TV Ad

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Introduction:
The advertising industry has targeted children as consumers for nearly three decades and
the debate surrounding advertising to children has existed for nearly as long. Currently,
advertisers promote a variety of products and services specifically to and through children.
However, because children do not relate to television in the same way as adults, advertisers
have used a number of devices, including a rapid paced format and various special effects,
to gain and hold children's attention. These devices have attracted attention from both
consumer groups and researchers, who have argued that they increase the range of
deleterious effects advertising may have on young people. In particular, researchers have
queried the relationships children draw between television and real life. The effect these
relationships have on their gender role perceptions and development their expression of
antisocial behaviour, including violence and aggression, and their expectation that parents
should provide products advertised Furthermore, some researchers claim that children are
especially vulnerable to advertising, thus making it inappropriate to treat them as
responsible consumers in the same way as adults are treated.
The advertising industry has responded to these arguments by citing the benefits exposure
to advertising may bring to children. For example, advertisers have claimed that
advertising presents information that enhances children's social development, thus helping
to prepare them for adulthood. Independent researchers have also argued that advertising
does not rely only on negative role models or images, but instead frequently features
characters opposing injustice, as well as people who display kindness, sensitivity and a
concern for others. Despite these counter-arguments, unease about the effects of
advertising to children remains. In particular, researchers continue to query advertising's
effect on children's purchase request behaviour, their development of stereotypes, and the
extent to which they display antisocial behaviour.

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Advertising:
Advertising is a form of communication intended to persuade its viewers, readers or
listeners to take some action. It usually includes the name of a product or service and how
that product or service could benefit the consumer, to persuade potential customers to
purchase or to consume that particular brand. Modern advertising developed with the rise
of mass production in the late 19th and early 20th centuries.
Commercial advertisers often seek to generate increased consumption of their products or
services through branding, which involves the repetition of an image or product name in an
effort to associate related qualities with the brand in the minds of consumers. Different
types of media can be used to deliver these messages, including traditional media such as
newspapers, magazines, television, radio, outdoor or direct mail. Advertising may be
placed by an advertising agency on behalf of a company or other organization.
Organizations that spend money on advertising promoting items other than a consumer
product or service include political parties, interest groups, religious organizations and
governmental agencies. Nonprofit organizations may rely on free modes of persuasion,
such as a public service announcement.
History
As education became an apparent need and reading, as well as printing, developed
advertising expanded to include handbills. In the 17th century advertisements started to
appear in weekly newspapers in England. These early print advertisements were used
mainly to promote books and newspapers, which became increasingly affordable with
advances in the printing press; and medicines, which were increasingly sought after as
disease ravaged Europe. However, false advertising and so-called "quack"(fake)
advertisements became a problem, which ushered in the regulation of advertising content.
As the economy was expanding during the 19th century, advertising grew alongside. In the
United States, classified ads became even more popular, filling pages of newspapers with
small print messages promoting all kinds of goods. In 1843, the first advertising agency
was established by Volney Palmer in Philadelphia. At first, agencies were brokers for ad
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space in newspapers. N.W. Ayer & Son was the first full-service agency to assume
responsibility for advertising content. It was also the first agency to charge a commission
on ads.
In June 1836, French newspaper La Presse was the first to include paid advertising in its
pages, allowing it to lower its price, extend its readership and increase its profitability and
the formula was soon copied by all titles.
In the early 1920s, the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios to
consumers. As time passed, many non-profit organizations followed suit in setting up their
own radio stations, and included: schools, clubs and civic groups. When the practice of
sponsoring programs was popularized, each individual radio program was usually
sponsored by a single business in exchange for a brief mention of the business' name at the
beginning and end of the sponsored shows. However, radio station owners soon realized
they could earn more money by selling sponsorship rights in small time allocations to
multiple businesses throughout their radio station's broadcasts, rather than selling the
sponsorship rights to single businesses per show.
The radio station owners soon realized they could earn more money by selling sponsorship
rights to other businesses. In those days, each show was usually sponsored by a single
business, in exchange for a brief mention of the sponsor at the beginning and end of the
show. This practice was carried over to television in the late 1940s and early 1950s.
However, a fierce battle was fought between those seeking to commercialize this new
medium and the people who argued that the radio spectrum should be considered the
commons, to be used only non-commercially and for the public good. In Canada,
advocates like Graham Spry were able to convince the government to adopt a socialist
funding model. England followed suit with the development of the BBC. However in the
United States, the capitalist model prevailed with the passage of the 1934 Communications
Act which created the Federal Communications Commission. To placate the socialists, the
U.S. Congress did require that commercial broadcasters operate in the "public interest,
convenience, and necessity". However public radio certainly exists in the United States.
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In the early 1950s, the Dumont television network began the modern trend of selling
advertisement time to multiple sponsors. Dumont had trouble finding sponsors for many of
their programs and compensated by selling smaller blocks of advertising time to several
businesses. This eventually became the norm for the commercial television industry in the
United States. However, it was still a common practice to have single sponsor shows, such
as the U.S. Steel Hour. In some instances the sponsors exercised great control over the
content of the show - up to and including having one's advertising agency actually writing
the show. The single sponsor model is much less prevalent now, a notable exception being
the Hallmark Hall of Fame.
The 1960s saw advertising transform into a modern approach in which creativity was
allowed to shine, producing unexpected messages that made advertisements more tempting
to consumers' eyes. The Volkswagen ad campaignfeaturing such headlines as "Think
Small" and "Lemon" ushered in the era of modern advertising by promoting a "position" or
"unique selling proposition" designed to associate each brand with a specific idea in the
reader or viewer's mind. This period of American advertising is called the Creative
Revolution and its archetype was William Bernbach who helped create the revolutionary
Volkswagen ads among others. Some of the most creative and long-standing American
advertising dates to this period.
The late 1980s and early 1990s saw the introduction of cable television and particularly
MTV. Pioneering the concept of the music video, MTV ushered in a new type of
advertising. As cable and satellite television became increasingly prevalent, specialty
channels emerged, including channels entirely devoted to advertising, such as QVC, Home
Shopping Network, and ShopTV Canada.
Marketing through the Internet opened new frontiers for advertisers and contributed to the
"dot-com"(.com) boom of the 1990s. Entire corporations operated solely on advertising
revenue, offering everything from coupons to free Internet access. At the turn of the 21st
century, a number of websites including the search engine Google, started a change in
online advertising by emphasizing contextually relevant, unobtrusive ads intended to help,
rather than inundate, users. This has led to a plethora of similar efforts and an increasing
trend of interactive advertising.
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The share of advertising spending relative to GDP has changed little across large changes
in media. For example, in the U.S. in 1925, the main advertising media were newspapers,
magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of
GDP was about 2.9 percent. By 1998, television and radio had become major advertising
media. Nonetheless, advertising spending as a share of GDP was slightly lowerabout 2.4
percent.
A recent advertising innovation is "guerrilla marketing", which involve unusual
approaches such as staged encounters in public places, giveaways of products such as cars
that are covered with brand messages, and interactive advertising where the viewer can
respond to become part of the advertising message. Guerrilla advertising is becoming
increasing more popular with a lot of companies. This type of advertising is unpredictable
and innovative, which causes consumers to buy the product or idea. This reflects an
increasing trend of interactive and "embedded" ads, such as via product placement, having
consumers vote through text messages, and various innovations utilizing social network
services such as MySpace
Changing scenario of advertising

