PROJECT

ON

Impact of Advertisement on
ChildrenBehaviour: A Study
MASTER OF PHILOSPHY
IN
COMMERCE

Submitted to:

Submitted by:

Dr. Silender singh hooda

Deepak Mathil

(Lect.in Comm. Deptt.)

Roll no.05

DEPARTMENT OF COMMERCE
CHAUDHARY DEVI LAL UNIVERSITY, SIRSA

Session 2012-13

Contents
Abstract
Chapter-1
Introduction

Chapter-2
Review of Literature

Chapter-3
Research Methodology:
Statement of problems
Significance
Scope
Objectives
Hypothesis
Research Design
Sample design
Data collection
Data analysis
Limitations
Chapter scheme

Chapter-4
Data Analysis &Interpretation

Chapter-5
Conclusion And Suggestions

References
Questionnaire

Impact of Advertisement on Children

Behaviour: A Study
Abstract
Impact of marketing activities (specially adverting) on children is very important
andsensitive issue for the society and marketers. We explored with sample from 50
parents of Ellenabad to come up with practical insight of advertisinginfluence on
childrens memory and behavior in Indian context. Our results showedinteresting
findings that ads do not impact negatively to childrens memory and behavior.
Itenhances the knowledge of children and the ads targeted to children are not
effective, foreffective positioning of children related products marketers should
target the parents andinclude ethical orientation along with environmental
knowledge to influence the buyingbehavior of parents. Our study provided several
key market insights and suggestions forpractitioners and future researchers of
marketing field.

CHAPTER - 1
INTRODUCTION
The consumer in this era is in target of massive media attacks effectively planned, and enlighten
with glamour as per the emotions, needs, wants and demands of the consumers. Marketers and
companies are spending billions of dollars on consumer research and to know the important
factors involved in consumer decision making. While talking about the marketing mix now a
days marketers main focus is on designing persuasive messages/commercials to attract the target
customers. Because the major chunk of the population and among all consumption of household
a considerable portion is of children products. So marketers are focusing and trying to attract and
influence the children by designing ads that are considerably attractive for children and
persuasive enough for their emotional attachment with the product. While common notion is that
the mother is the targeted customer for marketers of baby care industry. This notion is quiet
logical but now media and marketers are succeeded enough to generate emotional attachment of
children with the products so that they can insist on purchasing the specific product for their use.
This concept has created a war of massive attacks on children of this age and forced to conscious
people of society about the negative impacts of these massive advertising attacks on children
memory and behavior.
Especially, the media, advertising and entertainment industries, collectively known as mass
media, are powerful because they penetrate every segment of modern-day society and effectively
influence how consumers view themselves, their neighbors, communities and the world.
Although the mass media denotes outlets beyond newspapers, radio and television, and the scope
of media influence now extends to digital spectrum, cable and satellite technology and the
internet, it remains a fact that the TV is the single major and foremost communicator of our
times. As the world has global village so now through our electronic media, access to all
international channels is also easy. All these factors have contributed in the increasing aggressive
attitude in youth as they see violence on electronic media in one form or another. The media,
now a day, is promoting violent culture, which leave a deep impact on youth. It has caused the
aggression and violence of youth instead of promotion of peace and harmony. According to,
American Academy for Pediatrics Committee on Communications (AAPCC,1995). Media
violence can lead to aggressive behavior in youth. Over 1,000 studies confirm this link. It

also says that Media violence is especially damaging to young children (under age 8) because
they cannot easily tell the difference between real life and fantasy. Violent images on television
and in movies may seem real to young children. Viewing these images can upset them. Media
violence affects children by increasing their fear of becoming victims. Making them less
sensitive to violence and to victims of violence.Increasing their appetite for more violence in
entertainment and in real life. Media violence often fails to show the consequences of violence.
This is especially true of cartoons, toy commercials and music videos. As a result, children learn
that there is few if any repercussion for committing violent acts.

