EFFECT OF TV ADVERTISEMENT ON CHILDREN’S

ATTITUDE
EFFECT OF TV ADVERTISEMENT ON CHILDREN’S ATTITUDE

A research project present to

University Institute of Management Science, Rawalpnidi.
In partial fulfillment of the requirement for the degree of

BBA
MARKETING MANAGEMENT

By
Mr. ALI FARHAN
(06-arid-978)
Mr. ASAD BASHIR
(06-arid-931)
Miss SANA SHABEER
(06-arid-1015)
Mr. VIQUAS MUNAWAR
(06-arid-972)

UIMS
PIR MEHER ALI SHAH UNIVERSITY OF ARID AGRICULTURE
RAWALPINDI

FINAL APPROVAL

This Research Project Titled

EFFECT OF TV ADVERTISEMENT ON CHILDREN’S ATTITUDE

BBA
MARKETING MANAGEMENT

By
Mr. ALI FARHAN
(06-arid-978)
Mr. ASAD BASHIR
(06-arid-931)
Miss SANA SHABEER
(06-arid-1015)
Mr. VIQUAS MUNAWAR
(06-arid-972)

Has been approved

By

Supervisor: Mr. ZIA UR REHMAN

Director of Institute: Dr. Rauf e Azam

UIMS
 PIR MEHER ALI SHAH UNIVERSITY OF ARID AGRICULTURE
RAWALPINDI

CERTIFICATE

We, hereby declare that this research project neither as a whole nor as a
part there of has been copied out from any source. It is further declared that
we have developed this research project and accompanied the report
entirely on the basis of or personal efforts made under the sincere guidance
of our supervisor, Mr. ZIA UR REHMAN. No portion of the work
presented in this report has been submitted in support of any other degree
or qualification of this or any other University or Institute of Learning, if
found we shall stand responsible
 PREFACE

Today we feel honor and pride that we have completed our research project on “Effect
of Television Advertising on Children’s Attitude”. This research project was assigned
to us BBA (MARKETING) supervised by Mr. Zia ur Rehman.

This text deals with the comprehensive outlook of effect of television advertisement on
children’s attitude. As the topic has vast range of discussion, we have tried our level
best to cover and describe in our research.

We would also like to thank Dr.Rauf-e-Azam, Director (UIMS), who provided us an

opportunity to go through the research methodology and research techniques.

We hope that our research project may provide a common person brief insight into the
prescribed topic.
 DEDICATION

“This project is dedicated to

Our parents and teachers whose prayers have
helped us to attain this stage
Of education”
 ACKNOWLEDGEMENT

All praise for Allah (SWT) who has enabled us to complete our project
successfully.

First and foremost, we would express our gratitude to our loving parents.
Without their payers, support and help, we would never been able to reach
this far in our lives. Few words of appraisal can never match the prayers,
support and help that our parents have extended to us throughout our lives.

We would also extend our gratitude to Mr. Zia ur Rehman, our reputed
supervisor, who cooperated, guided and facilitated us a lot during our
research project.