Marketing through advertising is considered an important variable in the global business.
Advertising is second only to films as far as its influence on the society is concerned.
History bears testimony to the fact that the great Romans practiced advertising. Their
surnames indicated their occupation. The potentialities of advertising multiplied when
manual press was invented in the 15th century. After that the demand has been increasing.

Advertising is, in fact, the most influential and powerful medium in the present
commercial society. It creates an entire worldview, shaping our attitude and beliefs.
Advertisements pervade every aspect of our life and most of us are hardly aware of it. In
the movement for equal status and fair treatment to women, an important part is attributed
to the mass media, particularly to electronic media.

The central position of media in daily life ensures its role in advertising business. The
meanings that are created by media are not fixed, but they vary according to cultural,
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historical and social context of the people concerned. The common man judges the
products on the basis of the understanding his society and culture has inculcated into them.

Symbolism is one of the major aspects of advertisement and it is to be noted that a change
has occurred in this context. Use of women to promote a concept or product is increasing
day by day. In the advertisement world, advertisers have picked up women for advertising
of consumer commodities. Women are used in TV commercials as weapon of persuasion.

Women in many cultures make the majority of consumption decisions; hence they are
important target of these advertisers. So the advertisers find it easier to sell the product by
using the same gender. But most of these ads hardly need women as models. For example,
there is no need to ask females to do an ad for a mens shaving cream. The list is
uncountable. Most of the companies want to attract the consumers by using the physical
look of the models. They have created a world of fantasy. And we are drawn towards that
world without realizing much about the realities of life. We try to imitate whatever is
shown on the Television. The media must play the role of a watchdog in such a situation.
Types of advertising
Virtually any medium can be used for advertising. Commercial advertising media can
include a wall paintings, billboards, street furniture components, printed flyers and rack
cards, radio, cinema and television adverts, web banners, mobile telephone screens,
shopping carts, web popup, skywriting, bus stop benches, human billboards, magazines,
newspapers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight
advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof
mounts and passenger screens, musical stage shows, subway platforms and trains, doors of
bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising),
the opening section of streaming audio and video, posters, and the backs of event tickets
and supermarket receipts. Any place an "identified" sponsor pays to deliver their message
through a medium is advertising.

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Television
The TV commercial is generally considered the most effective mass-market advertising
format, as is reflected by the high prices TV networks charge for commercial airtime
during popular TV events. The annual Super Bowl football game in the United States is
known as the most prominent advertising event on television. The average cost of a single
thirty-second TV spot during this game has reached US$3 million (as of 2009).
The majorities of television commercials feature a song or jingle that listeners soon relate
to the product.
Virtual advertisements may be inserted into regular television programming through
computer graphics. It is typically inserted into otherwise blank backdrops or used to
replace local billboards that are not relevant to the remote broadcast audience. More
controversially, virtual billboards may be inserted into the background where none exist in
real-life. Virtual product placement is also possible.
Infomercials
An infomercial is a long-format television commercial, typically five minutes or longer.
The word "infomercial" is a portmanteau of the words "information" & "commercial". The
main objective in an infomercial is to create an impulse purchase, so that the consumer
sees the presentation and then immediately buys the product through the advertised toll-
free telephone number or website. Infomercials describe, display, and often demonstrate
products and their features, and commonly have testimonials from consumers and industry
professionals.
Radio advertising
Radio advertising is a form of advertising via the medium of radio.
Radio advertisements are broadcasted as radio waves to the air from a transmitter to an
antenna and a thus to a receiving device. Airtime is purchased from a station or network in
exchange for airing the commercials. While radio has the obvious limitation of being
restricted to sound, this becomes its major disadvantage.
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Press advertising
Press advertising describes advertising in a printed medium such as a newspaper,
magazine, or trade journal. This encompasses everything from media with a very broad
readership base, such as a major national newspaper or magazine, to more narrowly
targeted media such as local newspapers and trade journals on very specialized topics. A
form of press advertising is classified advertising, which allows private individuals or
companies to purchase a small, narrowly targeted ad for a low fee advertising a product or
service.
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for
the expressed purpose of delivering marketing messages to attract customers. Examples of
online advertising include contextual ads that appear on search engine results pages,
banner ads, in text ads, Rich Media Ads, Social network advertising, online classified
advertising, advertising networks and e-mail marketing, including e-mail spam.
Billboard advertising
Billboards are large structures located in public places which display advertisements to
passing pedestrians and motorists. Most often, they are located on main roads with a large
amount of passing motor and pedestrian traffic; however, they can be placed in any
location with large amounts of viewers, such as on mass transit vehicles and in stations, in
shopping malls or office buildings, and in stadiums.
Mobile billboard advertising
The Red Eye newspaper advertised to its target market at North Avenue Beach with a
sailboat billboard on Lake Michigan.

Mobile billboards are generally vehicle mounted billboards or digital screens. These can be
on dedicated vehicles built solely for carrying advertisements along routes preselected by
clients, they can also be specially-equipped cargo trucks or, in some cases, large banners
strewn from planes. The billboards are often lighted; some being backlit, and others
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employing spotlights. Some billboard displays are static, while others change; for example,
continuously or periodically rotating among a set of advertisements.
Mobile displays are used for various situations in metropolitan areas throughout the world,
including:
Target advertising
One-day, and long-term campaigns
Conventions
Sporting events
Store openings and similar promotional events
Big advertisements from smaller companies
Others
In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes placement of a
product in visible locations in a store, such as at eye level, at the ends of aisles and near
checkout counters, eye-catching displays promoting a specific product, and advertisements
in such places as shopping carts and in-store video displays.
Covert advertising
Covert advertising, also known as guerrilla advertising, is when a product or brand is
embedded in entertainment and media. For example, in a film, the main character can use
an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's
character John Anderton owns a phone with the Nokia logo clearly written in the top
corner, or his watch engraved with the Bulgaria logo. Another example of advertising in
film is in I, Robot, where main character played by Will Smith mentions his Converse
shoes several times, calling them "classics," because the film is set far in the future. I,
Robot and Space balls also showcase futuristic cars with the Audi and Mercedes-Benz
logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the
movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac
cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and
Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In
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"Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge
logo on the front. Blade Runner includes some of the most obvious product placement; the
whole film stops to show a Coca-Cola billboard
Celebrities
This type of advertising focuses upon using celebrity power, fame, money, popularity to
gain recognition for their products and promote specific stores or products. Advertisers
often advertise their products, for example, when celebrities share their favorite products or
wear clothes by specific brands or designers. Celebrities are often involved in advertising
campaigns such as television or print adverts to advertise specific or general products.
The use of celebrities to endorse a brand can have its downsides, however. One mistake by
a celebrity can be detrimental to the public relations of a brand. For example, following his
performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer
Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to
associate with him after he was photographed smoking marijuana.

