+ 91 (0)674 2560539,
[email protected]

CERTIFICATE OF GUIDE

This is to certify that Rasween Choudhary, a student of BBA, admission batch 2013-2016
(6
th
semester) of D.A.V School of Business Management bearing Roll no.-66316UT13042
has completed her dissertation titled ‘‘Impact Of Advertisement On Children’’ under my
supervision. The report is of her own independent work and has not been submitted by
anybody earlier.
I wish her all success in life.






Ms. Anjali Panda
Faculty, DSBM

4. ACKNOWLEDGEMENT



I feel great pleasure for the completion of this project. At the very outset I would express my sincere thanks
and deep sense of gratitude to personnel who helped me during the collection of data and gave me rare and
valuable guidance for the preparation of this report. I am thankful to my project guide Ms. Anjali Panda for her
timely guidance, cooperation and encouragement. I take opportunity to thanks all my friends and also all those
who directly or indirectly concerned with this project. I also express my gratitude to my parents who give a
constant support and love throughout my life and career.









Date: Rasween Choudhary
Place-Bhubaneswar Roll No-66316UT13042

5. CONTENTS
i. Declaration (i)
ii. Certificate of Internal guide (ii)
iii. Acknowledgement (iii)
iv. Contents (iv)


SI.
NO.
PARTICULARS PAGE NO.
1 INTRODUCTION 1
2 RELEVANCE OF THE STUDY 4
3 RESEARCH METHODOLOGY 10
4 LITERATURE REVIEW 17
5 ANALYIS AND INTERPRETATIONS 33
6 FINDINGS AND SUGGESTIONS 45
7 CONCLUSIONS 48
BIBLIOGRAPHY 50
ANNEXURE 51

6. CHAPTER – 1
INTRODUCTION


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

7. remarkable. In the present days every company wants to achieve the highest market share. For this purpose
every company use different ways to attract customers of different segments of the market and the best way
to become market leader. In this challenging environment a company should promote its products in such a
way that more and more customers get interest in its products. In this research we will discuss the impact of
the television advertisement on the children. To attract children toward the product it is necessary that the
advertisement should contain such appeals that are according to their age, mind set and interest for specific
product. When children see the advertisement according to their interest, they persuade their parents to
purchase that product.

There is very close relationship between advertisement and buying behaviour of children’s and we have
tried to check the impact of advertisements on children through our research article. For this purpose we
conducted our research and collected data from children of various classes of different schools situated in
different geographical regions. Children enforce their parents to purchase the product after watching the
advertising in this research we tried to measure the enforcement on their parents about any advertised
products like food advertisement etc.

Children also purchase product through the school advertisement and internet advertisement children
purchase products by watching advertisement on internet and school exhibitions. Age of children also
influence the purchasing of the children because less aged children less influence by the advertising and
more aged children purchase more advertising products for example 10 year children less understand the
product 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 relationship between food advertisement and children buying behaviour
because children purchase more food products as compare to other products. More than one quarter of
television advertisements during evening programs based on food advertisement because children more like
the food advertisement. Children buying behaviour also depends on the T.V viewing hours because when
children watch more T.V the watch more advertisement and purchase more products.
It is apparent from the literature that television advertisement influence children particularly in products like
chocolate, biscuits, food supplements, tooth paste, toys etc. Advertising is second only to films as far as its
influence on the society is concerned. Advertising is the most influential and powerful medium in the
present commercial society. The main objective of this study is to find out, how children are influenced by
the television advertisements. There are both good and bad impact of advertisement. The focus of the study
is on effect of television advertisements on children with special reference to confectionary products. An
attempt has been made to know the children's awareness about confectionery products & their

8. advertisements, to measure the impact of advertisement of confectionery products on children, to study the
association between preference of children and demographic factors such as Gender and Medium of study.
Descriptive research design was used as the study followed structured design with predetermined objectives
& hypotheses. Primary data have been collected though questionnaire.

9. CHAPTER –2
RELEVANCE
OF THE STUDY


Advertisement reduces the risk of innovation. The cost of innovation can be more than recovered by the
sales which advertisements may generate and encourage manufacturers to undertake research and
development. The revenue through subscriptions is quite inadequate to support the publication of
newspapers, magazines or TV channels. Advertising revenues, in fact, provide a greater support to viable
functioning of these media.
Advertisement is a 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 advertisements to influence the buyer’s
decision that it has become mandatory for sellers to allocate fat budgets to the advertising of their products.

10. Television one of the powerful and appropriate medium to promote the products with effective mode K.
Krishna Kumar and K. Radha (2014).
The ORG Survey (2011) indicated that the major items which accounted for about 45-50 percent of the rural
market were washing soaps, cleaning materials, toiletries and food and beverage .But the survey also
observed that the growth rate was very significant in certain items like cosmetics and toiletries over the
period of five years. The growth rate observed in the case of cosmetics indicated that the rural women were
not lagging behind their urban counterparts. It also mentions that many rural consumers in rural areas lack
the prejudices that make their urban counterparts resistant to change.
Mittal (1994), stated that people at large pronounce faint praise and harsh criticism towards TV commercials
and categorically emphasized that TV advertising created many undesirable effects ranging from increased
cost of goods to spreading materialization, promoting stereotype sex role of women and other unwholesome
values and taking undue advantage of children.
A study on “Influence of TV Advertisements on Children’s Buying Response: Role of Parent- Child
Interaction” was conducted by Verma and Kapoor (2004). They observed that the marketers have heavily
used Television advertising to influence the buying response of children. It is assumed that children develop
effective and discerning skills to remember and recall product related information provided through the
advertisements and help other members in the family to take buying decision.
A study was designed to extend knowledge of cognitive processing of advertising messages by urban
children in India. Pan war and Agnihotri (2006) collected data from 250 children aged between 7 and 12
years, drawn in the sample from five major towns of the relatively affluent western state of Gujarat (India)
by using the cluster sampling approach. A simple questionnaire using three point rating scale was
administered with the help of moderators. Data were analysed using the SPSS software. It was found that
socioeconomic background of the family plays a significant role in the understanding of advertising intents
by children. The medium of instructions at the school also had significant relation to the child’s ability to
understand advertising intent. Predictably, age of the child was another important factor impacting upon the
ability to decode an advertising message. In terms of parental control, it was observed that in most cases,
parents act as gatekeepers for children’s media exposure and activity prioritization; therefore, they form an
important audience for any communication related to children’s products, services or activities. Media time
usage, especially television watching, is highly controlled by parents; however, females seem to be more
independent in terms of prioritizing their media interactions. It was also observed that in most households,
consumption of electronic media is a group activity; therefore, the attitudes towards messages from
electronic media tend to be influenced by the family and peer-group opinions on the message. The
researchers recommended to the marketers that the advertisement message directed towards children has to

