Impact of Advertisement on Children Buying Behavior

A Thesis Submitted to the Superior University In Partial Fulfillment of the Requirements for the Degree of

Bachelors in business administration

By Usman Waheed BBA 8309 Year 2011

Declaration of Originality I hereby declare that this project is entirely my own work and that any additional sources of information have been duly cited. I hereby declare that any Internet sources published or unpublished works from which I have quoted or draw references fully in the text and in the content list. I understand that failure to do this will result in failure of this project due to plagiarism. I understand I may be called for viva and if so must attend. I acknowledge that this is my responsibility to check whether I am required to attend and that I will be available during the viva periods.

Signed. Date Name of Supervisor

Table of Contents
Declaration of Originality.................................................................................. Abstract................................................................................................................ Acknowledgment................................................................................................. Chapter 1: Introduction. 1.0 Introduction. 1.1 Purpose Statement...... 1.2 Significance 1.3 Research Questions..... 1.4 Research Objectives... 1.5 Key Term Definition.. Chapter 2: Literature Review.... 2.0 Theoretical Model..... Chapter 3: Theoretical Framework...... Chapter 4: Methodology. ........ Chapter 5: Analysis............. 5.1 Results. 5.1.1 Descriptive Summary. 5.1.2 Histogram. 5.1.3 Scatter Plot. 5.1.4 Correlation. 5.1.5 Regression.. Chapter 6: Discussion/Conclusion.........
6.0 Conclusion..

6.1 Suggestions.....
6.2 Future Research.. 6.3 Research Limitations..

29 31 31 31 32 38 44 46 49 49 49 50 50 51 61

I II III 7 7 8 8 9 9 9 11 26 27

References ... Appendix A ...

ABSTRACT

This study evaluated the role of advertisement for children particularly to T.V ads and it encapsulated to determine impact of the advertisements on the children, how advertisements tailor to the children impact on the overall personality of the children, their buying decision, how they influence their parents to purchase the advertised products. We had to find out whether currents companies are doing any unethical practices in their advertisements for the children. We reviewed literature from the articles which we selected from the media journals and internet articles. In the methodology we collected, organizied and integrated data to reach the end result. The research population consists of entire Lahore city and advertising agencies. We selected samples of 150 respondents. We have segregated them as advertising agency professionals, businessman, employees, Parents, and teachers. Out of 150 respondents we have selected 15 advertising agency professionals from whom we gathered data regarding kids advertisement. Then we analyzed data on the SPSS and EXCEL separately. We conducted primary researsech for which we designed questionnaire to collect data from our respondents (parents and professionals. We also used secondary research in the form the reviewing the literature. We concluded whole research work at end of the report and gave some suggestion to improve of the standards children advertisements.

Acknowledgement

I wished to express my greater gratitude to all those who have helped directly and indirectly in completion of my thesis. First of all, I would like to thank my parents who have guided me through his blessings and give me such courage and will to accomplish the difficult task easily, and keep my insight strong. I also would like to thank my, advisor, Miss. Khansa, for her patient guidance and continuous encouragement during the entire session of this research. Besides, I also want to thank Prof. Ch. Abdul Rehman, Prof. Nadeem Iqbal and Prof. Ilyas for their devoted teaching and assistance, valuable suggestions. Equally, I want to thank my friends, for their continuous support and encouragement because without their support I was not able to complete my last research.

Chapter 1 Introduction 1.0 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 marketer 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 are industry. This notion is quit 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
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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. Television belongs to the family of audio-visual communication medium. It is able to transmit sounds and images carrying message of a varied nature and for a variety of purpose. It has strong influence on people, in the culture and on other media. It is a widely used telecommunication system for broadcasting and receiving moving pictures and sound over a distance from all around the world. The term may also be used to refer specifically to a television set, programming or television transmission. Television commercials have become one of the most effective, most persuasive, and most popular methods of selling products of many sorts. Many television advertisements are catchy jingles or catchphrases that generate sustained appeal, which may remain in the minds of television viewers long after the span of the advertising campaign. Nowadays advertising spread in our entire culture influences in society and our fundamental patterns of life. Advertising can be seen as one of the factors that contribute to shape peoples life, their basic values, and attitudes. Advertisement has a sociological significance, because it touches member of society through its persuasive abilities, truthfulness, tastefulness, impact on cultural values and lifestyle. Advertisement guides consumer about product attributes and its availability and gives awareness of choice of suitable brand to get a good value of money. T.V commercials play a vital role in developing brand image and changing consumers perception. So only an effective marketing and advertisement plan can change the size of market share, through increased consumer bank. However it is important to study minutely each and every characteristic of consumer behavior, needs, wants and changing trends.

Kids represent an important demographic to the marketer, they have their own purchasing power, they influence their parents buying decision and they are adult consumers of the future. Parents are willing to buy more for their kids trend such as smaller family size. Dual income and postponing children until later in life, those families have more disposable income. Today kid are more autonomy and decision making power within the families than in the previous generation, so it follows that kids are vocal about what they their parents to buy. Pester power refers to childrens ability to nag their parents into purchasing items they may not otherwise buy. Marketing to children is all about creating pester power because advertisers know what a powerful force it can be. According to the marketing industry book kid influence pestering or nagging can be divided into two categories Persistence Importance Persistence nagging (a plea that is repeated over and over again) is not an effective ]more sophisticated importance nagging. This later method appeals to the parents desires to provide the best for their children, and plays on any guilty they may have about not having enough time for their children. This study investigated the advertisings effect on the children and childrens participation and influence in the buying decision of the children related products and the techniques which marketers use to exploit the children. To effectively market to the children, advertisers need to know that what makes kids tick. With the help of the well paid researchers and pscchologists, advertisers now have access to in depth knowledge about childrens development, emotional and social needs at different ages. Using research that analyzes childrens behavior, fantasy lives, art work, even their dreams, companies are able to craft sophisticated marketing strategies to reach children. Children are an important market in their own right and also important because of their influence in family purchasing. Todays kids have more

autonomy

and

decision

making

power

within

the

family

than

in

previous

generation.

This research identifies the positive and negative attitude of children towards TV advertisement and flaws in the children advertisement. This research also addresses the unethical advertisements on innocent children, teenagers and inexperienced young people. Our research will also report that either we should target parents or their children for children products. We have selected a sample size of 200 from our target population. The primary data for the study is represented by the questionnaire survey, observation and interview results that would be acquired from the respondents. On the other hand, the literature reviews to be presented of the study represents the secondary data of the study. The data collected was analyzed using the computer software SPSS and excel.

Advertising to Children Ways of influencing children

A great variety of media can be used by advertisers in order to effectively target children. There are several media options to reach children, and other continuously evolving and acquiring stronger presence among them. This includes broadcast media, being television the most effective medium to reach children Moore, 2004. Besides, print advertising, product placements, sales promotions and public relations cannot be underestimated as an effective media to reach children. However, there has been other media progressively emerging as a potential medium to reach children, Elizabeth Moore (2004) affirms that in-school marketing and packaging design are also potential tools for marketing children.