Cordially,
Ali Farhan
Asad Bashir
Sana Shabeer
Viquas Munawar
1- INTRODUCTION
Advertising, in any form, plays an important role in informing people’s choices of
products and services. We welcome the industry’s efforts, channeled through Media
Smart to help children understand advertising. (Sachiko, 2004)
Children are major target for advertisers, as their brand preferences remain unchanged
throughout life. Children’s now are increasingly considered as potential consumers,
children have a significant influence on their parents’ spending habits. French advertisers
have spent 150 million a year on advertising to children under the age of 12 and this
figure is rising, particularly for food advertising in France.
The children’s are now widely viewed by many consumer companies to be an important
potential market, in terms of buying decisions and market influence. Today’s kids are
seen to have certain needs, together with their spending power to satisfy those needs
(M.S. Shabbir, 2008).
In Pakistan, most of the advertising companies are targeting the children and the use of
children as model in the TV ad is also increasing day by day. Leonhardt and Kerwin
(1997) estimates that, children between the ages of 6 and 14 watches about 25 hours of
television per week and are exposed to as many as 20,000 commercials in a single year.
This shows that how much children are being involved in the TV ads.
In the Pakistani market the emergence of Multinational companies brings lot of changes
in the advertisement. These companies started new trend for children and use to show the
children performing on screen which affect definitely children and these companies are
very successful to complete their objective by creating the awareness among the children.
The children of 2010 are most aware from the media than the children of 2000 and media
is key factor behind this. In Pakistan, advertising agencies understanding the role of
children in buying process of parents and their own. In food adds product like chocolates
(Jublee, Dairy milk), candy bars like milk (Nestle, Olpers) children has become most
important. Now a days advertisers also create awareness among children regarding health
by using cartoon characters in their ads (Colgate) and also using animated 3D short
movies for creating awareness among them (Safeguard, Lifebuoy).
McNeal (1992) gave the reason why most advertisers have targeted the children as
consumers.
1. Primary Market: They have their own money, needs and wants and willingness to
spend on them to satisfy them.
2. Influence Market: They directly or indirectly influence others in deciding what to
buy.
3. Future Market: If marketers capture them as consumer in childhood, they expect
greater loyalty from them when they grow up.
It is widely believed that attractive advertising can have an immediate and significant
effect on children’s attitude and behavior, especially in terms of purchase behavior.
So the aim of our study was to determine the significant predictors of children’s attitudes
towards television advertising. The main focus of our study was to determine the
children’s attitude towards the television advertisement.
2- LITERATURE REVIEW
Hasmini and M.Zain (2004) investigated Malaysian’s children attitudes towards
television advertising. The independent variable in the study is Television Advertising
and the dependent variable is Children attitudes. The data was collected from 252
Malaysian children aged between10 to 12, and figurative scale was used in the survey.
The finding of the study suggests that children’s awareness of television advertising and
their influence on parent purchases were significant predictors. The study also identified
children’s preferences towards products, themes and types of television advertisements.
Lawlor and Prothero (2006) conducted a study to understand the children attitude towards
the advertising on television. The data was collected using qualitative approach,
considering the children aged between seven to nine years, by conducting interviews and
a series of focus group discussions. The independent variable in this study is Television
advertising and the dependent variable is Children’s understanding. The finding of the
study suggests that the children view ads as being larger and more complex than the
advertiser’s perspective.
Sullivan (2005) investigated in his study to understand what the kids think about the
advertisement. The independent variable in the study is Advertising and the dependent
variable is Children (kids thinking). He conducted a pilot study on the basis of informal
qualitative methods. The limitation to the study is that it is based on a very small pilot
study. The finding of the study is that children understanding of advertisement have a
greater role in implications for policy makers as well as marketers.
Dens, Pelsmacker and Eagle (2007) conducted a study to understand the parental
attitudes toward advertising, especially advertising of food, and children nutritional habits
and the extent to which these influences are controlled by parents by monitoring
television. The data was collected by distributing the questionnaire among the parents of
primary and secondary school children. A five point likert scale was used. The
independent variable is Parental Attitude and the dependent variable is advertising to
children (advertised foods and children nutrition habits). The finding of the study is
parents attitudes towards nutrition and the extent to which advertising causes conflicts in
family are the important drivers of restricting mediation.
Panwar and Aghnihotri (2006) investigated in their study to understand the cognitive
processing of advertisement messages by urban children. They collected data from 250
children aged between 7 and 12 years, from Private sector schools as well as from
government sector schools. There are four independent variables in this study, and they
are family, peers, influence of socio economic strata of family and also external
environment. And the dependent variable is processing of advertisement in the minds of
children. They use a simple questionnaire using three point rating scale and the data were
analyzed by using the SPSS software. The finding of the study is that children processing
of advertising messages are influenced by their social and personal environments.
Duff and Wise (2004) conducted in their study is investigate the children’s approach to
the advertising they encounter in their daily lives. They conducted an ad hoc research in
which they carried out six discussion groups with children aged between 7 to 11 years
and their response and approach towards advertising. The independent variable in their
study is advertising and dependent variable is children understanding. The finding of
their research suggests that media should restrict targeted child advertising because
young children can’t distinguish between advertising and editorial messages.
Chan and Cai (2009) investigated in their study to interpret the effect of advertising
among adolescents in urban and rural China. They conducted a survey of 646 adolescents
aged between 11 and 17, and constructs were measured using established scales. The
independent variable is TV advertising and it affects understanding of young adolescents.
From their findings they concluded that heavy TV advertising viewers were more likely
to have a perceived affluence then light TV advertising viewers, and when TV
advertising viewing was controlled urban respondents had a high perceived affluence
while rural respondents had a higher level of materialism.

3- THEORETICAL FRAMEWORK AND RESEARCH METHODOLOGY:

THEORETICAL FRAMEWORK:

Television Advertising
Children’s Attitudes

VARIABLES:
The two variables acting as independent and dependant variable for our research would
be Television Advertising and Children’s attitudes respectively. TV Advertising will act
as independent variable as it has an impact on Children’s attitudes. Children’s attitude
will act as dependant variable as it will be affected by TV Advertising.