CHAPTER 2
REVIEW OF LITERATURE
In last 20 years impact of TV advertisements on children memory and behavior is the major topic
of debates in countries open for market competition (Boddewyn, 1984).Till 1988 advertising
expense of TV program raised up to $500 million approximately (Leccese, 1989).While looking
at the children responses to TV advertisement a research experiment revealed that childrens
food choices specially in snacks are based on their exposure to TV commercials (Gorn and
Goldberg, 1982).Atkin (1981) also confirmed these findings in his experimental study and found
that the children with heavy exposure to TV advertisements are more likely to recall those brands
while shopping in the market and with their parents. Those children demand advertised food
products and toys while moving in market with their parents. Children ranging in between 6 to
11 years of age watch TV commercials 3 hours a day and it is estimated that over the period of a
year average child see about 20,000 advertisements (Adler et al, 1980). Most of the research in
consumer behavior and specially on advertisement impact on children has focused two major
points :( 1) impact of TV commercials in shaping behavior and its positive or negative influence
on children life and habits. (2) Role of TV commercials on the development and growth mental
as well as physical of the childrens (Donohue, Meyer and Henke, 1978).
Ward et al (1972) found age as a main factor in perception and learning from the advertisement
and the behavioral change is more likely to occur in older children as compared to younger one.
While focusing on the TV commercials and responses from the consumer in almost 500
commercials responses were recorded by the Leo Burnett Advertising Agency and they found
sevendifferent types of responses to TV advertisement. Those responses include entertainment,
confusion,relevant news, brand reinforcement, empathy, familiarity, and alienation (Schlinger
1979).
A sad or happy program or commercial can affect the mood, and cognition of the viewer.
Ahappy program can produce effectiveness and positive cognitive response to commercial as
well asbetter and effective recall (Goldberg and Gorn, 1987). Galst and White (1976) proposed a
cause and effect relationship and found strong correlations between TV advertisement exposure
of children and their purchase preferences as well as amount of purchase while shopping with
their parents.

Results of a two method study on snacks and sugar foods revealed that effectively
designedmessage in TV advertisements can generate action and effectively persuasion in
children for purchase of the product (Goldberg, Gorn and Gibson, 1978).
It was predicted that childrens age is the factor that determines the effectiveness
andpersuasiveness of TV advertisement in children. Younger children are less likely to
differentiate among TV programs and commercials so they pay more attention to TV ads as
compared to older ones (Blatt,Spencer, and Ward 1972; Robertson and Rossiter 1974; Ward,
Levinson, and Wackman 1972; Ward, Reale, and Levinson 1972; Ward, Wackman, and Wartella
1977) Voojis and van der Voort's (1993) stated that there is a marvelous body of literature
representing that watching aggressive television is linked with augmented hostile attitudes and
behaviors. This relationship is particularly distinct in childhood, whose comparatively restricted
knowledge and cognitive capital make them especially susceptible to television. The essential
mania comes out here that children try to copy the advertisement in which they get concerned
and we have been reading lot of occurrence in the media regarding copying issue. Those children
tried to copy the ads or film senses we will be going to test this in our hypothesis.
Television has the prospective to cause both positive and negative special effects andnumerous
studies have appeared at the bang of television on society, principally on children
andadolescents. An individual childs developmental level is a significant factor in determining
whether the medium will have positive or negative effects. Not all television programs are bad,
but data showing the negative effects of contact to aggression, unsuitable sexuality and
disgusting language are convincing. We will be hypothesizing that ads impact negatively to the
childrens memory as well as their behavior ,and we will also be testing in another hypothesis
that ads enhances the knowledge of children about the environment.
The quantity of aggression on television is on the rise. The normal child sees 12,000 aggressive
act on television annually, as well as numerous interpretation of assassination and rape. Further
more than 1000 studies authenticate that experience to serious doses of television violent
behavior increases violent behavior, for the most part in boys. Other studies link television or
newspaper exposure of suicides to an increased suicide threat. (Position Statement, Canadian
Pediatric Society, 2003). A Federal Trade Commission (FTC) report discovered what many
supposed: media corporations were normally neglecting their own ranking limits and
aggressively advertising cruel amusement to children and teens (Media Awareness Network,

2005). Over the last 30 years there has been extensive research on the relationship between
televisions violence and violent behavior among youth. Longitudinal, cross-sectional, and
experimental studies have all confirmed this correlation (Beresin.V Eugene, 2005).
Prior to the birth of TV, this has discovered new entertainment opportunities for the families.
People were not much emotionally linked with the means of amusement they had like radio, live
theater. By submerging the people in too much entertainment, the media has created a new
culture for the youth that has kept them so immersed that many of them have become unusual.
Berey and Pollay (1968)were the first to understand the role of children. They measured
theassertiveness of the child (in favor of a brand preferred by the child) and the childcenteredness of the mother in the case of purchase of a brand of breakfast cereal. They found that
high child-centered mothers purchased the childs favourite brand less frequently, implying that
when a mother is child centered, she would purchase a brand that is good for the child and not
necessarily one that is preferred by the child. Berey and Pollayalso found that the assertiveness
of the child enhanced the recall of the childs favourite brand among mothers. Examining shifts
in such influence across age, Ward and Wackman (1972) found that attempts by children at
influencing purchase were negatively related to the age of the child; however the tendency of
mothers to yield to such influence rose with the age of the child but varied across product
categories. Mehrotra and Torges (1977) and Williamsand Veeck (1998) suggested that no
particular attitude or set of attitudes uniquely determines for all products whether a mother would
be influenced by her child or not. Child-centered mothers were more likely to be influenced by
their children and family-oriented mothers or women with close knit
familieswere more sensitive to childrens influence. Mothers co-viewing television programmes
with their children were more likely to yield to childrens influencing attempt for products
advertised on those shows. Atkin (1978) found that while children do tend to make forceful
demands at the point of purchase, their success depends on whether they ask or tell.
Atkinreported a greater success rate in case of children that tell rather than ask.
Belch, Belch, and Ceresino (1985) later studied the diversity in the influence of children
andreported that the extent of such influence varied with product and stage in the decision
making
process, thus supporting the assertion of Szybillo and Sosanie (1977) that the roles of husbands,