TV Advertising
Television remains as the most effective media to reach children. In the United States there is evidence that children watch television commercial for approximately five hours per week having access to as many as 25,000 commercials in a year. (Moore, 2004) Recent studies revealed that tweens watch
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TV as the single most important source of product information (Lindstrom and Seybold, 2003) Television commercials help children to create brand awareness in several product categories and also to create potentially opinion.

Emerging Media
Nowadays new media represents prospective ways to reach children and enhance brand communication. Studies of media use suggest that other tools as the internet and print advertising used to reach children are supplementing Television rather than dispatching it (Montgomery, 2001) Moreover, advertising for individual brands now frequently appear in more than one media, capitalizing on the specific advantages of the different communication channels.

BACKGROUND OF THE STUDY

Advertising to children is, therefore, increasing, and despite new marketing approaches aimed at children, such as the Internet, the predominant way of advertising to children is via television. Television is an invasive medium because it reaches children in their own homes, and there is only limited control over the advertisements that are seen. Of course, children (and adults) may not always give their full attention to the screen during advertisement breaks because they can turn away or leave the room, but in practice, the viewer has the opportunity to see all the advertisements associated with any program they watch. Parents may restrict the channels that children view or the times that children watch television. But parental control is obviously weaker if children have access to television independent of their parents, and in the United Kingdom, two-thirds of children aged seven to 10 years have a television in their bedrooms. Three-quarters of children aged 11 to 14 years not only have a television in their room but a third of that age group also has a video recorder or digital video disk players that in effect allows them access to programs at any time.

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Advertising to children is an effective way to communicate massage to kids and treat them as your consumer. Companies market to children today more than ever before. Corporations see children as consumers and have employed successful marketing strategies that result in children asking their parents for specific products. Kids are exposed to media and advertising on a daily basis. It is estimated that children see more than 40,000 ads each year while watching television. An online poll in 2004 showed that 85% of respondents thought children's television should be free of advertising. Kids are encouraged through advertisement if their through cartoon character or good story based. A research has shown that 70% students at the age of 13 buy the clothes with their own choice so in some cases target market can be children and in some cases we have to target parents like pampers and baby food.

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1.1

Purpose statement
The purpose of the study is to improve public understanding of the role of the children brand

positioning, Examine whether use of misleading and deception in ads have any influence on children and To improve advertising techniques by making it more attractive and informative and To understand whether parents should be the target for children products.

1.2

Significance of Research
Letting your children watch television should prompt feelings of responsibility from parents

rather than guilt. TV can be used as a tool of entertainment and education and can expose a child to an entire world of experiences and cultures far outside their own. It can also promote family togetherness and discussion and can be used as a catalyst to promote reading and activity. By using a few simple guidelines parents can transform television from a passive babysitter into a valuable part of family life.

1.3

Research Question
What is the impact of advertisement on children buying behavior?

1.3.1 Hypothesis
H1: there is relationship between the advertisement and brand awareness H0: there is no relationship between the advertisement and brand awareness Hypothesis 2: H1: there is relationship between the brand awareness and children buying behavior

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H0: there is no relationship between the brand awareness and children buying behavior

13

1.4 Research Objectives The main objectives of the study are to find the following;
To examine the impact of advertisement on brand awareness To examine the impact of brand awareness on children buying behavior To examine the impact of children buying behavior on advertisement

1.5 Key term definition Advertisement

Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. Bovey, 1992, p. 7

Brand awareness
Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, and jingles and so on to certain associations in memory. It consists of both brand recognition and brand recall. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller)

Children buying behavior

The process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. See also consumer decision making. Kotler

et al. (2004)

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Chapter 2 Literature Review 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 European Journal of Social Sciences Volume 12, Number 4 (2010) 664 care industry. This notion is quit 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
15

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. How TV Viewing Habits Influence the Young Minds The idiot box has come a long way from being an enriching source of entertainment to a rich provider of news, views and updates on a variety of subjects for all masses. This is the age of the internet, high definition TVs and information technology. Back in the old days, TV was considered a rich source of family entertainment and information. Programs that were aired on the television were engaging, amusing, compelling and conveyed some social message. Children would finish their homework and sit before the television set viewing their favorite cartoon shows or dramas. There was clarity and understanding in terms of what is good or bad for the kids and children obeyed. In the modern times, however parents have little say when it comes to their kids watching television or surfing the internet.

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According to a study conducted by Patricia McDonough, "SVP Insights, Analysis and Policy", which was published by The Nielsen Company on October 26, 2009, kids in the US aged 2 to 5 years spend more than 32 hours a week on an average in front of the TV screen; while children in the age bracket of 6 to 11 years, spend about 28 hours per week. Pediatricians, the world over are of the opinion that children who watch TV for long hours are more prone to the risk of obesity, headache, back pain, eye sight problems and sleep ailments. TV viewing comes in the way of children engaging in other activities like playing, reading, networking, etc. Commercials or advertisements form an important part of the television media today. Every show or program is sponsored by a product or service. Some of the commercials carry matter that is not suitable for young minds while some need to display a caution message to prevent children from imitating the acts performed by professionals. People are no longer nervous about sharing their private lives with millions of viewers across the world. Reality shows are a common sight on every national television. Whether it is a game show, a comedy act or a song and dance competition, children are not only seen glued to their TV sets at home but also participate in these shows with fervor and excitement. Some programs show children displaying their talent along with adults. This routine of balancing work with study or accompanying senior actors for shoots can have extreme impact on child behavior and conduct Mothers, who stay at home to take care of the house and kids, are usually addicted to some television programs particularly family dramas and daily soaps. Their children also develop a bond with such shows as they start viewing the idiot box as early an age as 2. As the young minds develop, an interest towards the television grows stronger. It is a common sight to see a child holding the TV remote and surfing channels in haste. The world is crazy about movies so how can children stay behind. Ask any child today and he or she can tell everything about his or her favorite movie, favorite actor and even dialogues from his favorite movie. Children are so fascinated by

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the make believe world of movies that at times it reflects a great deal in their social conduct and thought process The American Academy of Pediatrics (AAP) recommends that kids under 2 years should not watch TV at all and older children should not watch more than 1 to 2 hours of TV programs in a day.Since TV viewing habits of children are deeply influenced by parents, it is important that families encourage children to engage in extra curricular actives and playing outdoors with other kids of their age. The tender minds of children are innocent in their views and thoughts. Constant exposure to the television and other electronic media can have a deep impact on their psychological and physical mannerism. In the long term interest of children it is necessary for parents to educate their children about the positive and negative impacts of the television, The small screen can become an important source of education and information for children provided their innocent eyes and ears are exposed to good quality content. BBCs CBeebies television channel is an effort in this direction. Launched on 11th February 2002, CBeebies offers a mix of education and entertainment programs for children with different schedules for weekdays and weekends SHIKHA SWAROOP KAPIL Feb 22, 2010 Television is a part of every modern child's life and its influence is undeniable. Read the facts on how TV can impact on your child in good ways and bad. Most parents feel a little guilty about propping their children in front of the television and letting quiet descend on the house. It is the guilt that they are somehow doing their children harm by turning on the dreaded box. As with most things, television can be helpful or harmful and the difference comes down to a variety of factors such as, the childs age and personality, as well as program content and absolute time spent in front of the TV.The influence of television varies greatly across different age groups and demographics and so guidelines for TV viewing should continue to evolve as children grow.