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Research Methodology
Statement of the Problem
Through this report we want to find out how children are influenced by the advertisements
especially of confectionary products. So the statement of this project would be Effect of
Advertisements on Children with special reference to confectionary products
The research process goes within the following confectionary products:
Biscuits
Chocolates
Wafers
Noodles
Sauces
Health Drinks

Objectives of the Study
The subject matter for this Project is to study the effects of advertisement on children.
Following are the main objectives of this report.

To know the children's awareness about confectionary Products & their
advertisements.
To study the impact of advertisement of confectionary Products on children.
To know whether is there any connection between TV watching habit of children
and their medium of study or not.

Research Design
Research design selected for this project is Descriptive.

Scope:
The research will be done at Hyderabad only.

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Sampling Plan:-

Target Population: - Target population for this research would be children with age of 8-
15 and their parents.

Sample Unit: - Sample unit for this research would be children with age of 8-15 and their
parents of a selected area.

Sampling Technique: - Stratified Random Sampling

Sample Size: - 100 (it includes 100 kids and their parents)

Sampling Methods: Convenience Sampling (Non probability Sampling)
Hypothesis:
H10: There is no impact of TV advertisement on children.
H11: There is a certain impact of TV advertisement on children.
H20: Advertisement doesnt make children to persuade the parents to buy the product
H21: Advertisement makes children to persuade the parents to buy the product

Tools for the analysis:
1. Chi-Square analysis
2. Graphs and charts

Data Collection Method:
There are mainly two types of data collection methods which are as follows:

Primary Data
Primary Data is the one that is being collected by the researcher itself and is being
collected for the first time. Researcher has collected this data with a specific purpose of
studying the problem.
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Secondary Data
Secondary Data is the data that already exists and in ready to use format and gathered by
somebody else. This data can be in the form of articles in magazines, journals, government
reports or any other historical data. It might even be the different articles in newspaper and
on the internet blogs.
Secondary Data that would be used by researcher in the research process as supportive
documents are from the various newspaper articles, magazines related to specific industry,
books in the specific field of advertising and various different internet sites.
Instrument:-
The instrument selected for the primary data is structured questionnaire.

Research Methodology
Type of research Exploratory research
Research approach Survey
Research instrument Questionnaire
Nature of the data sample technique Primary data & secondary data
Sampling technique Random sampling
Sample size 100
Area of study Public place
Contact method personal