HYPOTHESIS:
H: There is positive effect of TV advertisement on children’s attitudes.
4- RESEARCH DESIGN

Purpose of the study:

The purpose of our study was to determine the children’s attitude towards the television
advertisement, their purchase behavior and their influence on parents purchase decisions.
So for this we created a hypothesis to check the effect of TV advertisements on children’s
attitude.

Type of Investigation:
We are conducting a causal study; causal study is used to check the cause and effect of
one variable on another. So in this research we tried to seek the positive effect of TV
advertisement on children’s attitude.

Extent of Researcher Interference:

We have a minimal interference during this study; we just translated the questionnaires in
front of children for their better understanding. We motivated many participants by
offering them sweets during the process of data collection.
Study Setting:
The environment in our study is non-contrived; we just went into different schools and
give questionnaires to different children in their natural class environment. During the
questionnaire filling process there would be no pressure on children to complete the
questionnaires.

Operational Definition:
Advertisings
Three dimensions of children advertising were selected; children awareness of TV
advertising, children’s influence on parents purchases decision and the children’s
purchase behavior.
Attitude
Learned predisposition or feeling that we hold toward an object, a person or an idea.
4-item scale was used to measure children’s attitude in terms of perceived truthfulness,
liking qualities, believability of characters and trustworthiness as guidance to product
purchases.
Items:
Four items were used to measure advertising and similarly four items were used to
measure the children’s attitude towards TV advertising.
1 Truth
2 Like
3 Believe
4 Best

Scale:
An interval scale is used, which includes five point likert-scale ranges from Strongly
Agree to Strongly Disagree is used to measure the children’s responses.

Unit of Analysis:
Unit of analysis in our research is individuals. Different children’s were selected and they
filled the questionnaires individually.
Time Horizon:
We conducted a one-shot study, because of the time constraint. We had a very limited
time span to conduct a research.

5- METHODOLGY:
Data Collection and Procedure:
For the purpose of data collection in our study we used questionnaire which is helpful in
conducting quantitative analysis. We collected data from 4 schools of twin cities
Rawalpindi and Islamabad including government and private sector schools and the
numbers of children proposed were 120.

Sampling Procedure:
This survey involved four schools from different vicinities of Rawalpindi and Islamabad.
A total of 120 Pakistani children aged 8-16 years were selected. The convenience
sampling method was used according to the convenience of getting data from schools of
Islamabad and Rawalpindi. Each question was translated into Urdu language in front of
children to bring out better understanding from the children. All the questionnaires
distributed were collected with 100% response rate.

Preparation for Measurement:

Prior to actual sampling a pilot test was conducted, the purpose of this test was to check
the sensitivity of questions included in the questionnaire. Several alterations were made
after pilot testing. In pre testing 7 items were used to measure the attitudes of children
towards television advertising using 5-point likert scale from strongly agree to strongly
disagree which had unacceptable reliability α = 0.339. Thus to proceed the
actual research 3 out of 7 items which measures the children’s attitude
were excluded from the questionnaire and all the remaining items
were measured on same 5-point likert scale (strongly agree to strongly
disagree).
Measuring Children’s Attitude:
We used 7-item scale proposed by Rossiter(1977) to measure children’s attitude toward
television advertising, but after pilot testing 3-items were excluded from the scale. The
scale which we selected focuses on the range of cognitive and affecting reactions towards
television advertising in terms of perceived truthfulness, liking qualities, believability of
characters and trustworthiness as guidance to product purchases.
1 Truth
2 Like
3 Believe
4 Best

6- LIMITATIONS OF THE STUDY:

Limitations of our study can be summarized under following points.
The first is related to the time constraint. We had a little time span to conduct this vast
research. The study includes primary, middle and secondary school levels of Rawalpindi
and Islamabad. Another limitation is regarding cost involved in undertaking this research.
The second is although we use a convenience sample method, but we are allowed to
involve a few classes from every school, and no probability was assigned to any class or
student for being selected in the sample, it was totally on our own choice.

7- DATA ANALYSIS:
We use the most efficient and popular software to analyze the data which is SPSS. And
we divide the analysis into two parts.
1. Descriptive statistics
2. Inferential statistics

Descriptive Statistics
 Descriptive Statistics
N Mean Std. Deviation
advertising 120 2.0271 .64966
attitude 120 2.7250 .85344
Valid N (listwise) 120

Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid male 61 50.8 50.8 50.8
female 59 49.2 49.2 100.0
Total 120 100.0 100.0

Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 8-10yrs 15 12.5 12.5 12.5
11-13yrs 67 55.8 55.8 68.3
14-16yrs 38 31.7 31.7 100.0
Total 120 100.0 100.0