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The American Academy of Pediatrics (AAP) report that the average US child watches approximately 4 hours of TV per day, despite their recommendation the children over 2 should watch no more than 1-2 hours per day. The AAP recommend that children under 2 years should watch no television as it may interfere with the exploration and interaction required during this time of rapid brain development. In 2000 Annenberg Public Policy Center found that 57% of US children ages 8-16 years had a TV in their bedroom, and this incidence is certain to have grown in the years since. It is estimated that a US child will witness 200,000 acts on violence on TV by age 18. These take the form of cartoons, crime shows and increasingly via current affairs programming. The influence of television violence on children has become a hot topic for debate in recent years with hundreds of studies on the subject reaching varying conclusions. Establishing a direct cause / effect is difficult as some children are more vulnerable to violent images than others. What is clear is that preschool children are far more likely to exhibit aggressive behavior after witnessing violent TV. Importantly, kids this young are unable to distinguish between fantasy and reality and therefore cartoon violence can be as detrimental as adult - based violent content. Further, cartoon violence is often portrayed as humorous or as having no consequences to the victim.Children aged 2-7 years are particularly disturbed by scary images such as grotesque monsters and cannot be comforted by simply telling them that the images are not real. Older children are better able to distinguish between reality and fantasy and are more disturbed by the threat of violence in current affairs and news coverage. This can lead to an increased fear of the mean world and anxiety regarding the welfare of their friends and family. Constant exposure to violent images can also desensitize children to real life aggression.

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As children age, they can be reasoned with and reassured by discussion of what they have seen and any anxieties they may have. A 1996 Children Now Survey found that children want to see people like themselves on television and that those from ethnic minorities feel left out and have lower self-esteem if that is not the case. Many shows feature characters which re-enforce ethnic and gender stereotypes and can act as powerful role-models in influencing childrens behavior. While it is true that television can be educational, it is also true that sexual issues are rarely dealt with by TV programming in a responsible and meaningful manner. In addition, sexual behavior is often linked to other risk-taking behaviors such as alcohol-drinking and there are rarely discussions about consequences. A 2001 Kaiser Family Foundation study Sex on TV found that 75% of primetime programs contained sexual references with sitcoms being the most prominent of these. In particular, only 17% of shows portraying teens in sexual situations had any safe sex messages written into the scenes. It has been suggested that teens who watch a lot of sexual content on TV are more likely to initiate intercourse or participate in other sexual activities earlier than peers who don't watch sexually explicit shows. Television can impact on childhood development in a number of ways, primarily by taking time away from other activities needed for mental, physical and social development, One of the commonest parental battles is over television and homework and according to the Canadian Pediatric Society, as little as 1-2 hours of TV per day can detract from academic performance.

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The alarming rate of childhood obesity has been linked, in part, to childrens viewing habits, both in terms of promoting a sedentary lifestyle and from the relentless marketing of junk food to children through television advertising . Victoria Atkinson Jul 1, 2008, By Charles Young Oct 13, 2009 Over 10 billion dollars is spent on fast food advertising to children annually in numerous fashions. The majority of these ads are for food and drink that is high in fat, sugar, calories, salt and low in nutrients. Its not as much the advertisement itself as much as it is the tactic used to entice our children to want their product. The most obvious media venue is television advertisement. The marketing gurus know how to get into children heads and how to get their most wanted response. They know that children can and do influence their parents when it comes to food purchases. On an average children view over 40,000 commercials a year most of which are for candies, cereals, toys, and fast food restaurants. Fast food advertising to children is not only limited to fast food restaurants. If it is fast and it is food then it is fast food. Its fair to say that fast food advertising is big business. Additionally, trying to curtail children from television viewing is a daunting task particularly since many kids have televisions in their bedrooms. The methods used for advertisement are within the norm for advertising. Businesses spend money to get their product noticed by what should be their target audience. In other words, you'd be hard pressed to find an advertisement on 60 Minutes for Cocoa Kris pies just like you'd be hard pressed to find an advertisement on the Nickelodeon Channel for T.D. Waterhouse. Children today have more purchasing power, they are the consumers of tomorrow, and because they do influence their parents on purchases it opens a whole new audience for marketers. Children are much more vocal than they used to be and they are not afraid to speak up when they want something. Advertisers call this Pester Power. I call it nagging. In other words, kids aren't afraid to kick and scream to get their parents to buy something. Fast food advertising to children is all about Pester Power and
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marketers rely on children to nag the parents rather than market to the parents directly. They know that marketing to children will net higher results. Marketers break Pester Power down into 2 categories. Persistence nagging and importance nagging. Persistence nagging is begging repeatedly. Importance nagging, on the other hand, is what marketers rely on. This is all about providing for their children and the guilt that comes with not being available enough for their kids. There are many tactics used in fast food advertising to children such as toys included with meals and monopoly game pieces. Fast food businesses will claim that this is to provide a more pleasant visit to their store for the parents but in reality it is baiting children to desire fast food. Fast food advertising to children is not only limited to television. The internet; which is more cost effective and viral marketing have also become advertising venues. Internet marketers know how kids use the net and how popular sites such as MySpace and Facebook are. They also know that children love to click on links. If it says click here - they do. Many websites offer free ring tones and music downloads. In order to get the freebie an e-mail address is required and thus cross promotion campaigns begin creating fast food advertisement to children via e-mail marketing. We can't stop fast food advertising to children but we can control the television viewing time. Less time in front of the television as a family could reduce the pestering for fast food and create a more nutritious and healthy family environment . James Rouse Nov 6, 200 Learn about the harmful effects of marketing to kids and what you can to do to protect your little ones. The Campaign for a Commercial-Free Childhood is based in Boston and is made up of parents, educators, and health professionals who are concerned about the commercialization of childhood. Companies market to children today more than ever before. Corporations see children as consumers and

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have employed successful marketing strategies that result in children asking their parents for specific products. Kids are exposed to media and advertising on a daily basis. They see their favorite television characters at the toy store, at their school book fair, and at the local fast food joint. So what's the problem?

It is estimated that children see more than 40,000 ads each year while watching television. An online poll in 2004 showed that 85% of respondents thought children's television should be free of advertising.

Young children are vulnerable and don't understand where the program ends and the advertising begins.

Corporations even market to babies and toddlers with crib mobiles, infant toys, and board books featuring licensed media characters.

Toys based on TV characters actually discourage creative play. Why? They come with names and established storylines!

Kids who have been exposed to a large number of advertisements are more likely to be materialistic.

Marketing to children is seen by many as playing a role in the childhood obesity epidemic.