11. be entertaining and not necessarily humorous. A message narrating only the product attributes or benefits
may not work well with children. Likewise selection of model/endorser is very important for messages
directed at children. Creating buzz about an advertisement through unconventional channels could work in
favour of the marketer, as advertising is a part of popular culture for children.
Vinod Kumar Bishnoi1 and Ruchi Sharma (2009) suggested that rural teenagers like television advertising
more than their urban counterparts. TV advertising has enhanced their involvement in product selection and
purchase, they prefer to buy TV advertised products and it is helpful in buying the new products, getting the
best product and also supports collective decision making. The urban teenagers also want TV advertised
products even though they do not require them. They also like the advertisements of the products that they
are using and believe that products are as good as expected from TV advertisements. Buying behaviour of
male teenagers is more influenced by television advertisements than their female counterparts.
Abdul Hameed et. al. (2014) found that there is a significant impact of TV advertisement on children buying
behaviour. Advertising is the non-personal message containing the information frequently paid for and
credible in nature about products, services or ideas by recognized sponsors through the various media
(Datta, 2008). The promoter intends to extend his ideas about the products and offerings among the forecast.
Popularization of the products is thus, the basic aim of advertising (Ramaswami & Namakumari, 2004). The
greater part of the marketers uses mass media for their marketing message. The choice of media is
dependent upon the nature of the message and the intended target viewers (Etzel et al, 2008). Television
advertising is the best viewed and economical media ever invented. It has a possible advertising impact
matchless by any other media (Saxena, 2005). The advantage of television over the other mediums is that it
is perceived as a mixture of audio and video features; it provides products with instant validity and fame and
offers the greatest chance for creative advertising (Kavitha, 2006). Over a longer period of time, the TV set
has become a permanent fixture in all upper and middle class households, and it is not infrequent even in the
poorer society of urban areas and rural households (Shah & D‟Souza, 2008). Reactions to TV
advertisements seem to be stronger than the reaction to print advertisements. The advertisers find it more
effective to use television rather than print media to reach consumers, partly due to low literacy rate
(Ciochetto, 2004). TV advertising not only change emotions but give considerable message exerting a far
attainment influence on the daily lives of people (Kotwal et al, 2008).
Lokesh Sharma, Archana Singh & Dr. Parul D. Agarwal (2014) revealed that adults strongly believe that the
TV advertisements have considerably influenced their buying process. Further they depict that the adults
irrespective of their gender and area of residence strongly consider that TV advertisements have impact on
their mind and the exposure to TV advertisements have not only enhanced their involvement in purchasing
but has resulted in increasing their frequency of purchase.

12. Raveendran (1990) in his study on marketing of coconut and its products in Orissa State found that about 70
per cent of coconut oil arriving in the market in 15 kg and 5 kg tins are traded in rural areas. The main
consumers are middle class and lower class population. Among the upper class both in urban and rural areas
the preference for small packs are increasing.
Parmod Kumar (2014) found that mostly customers are attracted by advertisement at once. Presence of
celebrity and slogan and tag line of advertisement also affect buying decision but after that quality and
satisfaction received from product matter. Male users are more influenced by advertisement than female
users.

Sarita Bahl (2012) concluded that celebrity endorsements of brands do not affect consumer perception and
behaviour. Further, advertisements in television enjoy better brand recognition. It has also been observed
that in both the categories (rural and urban) the respondents have no faith on celebrities endorsements as
majority of the urban respondents have shown their doubt towards quality of the products endorsed by the
celebrity however, in case of rural respondents a majority could not express their views towards celebrities
endorsement. It has been noticed that education has no relevance to form perception of the people regarding
the quality of the product being endorsed by the celebrities. It was also found that gender has no influence
on the perception of quality of products being endorsed by celebrities in rural and urban category.
Pankaj Priya, Rajat Kanti Baisya and Seema Sharma (2009) found advertised products are heavily
influenced by the children’s attitude towards advertisements. Further, the cognitive changes among the
different age groups lead to the formation of varying attitudes towards the advertisements.
Sindhya V (2013) revealed that the level of awareness of the effect of advertisement is comparatively better
than expected among the student teachers. Many of them are active listeners of the media for gathering
information regarding the new products, trend in the market and make a comparison with the products of
other firms. The consumer culture is more prevalent in rural students than in urban students.
Television advertising, once viewed as the mainstay of advertising media outlets, is facing several
challenges from alternative media ,one being Internet and the invasion of technology devices, such as digital
video recorders, that have empowered customers to be more choosy on the advertisements they view. Yet
because it is a mass medium capable of being seen by almost anyone, television lacks the ability to deliver
an advertisement to extremely targeted clientele compared to other media outlets. In an attempt to improve
their targeted efforts Television networks working in the pay-to-access arena, such as those with channels on
cable and satellite television, are introducing more narrowly themed programming gearing to address the
needs of specific interest groups to appeal to selective audiences.