wives, and children vary across stages of decision making. They found that while the role of the
teen age child was most prominent at the initiation stage, it was limited thereafter. Belch et al.
were also the first to report, in marketing journals, the discrepancy in reports of influence. They
detected that while children attributed greater influence in decision making to themselves, they
consistently attributed more influence to the father than mother. Subsequently, Foxman,
Tansuhaj, and Ekstorm(1989a, 1989b) reported more evidence supporting discrepancies in
reports. Foxman et al. (1989b) also found that personal resources of the child (such as grades in
school) and perceived product knowledge determined the extent of the influence. Supporting
FoxmanETalls. (1989a) evidence, Beatty and Talpade (1994) reported similar effects of the
usage of the product by the child andChilds product knowledge on the extent of the childs
influence. Beatty and Talpadealso supported Belch et al.s (1985) findings about discrepancy in
reports when they found that the discrepancy was greater between father and child, rather than
between mother and child.
Moschis George P. (1985)has introduced the related concept of consumer socialization. He
has given the conceptual framework and the measurement models of socialization. Along with
the theoretical perspective he attempted to explain the family influences of the buying behavior
of customer, he pointed out various factors responsible for the purchase decisions. In his book,
he gave 197 propositions on the consumer socialization. Out of which 14 propositions were only
on the family influences, 19 proposition of peer influences, 37 propositions of mass media
influences, 14 propositions of effect of other socializing agents, 38 propositions of effect of age
and life cycle and 17 proposition of cultural factors along with a number of other factor
propositions.
Ekstrom, Tansuhaj and Foxman (1987)took a reciprocal view of consumer socialization
ofchildren and proposed that children contribute to decision outcome through routes one
byinfluencing their parents by direct expression of preferences and secondly by communicating
new knowledge to the parents and influencing purchases. They proposed that children whose
familycommunication pattern is characterized by a high conceptorientation will influence
(socialize) theirparents more than children whose family communication pattern is characterized
by a high socioorientation.
A child in a single parent family, higher socio economic status, and higher personalresources
and in a sex role egalitarian family will have more influence. A child will have greaterinfluence

for product purchase decisions that he/she considers important or for which he/she hashigh
product knowledge. His/her participation in family decision making will tend to increase
his/hersatisfaction with family purchase decisions.
Singh (1992)studied the role played by family members while purchasing a television acrossfive
occupational categories: teachers, doctors, business people, lawyers, and engineers. Children
ofengineers and doctors were found to have remarkable influence in the purchase decisions.
Ahuja and Stinson (1993)examined the role of children in women led households and foundthat
the influence of the child varied across several parameters such as product, the age of the
child,and the sex role orientation of the mother. No conclusive patterns could be detected.
Robert Mayer (1994)has observed that it is quite evident that children not only attempt
toinfluence their parents to make purchases of products of special interest to them, but also
products ofremote interest (e.g. laundry detergents). For which they see advertisements on
television. Robertand Chris have argued that it is commonly expected that advertising effects
will be diluted whenconsumers encounter ads for competing brands. Consequently, advertisers
attempt to avoidcompetitors ads when buying media. It has been suggested that advertising for
mature and familiarbrands may not work in the same way as advertising for unfamiliar brands.
Relative to informationrelated to the more familiar brands advertised in the market place may be
less susceptible tocompetitive inference.
Jennifer and Deborah (1995)has concluded in their study that younger kids tend to usefewer
dimensions to compare and evaluate brands, use simple choice mechanisms based on
singleattribute rather than employing compensatory choice strategies of products in gathering
informationand making choices.
Jensen (1995)proposed that parents involvement is a function of financial risk, their role
asusers and their perception of product differentiation whereas children are mostly involved in
the
purchase due to their role as users. She explored the influence of children in making purchases
andconcluded that besides product for direct consumption, children display influence in
purchasingproducts for family consumption where parents are less involved and perceive little or
no productdifferentiation (for food products).
Palan and Wilkes (1997)has conducted an adolescent parent interaction in family
decisionmakingand concluded that younger children are more likely to simply ask for products,