Even PBS stations which claim to be "commercial-free" promote companies like Chuck E. Cheese and McDonald's. While the products aren't actually shown, the logos and jingles often are, resulting in brand recognition at an early age. Other channels geared towards kids (with the exception of Noggin) air advertisements for toys and junk food during children's programming. Some would argue that popular children's shows are advertisements, with

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extensive product lines inspired by characters such as Dora the Explorer and her cousin, Diego. It's easy to find toys, room decor, junk food, and other products that feature licensed characters. Its big business because companies realize that putting Elmo, Buzz Light-year, or Blue on a lamp, pair of shoes, or puzzle will result in children asking for that item. One four year old in Florida (the author's son) recently asked for a Cars sheet set along with the matching comforter. He already had a race car themed set, but said that he just "had to have" sheets inspired by the hit movie. According to The Campaign for a Commercial-Free Childhood, companies spend more than $15 billion a year for marketing to kids, and children influence more than $500 billion a year in purchases. Recently, popular characters have been used to market food and beverages that are good for kids. For example, Annie's Homegrown Noodles (a healthy alternative to Spaghettis) currently feature Arthur from the award-winning children's show. In addition, Nickelodeon launched a new campaign last year in which characters like Dora would be used to promote healthy food choices such as fresh fruit and vegetables. Effective character-driven marketing practices can be used to help children make good choices, and some companies are doing this in response to criticism for using popular characters to promote junk food. So what can parents do who are concerned about advertising, especially on children's television? They can download the 28 page free booklet, The Facts about Marketing to Kids, from The Campaign for a Commercial-Free Childhood. This is an excellent resource for parents of children of all ages--even teenagers. It summarizes current facts on marketing to children and covers more than toys and food products; sex, violence, alcohol, body image issues, and tobacco are also discussed in the booklet. The booklet includes lists of resources categorized by topic for parents who want to learn more about marketing to kids and what they can do to help. By remember the old slogan that "children should be seen and not heard?"
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Clearly, that no longer applies to teens and tweens, prepubescent 8 to 14 years old. These days, teens and tweens are seen and heard, loudly and clearly. What should business people do about these two groups? Just wait until they grow up? No, not at all! You need to take action now. Though not always old enough to buy our products, we need continuous marketing communications to teens and tweens, starting now. Properly done, that can develop a positive relationship between tweens and teens and your business, positioning you for future long term success. As author Anne Southerland writes, get to them at age 8 or 9 "at the cusp of freedom." For years, the tobacco and liquor industries have tried to reach kids with messages saying, "When you're old enough to drink or smoke, please use our brand."The fast food chains market to kids, too. They aim their TV commercials at children, since kids often decide which fast food store to visit, after mom decides that "she deserves a break today." Dad lamely completes the deal as chauffeur and treasurer. The marketing payoff for fast food companies comes from promotion to tweens and teens when they reach the 18 to 24 age group, the heaviest fast food user group. A majority of 18 to 24 year olds eat most meals in fast food places. Extensive market research shows that those 11 and older don't consider themselves children anymore. As an example, 70% of boys and girls at age 13 select their own clothes. 60% of tween boys make their own fast food dining choices. Most boys at age 10 already know what kind of car they'd like to buy. In their own minds, those over 11 are now adults. The 25 million tweens in the USA spend $51 billion each year, and another $170 billion is spent on them annually, mostly by parents and relatives. The teen market has $175 billion in annual sales. One high school senior in three carries a major credit card. And 63% of teens are very well wired, mostly by having their own cell phones and/or laptops.

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Very interesting, you say--but what's really at stake here for me, as a business person? Plenty! There are four major issues to consider: 1. The authority of parents is waning-because some parents are too wimpy to "train up their children in the way they should go," the Bible way. Cone headed, permissive Doctor Spock mushiness prevails in many homes ("the children are our friends and we dare not offend them"). 2. In the absence of consistent, wise parental leadership, tweens and teens are strongly influenced by peer groups and marketers, research shows. 3. Marketers have been blessed for many years by Baby Boomers (born 1946 to 1964). But Boomers are starting to retire and, within 10 to 20 years, their purchasing power will wane. 4. Serious marketing futurists think that today's tweens can eventually replace boomers financially, since tweens are extremely quality and brand conscious and are very glib spenders. That being the case, why shouldn't long term marketers start cultivating tweens now? While we deplore the decline in effective parenting, my business believes that we should start relationship building with tweens and teens right now to help create our long term business success for these reasons: 1. Tweens and teens are excellent practitioners of "viral marketing," today's term for word of mouth advertising. This is a cost-efficient way to communicate.

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2. Tweens and teens are unaware of the benefits of self-employment, since parents often don't know these things and most schools are still creating employees suitable to staff the Industrial Revolution, which no longer exists. Tweens and teens need to learn about selling, business planning, and how to develop themselves personally and professional to be successful self-employed persons. 3. Since 10 year old boys know what kind of car they want, they should learn from marketers now how to take care of a car--specifically, which products and services they'll need. Now what is my business doing to start communicating with tweens and teens? We're taking the Tony Bennett approach. Explaining Tony's career resurgence, his son and manager, Danny, said, "We didn't make it cool to be Tony Bennett. We put him in places where it was cool to be." These include Tony in concert with BB King, the late Ray Charles, David Letterman's Show and appearances on the Simpsons-to name a few. So, we're starting to put my business and myself in tweens and teen places where it's cool to be. In just one week, he's been contacted by a local computer service and repair firm and a lady selling mortgage refinancing. John has added Internet Messenger, because IM is very popular with younger generations, as is text messaging, especially tweens and teens. And one consulting professional is teaching clients how to mine existing portal directories to find business partner prospects, "talking" with prospects using IM.
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That's just our initial start toward teens and tweens. What will yours be? How soon will you start? John Alquist June 01, 2006 Some psychologists cry foul as peers help advertisers target young consumers. Ever since he first started practicing, Berkeley, Calif., psychologist Allen D. Kanner, PhD, has been asking his younger clients what they wanted to do when they grew up. The answer used to be "nurse," "astronaut" or some other occupation with intrinsic appeal. Today the answer is more likely to be "make money." For Kanner, one explanation for that shift can be found in advertising. "Advertising is a massive, multi-million dollar project that's having an enormous impact on child development," says Kanner, who is also an associate faculty member at a clinical psychology training program called the Wright Institute. "The sheer volume of advertising is growing rapidly and invading new areas of childhood, like our schools." According to Kanner, the result is not only an epidemic of materialistic values among children, but also something he calls "narcissistic wounding" of children. Thanks to advertising, he says, children have become convinced that they're inferior if they don't have an endless array of new products. Now Kanner and several colleagues are up-in-arms about psychologists and others who are using psychological knowledge to help marketers target children more effectively. They're outraged that psychologists and others are revealing such tidbits as why 3- to 7-year-olds gravitate toward toys that transform themselves into something else and why 8- to 12-year-olds love to collect things. Last fall,

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Kanner and a group of 59 other psychologists and psychiatrists sent a controversial letter protesting psychologists' involvement to APA. In response, at its June meeting, APA's Board of Directors acted on a recommendation from the Board for the Advancement of Psychology in the Public Interest and approved the creation of a task force to study the issue. The task force will examine the research on advertising's impact on children and their families and develop a research agenda. The group will look at the role psychologists play in what some consider the exploitation of children and consider how psychology can help minimize advertising's harmful effects and maximize its positive effects. The group will also explore implications for public policy. Task force members will be chosen in consultation with Div. 37 (Child, Youth and Family Services) and other relevant divisions. The letter protesting psychologists' involvement in children's advertising was written by Commercial Alert, a Washington, D.C., advocacy organization. The letter calls marketing to children a violation of APA's mission of mitigating human suffering, improving the condition of both individuals and society, and helping the public develop informed judgments. Urging APA to challenge what it calls an "abuse of psychological knowledge," the letter asks APA to:

Issue a formal, public statement denouncing the use of psychological principles in marketing to children.