13. RATIONAL OF THE STUDY
Gaps in the existing studies showed that there was a need to make a fresh attempt to understand the impact
of T. V. Advertisement on Buying Behaviour of Consumers as a number of improvements could be
incorporated on account of gaps in the existing literature. The need for the study could be encapsulated in
the following points:
 To diagnose the significance of television media in commercializing child consumers life.
 To analyse the child consumer behaviour and the influencing factors.
 To examine the impact of child buying behaviour on the family.
 To study the policy, practice and role of marketers on children’s Products and buying behaviour.
 To offer suggestions for effective marketing of children products.

14. CHAPTER –3
RESEARCH
METHODOLOGY


WHAT IS DATA AND IT’S SOURCES?
Data can be defined as the quantitive or qualitative values of a variable. Data is plural of datum which
literally means to give or something given. Data is thought to be lowest unit of information from which
other measurements and analysis can be done. Data can be numbers, images, words, figures, facts or ideas.
Data in itself cannot be understood and to get information from the data one must interpret it into
meaningful information. There are various methods of interpreting data.

15. Data collection is the process of gathering and measuring information on variables of interest, in an
established systematic fashion that enables one to answer stated research questions, test hypotheses, and
evaluate outcomes. The data collection component of research is common to all fields of study
including physical and social sciences, humanities, business, etc. While methods vary by discipline, the
emphasis on ensuring accurate and honest collection remains the same. The goal for all data collection is to
capture quality evidence that then translates to rich data analysis and allows the building of a convincing and
credible answer to questions that have been posed.
Regardless of the field of study or preference for defining data (quantitative, qualitative), accurate data
collection is essential to maintaining the integrity of research. Both the selection of appropriate data
collection instruments (existing, modified, or newly developed) and clearly delineated instructions for their
correct use reduce the likelihood of errors occurring.
A formal data collection process is necessary as it ensures that data gathered are both defined and accurate
and that subsequent decisions based on arguments embodied in the findings are valid. The process provides
both a baseline from which to measure and in certain cases a target on what to improve.

PURPOSE OF DATA COLLECTION
 To obtain information
 To keep on record
 To make decisions about important issues
 To pass information to others

IMPORTANCE OF DATA AND DATA COLLECTION
Data is one of the most important and vital aspect of any research studies. Researchers conduct in different
fields of study can be different in methodology but every research is based on data which is analysed and
interpreted to get information. Data is the basic unit in statistical studies. Statistical information like census,
population variables, health statistics and road accidents records are all developed from data.
DATA COLLECTION TE CHNIQUES
There are two sources of data collection techniques. Primary data collection uses surveys, experiments or
direct observations. Secondary data collection may be conducted by collecting information from a diverse
source of documents or electronically stored information, census and market studies are examples of a
common sources of secondary data. This is also referred to as data mining.

16. PRIMARY DATA
Primary data means original data that has been collected for the purpose in mind. It means someone
collected data from the original source first hand. Data collected this way is called primary data.
Primary data has not been published yet and is more reliable, authentic and objective. Primary data has not
been changed or altered by human beings; therefore its validity is greater than secondary data.
Some of the types of primary data are:-
 Surveys
Survey is most commonly used method in social sciences, management, marketing and psychology to some
extent. Surveys can be conducted in different methods
 Questionnaire
Questionnaire is the most commonly used method in a survey. Questionnaires are a list of questions either
an open ended or close ended for which the respondent give answers. Questionnaire can be conducted via
telephone, mail, live in a public area or in an institute, through electronic mail or through fax and other
methods.
 Interview
SOURCES OF
DATA
PRIMARY
DATA
SECONDARY
DATA

17. Interview is a face to face conversation with the respondent. It is slow, expensive and they ake people away
from their regular jobs, but they allow in depth questioning and follow up questions.
 Observations
Observations can be done while letting the observing person know that he is being observed or without
letting him know. Observations can also be made in natural settings as well as in artificially created
environment.
Advantages
 Data interpretation is better.
 Targeted issues are addressed.
 Efficiency spending for information.
 Decency of data.
 Addresses specific research issues.
 Greater control
 Proprietary issues.
Disadvantages
 High cost.
 Time consuming.
 Inaccurate feedbacks
 More number of resources is required.

SECONDARY DATA
Secondary data is the data that has been already collected by and readily available from other sources. When
we use statistical method with primary data from another purpose for our purpose we refer to it as secondary
data. It means that one purpose’s primary data is another purposes secondary data. So that secondary data is
that data is being reused. Such data are more quickly obtainable tan the primary data.
These secondary data may be obtained from many sources, including literature, industry surveys,
compilations from computerised data bases and information system, and computerised or mathematical
model of environmental processes.
Sources of secondary data:-

18.  Internal sources
 Sales record
 Marketing activity cost information
 Distributor reports and feedback
 Customer feedback
 External sources
 Journals
 Books
 Magazines
 Newspaper
 Libraries
 The internet

Advantages
 Inexpensive
 Easily accessible
 Immediately available
 Will provide essential background and help to clarify or refine research problem
 Secondary data sources will provide research method alternatives
 It will also alert the researcher to any potential difficulties.

Disadvantages
 Expensive
 Not immediately available
 Not as readily accessible
 Incomplete information
 Quality of research
 Not specific to researcher’s needs
 Not timely

WHAT IS RESEARCH METHODOLOGY?

19. Research methodology provides a systematic, planned approach to the research project and ensures that all
aspects of the research project are consistent with each other. It is especially important that the research
design and implementation be consistent with the research purpose and objectives.
The research methodology chapter introduces overall research design of the study which includes the
methodology adopted for carrying out the research study and various phases of this research.
Data used and methods implemented
In this research percentage analysis have been used for covering different aspects of the study. The present
study makes use of both primary and secondary data in order to derive necessary conclusions pertaining to
research objectives.
Data used:
Primary data and secondary data.
Research design
A design of the research is descriptive. A research work will be successful only with a sound design. The
Research Design for the purpose of the study is analytical in nature. The major purpose of analytical
research includes survey and in-depth analysis of variables. The research plan calls for gathering primary
and secondary data. The sampling method adopted for the present study is simple random sampling.