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Indian Advertising Industry
Introduction
The Indian advertising industry is talking business today. It has evolved from being a
small-scale business to a full-fledged industry. It has emerged as one of the major
industries and tertiary sectors and has broadened its horizons be it the creative aspect, the
capital employed or the number of personnel involved. Indian advertising industry in very
little time has carved a niche for itself and placed itself on the global map.
Indian advertising industry with an estimated value of 13, 200-crore has set eyeballs
gazing with some astonishing pieces of work that it has given in the recent past. The
creative minds that the Indian advertising industry incorporates have come up with some
mind-boggling concepts and work that can be termed as masterpieces in the field of
advertising.
Advertising agencies in the country too have taken a leap. They have come a long way
from being small and medium sized industries to becoming well known brands in the
business. Mudra, Ogilvy and Mather (O&M), Mccann Ericsonn, Rediffussion, Leo Burnett
are some of the top agencies of the country.
Indian economy is on a boom and the market is on a continuous trail of expansion. With
the market gaining grounds Indian advertising has every reason to celebrate. Businesses
are looking up to advertising as a tool to cash in on lucrative business opportunities.
Growth in business has lead to a consecutive boom in the advertising industry as well.
The Indian advertising today handles both national and international projects. This is
primarily because of the reason that the industry offers a host of functions to its clients that
include everything from start to finish that include client servicing, media planning, media
buying, creative conceptualization, pre and post campaign analysis, market research,
marketing, branding, and public relation services.
Keeping in mind the current pace at which the Indian advertising industry is moving the
industry is expected to witness a major boom in the times ahead. If the experts are to be
believed then the industry in the coming times will form a major contribution to the GDP.
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With all this there is definitely no looking back for the Indian advertising industry that is
all set to win accolades from the world over.
With development in the technology, various avenues are opening up in advertising
industry. It is estimated that about 2.2 billion dollars are generated in this industry every
year. Be it is print, radio, television or Internet, every medium plays a significant role in
the growth of this industry. Today, Advertising Industry in India is surging with revenues.
To meet all the demands in adverting sector, many agencies are coming to the scene.
India is a hub of creativity and this is evident from the fact that more and more people from
Indian advertising industry are being accepted world over and imposing a lot of respect in
international advertising community.
Visibility is the mantra of success these days and advertising makes sure that your product,
service is visible; thus saleable. Today Advertising Industry in India is booming with
revenue. It is a very successful industry which generates lot of revenue. The Advertising
Industry in India is getting recognized worldwide with its superior quality work and
innovation. It ensures tremendous growth and scope for the employees.
During fiscal 2005, the gross advertising spend in India is estimated at Rs 111 billion, and
is expected to grow at 14.2% to reach Rs. 127 billion by fiscal 2006.
The key factors which have contributed to growth of the Indian advertising industry
include:
Growth in media vehicles leading to increase in media infiltration.
Higher degree of competitive concentration among consumer companies
Entry of global consumer companies with large advertising budgets
Increase in consumer riches.
Rapid economic growth of the country on the back of economic liberalization and
deregulation. Indian advertising industry is fast catching up with their western
counterparts. The change has been a slow and steady one, but if you look at the
advertisements on Indian television nowadays, youll be vastly surprised.
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There were times, when it was believed that sex sells anything and everything. Then came
the era of glamour and celebrities. Film stars and cricketers were roped it to sell soft-drinks
to massage oils. Ads were made for cycles and pens. The list is endless. Now, the times
have changed. Humor, industry experts say, sells the best. People remember jokes, the
humor involved, and it becomes easier to make an impact on the customer. The Indian
consumer no longer falls into an uneducated, easy to please.

Children & Advertising:
Introduction
Advertising to children is the act of marketing or advertising products or services to
children, as defined by national legislation and advertising standards. Advertising to
children is often the subject of debate, relating to the alleged influence on childrens
consumption. Rules on advertising to children have largely evolved in recent years. In