Amend APA's Ethics Code to limit psychologists' use of their knowledge and skills to observe, study, mislead or exploit children for commercial purposes.

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Launch an ongoing campaign to investigate the use of psychological research in marketing to children, publish an evaluation of the ethics of such use, and promote strategies to protect children against commercial exploitation by psychologists and others using psychological principles.

"The information psychologists are giving to advertisers is being used to increase profits rather than help children," says Kanner, who helped collect signatures for the letter. "The whole enterprise of advertising is about creating insecure people who believe they need to buy things to be happy. I don't think most psychologists would believe that's a good thing. There's an inherent conflict of interest." Advertisers' efforts seem to work. According to marketing expert James U. McNeal, PhD, author of "The Kids Market: Myths and Realities" (Paramount Market Publishing, 1999), children under 12 already spend a whopping $28 billion a year. Teen-agers spend $100 billion. Children also influence another $249 billion spent by their parents. The effect this rampant consumerism has on children is still unknown, says Kanner. In an informal literature review, he found many studies about how to make effective ads but not a single study addressing ads' impact on children. Instead, he points to research done by Tim Kasser, PhD, an assistant professor of psychology at Knox College in Galesburg, Ill. In a series of studies, Kasser has found that people who strongly value wealth and related traits tend to have higher levels of distress and lower levels of well-being, worse relationships and less connection to their communities. "Psychologists who help advertisers are essentially helping them manipulate children to believe in the capitalistic message, when all the evidence shows that believing in that message is bad for people," says Kasser. "That's unethical."

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Psychologists who help companies reach children don't agree. Take Whiton S. Paine, PhD, an assistant professor of business studies at Richard Stockton College in Pomona, N.J. As principal of a Philadelphia consulting firm called Kid2Kid, Paine helps Fortune 500 companies market to children. Paine has no problem with launching a dialogue about psychologists' ethical responsibilities or creating standards similar to ones used in Canada and Europe to protect children from commercial exploitation. Such activities will actually help his business, he says, by giving him leverage when clients want to do something that would inadvertently harm children. What Paine does have a problem with is driving psychologists out of the business. "If you remove ethical psychologists from the decision-making process in an ad's creation, who's left?" he asks. "People who have a lot less sensitivity to the unique vulnerabilities of children." "We can't stop alcohol or tobacco companies from using the basic research findings and theories found in textbooks and academic journals," says Curtis P. Haugtvedt, PhD, immediate past president of Div. 23 (Consumer Psychology) and a associate professor of marketing at Ohio State University in Columbus. "The same issue exists for all sciences: the information is available in public libraries." The problem with trying to regulate the use of psychological principles is that "people acting in ways psychologists find objectionable probably aren't members of APA anyway," says Haugtvedt, who received a copy of the Commercial Alert letter. He believes that having general guidelines as to appropriate uses and areas of concern would be beneficial to all parties.

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Daniel S. Acuff, PhD, for example, draws on the child development courses he took during his graduate schooling in education to advise such clients as Disney, Hasbro and Kraft. His book "What Kids Buy and Why: The Psychology of Marketing to Kids" (Free Press, 1997) draws on child development research to show product developers and marketers how to reach children more effectively. To Acuff, the letter to APA is not only an "unconstitutional" attempt to limit how professionals make their living but also a misguided overgeneralization. Since Acuff and his partner started their business in 1979, they have had a policy guiding their choice of projects. As a result, they turn down assignments dealing with violent video games, action figures armed with weapons and other products they believe are bad for children. Their work focuses instead on products that they consider either good for children or neutral, such as snacks and sugary foods parents can use as special treats. The letter to APA fails to acknowledge that psychological principles can be used for good as well as bad, he says. "I don't agree with black-and-white thinking," says Acuff, president of Youth Market Systems Consulting in Sherman Oaks, Calif. "Psychology in itself is neither good nor bad. It's just a tool like anything else." REBECCA A. CLAY September 2000, Vol 31, No. 8 Print version: page 52 Children represent a great target for advertisers and marketers across the world. Not only are they easily swayed by advertising, they are great at encouraging parents to buy these products. If a child wants something in their kid's locker, they will prod and annoy their parents until their decorative shelving has what they want. Anyone who has seen a kid pester their parents knows the lengths kids can go to, and all it takes is a little suggestion from a single advertisement to send them on their way.

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The food company of McDonald's at one stage advised employees to specifically target children. In a campaign titled, "Kid's are the Star" employees were encouraged to pay special attention to the children in the restaurant, and make sure they have a positive experience while they are eating at McDonald's. The reason for this, naturally, was not because the McDonald's corporation cares deeply about the well-being of children everywhere, but that the pester-power that children have is extraordinarily effective at bringing parents back. The way that advertisers target children is simple. Big, bright lights, happy people and animated characters are all that is needed to encourage children into thinking a certain product is something they want. This is because children are so nave; they genuinely believe what an advertiser tells them about the place they are selling. They do not realize that Ronald McDonald is just a guy in a costume and make-up, and that out the back of every McDonald's are a bunch of kids working in uncomfortable conditions for low pay. It brings up a real moral dilemma for those who make the advertising decisions, or at least it should. While manipulating children into believing lies, especially encouraging them to eat unhealthy foods, is obviously bad, the money that can potentially be made is just so good. How do you say no to an opportunity to have such a wide audience of children, who act as advertisers themselves when they encourage other children and their parents to use a certain product? One of the problems with today's society is we think in terms such as those used in the paragraph above. There is a belief that the impact on children in experiencing damaging media can be "weighed up" against how much money can be made and power can be gained. When thinking like this is involved, it is no wonder the world of today is rife with so many problems.

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The superficial reactions they get from eating McDonald's last about as long as they are at the place. This is not a coincidence; it is a deliberately created ploy. The goal is that kids arrive and consume high amounts of caffeine, salt, sugar and fat. Their body gives an instant positive reaction, and by the time they're "coming down", you're on the way home If you want what's best for your kids, keep them away from the television as much as you possibly can. It is bad for their brain, and ultimately bad for your wallet!

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2.0 theoretical Model

Advertisement

Brand Awareness

Children Buying Behavior

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Chapter 3 Theoretical frame work

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).At kin (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) A Theoretical framework is used in research to summarize possible courses of action or to describe a preferred approach to an idea or thought. Therefore based on the literature review in Chapter 2 of this study, the following Theoretical framework has been developed in order to study the relationship between advertisement impacts on children buying behavior. The figure shows the Theoretical framework for the study consists of children buying behavior as the dependent variable as it can easily be affected by the mentioned independent and mediating variable

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which can easily influence the dependent variable in either positively or negatively according to the situation.