Sample size
The study selected a total of 50 samples out of which the samples retained were 48 on which the actual
analysis is being done. The sample was taken from the children aging from 5-15 years studying in different
schools under different boards.
 There are 30 numbers of males and 18 numbers of female child.
 There are 12 number of children aging from 5-8.
 There are 20 number of children aging from 9-12.
 There are 16 number of children aging from 13-15.

Research Instrument:
The instruments adopted for the primary data collection is through “Questionnaires”. Through the
questionnaires, the feedbacks were taken.

20. Contact Method:
The method used to contact the respondent was Direct Interview. The direct contact method was selected
because there was no scope of contacting through telephone or direct mail. Hence, the resulting sample will
not be a representative one.




CHAPTER –4
LITERATURE REVIEW

21. WHAT IS ADVERTISEMENT?
Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take
some action with respect to products, ideas, or services. Most commonly, the desired result is to drive
consumer behaviour with respect to a commercial offering, although political and ideological advertising is
also common. Advertising is sole of everyone’s’ lifestyle, and the degree of impact of adverting on children
is becoming devastating day by day. Advertisements showcase the ‘must haves’ for a kid making them a
consumer even before they have reached the age of 3.

Advertising as one of the essential element of marketing management is considered as an important factor in
the global business. As far as its influence on the society is concerned, Advertising is second only to movies.
Advertising is the most influential and powerful medium in the present commercial society. It helps us to get
worldview. It shapes our attitude and beliefs. Advertisements encompass every aspect of our life and most of
us are hardly aware of it (Sarma, 2007). In 2011, the Indian Media & Entertainment (M&E) Industry
registered a growth of 12 percent over 2010, to reach INR 728 billon, as per the FICCI-KPMG report. The
growth line is backed by strong consumption in Tier 2 and 3 cities, continued growth of regional media, and
fast increasing new media business. Overall, the industry is expected to register a CAGR of 15 percent to
touch INR 1,457 billion by 2016. Television continues to be the dominant medium, sectors such as
animation & VFX, digital Advertising, and gaming are fast increasing their share in the overall pie (KPMG-
FICCIFrames- Press-release-2012).

Positive Effects of Advertisements on Children

 Advertising makes the kids aware of the new products available in the market. It increases their
knowledge about the latest innovations, in the field of technology as well as otherwise.

22.  Convincing ads, which centre around healthy food products, can help improve the diet of a child, if
they are attractive enough.



Negative Effects of Advertisements on Children

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




CONFECTIONARY PRODUCT'S ADVERTISEM ENT AND CHILDREN

23. In 1950s, confectionery industries was an unorganized market and added negligible to the growth of
economy. In the era of 1999s, with the globalization of Indian economy, the growth of confectionery
industry took a high peak and accelerated the growth of Indian economy. Confectionery 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. Confectioneries play a major role in special occasions and
festival in India. Therefore, in India, the confectionery 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 positions in this sector. The names of India top players,
who are dominating the confectionery industry, are Cadbury India Ltd., Lotte India Co. Ltd., Candico India
Ltd., Nestle India Ltd., Lotus Chocolate Company Ltd., and Campco Ltd.

Indian confectionary players heavily spend on advertisement of their confectionery products. As a result of
that industry observed a decline in the share of non-branded products. Children today are extremely aware of
the various brands in the market and are conscious of the products they use or consume. They pick and
choose carefully according to their needs, style,
Preferences etc. They also exercise a lot of independence in decision-making and influence the family
buying behaviour. Today's kids are well informed, better than their parents. This is because virtually from
birth today's children are exposed to TV commercials, banner ads, billboards, logos and product promotions
(Singh & Ram, 2010).

Children today are exposed to all types of advertisements 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
Advertisements on Children). Children over the span of ages 2-11 years, they develop consumption motives
and values as they are exposed to commercial activities; they develop knowledge about advertising,
products, brands, pricing, and shopping; and they begin to develop strategies for purchase requests and
negotiation. Before
a certain age, children lack the defences, or skills, to discriminate commercial from relationship from
television advertising to adiposity (Institute of Medicine, 2006), An review of previous research could
significantly find no study that examined the relation between children's understanding of advertisings'
persuasive intent and the impact of advertising; this relation has been generally taken for granted without
any kind of scientific research supporting it as specially in case of confectionary products in India.


TYPES OF ADVERTISING

24. Virtually any medium can be used for advertising. Commercial advertising media can include wall
paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television
adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop
benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses,
banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback 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 bathroom stalls, stickers on apples in
supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video,
posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to
deliver their message through a medium is advertising.
Share of global ad spend
Medium 2015 2018
Cinema 0.6% 0.7%
Magazines 6.5% 5.3%
Radio Advertisement 6.5% 5.9%
Outdoor Advertising 6.8% 6.6%
Newspaper Advertising 12.8% 10.1%
Desktop Online Advertising 19.9% 18.2%
Mobile Advertising 9.2% 18.4%

25. Share of global ad spend
Medium 2015 2018
Television Advertisement 37.7% 34.8%

Television advertising / Music in advertising

Television advertising is one of the most expensive types of advertising; networks charge large amounts for
commercial airtime during popular events. The annual Super Bowl football game in the United States is
known as the most prominent advertising event on television - with an audience of over 108 million and
studies showing that 50% of those only tuned in to see the advertisements. The average cost of a single
thirty-second television spot during this game reached US$4 million & a 60-second spot double that figure
in 2014.
[47]
Virtual advertisements may be inserted into regular programming through computer graphics. It
is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant
to the remote broadcast audience. More controversially, virtual billboards may be inserted into the
background where none exist in real-life. This technique is especially used in televised sporting
events. Virtual product placement is also possible.




Infomercials

An infomercial is a long-format television commercial, typically five minutes or longer. The word
"infomercial" is a portmanteau of the words "information" and "commercial". The main objective in an
infomercial is to create an impulse purchase, so that the target sees the presentation and then immediately
buys the product through the advertised toll-free telephone number or website. Infomercials describe,
display, and often demonstrate products and their features, and commonly have testimonials from customers
and industry professionals.