whereasadolescents are more likely to use a variety of influence strategies. It is through this
interaction thatadolescents attempt to influence decision outcomes. Adolescents do influence
family decisions andthat this influence may vary across different factors.
Schiffman (1997)has observed that over the past several decades, there has been a trendtowards
children playing an active role in what the family buys, as well as in the family decisionmaking
process. This shift in influence has occurred as a result of families having fewer children,more
dual-income couples who can afford to permit their children to make a greater number of
thechoices and the encouragement by the media to allow children to express themselves. Still
furthersingle parent households often push their children towards household participation and
self-reliance.
Diancrispell(1998) explains how baby boomer children differ from their parents across a broad
spectrum of consumer preferences, attitudes, influences and demographics, including:
Pervasiveness of technology especially computers and its effect and perception.
Claude Pecheux and Christian Derbix (1999)have said that childrens attitude towardsparticular
brand is more crucial to understand than their choice behavior and this is important notonly to
understand their consumer behavior as children but also their future behavior as adults.
D. R. John (1999) classified consumer socialization stages of children as being the perceptual
stage (3-7 years), the analytical stage (7-11 years) and reflective stage (11-16 years). On the
basis ofan exhaustive review, she contended that children in perceptual stage focus on
perceptually salientfeatures of products use direct requests and emotional appeals to influence
purchases, and possesslimited ability to adapt strategy to a person or a situation. They are
expedient in making decision, areegocentric (as validated by Johnson (1995), and have the
emerging ability to adapt to cost-benefittrade-offs.
Dickerson Tasha, is of the opinion that consumer socialization of children includes
manydifferent elements, such as age, family communication structure, co-shopping and
advertisements/mass media. Consumer socialization also influences the development of brand
preferences, as wellas materialistic tendencies. Consumer socialization is the Process by which
young people acquireskills, knowledge and attitude relevant to their functioning in the market
place (Carlson andGrossbart, 1988).In other words, consumer socialization is how children
learn to be consumers. Children spend most of the time with their family members and thus
family is the most influentialagent of socialization.

DobhalShailesh (1999)explained the changing role of children for making the buyingdecisions
in different product categories. He explained that children now act as influencers / codeciders for
personal product, for vacations and for consumables. Whereas they are buyers forfamily
toiletries, initiator / gatekeeper for household durables and co-deciders / users for
familyAutomobiles, financial products and vacations. He also explained the changing role of
father and
mother regarding the consumer products.
In the same article Rajan Banerjee, Director Renaissance Management Consultants, Pune, (Aand
M) discussed the rising importance of children in the retail purchase decision, and how stores
need to evolve to retain the adults of tomorrow. He also said that in the consumer products,
international research shows that children tend to influence purchase decision of many products,
which they consume.
Mc Nealfurther explained that in the 1960s, children aged 2-14 directly influence about $
5billion in parental purchases. Mc Neal wrote In the mid-1970s, the figure was $ 20 billion, and
it rose to $ 50 billion by 1984. By 1990, kids direct influence had reached $ 132 billion, and in
1997, it may have peaked at around $ 188 billion. Estimates show that childrens aggregate
spending roughly doubled during each decade of the 1960s, 1970s, and 1980s and has tripled so
far in the 1990s
Gene Del vecchio (O and M, Los Angeles 2000) has argued that marketers must gain anintimate
understanding of a childs emotional needs, their hopes and fantasies in order to succeed
increasing and sustaining bonds with almost universal child appeals.
Steven M. Edward (2000) has pointed to adolescent population of 30 million (in U.S.A)which is
rapidly growing in both size and consumption power. Teenagers preferences are alsoinfluencing
household consumption choices and therefore advertisers must begin to understand andaddress
the unique needs of this younger group of consumers.
Kapoor (2001)collected information from families in Delhi in regard to their roles acrossstages
of purchase decision making for six durables - televisions, refrigerators, washing machines,
personal computers, audio systems and cars. She found that individual members were associated
with multiple roles. The initiator for purchase in a family was typically a young female member,
who was likely to be the wife or one of the children. She illustrated that the need for an audio