most countries, advertising for children is now framed by a mix of legislation and
advertising self-regulation.
Scope and Form
Advertising to children can take place on traditional media television, radio and print
as well as new media (internet and other electronic media). Packaging, in-store advertising,
event sponsorship and promotions can also be means to advertise to children.
There is no universal definition of a child (although UNESCO - the United Nations
Educational, Scientific and Cultural Organization, defines early childhood as ages 0 8
years). Children are otherwise defined according to national jurisdictions. For the purposes
of advertising law, the definition of a child varies from one jurisdiction to another.
However, 12 is commonly used as a cut-off point, on the basis of the widespread academic
view that by the age of 12 children have developed their behavior as consumers,
effectively recognize advertising and are able to adopt critical attitudes towards it.
There is no global data on ad spending directed at children, only data for specific sectors.
According to the Federal Trade Commission, food and beverage companies (44 companies
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reporting to the FTC) in the US spent approximately $1.6 billion in 2006 to promote their
products/services to children.
Advertising standards
In many countries worldwide, advertising is also governed by self-regulatory codes of
conduct. Advertisers, advertising agencies and the media agree on a code of advertising
standards a set of ethical and behavioral rules they commit to respecting which is
enforced by a Self Regulatory Organisation, often an independent industry-funded body,
responsible for drafting, amending and enforcing the code. Self-Regulatory Organizations
for advertising are increasingly following the best practice model agreed with regulators
and consumer and public health groups in Europe. At a minimum, the general aim of self-
regulatory codes is to ensure that any advertising is 'legal, decent, honest and truthful', but
in most countries detailed rules are in place for different advertising techniques and
sectors.
Advertising self-regulation is built on different levels. On a global level, the International
Chamber of Commerce has drafted a global code on marketing communications. All forms
of marketing communications worldwide must conform to the ICC Consolidated Code on
Advertising and Marketing. The code includes a specific section, detailing the special care
needed when communicating with children.
Since 2006, a global code of practice on food marketing communications is also in place.
The Framework for Responsible Food and Non-Alcoholic Beverage Marketing
Communications of the International Chamber of Commerce (ICC) sets down global
requirements for food and beverage marketing communications on all media, including the
internet Key provisions include: the need for substantiation for claims or health benefits;
no encouragement of excess consumption; no representation of snacks as meals; no
undermining of healthy lifestyle messages; no undermining of the role of parents.
These codes provide a minimum requirement for marketing communications worldwide.
National self-regulatory codes, based on the ICC codes, are established, policed and
enforced by local Self-Regulatory Organisations (SROs) and industry in over 100 countries
and apply to a range of media, increasingly also including digital marketing
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communications. The ICC and national codes are reviewed regularly to ensure that they
remain relevant to local, cultural and consumer concerns and that they promote best
practice. The ICC Framework is applicable globally but is a minimum standard designed to
be adapted and transposed into SR codes at national level. Many countries have
implemented SR provisions that use the ICC Framework as a basis, but go further in
several respects, depending on local considerations. Examples include Australia, Brazil,
Canada, Chile, France, Ireland, The Netherlands, New Zealand, Spain, the UK and the
USA.
In addition to industry-wide self-regulation, individual companies and industry sectors
have introduced a wide range of additional provisions relating to marketing
communications directed at children. For example, most multinational food and beverage
companies have developed their own policies on food and beverage marketing
communications to children and, most recently, have announced the joint implementation
of these individual commitments.
In July 2007, 10 of these companies (now 13) announced a common pledge in the US the
Childrens Food and Beverage Advertising Initiative, mirroring a similar initiative by 15
companies in Canada the Canadian Childrens Food & Beverage Advertising Initiative;
and followed by 11 companies in Europe with the EU Pledge. Under these initiatives,
participating companies will cease advertising to children under 12, other than products
that meet specific nutritional guidelines, based on international scientific
recommendations. A similar Pledge programme was launched by leading food companied
in Thailand in May 2008 and in Australia in mid-2009