Radio advertising

26. Radio advertisements 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 exchange for airing the commercials.
While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as
an advantage. Radio is an expanding medium that can be found on air, and also online. According
to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S.
population.

Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed
purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server.
Examples of online advertising include contextual ads that appear on search engine results pages, banner
ads, in pay per click text ads, rich media ads, advertising, online, advertising networks and e-mail marketing,
including e-mail spam. A newer form of online advertising are Native Ads, they go in a website's news feed
and are supposed to improve user experience by being less intrusive, however some people argue it is
deceptive.

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 describe their products.
[34]
When an
Internet user visits a website by typing a domain name directly into their web browser, this is known 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 as "geraniums" and add ".com" to the end of it.
Sometimes they will do the same with ".org" or a country-code Top Level Domain (TLD such as ".co.uk"
for the United Kingdom or ".ca" for Canada). When 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 Google's early acquisitions.

Press advertising

27. Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal.
This encompasses everything from media with a very broad readership base, such as a major national
newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on
very specialized topics. A form of press advertising is classified advertising, which allows private
individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or
service. Another form of press advertising is the display ad, which is a larger ad (which can include art) that
typically run in an article section of a newspaper.

Billboard advertising

Billboards are large structures located in public places which display advertisements to passing pedestrians
and motorists. Most often, they are located on main roads with a large amount of passing motor and
pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on
mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.




In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible
locations 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 displays promoting a specific product, and advertisements in such places
as shopping carts and in-store video displays.

Coffee cup advertising

Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office,
café, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has
begun growing in popularity in the United States, India, and parts of the Middle East.

Street advertising

28. This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor
advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air
dancers and 3D pavement advertising, for getting brand messages out into public spaces.

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

Celebrity branding

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for
their products and promote specific stores or products. Advertisers often advertise their products, for
example, when celebrities share their favorite products or wear clothes by specific brands or designers.
Celebrities are often involved in advertising campaigns such as 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 celebrity can be detrimental to the public relations 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 did not want to associate with him after he was
photographed smoking marijuana.
[citation needed]
Celebrities such as Britney Spears have advertised for
multiple products including Pepsi, Candies from Kohl's, Twister, NASCAR, and Toyota.

Customer-generated advertising

This involves getting customers to generate advertising through blogs, websites, wikis and forums, for some
kind of payment. Customer-generated advertising can also 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 someone else to buy that product. The consumer did not do this with the intention of getting
money out of their shared message, but that is what can happen. Especially with a channel as large and as
effective as social media, sharing ones opinion, positive or negative can be good or bad advertising for a
product.

Aerial advertising

29. Using aircraft, balloons or airships to create or display advertising media. Skywriting is a notable example.

PURPOSE OF ADVERTISING

Advertising is at the front of delivering the proper message to customers and prospective customers. The
purpose of advertising is to convince customers that a company's services or products are the best, enhance
the image of the company, point out and create a need for products 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 hold existing customers.

SALES PROMOTION AND BRAND LOYALTY

Sales promotions are another way to advertise. Sales promotions are double purposed because they are used
to gather information about what type of customers one draws in and where they are, and to jump start sales.
Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons,
loyalty programs, and discounts. The ultimate goal of sales promotions is to stimulate potential customers to
action.
One way to create brand loyalty is to reward consumers for spending time interacting with the brand. This
method may come in many forms like rewards card, rewards programs and sampling.

MEDIA ADVERTISING APPROACHES
Increasingly, other media are overtaking many of the "traditional" media such as television, radio and
newspaper because of a shift toward the usage of the Internet for news and music as well as devices
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
dependent on the "relevance" of the surrounding web content and the traffic that the website receives.
In online display advertising, display ads generate awareness quickly. Unlike search, which requires
someone to be aware of a need, display advertising can drive awareness of something new and without
previous knowledge. Display works well for direct response. Display is not only used for generating
awareness, it's used for direct response campaigns that link to a landing page with a clear 'call to action'.

30. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "e-mail
spam". Spam has been a problem for e-mail users for many 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 is the 2D barcode, which replaces the need to do any typing of web addresses, and uses the camera
feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone
users already are active users of 2D barcodes.
Some companies have proposed placing messages or corporate logos on the side of booster rockets and
the International Space Station.
Unpaid advertising (also called "publicity advertising"), can include personal recommendations ("bring a
friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the
United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover"
= vacuum cleaner, and "Band-Aid" = adhesive bandage). However, some companies oppose the use of their
brand name to label an object. Equating a brand with a common noun also risks turning that brand into
ageneric trademark – turning it into a generic term which means that its legal protection as a trademark is
lost.
From time to time, The CW Television Network airs short programming breaks called "Content Wraps", to
advertise one company's product during an entire commercial break. The CW pioneered "content wraps" and
some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota.
A new promotion concept has appeared, "Advertising", advertising on Augmented Reality technology.
Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness
of mass messages (see propaganda).

Rise in new media

With the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming,
and email advertisements (all of which are often unwanted or spam in the case of email) are now
commonplace. Particularly since the rise of "entertaining" advertising, some people may like an
advertisement enough to wish to watch it later or show a friend. In general, the advertising community has
not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing
to see or hear them. In the last three-quarters of 2009 mobile and internet advertising grew by 18% and 9%

31. respectively. Older media advertising saw declines: −10.1% (TV), −11.7% (radio), −14.8% (magazines) and
−18.7% (newspapers).