system, personal computer and television was likely to be first expressed by the children in the
family. As influencers, younger members, especially children, were found to affect purchase of a
personal computer, audio system, and television. The final purchases were found to be decided
upon after consultation with other family members, mainly the husband.
Deepak Halan (2002) opines in a focus group study by kids-link, the market research group of
kid stuff promos and events with boys and girls in the age group of 13-15 years in Delhi,
girlsestimated that they were able to influence 50 percent of the decisions. The study highlighted
that
kids have a lot of information because of exposure to television, other media, and friends. They
reflected that parents sought their opinion even in making purchase of products not directly
related to the children, such as cars, because of their higher knowledge of brands, models and the
latest trends. Also, children stated that parents bought products that made the kids happy.
Anup Shah (2003)explains that marketers see children as a future as well as current marketand
hence brand loyalty at a young age helps in the quest of continued sales, later. He furtherexplains
that the journal of American Medical Association has said that children between the age of two
and seventeen watch an annual average of 15,000 to 18,000 hours of television compared with
12,000 hours spent per year in school. Children are also major targets for television advertising,
whose impact is greater than usual because there is an apparent lessening of influence by parents
and others in the older generation. Nevertheless, $ 1 billion a year is spent on ads and
commercials directed at children.
Kamaruddin Abdul Razak and SafeikMokhlis (2003)investigate how the process ofconsumer
socialization will determine adolescents decision-making styles. Eight decision-making styles
were conceptualized as outcomes of the socialization process, which are acquired via interaction
with socialization agents namely parents, peers, printed media, television commercials and inschool education. The study also proposes five social structural variables (social class, gender,
ethnicity, residence and religion) as being associated with the socialization agents and decision
making styles. There is a significant relationship between the social structural factors and
socialization process. The most revealing finding of this study is that parents did not contribute
to the formulation of decision making orientation for adolescents.
Singh and Kumar (2003)explains that children today do not only make their buyingdecisions
themselves but also play a great role in other buying decisions of the products to bepurchased in

household. They not only attempt to influence their parents to make purchases ofspecial interest
to them, but also with regard to remote interest, e.g. laundry detergents, for whichthey see
advertisements on television. They further analyzed that 90% of the children get pocketmoney
which they spend on comics, ice-creams, toffees and on other eatables available in themarket. So
they are targeted by the companies with great efforts and are emerging as a big market. Thus this
segment can very well be exploited in order to peep into parents mind.
Kaur and Singh (2004)observed that children are individually active in initiating the idea to
purchase a durable. In other stages of the decision making process, they exhibit joint influence
alongwith other members of the family. This implies that they provide support to the member
exerting influence to increase pressure but do not wield much influence individually.
Kapoor and Verma (2005)investigated childrens understanding of television advertising in
a comprehensive study in Delhi. Their findings revealed those children as young as six years
could understand the purpose of television ads and distinguish between a commercial and a
television programme. With an increase in the age of the child, cognitive understanding of the
ads increased and children above the age of eight years were able to respond to television ads in
a mature and informed manner. Heavy viewing was positively associated with favorable attitudes
towardstelevision ads and conversely, interest in ads decline with age. Childrens exposure to
television ads was determined to a large extent by parents control of their viewing. Parent-child
interaction played an important role in the childrens learning of positive consumer values and
their parents perceiving the influence as positive on their childrens buying response. Both
parents and children noted theimpact of television ads on childrens purchase requests.
Kaur and Singh (2006)explained that children constitute three different markets: the primary,
the influencer, and the future market. Certain products are simply childrens products for which
they are the primary users / buyers. They sometimes either purchase a product themselves or
select the product before it is purchased by the parents. For other products such as ones which
are used by the entire family unit they may influence purchases made by the parents. There are
some products where children wield direct influence or pester power by overtly specifying their
preferences and voicing them aloud. For other products parents buying patterns are affected by
prior knowledge of the tastes and preferences of their children. This Passive Dictation of choice
is prevalent for a wide variety of daily consumed product items as well as products for household
consumption.

Nivedita Mukherjee (2006)says that the young Indian is emerging as the biggest and
mostinfluential consumer in the market place. Armed with an overload of information and
entertainment options, they now induce parents, who grew up on a necessary consumption life
style to spend without a thought and challenge marketers to drum up stronger brand creation
exercises. This is the age when channels like MTV belt out their favourite numbers at hours
convenient to their segment, when multiplexes shy away from screening block busters during
exam time, when consumers giants like unilever draw upon kid power to position a detergent as
dirt is good and mobile operators play cupid with anonymous dates. Teenomics has hit the
country with a vengeance.

CHAPTER 3
RESEARCH METHODOLOGY
This chapter presents the research methodology spreading in to eleven parts such as statement of
the problem; objectives of the study; hypothesis of the study; research design; sampling plan;
data collection; analysis and interpretation; limitations of the study; significance of the study and
chapters scheme.

Statement of the Problem

The problem of statement of this study is to know the impact of T.Vadvertisement on children
behavior.

Significance of the study

By this research children can improve their IQ level.

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

By this research parents can be improve their knowledge about the children behavior.