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Chapter 4 Data/ Methodology

4.0 Methodology A research paradigm is a world view, a general perspective, a way of breaking down the complexity of the real world. It is an interpretative framework, which is guided by "a set of beliefs and feelings about the world and how it should be understood and studied. There are three types of paradigms that are used in research. There paradigms are Positivism, Interpretivism and Pragmatism. Positivism is a formal, objective, systematic process in which numerical data are utilized to obtain information about the world. It is inclined to be deductive. In other words it tests/verify theory. Interpretivism is an informal, subjective research approach that usually emphasizes words rather than numbers in the collection and analysis of data and that is inductive in nature. In other words it generates theory. Pragmatism is one in which the researcher tends to base knowledge claims on realistic grounds (e.g., consequence-oriented, problem-centered, and pluralistic). It nor verify theory neither generates theory, it believe in problem solving. I am going to choose Positivism paradigm. \There are different ways to collecting data in positivism paradigm which are Questionnaire, Structured Interview and Structured Observation. Questionnaire is pre-formulated written set of questions to which respondents record their answers. Structured Interview is the process of administering an interview schedule by an interviewer. The aim is for all interviewees to be given exactly the same context of questioning. Structured Observation is a purposeful, systematic and selective way of watching and listening to an interaction or phenomenon as it takes place. I will work on Questionnaire because it has more reach than other types of research instruments.
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There are some pros and cons of questionnaire. Pros: Advantage of a questionnaire are that it can be piloted with members of the sample group which would highlight any design faults, less costly and speedier, standardization of questions, greater anonymity than personal interviews, secrecy of respondent is high and data accuracy chances increase. Cons: Questionnaires are at risk of response bias, easier to leave a mail questionnaire unanswered than to say no to an interviewer, no control over those who do respond. Population is the universe of units from which the sample is to be selected. For my research my population will be the Parents.I will select 150-200 respondents as my sample size. I will choose 150-200 respondents as my sample size because my observation will increase and I will get more authentic results. There are 2 types of analysis used in research: 1) Descriptive Analysis 2) Inferential Analysis. In descriptive analysis, it deals with collection of data, its presentation in various forms, such as tables, graphs and diagrams and findings averages and other measures which would describe the data. In inferential statistics, it deals with techniques used for analysis of data, making the estimates and drawing conclusions from limited information taken on sample basis and testing the reliability of the estimates. I will use both analysis and I will apply Descriptive Statistics, Histogram & Normality Curve, Scatter plot, Correlation and Regression for the analysis of my research data. 4.1 Data 4.1.1 Reliability Reliability analysis is an analysis in which the instrument developed for data collection is checked whether it is reliable or not. Reliability is the stability or consistency of the measurement. It is a test for a model or survey's internal consistency also called a 'scale reliability coefficient. Table1.1

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After encoding all the data collected from respondents, reliability test named as Cronbach Alpha is applied to test the reliability of the data collection instrument. After applying reliability tests following results shown in Table 1.1 are given. All the Cronbach Alpha Values are greater than .70 which is typically considered as a rule of thumb to donate an acceptable level of internal reliability. 4.1.2 Analysis After reliability analysis we will be going to apply further tests for the confirmation of our hypothesis. There are list of tests that can be applied for the confirmation of our result in the positivism paradigm. I will be going to make discussion on the following tests. 1. Descriptive Statistics 2. Histogram 3. Scatter Plot 4. Correlation 5. Regression Descriptive statistics is the test that is used for the description of data. Descriptive statistics will be used to see the four things that are minimum values, maximum values, standard deviation and mean of the variables. Maximum and minimum value show how much minimum and maximum respondent response in the questionnaires, means show the average response of the respondents and standard deviations show how much deviation between these variables. Histogram is basically graphical representation of the data and tells about the distribution of the data whether it is normally distributed or skewed. Histogram is a form of a bar graph used with numerical (scale) variable preferably of continuous nature. The intervals are shown on the X-axis and the number of scores in each interval is represented by the height of a rectangle located above the interval. Unlike the

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bar graph, in a histogram there is no space between the bars. The data is continuous so the lower limit of any one interval is also the upper limit of the previous interval. Scatter plot is a plot or graph of two variables that shows how the score on one variable associates with his or her score on the other variable. Each dot or circle on the plot represents a particular individuals score on the two variables with one variable being represented on the X axis and the other on the Y axis. The measurement for both variables is continuous (measurement data). Correlation is a statistical measurement of the relationship between variables. Correlation is a statistical process that determines the mutual (reciprocal) relationship between two (or more) variables which are thought to be mutually related in a way that systematic changes in the value of one variable are accompanied by systematic changes in the other and vice versa. There are two types of correlation: 1) Pearson Correlation, 2) Spearman Correlation. The Pearson Correlation is used when you have two variables that are normal/scale an assumption of the Pearson correlation is that the variables are related in a linear (straight line) way so we will examine the scatter plots to see if that assumption is reasonable. If the assumptions for Pearson correlation are not fulfilled then consider the Spearman correlation with the assumption that the Relationship between two variables is monotonically non-linear Linear regression is a technique for estimating the value of dependent variable from a set of one or more independent variables. Regression analysis is used to measure the relationship between two or more variables. One variable is called dependent (response, or outcome) variable and the other is called Independent (explanatory or predictor) variables.

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It is used to check that due to one unit change in the independent variable(s) how much change occurs in dependent variable. There are two types of regressions: 1) Simple Regression, 2) Multiple Regression Simple regression is used to check the contribution of independent variable(s) in the dependent variable if the independent variable is one. Multiple regressions is used to check the contribution of independent variable(s) in the dependent variable if the independent variables are more than one. This will be our proposed regression line.

y = a + Bx

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Chapter 5 Analysis
5.1 Results: In this portion all the results with their interpretation were shown and being discussed one by one 5.1.1 Descriptive Summary
Table1.1

Descriptive Statistics N Advertisement Brand Awareness Children Buying Behavior Valid N (list wise) 50 50 50 50 Minimum 1.60 2.00 2.25 Maximum 3.00 4.33 4.50 Mean 2.5200 3.4000 3.5850 Std. Deviation .57711 .88832 .82624

Table 1.1 presents the descriptive statistics that show the overall picture of all the four variables. There were scales of 5 responses that lead to the options (strongly disagree, disagree, neutral, agree, and strongly agree). Number of observations of each variable is 100. In the above table the mean values and the values of standard deviation of all the variables have been shown. Mean value provides the idea about the central tendency of the values of a variable. For example if we observe the above output to assess the average response rate or the respondent then we come to know the mean of different variables like Advertisement(mean:2.5200), Brand awareness(mean:3.4000), Children buying behavior (mean:.3.5850) If we observe then for all variables (Advertisement, Brand awareness, children buying behavior) the average response rate of responded is lie within the option 2-3 (2 is for disagreeand 3 is for natural).The

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minimum option that is ticked by responded is 1 and the maximum option that is ticked by responded is 5. Standard deviation gives the idea about the dispersion of the values of a variable from its mean value. So, if we observe then in the response rate for the variable of Advertisement is value of standard deviation is (S.D.57711) which is the lowest value as compare to other variable values. Which shows that most of the respondent answers were same for the variable of Advertisement and have consistency in their response rate but if we observe then for Brand awareness the value of standard deviation is (S.D .88832) which is quite high as compare to other variables which clearly shows that the response regarding Brand awareness of mostly respondents were not the same and they dont have consistency in their answers. 5.1.2 Histogram This shows the graphical representation of the variables with the curve to check the normality of the response rate. Lets discuss the result of each variables histogram one by one

Figure 1.1

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Strongly Disagree = Disagree Neutral Agree Strongly Agree = = = =

1 2 3 4 5

The fig.1.1 shows the graphical representation of the bars that is showing the response of the respondents regarding Advertisement. Most of the participants lies in the option 3 - 4 (3 is for neutral and 4 is for agree). Similarly small numbers of respondents were marked very low and very high options. The bars in the histogram from a distribution (pattern or curve) that is similar to the normal, bell shaped curve. Thus, frequency distribution of the perceived organizational support is normal.