TV Advertising & Children in India
More than half of television viewers in India today are children of below 15 years. And
yet there is hardly any sensitivity about the relevance and impact of what is dished out by
various television channels. All of them are operating in a competitive mode for one
upmanship in the race for viewership. In this order channels are concerned more about
what interests or attracts rather than what is in the interest of children. Neither the
Government nor the parents or the teachers seems to be concerned about this situation.
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For, the generation next and the civil society of the country is shaped and molded by what
they are exposed to today on the idiot-box day in and day out.
Research studies over the years world over; have brought out various types of negative
impact of intense viewing of television by children. The direct influence of TV viewing on
the extent of violence and deviant behavior pattern of children has been reiterated even in
India. In fact, there are a couple of confessions by adolescents, even a biography, as to
how they picked up ideas about a rape or robbery or revenge or killing or suicide or
kidnap, etc from one or other TV programme. Even some court judgments have
commented on such effect of TV programmes. That TV has a double-edged effect and that
it is the negative character which impacts more than positive potential often is known.
But what is not realized is that there are no serious efforts to explore positive virtues of TV
and that parents who should be more concerned about such a phenomena hardly do
anything about it. In fact, studies have brought out, for example, that in Punjab and Uttar
Pradesh, parents enjoy the same fare of TV along with their children and as keenly; where
as in Tamil Nadu and West Bengal, parents try to restrain their children in favor of some
discriminative viewing. Teachers and social activists in a couple of places have been
occasionally demonstrating about the influence of television contents. Political parties too
do not seem to be concerned to do something about. BJP, however, had referred to this
adverse trend in its election manifesto a few years ago.
Even the code for advertising, although outdated and inadequate, is conscious of
implications to children of certain broadcasts and realizes the scope for misuse. For
example, under the code no advertisements should be accepted which lures children to
believe that if they do not own or use the product advertised they will be inferior to other
children or that they are liable to ridicule for not owning or using a particular brand.
However, in reality there is neither strict monitoring of the advertisements nor a rigid
follow-up despite that many ads on television fall under this category. And most of these
childrens channels have become marketing outlets for brands altogether to India.
Against this background and in this context there are certain recent trends on the Indian TV
scene, which need to be taken note. More and more channels are going for childrens
programmes. In fact, more channels are coming in describing themselves as childrens
channel or positioning themselves as such. Most of these are beamed into the country as
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if no one in the country, the Government the least, is concerned about such a trend. What is
not taken note is that:
(a) Most of these childrens channels and programmes are of foreign origin or remake of
them and are reruns over the years,
(b) They do not have anything to do with enrichment or supplementary scope for school
education or imparting moral standards (there are of course some good pre-school
programmes);
(c) Some of these foreign channels are now entering their second phase in the country
taking to marketing of toys and tools for children promoted in these serials.
And, worse, as a result of all this, there has been a decline recently in the extent of locally
originated programmes for children even in Indian channels. To complicate the matter
further these foreign programmes for children are now being dubbed into Indian languages.
There are international lobbies operating aggressively to thrust upon animation serials for
children on countries like India. That is how today cartoons have become synonymous for
Childrens TV. Most of these serials are produced after so much research. But not for
ensuring educational or general knowledge aspects but for capturing and retaining eyeballs
of children again and again and to see their serials have certain dope-effect on children.
This recent launch of DTH services in a competitive mode brings out the urgency for
Government take a view of this proliferation of uninhibited foreign fare for children and
doing something about it so that television is also used with more concern and for positive
ends.
The least the Government should do is to prescribe that every channel being down linked
must have certain percent of locally produced and originating programmes for children. In
fact, in the case of children channels, this percentage of locally originated programmes has
to be higher. Canada and European Union countries have one or other provisions in this
regard. If France has prescribed 30 percent of contents of channels should be locally
originated, India should go for a higher percentage, not less.
India has a rich tradition of enriching children with folk tales and grandma tales and
imparting values and imparting discipline and moral values in an entertaining format.
21