Scope of the study

We selected 50 parents from Ellenabad focusing on children behavior. One questionnaire
containing 15 items for the parents were administered to collect the data from 50 parents. All 50
questionnaire was filled with their response.

Objectives of the study

i)

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

ii)

To know the impact of advertisement on children behavior.

iii)

To study the factors affecting the children behavior.

Hypothesis

i)

There is no significant difference towards the children about the advertisement.

ii)

There is a positive impact on children behavior.

iii)

There is no significant difference towards the factors affecting the children behavior.

Research Design
In this study, Descriptive and Exploratory research designed used.

Sample Design
To achieve the objectives of this study a sample of 50 parents response were collected from
Ellenabad. In this study convenion sampling has been used for this research.

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

Data Analysis and Interpretation

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

Limitations
Future researcher must test these findings in different cultural context to support our findings or
if any different results found. There are some limitations of study regarding sample selection
because entire sample is taken from only one city so it may not be the true representative of
population. Life style, economic condition and per capita income of that area might have some
influence on the community in sample. Another major limitation of our study is that lack of
grounded theory for our hypothesis support. We tried our best to find relevant literature in good
generals but due to uniqueness of the concept we didnt succeeded to add that in our study. Most
of our references are from newspapers, internet and media sites. Third major limitation of our
study is regarding the validity and reliability of our measuring instrument, Although we tried our
best to make the process standardized but the sole reliability and validity of our instrument is

referred to them. Despite of all these constraints we tried our best to follow the standard research
procedures and styles for our study and hopeful that our sincere attempt will add very little value
in this stream of research.

Chapter Scheme
CHAPTER 1 INTRODUCTION
CHAPTER 2 REVIEW OF LITERATURE
CHAPTER 3 RESEARCH METHODOLOGY
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION
CHAPTER 5 CONCLUSION AND SUGGESTION

CHAPTER4
DATA ANALYSIS AND INTERPRETATION
A total of 15 questionnaires were handed out at different parents in Ellenabad, and a sample of
50 was realized. This research showing following results:Table 4.1: Mode of communication
Mode ofCommunication

No. of Respondents

Percentages

Radio

Newspaper

18

36

T.V.

27

54

Internet

Total

50

100

Source: Survey

6%

4%

Radio
36%

Newspaper
T.V.
Internet

54%

Table 4.1 shows that 4% parents use radio as a mode of communication, 36% parents use
newspaper,54% parents use T.V. and 6% parents use Internet as a mode of communication.

Table 4.2: Time spent on watching T.V. per day

Time spent

No. of Respondents

Percentages

Half an hour

10

1 hour

10

20

2 hours

22

44

More than 2 hours

13

26

Total

50

100

Source: Survey

10%
26%
20%

Half an hour
1 hour
2 hours
More than 2 hours

44%

Table 4.2 shows that 10% parents says that their children spent half an hour on watching T.V.
per day, 20% parents says that their children spent one hour on watching T.V. per day, 44%
parents says that their children spent 2 hours on watching T.V. per day and 26% parents says that
their children spent more than 2 hours on watching T.V. per day.

Table 4.3:T.V. channels liked most by children

T.V channels

No. of Respondents

Percentages

Cartoon Network

15

30

Discovery

Entertainment

30

60

Others

Total

50

100

Source: Survey

6%

30%
cartoon Network
Discovery
Entertainment
Other
4%
60%

Table 4.3 shows that 30% parents response that cartoon network channel liked most by their
children, 4% parents response that Discovery channel liked most by their children, 60% parents
response that Entertainment channel liked most by their children, 6% parents response that Other
channels liked most by their children.

Table 4.4: Effect of Colgate advertisement

No. of times

No. of Respondents

Percentages

1 time

33

66

2 times

15

30

3 times

Many Times

Total

50

100

Source: Survey

0%
4%

30%

1 time
2 time
3 time
Many times
66%

Table 4.4 shows that 66% parents response that after watching the Colgate advertisement their
children brush their teeth only one time, 30% parents response that after watching the Colgate
advertisement their children brush their teeth 2 times, 4% parents response that after watching
the Colgate advertisement their children brush their teeth 3 times.

Table 4.5: This table shows hours in a day they do study

Hours

No. of Respondents

Percentages

2 hours

25

50

3 hours

13

26

4 hours

18

5 hours

Total

50

100

Source: Survey

6%

18%
2 hours
50%

3 hours
4 hours
5 hours

26%

Table 4.5 shows that 50% parents response that their children do their study only 2 hours in a
day, 26% parents response that their children do their study only 3 hours in a day,18% parents
response that their children do their study only 4 hours in a day, 6% parents response that their
children do their study only 5 hours in a day.