Figure 1.2
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Strongly Disagree = Disagree Neutral Agree Strongly Agree = = = =

1 2 3 4 5

The fig.1.2 shows the graphical representation of the bars that is showing the response of the respondents regarding per brand awareness. Most of the participants lies in the option 3 - 4 (3 is for neutral and 4 is for agree). Similarly small numbers of respondents were marked very low and very high options. The bars in the histogram from a distribution (pattern or curve) that is similar to the normal, bell shaped curve. Thus, frequency distribution of the brand awareness is normal. Figure 1.3
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Strongly Disagree Disagree Neutral Agree Strongly Agree

= = = = =

1 2 3 4 5

The fig.1 shows the graphical representation of the bars that is showing the response of the respondents regarding children buying behavior. Most of the participants lies in the option 3 - 4 (3 is for neutral and 4 is for agree). Similarly small numbers of respondents were marked very low and very high options. The bars in the histogram from a distribution (pattern or curve) that is similar to the normal, bell shaped curve. Thus, frequency distribution of the children buying behavior is normal.

5.1.3 Scatter Plots

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Scatter plot or graph of two variables shows how the scores for an individual on one variable associates with his or her scores on the other variable. Lets discuss each plot or graph one by one

Figure 1.1

Figure 1.1 shows the results of scatter plot matrix where we intend to have some idea about the relationship between advertisement and brand awareness. If we observe then the flow of line is come from right to left which shows the positive relationship between advertisement and brand awareness.. This means that if the organization gives high support to advertisement then there is also increase in the brand awareness level of an children and the above results have been confirmed by the table of correlations. Figure 1.2
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Figure 1.1 shows the results of scatter plot matrix where we intend to have some idea about the relationship between brand awareness and children buying behavior. If we observe then the flow of line is come from right to left which shows the positive relationship between brand awareness and children buying behavior. This means that if the organization gives high brand awareness then there is also increase in the children buying behavior and the above results have been confirmed by the table of correlations.

5.1.4 Correlation
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Correlation is used to check the mutual relationship among variables. For checking the relationship we will make two hypotheses: null (H0) and alternative (H1). We interpret the findings on the acceptance or rejection of the hypothesis. We used correlation matrix to check the mutual relationship of different variables. The hypothesis which we developed are given below Table 1.1

Correlations Advertisement Advertisement Pearson Correlation Sig. (2-tailed) N Brand Awareness Pearson Correlation Sig. (2-tailed) N Children Buying Behavior Pearson Correlation Sig. (2-tailed) 150 .135 .349 150 -.054 .710 150 .057 .694 150 150 1 Brand Awareness .135 .349 150 1 Children Buying Behavior -.054 .710 150 .057 .694 150 1

N 150 **. Correlation is significant at the 0.01 level (2-tailed).

Table 1.1 represents the table of correlations, where three variables Advertisement, Brand Awareness, Children Buying Behavior are positively correlated to Price (brand awareness= .135, children buying behavior = -.054, BA= .385, respectively). Children buying behavior is negatively but not correlated to the advertisement. The magnitudes of the correlations between advertisement, brand awareness and children buying behavior are greater than 0.33 in the absolute terms, which shows the moderate correlations between the said pairs of the variables but there is no correlation of advertisement and children buying behavior. If we see the correlation of brand awareness and children buying behavior (brand awareness = .135, children buying behavior (CBB= .057,) then there is no correlation exist
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between these variables. If we see All the above correlations are statistically significant at less than five percent level of significant. In the case of these correlations the null hypothesis that were stated above of no correlation are rejected as the P-values are lesser than 0.05. 5.1.5 Regression Regression is used to check the effect size of independent variable to dependent variable. Lets discuss the results of regression

Variables Entered/Removedb Model 1 Variables Entered Advertisement Variables Removed Method

. Enter

a. All requested variables entered. b. Dependent Variable: Children Buying Behavior

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Model Summary Std. Error of the Model 1 R .054a R Square .003 Adjusted R Square -.018 Estimate .83359

a. Predictors: (Constant), Advertisement

ANOVAb Model 1 Regression Residual Total a. Sum of Squares .097 33.354 33.451 df 1 48 49 Mean Square .097 .695 F .140 Sig. .710a

Predictors: (Constant), Advertisement Dependent Variable: Children Buying Behavior

b.

The value of the coefficient of determination (R2) is .054. This shows that the correlation between the observed values of advertisement, brand awareness and children buying behavior and the fitted value of the Brand Equity is -.52% percent. The adjusted coefficient of determination (adj. R2) shows is adjusted for the degrees of freedom. The value of the adjusted coefficient of determination (adj. R2) is not affected. The value of the adjusted coefficient of determination (adj. R2) is -.018, which shows that -18% variations in Brand Equity. The value of F-statistic is statistically significant at less than five percent that exhibits that in the estimated model at least one of the partial regressions coefficients is different from zero.

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Coefficientsa

Standardized Unstandardized Coefficients Model 1 (Constant) Advertisement B 3.780 -.077 Std. Error .533 .206 -.054 Coefficients Beta t 7.089 -.374 Sig. .000 .710

a. Dependent Variable: Children Buying Behavior

The coefficient table presents the results of the regression analysis. The objective of the regression in this study is to find such an equation that could be used to find the impact of Advertisement on Children Buying Behavior. The specified regression equation takes the following form:

y = a + Bx
CBB= 3.780+0.077(Advertisement)

The results show that the independent variables less significantly affect the Brand Equity as shown by the values of the t-statistic and the corresponding P-values. T-test is used to test the significance of the individual partial regression coefficients. Null hypothesis in this test is set as the partial regression coefficient is zero. This test shows that the coefficients of the predictor are statistically significant at less than five percent level of significance.

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Chapter 6 Discussion & Conclusion

In this chapter, I will integrate those results and other findings into conclusions for this study. First, the research findings and conclusions will be summarized. Then managerial implications will be drawn. Finally, the future research and research limitations will be offered.