Niche marketing

Another significant trend regarding future of advertising is the growing importance of the niche
market using niche or targeted ads. Also brought about by the Internet and the theory of The Long Tail,
advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to
deliver a message was to blanket the largest mass market audience possible. However, usage tracking,
customer profiles and the growing popularity of niche content brought about by everything from blogs to
social networking sites, provide advertisers with audiences that are smaller but much better defined, leading
to ads that are more relevant to viewers and more effective for companies' marketing products. Among
others, Comcast Spotlight is one such advertiser employing this method in their video on demand menus.
Google AdSense is an example of niche marketing. Google calculates the primary purpose of a website and
adjusts ads accordingly; it uses key words on the page (or even in emails) to find the general ideas of topics
disused and places ads that will most likely be clicked on by viewers of the email account or website
visitors.

Crowdsourcing

The concept of crowdsourcing has given way to the trend of user-generated advertisements. User-generated
ads are created by people, as opposed to an advertising agency or the company themselves, often resulting
from brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division
of PepsiCo held the Crash the Super Bowl contest, allowing people to create their
own Doritos commercial. Chevrolet held a similar competition for their Tahoe line of SUVs. Due to the
success of the Doritos user-generated ads in 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. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl
Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by
Nielsen's Buzz Metrics to be the "most buzzed-about". Another example of companies using crowdsourcing
successfully is the beverage company Jones Soda that encourages consumers to participate in the label
design themselves.

32. This trend has given rise to several online platforms that host user-generated advertising competitions on
behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as
Google, Nike, Hershey's, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper. Crowdsourced
remains controversial, as the long-term impact on the advertising industry is still unclear.

Global advertising

Advertising has gone through five major stages of development: domestic, export, international, multi-
national, and global. For global advertisers, there are four, potentially competing, business objectives that
must be balanced when developing worldwide advertising: building a brand while speaking with one voice,
developing economies of scale in the creative process, maximising local effectiveness of ads, and increasing
the company's speed of implementation. Born from the evolutionary stages of global marketing are the three
primary and fundamentally different approaches to the development of global advertising executions:
exporting executions, producing local executions, and importing ideas that travel.
Advertising research is key to determining the success of an ad in any country or region. The ability to
identify which elements and/or moments of an ad contribute to its success is how economies of scale are
maximized. Once one knows what works in an ad, that idea or ideas can be imported by any other
market. Market research measures, such as Flow of Attention, Flow of Emotion and branding
moments provide insight into what is working in an ad in any country or region because the measures are
based on the visual, not verbal, elements of the ad.

Foreign public messaging

Foreign governments, particularly those that own marketable commercial products or services, often
promote their interests and positions through the advertising of those goods because the target audience is
not only largely unaware of the forum as a vehicle for foreign messaging but also willing to receive the
message while in a mental state of absorbing information from advertisements during television commercial
breaks, while reading a periodical, or while passing by billboards in public spaces. A prime example of this
messaging technique is advertising campaigns to promote international travel. While advertising foreign
destinations and services may stem from the typical goal of increasing revenue by drawing more tourism,
some travel campaigns carry the additional or alternative intended purpose of promoting good sentiments or
improving existing ones among the target audience towards a given nation or region. It is common for

33. advertising promoting foreign countries to be produced and distributed by the tourism ministries of those
countries, so these ads often carry political statements and/or depictions of the foreign government's desired
international public perception. Additionally, a wide range of foreign airlines and travel-related services
which advertise separately from the destinations, themselves, are owned by their respective governments;
examples include, though are not limited to, the Emirates airline (Dubai), Singapore
Airlines (Singapore), Qatar Airways (Qatar), China Airlines (Taiwan/Republic of China), and Air
China(People's Republic of China). By depicting their destinations, airlines, and other services in a
favourable and pleasant light, countries market themselves to populations abroad in a manner that could
mitigate prior public impressions.

Diversification

In the realm of advertising agencies, continued industry diversification has seen observers note that "big
global clients don't need big global agencies any more". This is reflected by the growth of non-traditional
agencies in various global markets, such as Canadian business TAXI and SMART in Australia and has been
referred to as "a revolution in the ad world".

New technology
The ability 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 seasons of pre-
recorded box sets are offered for sale of television programs; fewer people watch the shows on TV.
However, the fact that these sets are sold, means the company will receive additional profits from the sets.
To counter this effect, a variety of strategies have been 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 smartphones and tablets) during the show, and
creating TV apps. Additionally, some like brands have opted for social television sponsorship.

Advertising education

Advertising education has become popular with bachelor, master and doctorate degrees becoming available
in the emphasis. A surge in advertising interest is typically attributed to the strong relationship advertising
plays in cultural and technological changes, such as the advance of online social networking. A unique

34. model for teaching advertising is the student-run advertising agency, where advertising students create
campaigns for real companies. Organizations such as the American Advertising Federation establish
companies with students to create these campaigns.











CHAPTER-5
DATA ANALYSIS AND
INTERPRETATIONS

35. The following data and information has been obtained through research activity:
PERSONAL INFORMATION: -
 AGE:

The above graph shows that there are 12 children aging from 5-8, 20 children aging from 9-12 and 16
children aging from 13-15 in my selected sample.
 TV VIEWING HOURS:
25%
42%
33%
5yrs - 8 yrs
9yrs-12yrs
13yrs-15yrs

36. The above graph shows that in my selected sample for the market survey there are 8 children who
watch 0-2 hrs TV per day, 30 children watch 2-4 hrs TV per day and 10 children watch TV for more
than 4 hours.
STATEMENT -1: The food advertisements are really impressive.

The above graph depicts that many children are not so much affected by food advertisements as most of the
children are showing neutral behaviour towards the advertisements but some even agree and disagree about
it.
STATEMENT -2: The repetition of food advertisements are loved by children.
17%
62%
21%
0%
0-2 hrs
2-4 hrs
4-6 hrs
6-8 hrs
17%
25%
41%
17%
0%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree

37. The above graph shows that many children love to watch the food advertisements again and again so that
they can see their favourite food items again and again and take the relish the taste of it. But some even
disagree that the food repeated food advertisements block to get new advertisements.
STATEMENT -3: The parents get easily convinced for buying the food we watch in advertisement.