When some of us advocated and argued a couple of decades ago for expansion of TV
network in the country and for going for color television, one hope was that childrens fare
will get some priority and all that treasure of India gets a chance to figure. But what is
happening now is contrary. The exceptions are only a few. For, there is a decline in the
extent of childrens participation even in national channels. The best specific examples of
course are Malguidi Days, Panchatantra, Tenaliraman and the like. Realizing these
strengths of Indian tradition, some foreign producers are scouting in India to capture talent
for television, particularly in animation format.
We do not seem to learn from our experiences. All India Radio in the earlier years has set
good examples for childrens programmes, which were enriching as well as entertaining
and supplementary to school education. In fact, the format of those AIR programmes was
such that they were participatory and empowering confidence and courage building in
children and respect for elders and environment. Today most imported childrens
programmes are all out to promote materialism, selfishness, consumerism and at any
cost approach to life.

Realizing the significance of media in the context of children, a few years ago UN has
prescribed annual day for mass media when children are supposed to be the producers of
media contents. It is a good symbolic initiative. But it should be followed up by some
support to promote creative TV software for children of 6 12 age groups, in particular.
For, there is UN Convention on Rights of Child with a set of standards to promote well
being of children. Unfortunately, there is no public trust or foundation of civil society in
India for this purpose. Even Public Service Broadcasting Trust, which is a good initiative
otherwise, is yet to be concerned about childrens interests.
It is most unfortunate that neither of the plethoras of Government agencies claiming
concern for children has taken note of this vacuum. Not even the Ministry of Information
& Broadcasting. All this despite ample creative talents across the country to produce more
positive, pro-active and relevant software for children than what is available now. It is
unfortunate that the Government has neither taken pro-active or re-active initiatives in this
regard. While we have a Childrens Film Society to promote films for children and a
Childrens Book Trust, we have none for television despite the number of children who see
22

television is several times more and, even more critically, the frequency of their viewing
television is more than a couple of hours a day.

Top ten Advertising Agencies of India
Ogilvy and Mather Limited:- Headed by Mr. Piyush Pandey:
The most local of the internationals, The most international of the locals are words written
to describe the identity of Ogilvy. Basically, what this means is that the advertising agency
follows the local market, understands the customer's needs and then networks worldwide
with MNC and other relevant clients.
In all its years of business, Ogilvy has struggled to build brands and has proved its ability
to build brands. The agency does its best to enhance the customer-brand relation. For this,
it undergoes the process of scrutiny of the tools and techniques which work well to build a
long and lasting association with a brand.
Mudra communications Pvt. Ltd:- Head: Mr. Madhukar Kamath:
The agency practices the art of communication in order to express ideas that can shape the
brands. As the name suggests, the agency is influenced by the artistic traditions of Indian
dance, drama and painting. These, in turn, inculcate feelings, ideas, thoughts and emotions
for the success of a brand. Mudra peeps into the local consumer markets, channels and
media, and has its own identity in communication of brands. It looks for the
entrepreneurial zeal which causes continuous and speedy growth for each brand. The
advertising agency always believed in doing interesting work that pleases its clients.
Lintas India Pvt. Ltd:- Head: Mr. Pranesh Misra (President & COO - Lowe,
India):
After the merge of Lintas India Ltd. with Lowe Lintas and Partners group of the UK, it is
now known as Lowe Lintas. India Pvt. Ltd. The turnover of Lintas is Rs. 750 crore. The
advertising agency inculcates advertising, media buying house, direct marketing, public
relations, design consultancy, market research, events, rural communications and
interactive communications. Enterprise Nexus, the agency partner of Lowe in India,
continues to be a member and is known as the Independent Brands division which is the
23