6.0 Conclusions
Children today have grown up as part of the first fully interactive generation. That is accustomed to accessing information instantaneously and with little efforts. This contributes to their attitude towards advertising. Generally children believe that their own influence is higher than what parents believe. Data shows that Children are very much aware of TV advertisements in Pakistan and advertising has a impact on their purchase behaviors. We also got that they evaluate and compare the different products TV Advertisements. TV advertisements influence childrens behavior about brand advertised. As childrens behavior change it also changes their buying pattern and this is the purpose behind the advertisements. As children are very much aware of TV advertisements and they know good and bad aspects of them. Marketer should understand the childrens psychic before launching any advertisement. Children also know the degree of truthfulness in add. So for the advertisers its very important to realize that children are not ignorant from the content of their campaigns, and while developing their campaigns they must address the issues with a professional approach. It is also clear that advertisement can be a good effective media to convey the required message in child segments if they are created professionally. Lastly advertisers cannot rely only on comic and colors in children related advertisements, they do need

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to focus on the content of the advertisements, they must avoid over promising in their advertisement campaigns. Children are attracted towards animation while parents want that advertisements should contain informative element in it. Children do help in buying the products which are not directly relevant to them but as they are less mature so they can be attracting with packaging. From our research we came to the conclusion that children have more influence on the confectionary items as compared to other items like beverages, stationary and food items. Children find it harder to think of ads targeted specifically at their own age group. But they are clearly influenced. The result was mixed even we asked to recall any recently seen advertisements. When the children do see advertisements of food items, they felt hungry. It was clear that children do not want to see advertisements during the shows. When children go with their parents for the shopping they are more attracted towards those products which have been advertised to them. Mostly they purchase the products on daily basis like sweets and snacks because the advertisements of these products are directly hit to them. Parents are normally not accepting their kids choice in the products which are not related to them. They think that children are not in the stage to make this type of the decisions. Parents have this point of view that company should advertise their products to the children but in the informative way. Advertisements should have some purpose in itself. The parents are also satisfied with standards of advertisements yet they think there is much room for the improvement as compared to other countries. Parents think that is negative impact of the advertisements just because children like to do those stunts which they saw in the advertisement. Children get inspiration from these advertisements and it creates violence in them.

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From the companies point of view the children are important market even though if the products is not directly related to them. Marketing is perhaps best exemplified by the strategy of branding products, services, organization and ideas. Marketers use brands to build relationships that enhance value of the products and service for the consumers. Companies think it is better to build a brand in the mind of the children so that in near future these children can be loyal customers to that product. In the currents marketing scenario of Pakistan jingle and animated advertisements are being made. Animated ads are more expensive so organizations are going for jingle to influence the children and to sell their products. The tragedy is that most of the marketing companies have not done research on the children psychology in Pakistan. Marketers think there is not negative impact of the advertisements on children but reality is totally opposite. There is negative impact of the advertisements so for this ethics of advertisements should be followed. Social class of the children is very important to advertise the products. Marketers do consider social class of children while advertised the products but it also depends on the nature of the products. Mostly upper class is not influenced by the ads. The middle class do influenced by the ads and normally marketers target them to sell their products. 6.1 Suggestions The standards of advertisements should be improved to capture the intention of children.

The marketers should conduct the proper research for the better understanding of the psychology of children to save them from the exploitation of the advertising.

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 There is surely negative impact in the advertisement so marketers should take some steps to reduce this. The psychology of the children should be kept in the mind before the creating the advertisement. There should be properly instruction to prohibit the children not to do the stunts which have been shown in the ads.

Create events or other child related marketing activities in food shops to attract childrens awareness.

Young children have understanding between advertising and reality in the ads and ads can distort the views of the world parents should protect their children from the invasive marketing.

Fast food and soft drinks are also doing excessive marketing to the children the results can be obesity and overweight. Parents should be careful to handle with these types of the ads.

Marketers should plants the seeds of the brand recognition in mind of every young child in the hope that seeds will grow into lifetime relationship. It is a good tactic to capture the future market. Marketers should create ads which can have positive influence on the childrens mind so that can easily recall the brands.

Schools were the place where children were protected from the advertising and consumers messages that permeated their world but not anymore. Corporation realizes the power of the school environment for promoting their name and products. The school setting delivers a captive

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young audience and implies the endorsement of the teachers and educational system. Marketers are eagerly exploiting this medium in number of the ways.

Companies should ethical ways to promote the products and they should not exploit the children.

There should be no advertisement of the unrelated products for the children.

6.3 Research limitions This study had the following limitations Some of the respondents do not answer the question seriously. Data has not been collected from all over the Pakistan because different areas and regarding their culture have different impact on the brand equity As it was not likely to use advanced psychometric tools and means for the study on children, so, a simple five point rating scale was used for this purpose. A more accurate picture can be portrayed by using psychometric tools.

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RERERNCES
o

SHIKHA SWAROOP KAPIL Feb 22, 2010 Victoria Atkinson Jul 1, 2008 Charles Young Oct 13, 2009 James Rouse Nov 6, 2008 Jan Zeiger Mar 28, 2007 John Alquist June 01, 2006 REBECCA A. CLAY September 2000, Vol 31, No. 8 Print version: page 52 Connor R Sullivan Feb 25, 2010 Bovey, 1992, p. 7 Moore, 2004 Elizabeth Moore (2004) Lindstrom and Seybold, 2003 Montgomery, 2001
Bovey, 1992, p. 7

Keller Kotler et al. (2004) European Journal of Social Sciences Volume 12, Number 4 (2010) Boddewyn, 1984 Leccese, 1989 Gorn and Goldberg, 1982
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Adler et al,1980 Donohue, Meyer and Henke,1978 Chan, K. & McNeal, J. (2002). Childrens perceptions of television advertising,

International Journal of Advertising and Marketing to Children. George Belch & Michael Belch 2009, Advertising and Promotion: An Integrated

Marketing Communications Perspective, 8/e. Paul Baines & Bal Chansarka (2002). Introducing Marketing Research published by John

Willey & Sons Ltd. Naresh K. Malhotra(2009) Marketing Research: An Applied Orientation, 6/e Sachiko, M (2004).Children and Media. Journal of Children as Consumer: Insight and Ideasof Responsible Marketers

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Appendix
QUESTIONNAIRE FOR PARENTS
Questionnaire
Dear Participant,
This survey is aimed at analyzing the

Impact of advertisement on children. It is

conducted by the Usman Waheed, student of BBA in Superior University. It would not take more than 05 minutes to fill out this survey. It is ensured that all the information provided in this survey will be kept confidential and anonymous and will be used only to improve the quality of such events to be conducted onwards. Your cooperation in this regard will be highly appreciated. Thank you.

Name (Optional) _______________________________________________

Gender: Male Female

Age: 25 35 Years. 35 45 Years. Above 45

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Salary: Less than 15000 15000 to 30000 30000 to 45000 More than 45000

Rank the facilities and services provided in this job fair using following scale

Strongly Agree = 5 Agree = 4

Average =3 Disagree = 2Strongly Disagree = 1

S.#

Statement

SA 5

A 4

AV 3

D 2

SD 1

Tv advertisement
1. 2.

My child does not pay attention to advertisements. Television advertisements are harmful for my children. My child remembers all the advertisements that he/she

3.

is exposed to. TV advertisements add value to children knowledge

4.

about brands TV advertisements encourage unhealthy food habits in

5.

my child.
Awareness through TV Advertisement
6.

My child starts demanding much more when he/she gets to know about new products through

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advertisements. My Child becomes very keen about knowing a thing

7.

which is broadcasted in ads. The themes of TV ads are easy for my child to
8.

remember.
Children buying behavior

TV commercials influence my child to purchase even

9.

those products which he/she already has. The popular characters in TV commercials influence
10.

my child buying intentions. My child asks for candies and other low nutritional
11.

products when he/she watch interesting commercials. Obesity in children is being increased via
12.

advertisements. Thank you for your Participation!

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