The above graph depicts that some children strongly agree that their parents get easily convinced with
advertised products but at the same time they said that sometimes it become hard to convince.
STATEMENT -4: The children influence to buy most of the products they watch in advertisement.
12%
42%25%
21%
0%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
0%
17%
42%
33%
8%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree

38. The above graph shows that not all the products easily influence the children to buy the products. As in
today’s decade children are very informative and have better decision making capability.
STATEMENT -5: Most of the pocket money is spent on advertised food.

The above graph indicates that children who have more attraction towards food spent more pocket money
foods especially those influenced by ads. But there are some children even who don’t get flattered with ads
and spent their pocket money on advertised foods.
STATEMENT -6: Children love to watch food advertisements.
0%
33%
42%
25%
0%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
21%
12%
25%
25%
17%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree

39. The above graph represents that there is no excess love or hate towards food advertisements. They like to
buy those foods and watch advertisements of those foods which taste good to their tongue.

STATEMENT -7: Children don’t like to buy the buy the food which is not advertised.

The above graph depicts that there are large number of children who disagree that children don’t get
influence by advertised foods. As the advertisements are the connecting sources for them with the new
elements and making them aware about it
STATEMENT -8: Children enforce their parents to buy the food after watching the advertisement.
0%
29%
42%
29%
0%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
0%
21%
21%
25%
33%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree

40. The above graph represents that there are some products for which children enforce their parents to buy the
product. As in today’s decade children are smart to understand what they should buy and what not.
STATEMENT -9: The food available in school premises are loved by children.

The above graph depicts that food advertised in school premises are loved by children as this are products
are influenced by their friends. The children tend to consume those products which are used by their friends.
STATEMENT -10: The children get influenced by the product in school exhibition.
17%
21%
33%
21%
8%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
25%
25%
42%
8%
0%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree

41. The above graph illustrates that exhibition and friends in school play a major role in selecting product for
children. They like to check on those things which are used by their friends.

STATEMENT- 11: Children below 5 years influence their parents to buy the product after watching
the advertisement.

The above graph shows that children below 5 years are not so informative so they tend to buy all those
things which they see around them and seems attractive to them without having any much information.
STATEMENT -12: Children below 5 years love to watch food advertisements.
0%
29%
42%
12%
17%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
0%
33%
46%
21%
0%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree

42. The above graph illustrates that children below 5 years love to watch advertisements as they are made
attractive for children. They watch those advertisements as they seem attractive and think it as tasty as it
seems in ad.
STATEMENT -13: Children below 5 years do not understand the food advertisements.

The above graph depicts that children don’t understand the advertisements. They watch only those
advertisements those seem attractive and their favourite cartoon character has a role in it.
STATEMENT- 14: With the increase in age the children are more influenced towards
advertisements.
0%
25%
42%
33%
0%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
0%
33%
42%
25%
0%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree

43. The graph shows that children are more influenced toward ad because the advertisements act as a connecting
source between the products and them. They get the updated information through the ad.
STATEMENT -15: TV advertisements are really impressive.

The above graph represents that maximum children agree that TV advertisements are impressive and the ads
are deliberately made impressive so that children get attracted to buy those goods.
STATEMENT -16: TV advertisements are more enforcing for parents.
0%
37%
46%
17%
0%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
4%
37%
42%
17%
0%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree

44. As in today’s era advertisement company make the advertisements so attractive that children get influenced
by the advertisement and enforce the parents to buy those goods even which is not good for children.

STATEMENT -17: After watching cartoon characters advertisements children enforce parents to
buy products.

The above graph represents that the children are not so influenced by their favourite cartoon characters.
They even check on the product reliability before buying the product. As the children are very smart to
collect the information of the advertised good through internet.
STATEMENT -18: Children are more excited with frequently repeated TV advertisement.
17%
21%
33%
21%
8%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
17%
33%33%
17%
0%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree

45. The children are more attracted towards the frequently repeated TV advertisements. Especially those
advertisements covering their favourite products or playing favourite super hero in it. They frequently love
to watch those ads.
STATEMENT -19: TV advertisements do not influence children at first sight.

As in today’s era children have lot of access of collecting the information they are shown. So before buying
or enforcing the parents to buy the product they check proper details of the product.
STATEMENT -20: You are influenced by the product being advertised by selling advertisement
again and again.
12%
42%25%
21%
0%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
9%
29%
29%
25%
8%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree

46. When a particular advertisement is shown again and again children start thinking about the product and
collect information about the products and try to know the uses of it. Thus they are influenced by repeated
advertisements.



CHAPTER-6
FINDINGS
AND SUGGESTIONS
25%
34%
33%
8%
0%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree

47. FINDINGS

This are some of the findings which I found out after conducting a direct interview method
by using questionnaire after interacting with the children:


 Children love different type of advertisement and they love to watch it again if they are attractive and
their favourite super stars play a role in it.
 Children enforce their parents to buy the products when those products are bought and used by their
friends.
 Nowadays children are very informative. They don’t enforce their parents until and unless do proper
research on the product.
 When the advertisements are repeated again and again it influences the children to think about the
product and try the product once. This increases the sales of the organisation.

48.  The ads in which children favourite super stars and cartoon characters have a role are usually loved by
the children.
 Friends and advertisement of products held in school through different exhibition play a major role in
selecting the product for children.
 Offers which attract children make them influence to buy the product.




SUGGESTIONS

This are some of the steps I would like to suggest after conducting my research work:

 Advertisement should also be informative in parallel to attractive.
 Advertisements should me attractive in such a way that in only attracts those customer for whom the
products is being designed. They should not attract to other age groups.
For ex- cosmetics are not made for children, they are designed for use of adults, so ads must be
designed in such a way that children are not influenced to buy the product.
 Commercial advertisements should be planned in such a way that it’s a win-win situation for both
consumers and producers.
 As discussed in the research, parents, friends and the external environment play a huge role in
decision making of children while selecting a product. As parents are the immediate influencers for
the children so they must guide them properly whom to believe and whom not. They should make
them understand well about the advertisements they should watch.
 An advertisement should clearly specify all the useful and harmful effects of the product.