Table 4.6: Time of sleeping

Sleeping time

No. of Respondents

Percentages

9 oclock

18

10 oclock

24

48

11 oclock

15

30

12 oclock

Total

50

100

Source: Survey

4%
18%

30%

9 o'clock
10 o'clock
11 o'clock
12 o'clock

48%

Table 4.6 shows that 18% parents says that their children go to sleep at 9 oclock, 48% parents
says that their children go to sleep at 10 oclock, 30% parents says that their children go to sleep
at 11 oclock, 4% parents says that their children go to sleep at 12 oclock.

CHAPTER 5
CONCLUSION AND SUGGESTIONS
We started with the aim to explore the role of advertisement in influencing the behavior of
children and our findings provided astonishing insights for future researchers and marketing
managers. We ended up with the findings that ads didnt help buying behavior but children insist
on buying things they like while shopping with their parents. And the reason for this insistence
was proved to be personal not the impact of advertising. We find mix results that they try to copy
the ads, and parents rejected the notion that ads negatively impact the behavior of their children,
while they were agree in majority that ads enhance the knowledge of their children. We
discussed several key insights for practitioners and future researchers. What we believe this
study has a great importance for marketers involved in positioning and advertisement and will
definitely add value in marketing literature regarding impact of marketing practices on society
especially on children.

REFERENCES:

Adler, Richard P., Scott Ward, Gerald S. Lesser, Laurene K. Merringoff, Thomas S.
Robertson, and John R. Rossiter (1980), The Effects of Television Advertising on
Children: Review and Recommendations. Lexington, MA: Lexington Books.

Atkin, Charles K. (1981), "Effects of Television Advertising on Children," in Children

and the Faces of Television: Teaching, Violence, Selling, Edward L. Palmer and Aimee
Dorr, eds. New York: Academic Press, Inc., 287-304. Anderson C.A and Bushman B.J
(2002); the Effects of Media Violence on Society, March, 2002.

Beresin. V Eugene; The Impact of Media Violence on Children and Adolescents:

Opportunities for Clinical Interventions Develop Mentor American Academy of Child &
Adolescent Psychiatry, 2004.

Boddewyn, J. J. (1984), Advertising to Children: Regulation and Self-Regulation in 40

Countries. New York: International Advertising Association, Inc.

Blatt, J., L. Spencer, and S. Ward (1972), "A Cognitive Development Study of Children's
Reactions to Television Advertising," in Television and Social Behavior (Vol. 4),
Television inDay-to-Day Life: Patterns of Use, E. Rubenstein, G. Comstock, and J.
Murray, eds.Washington, DC: Department of Health, Education, and Welfare.

Galst, Joann and White, Mary (1976), "The Unhealthy Persuader: The Reinforcing Value
ofTelevision and Children's Purchase-Influencing Attempts at the Super- market," Child
Development, 47.

Gorn, Gerald J. and Marvin E. Goldberg (1982), "Behavioral Evidence of the Effects of
Televised Food Messages on Children," Journal of Consumer Research, 9 (2), 200-5.

Leccese, Donna (1989), "Toy Advertising and TV: A Healthy Marriage," Playthings
(July), 28-55.

Marvin E. Goldberg and Gerald J. Gorn (1987),Happy and Sad TV Programs: How They
Affect Reactions to Commercials: The Journal of Consumer Research, Vol. 14, No. 3 ,
pp. 387-395.

Marvin E. Goldberg, Gerald J. Gorn, Wendy Gibson (1978), TV Messages for Snack and
Breakfast Foods: Do They Influence Children's Preferences? : The Journal of Consumer
Research, Vol. 5, No. 2, pp. 73-81.

Robertson, T. and J. Rossiter (1974), "Children and Commercial Persuasion: An

AttributionTheory Analysis," Journal of Consumer Research, 1, 13-20.

S. Ward, G. Reale, and Levinson, (1972). "Children's Perceptions, Explanations, and

Judgments of Television Advertising: A Further Explanation," in Television and Social
Behavior, Vol. IV,468-490.

Schlinger, Mary Jane (1979), "A Profile of Responses to Commercials," Journal of

AdvertisingResearch, 14 (2), 37-46.

Thomas R. Donohue, Timothy P. Meyer, Lucy L.(1978), Henke Black and White
Children:Perceptions of TV Commercials: The Journal of Marketing, Vol. 42, No. 4, pp.
34-40, Publishedby: American Marketing Association.

Voojis and van der Voort's; How Media Violence Affects Aggression, (1993). Thoman.
Elizabeth; Making Connections: Media's Role in our Culture of Violence, Center of
MediaLiteracy.