How many hours you watch television

Cumulative
Frequency Percent Valid Percent Percent
Valid 1-2hrs 44 36.7 36.7 36.7
3-4hrs 49 40.8 40.8 77.5
5-6hrs 27 22.5 22.5 100.0
Total 120 100.0 100.0
 What kind of advertisements you like most?
Cumulative
Frequency Percent Valid Percent Percent
Valid humorous ads 29 24.2 24.2 24.2
ads with music and singing 55 45.8 45.8 70.0
colorful ads 26 21.7 21.7 91.7
ads that show adults and 10 8.3 8.3 100.0
children together
Total 120 100.0 100.0

Frequency Results
The frequency table shows different viewing patterns of male and female children, out of 120
children 61were male and 59 were female. And 55.8% of them aged between 11-13 years. 36.7%
of children watch television 1-2 hours in a day, 40.8% watch for 3-4 hours and the remaining
watch for 5-6 hours. The next table shows what kind of ads they like most and 45.8% of
respondents like the ads with music and singing.

adv increase awareness of the product

Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 67 55.8 55.8 55.8
Agree 39 32.5 32.5 88.3
Neutral 11 9.2 9.2 97.5
Disagree 3 2.5 2.5 100.0
Total 120 100.0 100.0

most of the proucts which i purchased for the first time are due to the ads of those products
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 42 35.0 35.0 35.0
Agree 48 40.0 40.0 75.0
Neutral 17 14.2 14.2 89.2
Disagree 7 5.8 5.8 95.0
Srongly Disagree 6 5.0 5.0 100.0
Total 120 100.0 100.0
 i have repurchased the product mainly due to the ads of products.
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 31 25.8 25.8 25.8
Agree 54 45.0 45.0 70.8
Neutral 21 17.5 17.5 88.3
Disagree 10 8.3 8.3 96.7
Srongly Disagree 4 3.3 3.3 100.0
Total 120 100.0 100.0

did you ever force your parents to purchase the product which you saw in the ads.
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 47 39.2 39.2 39.2
Agree 35 29.2 29.2 68.3
Neutral 8 6.7 6.7 75.0
Disagree 17 14.2 14.2 89.2
Srongly Disagree 13 10.8 10.8 100.0
Total 120 100.0 100.0

i like most television ads.

Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 37 30.8 30.8 30.8
Agree 42 35.0 35.0 65.8
Neutral 14 11.7 11.7 77.5
Disagree 14 11.7 11.7 89.2
Srongly Disagree 13 10.8 10.8 100.0
Total 120 100.0 100.0
 TV ads tell the truth
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 10 8.3 8.3 8.3
Agree 19 15.8 15.8 24.2
Neutral 24 20.0 20.0 44.2
Disagree 35 29.2 29.2 73.3
Srongly Disagree 32 26.7 26.7 100.0
Total 120 100.0 100.0

You can always beleive what the people in ads say or do.
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 20 16.7 16.7 16.7
Agree 46 38.3 38.3 55.0
Neutral 19 15.8 15.8 70.8
Disagree 26 21.7 21.7 92.5
Srongly Disagree 9 7.5 7.5 100.0
Total 120 100.0 100.0

the products advertised the most on TV are always the best product to buy.
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 33 27.5 27.5 27.5
Agree 35 29.2 29.2 56.7
Neutral 30 25.0 25.0 81.7
Disagree 17 14.2 14.2 95.8
Srongly Disagree 5 4.2 4.2 100.0
Total 120 100.0 100.0

Inferential Statistics
Regression
Model Summary
Model R R square Adjusted R Std. Error of
square estimate
1 .516a .266 .260 .73434

ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 23.042 1 23.042 42.729 .000a
Residual 63.633 118 .539
Total 86.675 119
a. Predictors: (Constant), advertising
b. Dependent Variable: attitude

Coefficientsa
Model Standardized
Unstandardized Coefficients Coefficients
B Std. Error Beta t Sig.
1 (Constant) 1.352 .220 6.132 .000
advertising .677 .104 .516 6.537 .000
a. Dependent Variable: attitude

