IMPACT OF Click to edit Master subtitle style ADVERTISEMENT ON CHILDREN BEHAVIOUR :Evidence From Pakistan

FAROOQ AHMAD JAM (IIUI) SHAKEEL AKHTAR (IIUI) SYES TAHIR (COMSATS) M. BASHIR (IQRA UNIVERSITY

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ABSTRACT

7 DIFFERENT SCHOOLS 330 CHILDREN 107 PARENTS ADDS EHNACE KNOWLEDGE DO NOT IMPACT NEGATIVELY TO CHILDREN MEMORY TARGET THE PARENTS FOR SELLING CHILDREN RELATED PRODUCTS

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INTRODUCTION

CONSUMER RESEARCH EMMOTIONAL ATTACHMENT MOTHER IS THE TARGET CUSTOMER FOR MARKERS OF BABYCARE INDUSTRY MASSIVE ATTACK ON CHILDREN MEMEORY AGGRESSIVE ATTITUDE IN YOUTH AS THEY SEE VOILENCE ON ELECTRONIC MEDIA DAMAGING THE YOUNG CHILDREN (UNDER AGE 8)

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LITERATURE REVIEW

HEAVY EXPOSURE TO TV ADVERTISEMENT ARE MORE LIKELY TO RECALL THOSE BRANDS WHILE SHOPING WITH PARENTS. ATKIN (1981) CHILDREN RANGING IN BETWEEN 6 TO 11 YEARS WATCH TV 3 HOURS A DAY AND WITH IN A YEAR THEY WATCH 20,000 COMMERCIALS.
ADLER (1980)

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500 PEOPLE RECORDED THEIR RESPONSE.AND THAT ARE

ENTERTAINMENT CONFUSION RELEVENT NEWS BRAND REINFORCEMENT EMPTHAY FAMILARITY ALIENATION

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LEO BURNET ADVERTISING AGENCY

SAD OR HAPPY PROGRAM OR COMMERCIAL CAN EFFECT THE MOOD OF VIEWER

(GOLDBERG & GORN, 1987)

THERE IS A CAUSE AND EFFECT RELATIONSHIP BETWEEN TV ADVERTISEMENT EXPOSURE OF CHILDREN AND THEIR PURCHASE PREFERENCE WHILE SHOPING WITH PARENTS
GALST & WHITE (1976)

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Hypothesis
Children Children Ads Ads Ads
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try to copy the add.

insist on buying advertised products. targeted to children are effective in selling children related products. enhance knowledge about environment. impact negatively on memory and behavior of children.

Methodolgy
7

schools in Rawalpindi focusing children age below 16 years questionnaire 9 items for children and 10 items for parents students and 200 parents 360 students and 110 parents responded

Two 500

Only

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Children responses
Separate Cable Watch

room 82% NO

availability 78% YES TV with parents 35% Sometimes

50% YES

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Children responses
Likeness Parents

of add 46 % YES

shop for children 84% YES

Children Ads Ads Try

go for shopping with parents 53% YES influence on buying 54% Yes help on buying 43% Yes

to copy the ads 47% No

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Parents responses
Separate Cable Watch

room 96% NO

availability 80% YES

TV with parents 50% Yes 35% sometimes

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Parents responses
Impact Ads

of add on buying 42% sometimes help on buying 40% YES for children choice while shopping 65% YES influence children on buying 51% impact on children 52% NO try to copy 43% NO

Care Ads Bad

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Children

Conclusion
Add

did not help buying behavior but children insist on buying the things they like while sopping with parents no impact negatively to children enhance knowledge

Do

Ads

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Limitations
Culture Sample Life

selection from only one city

style, income, economic conditions

Adopted

questionnaire from (North & Kotze, 2001)

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