49.  As advertisement has become a connecting source in today’s era for the children, so they must be
properly guided about what is good and what not.





CHAPTER-7
CONCLUSIONS

50. “We worry about what a child will be tomorrow, yet we forget that a child is already someone today” –
Stacia Tauscher
It is clearly observed and concluded from the findings, that food advertisements has strong influence on the
Health Issues of Children. Children watch the advertisement, they absorb everything that the advertisement
says and they believe what they see and hear. Children always listen to what they hear and believe in them.
It is therefore very important to watch the children and teach them what is true and what is not. There are
advertisements that exaggerate and have dangerous impact to children. Advertisers maybe trying to attract
children to patronize their products and services but they are not very good for children.
Sometimes too much advertisement of a certain product could make the child crave for that product even if
it is not good for the health. Advertisements encourage the children to persuade their parents to purchase the
products shown in the commercials, whether useful or not. The little ones tend to obtain an aggressive
behaviour towards buying the product.
Children often tend to misinterpret the messages conveyed in commercials. They overlook the positive side
and concentrate more on the negatives. Many advertisements in the present times include dangerous stunts,
which can be performed only by experts. Even though the commercials broadcast the statutory warnings
with the ad, the kids often try to imitate the stunts at home; with fatal results. What becomes harmful is
when innutritious foods are eaten regularly and supplant nutritional foods in the child’s diet. The parents
may need to concentrate on the health of their children and also they have to prevent children by watching
television and advertisements for a longer period of time. Keeping Television s and computers out of
children's bedrooms except in family living areas where they can monitor them and to schedule the activities
of the child help them to stay busy and away from Television. The parents need to be a good role model for
making healthy food choices.
There is an urgent need from the government to draft and implement laws for banning the food
advertisements targeting the children. Also it is in the hands of the parents to watch their children’s diet and
avoid all the junk foods and packed foods. Surely it will lead to good healthy habits to the children. By
concentrating on healthy food choices in turn, can create a healthy society in future around us, since children
are the future of our Nation, and Healthy Children can contribute to healthy nation.

51. BIBLIOGRAPHY
BOOKS:
 “Marketing Management” by Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
(2009)
 “Advertising Management” by Batra, Rajeev, Myers, John G., Aaker, David A (2007)
 “Advertising” by Prof. Shaila Bootwala, Dr. M. D. Laurence and Prof. Sanjay R. Mali
 “Advertising and Promotion: an integrated marketing communications perspective” (7th edition) by
Belch, George E., Belch, Michael A., Purani, Keyoor (2010)
 “Marketing Management: a strategic decision-making approach“ (6th edition) by Mullins, John W.
(2008)
ARTICLES:
 Butter Eliot J, Popovich Paula M, Stackhouse Robert H and Garner Roger K (1981), “Discrimination
of Television Programs and Commercials by Preschool Children”, Journal of Advertising Research,
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Socialization”, Journal of Consumer Marketing, 22(1), 35-42.
 Gbadeyan R A (2010), “Content analysis of selected television commercials to Children”, African
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WEBSITES:
 http://shodhganga.inflibnet.ac.in/bitstream/10603/10361/13/13_chapter%205.pdf retrieved on
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retieved on 10 April, 2016
 http://theviewspaper.net/effects-of-advertising-on-children/ retrieved on 11 April, 2016

52. ANNEXURE










IMPACT OF ADVERTISEMENT ON CHILDREN

53. Objective: A survey to study the “Impact of Advertisement on Children” for the partial fulfilment of the degree of
Bachelors of Business Administration, DAV School of Business Management affiliated to Utkal University, Vani Vihar
BY: RASWEEN CHOUDHARY, BBA 6
TH
SEMESTER, DAV SCHOOL OF BUSINESS MANAGEMENT
**The Information being collected through this questionnaire is purely for research and academic purpose and shall
be kept confidential for all purpose.
PERSONAL INFORMATION
NAME:
AGE: (in years) 5-8 9-12 13-15
TV Viewing Hours: 0-2 2-4 4-6 6-8


Please check the appropriate box against each statement who indicates your rating?
a. Strongly Agree b. Agree. c. Neutral. d. Disagree e. Strongly Disagree


SECTION-1: FOOD ADVERISEMENT
SI
NO.
PARTICULARS STRONGLY
AGREE
AGREE NEUTRAL DISAGREE STRONGLY
DISAGREE
1 The food advertisements are really
impressive.

2 The repetition of food advertisements
are loved by children.

3 The parents get easily convinced for
buying the food we watch in
advertisement.

4 The children influence to buy most of
the products they watch in
advertisement.

5 Most of the pocket money is spent on
advertised food.

6 Children love to watch food
advertisement.

7 Children don’t like to buy the food
which is not advertised.

8 Children enforce their parent to buy
the food after watching the
advertisement.

9 The food available in school premises
are loved by children.

10 The children get influenced by the
product in school exhibition.


SECTION –B CHILDREN AGE GROUP
SI
NO
PARTICULARS STRONGLY
AGREE
AGREE NEUTRAL DISAGREE STRONGLY
DISAGREE
11 Children below 5 years influence their

54. parents to buy the product after watching
the advertisement.
12 Children below 5 years love to watch
food advertisements.

13 Children below 5 years do not
understand the food advertisements.

14 With the increase in age the children are
more influenced towards advertisements.



SECTION –C TV ADVERTISEMENT
SI
NO
PARTICULARS STRONGLY
AGREE
AGREE NEUTRAL DISAGREE STRONGLY
DISAGREE
15 TV advertisements are really impressive.
16 TV advertisements are more enforcing
for parents.

17 After watching cartoon characters
advertisements children enforce parents
to buy products.

18 Children are more excited with
frequently repeated TV advertisements.

19 TV advertisements do not influence
children at first sight.

20 You are influenced by the product being
advertised by selling advertisement again
and again.




THANK YOU…..