Ward, S., D. Levinson, and D. Wackman (1972), "Children's Attention to

TelevisionAdvertising," in Television and Social Behavior (Vol. 4), Television in Day-toDay Life: Patterns of Use, E. Rubenstein, G. Comstock, and J. Murray, eds. Washington,
DC: Department of Health, Education, and Welfare.

Ward, S., G. Reale, and D. Levinson (1972), "Children's Perceptions, Explanations, and
Judgments of Television Advertising: A Further Explanation," in Television and Social
Behavior (Vol. 4).

Ward, S., D. Wackman, and E. Wartella (1977), How Children Learn to Buy: The
Development of Consumer Information Processing Skills. Beverly Hills, CA: Sage
Publications.

Wartella, E., D. B. Wackman, S. Ward, J. Shamir, and A. Alexander (1979), "The Young
Child as Consumer," in Children Communicating: Media and Development of Thought,
Speech, and Understanding, E. Wartella, ed. Beverly Hills, CA: Sage Publications.

Wackman, Daniel B., Wartella, Ellen B., and Ward, Scott (1977), "Learning to Be
Consumers: The Role of the Family," Journal of Communication, 27 (Winter), 138-51.

Position Statement, 2003; Impact of Media Use on Children and Youth, Canadian
PediatricSociety,

May/June

awareness.ca/english/issues/index.cfm

2003,

p.301.

http://www.media-

QUESTIONNAIRE

Impact of Advertisement on ChildrenBehaviour: A Study

1.
a)
b)
c)
d)

Which communication medium do you use?

Radio
( )
Newspaper
( )
T.V.
( )
Internet
( )

2. (i) As per your opinion,do your children like to watch T.V.?

a) Yes
( )
b) No
( )
2. (ii) How much time do they spent on watching T.V. per day?
a)
b)
c)
d)

Half an hour
One hour
Two hours
More than two hours

(
(
(
(

)
)
)
)

3. Which connection do you use at your home?

a) D.T.H.
( )
b) Cable
( )
c) Antenna
( )
4.
a)
b)
c)
d)
e)

Which kind of shows or programs do they like to see on T.V.?

News
( )
Sports
( )
Entertainment
( )
Cartoon
( )
Others
( )

Strongly
Agree

Strongly
Agree

Normal

Disagree

Disagree

5. (i) T.V. is harmful for children.

[ ]

[ ]

[ ]

[ ]

[ ]

(ii) T.V. affects the children.

[ ]

[ ]

[ ]

[ ]

[ ]

(iii) T.V.changes life of children.

[ ]

[ ]

[ ]

[ ]

[ ]

(iv) T.V.affects study of children.

[ ]

[ ]

[ ]

[ ]

[ ]

(v) T.V. improve moral values

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

[ ]

among children.
(vi) T.V. increases the demand
among children.
(vii) Action advertisement affects
the children.
(viii) Religious advertisement
affects childrens emotions.
(ix) Sports advertisement affects
Childrens interest.
(x) T.V. advertisement affects
childrens habits.

6.
(a)
(b)
(c)
(d)

Which T.V. channels are liked most by children?

Cartoon Network
(
Discovery
(
Entertainment
(
Others
(

7.
a)
b)
c)
d)

After watching the Colgate advertisement how many times they brush their teeth?
One time
( )
Two times
( )
Three times
( )
Many times
( )

8. With whom do they like most watching T.V.?

a) With Family
b) With Friends
c) Lonely

)
)
)
)

( )
( )
( )

9. Would they like watching T.V.with elder person?

a) Yes
( )
b) No
( )
c) Sometimes
( )
10. What will they do if you will not allow to watch any particular program?
a) They will see T.V.in your absence.
b) They will stand against in front of you.
c) They will go with your decision.

( )
( )
( )

11. What is the effect of drugs related advertisement on mental level of children?
a) They become addictive to that product.
b) They demand that particular product.
c) They stop their parents to use that product.

( )
( )
( )

12. What kind of advertisement are remembered by children?

a) Cartoon type advertisement
b) Big stars advertisement
c) Action type advertisement

( )
( )
( )

13. What is the affect of advertisement on physical health of children?

a) They become healthy.
b) They become sick.
c) No effect on health.

( )
( )
( )

14. How many hours in a day do they study?

a)
b)
c)
d)

2 Hours
3 Hours
4 Hours
5 Hours

(
(
(
(

)
)
)
)

(
(
(
(

)
)
)
)

15. On what time they go to sleep?

a)
b)
c)
d)

9 Oclock
10 Oclock
11 Oclock
12 Oclock

DEMOGRAPHIC PROFILE INFORMATION

1. Name:
2. Age:
3. Gender:
4. Education:
5. Income:
6. Occupation: