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Advertisement as a promotional toolIt is known to everyone that the duty of amarketer does not come to an end with theproduction of goods in accordance with thecustomer requirements.

The product or service so designed mustreach to the ultimate customer at the righttime. This is possible only through thepromotional activity.

One of the aspects of promotion is theadvertisements or ads.

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Background of the study

Parents believe that television advertisements are changing thepattern and behavior of children. They have negative impact onchildren since children demand, nag and pester their parents topurchase the advertised product.

According to a recent survey in the US, children spend more timewatching television and they do anything else and children betweenages of6 and 14 watch about 25 hours of television per week andare exposed to 20000 commercials in a single year.

In the US children who are under the age of 12 are estimated toinfluence $130-670 bn in the family purchases.

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A survey reported that television

advertisements are effective in influencing

children who lack the relevant knowledge,but still want their parents to get them

endless array of products which they have

seen in advertisements.

Television commercials are also changing

childrens eating habits. Unhealthy and

junk food commercials have resulted in

their increasing demand among the

children.

This has resulted in parents negative

attitude towards television advertisements.

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Around 80% of mothers agreed that they had

been requested to buy the advertised

products by their children and also agreed

that if their children asked them to but certain

food products it was because of the

advertisements.

But only a small segment of them showed

positive attitude 9% of the parents agreed

that advertisements offer their children a

chance to learn and 6% agreed that it provides

proper knowledge about the products.

While 84% of the parents claimed that

advertising manipulates children.

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Due to its heavy influence , parents believe that the children need

some kind of protection from advertisements; otherwise advertisers

will exploit their loyalty.

Total ban on television advertising directed at children Norway.

Television advertisements are banned for children under the age

of 12 years Sweden.

No advertisements on television during programs for pre- schoolers- Australia.

Ban on advertisement in between 7 am and 10 pm Greece.

Ban for Advertisement..?

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Indian ContextIn India too, Television has come up in a huge wage andadvertising is a huge multimillion dollar industry that

has an enormous impact on the development of a child.

By seeing the television advertisements, most of the

children compel their parents to buy those products.

Refusal of those needs create conflicts and deteriorates

parents relationships with their children's.

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Children in India represents the direct

purchase powers for the kids products.According to the statistics given by

indiantelevision.com, children drive 84

96% purchase decision for themselves and

their family for the products like ice

cream, cadies, books etc.,

Children have indirect purchase influence

for big ticket items like car, computers,

mobiles, refrigerator, washing machine

and other consumer durables.

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Fig. 1. Kids influence on

Spending

75

80

85

90

95

100

% of PurchaseDecision

Source: Indiantelevision.com

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Objectives

To study the parental perception about:

Whether their children like watching television and the number of

hours their children spend before television on week days and week

ends.

Whether children prefer watching television over talking to their

friends, playing outdoor games and studying.

The role played by children in family purchase decisions. Impact of television advertisements on their children

What category of product advertisement their children like watching

the most and whether it transpires into demand for the same.

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Methodology

Methods of sampling : Non-probabilistic quota

Location : Indore, MP.

Sample size : 300 (150 fathers & 150 mothers)

Software package use : SPSS

Tool for data collection : Closed ended questionnaire

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Analysis of data

Parents also perceive that their children prefer watching

television over talking to their friend (with 29% strongly agreeing

to it)

They also agreed (48%) that children prefer television viewing over

playing out door games with 21.7% strongly to it.

68.3% of the parents believe that their children prefer to spend time

before television than with studying.

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Child b i

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Childrens buying

behavior

Parents agree that the present day children play an important role

in family buying decision.

About 73.3% of the parent respondents agree that their children are

consulted and heard for during family purchases which indicate

children dominance in family purchase decisions

There are many factors which affect childrens product choice, when

the parents were asked to identify the most influential factordriving their childrens purchase decision, they indicated that

TELEVISION ADVERTISEMENT is the most important factor.

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Impact of Television advertisement on

Buying behavior of children.

Parents strongly agree (49.3%) that television advertisements help

in economic socialization of children by adding knowledge.

Parents believe that food advertisements on television areinculcating unhealthy eating habits in their children.

> Around 41.7% of the parents strongly agree that TV advertisement

are instrumental in increasing purchase request of their children.

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Conclusion

The study provides important insights into parental perception of

their childrens buying behavior. The study indicates that parents

accept that their children love watching television for long hours.

They on an average watch television 2.48 hours on weekdays and

3.47 hours on weekends. The children also prefer spending time

before television than engaging themselves in talking to friends or

in any other games.

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ourThank You-Kiran

-Vinil

-Rashid

-PraveenThird Semester MBA

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