Data Interpretation
In the regression table the value of R is .516 which shows the
correlation between two variables. The value of R square is .266 and
adjusted R sq is .260 which is the significant form of R square, which
means that independent variable TV advertising effects 26% on our
dependent variable children’s attitude. Regression sum of square is
23.042, and the value of residual sum of square is 63.33. As less
variation is explained by the regression model, but at the same time
the value of F is 42.729 which is significant at (α < .05). this result
explains the goodness of fit of our model.
8- CONCLUSION
Results from our data shows that children are now very aware of the TV advertisements
in Pakistan, and advertising has an impact on children’s purchase behavior. As children’s
are very much aware of advertisements they know most of the good and bad impacts of
the advertisement. Advertisers should have to understand the psychic of children before
launching any new ad campaign. Children are now also able to understand the degree of
truthfulness in the advertisements. So for the advertisers it’s very important realize that
children’s are now very aware of their campaigns, and while developing their ad
campaigns they must address the issues regarding their health, their education and many
other issues. It is also concluded that advertisement can be a very good and effective
media to convey the required message to a children segment. Overall, the study’s finding
is useful for most marketers in determining their strategy towards the Pakistani children.
Further from our study, it is suggested that researchers can generalize the population at
large in further testing. The findings would prove immensely useful for marketing
managers, market researchers, advertising experts, and sociologists. The survey would be
even more interesting if it could examine the differences between children and youth
across the country.
References
1. Panwar,J.S. and Aghnihotri, Milan “Advertising message processing amongst urban
children” Asia Pacific Journal of Marketing and Logistics Vol. 18 No. 4, 2006 pp. 303-
327

2. Chan, Kara and Xiao, Cai “Influence of TV advertising on adolescents in China” VOL.
10 NO. 2 2009, pp. 133-145, Emerald Group Publishing Limited

3. Leonhardt, David and Kerwin, Kathleen (1997), “Hey Kid, Buy This!” Business Week
(June 30), 62–67.

4. Lawlor, Anne Margaret and Prothero,Andrea “Exploring children’s understanding of the

television advertising-beyond the advertiser’s perspective” European Journal of
Marketing Vol. 42 No. 11/12, 2008 pp. 1203-1223

5. M, Sachiko (2004). Children and Media. Journal of Young Consumers: Insight and Ideas
of Responsible Marketers 6. P37-43

6. Shabbir,M.S. Kirmani,S (2008). Children Attitude towards TV Advertisements in

Pakistan. European Journal of Scientific Research Vol.21 No.4 (2008), pp.693-699

7. Neal,Mc J.U. (1992) Kids as Consumers: A Handbook of Marketing to Children. New

York: Macmillan Inc.

8. Dens,Nathalie, Pelsmacker,Patrick De and Eagle,Lynne “Parental attitudes towards

advertising to children and restrictive mediation of children’s television viewing in
Belgium” VOL.8 NO. 1 2007, pp. 7-18, Q Emerald Group Publishing Limited
 9. Hasmini,Noor and Zain,Osman M. Advertising & Marketing to Children April–June
2004

10. Duff,Rosemary and Wise,Child “What advertising means to children” Advertising &
Marketing to Children January–March 2004

11. Rossiter, J.R. (1977) Reliability of a short test measuring children’s attitudes toward TV
commercials. Journal of Consumer Research, 3, pp. 179–184.

12. Sullivan,Terry O’ “Advertising and children: what do the kids think?” Qualitative Market
Research: An International Journal Vol. 8 No. 4, 2005 pp. 371-384

APPENDIX
QUESTIONNAIRE

We are the students of PMAS University of Arid Agriculture, and we are conducting
research on Effect of TV advertising on Children’s Attitude. Please help us by filling this
questionnaire.

Gender Age
1) Male 2) Female 1) 8-10 yrs
2) 11-13 yrs
3) 14-16 yrs

1. Do you watch television?

1) Yes 2) No

2. How many hours you watch television?

1)1-2 hours
2)3-4 hours
3)5-6 hours
3. What kind of advertisements you like most?
1) Humorous ads
2) Ads with music and singing
3) Colorful ads
4) Ads that show adults and children together

Note: Answer the following questions by encircling 1-5

1) Strongly agree
2) Agree
3) Neutral
4) Disagree
5) Strongly disagree

4. Advertising increases the awareness of the product?

1. 2. 3. 4. 5.

5. Most of the products which I have purchased for the first time are due to the ads
of those products.
1. 2. 3. 4. 5.

6. I have repurchased the product mainly due to the advertising of products.

1. 2. 3. 4. 5.

7. Did you ever force your parents to purchase the product which you saw in the
advertisement?
1. 2. 3. 4. 5.

8. I like most television advertisements.

1. 2. 3. 4. 5.

9. Television advertisements tell the truth.

1. 2. 3. 4. 5.

10. You can always believe what the people in advertisements say or do.
1. 2. 3. 4. 5.

11. The products advertised the most on TV are always the best products to buy.
1. 2. 3. 4. 5.
 Table of Contents

1. Introduction

2. Literature Review

3. Conceptual Framework

4. Research Design

5. Methodology
6. Limitations

7. Data Analysis

8. Conclusion

9. References

10. Appendix