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

Statement of the Problem

The problem of statement of this study is to know the impact of T.Vadvertisement on children’
behavior.

Significance of the study

 By this research children can improve their IQ level.

 By this research children and their parents can be educated about the advertisement.
 By this research parents can be improve their knowledge about the children behavior.

Scope of the study

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

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

Objectives of the study

i) To know the awareness level among the children about the advertisement.
ii) To know the impact of advertisement on children behavior.
iii) To study the factors affecting the children behavior.

Hypothesis

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

ii) There is a positive impact on children behavior.
iii) There is no significant difference towards the factors affecting the children behavior.
Research Design

In this study, Descriptive and Exploratory research designed used.

Sample Design

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

Data Collection

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

Data Analysis and Interpretation

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

Limitations

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