only specialist in advertising and marketing communications. Lowe Lintas India is a
successful agency which is inclined towards quality creative advertising and works for the
benefit of its clients.
JWT (Hindustan Thompson Associates Pvt. Ltd.):- Head:Mr.Colvyn Harris
(Chief Executive Officer):
The advertising agency has a special portfolio which includes creativity, innovation,
clients, case studies, awards, well-thought out leadership and talent. Clients perceive the
agency as a resource of ideas which tell the brands story to the customer, dealing with
market research. In this process, the agency includes innovative ideas.
FCB-Ulka advertising pvt. Ltd:- Head Mr. Anil Kapoor (Managing Director and
CEO):
FCB, being one of the the top three advertising agencies in the USA, ranks number 10 in
the world. FCB-Ulka has made its mark in India as Ulka Advertising. It was founded in
1961. On the creative front, Ulka is known to stand out. FCB-Ulka has made a smooth
transition from a creative shop to a large mainstream agency. Around the mid-seventies,
FCB-Ulka had become the fifth largest agency in India and has sustained this status till
date. The efforts of FCB-Ulka deserve praise. It also gave recognition to those brands that
were not in the limelight earlier but are now completely above other market players.
Santoor soap did thorough research and focused on advertising which gave growing sales
figures against stiff competition from Levers and P&G brands. Not surprisingly, FCB-Ulka
is seen as a turnaround specialist - an agency that does brand building and more.
Rediffusion DY&R Pvt Ltd:- Mr. Mahesh Chauhan (President):
This advertising agency places its people first. It believes that the strength of a brand lies in
the efforts the people of the organization make. Rediffusion DY&R follows system-driven
thinking in its culture. The agency attracts right minds because it thinks of a perfect
balance between creativity and strategy.

24

RK Swamy BBDO Pvt Ltd:- Mr. Srinivasan K Swamy (Head)
It is the agency of the worldwide-renowned BBDO network. The advertising agency
suggests comes up with solutions for its clients regarding their marketing communication
problems and provides them with intelligent solutions and supports them in attaining their
goals. The symbol or logo of the advertising agency is Hansa and is known to separate
milk from the water. Similarly, RK Swamy of BBDO is capable of deriving the essential
elements from the irrelevant ones in order to promote each brand. The agency practises
high level of commitment and spirited teamwork for a common cause.
McCann-Ericsson India Ltd:- Sorab Mistry (Head)
This advertising agency is a leading global agency and has the power and passion to
achieve its mission .McCann-Ericsson is known as a world class advertising agency and
has found outstanding talent in its employees.
Leo Burnett:- Mr. Arvind Sharma (Chairman and CEO):
The advertising agency is totally idea-centric. It generates big brand ideas. It regards the
pencil as its engine no matter the size - it is the means through which it can generate plenty
of creative ideas. The agency is never too satisfied with its endless efforts in building up a
brand. It believes that the brands can become and remain leaders by building better ideas.
It's no wonder that the founder of the advertising agency, Leo Burnett, regards the pencil as
a metaphor for the kind of ideas he was coming up with for his clients.
Grey worldwide (India) Pvt Ltd:- Mr. Nirvik Singh (President south east Asia &
chairman South Asia, Grey Global):
The agency handles above the line advertising for the Grey group. It has launched
Dominos in India. It has had Ambuja cement, Thums Up, Arrow, Lee and many more
brands in its portfolio. The mission of the agency is to remain the largest global integrated
agency to leading brand ideas.
The list of the top ten advertising agencies is not always stable and remains interchanging.
The additions and deletion of a few of them formulates the list. But each of them are
25

History and Evolution of the advertising:
An advertising company is a potentially very successful and enjoyable business,
but only if done correctly. Advertising promotion is older than most people think, and here
is a brief history of advertising companies.
There are four very influential inventions that have shaped the media and thus the
advertising industry - the printing press, radio, television and the Internet. The printing
press made the wide dissemination of information with words on paper possible, mainly
advertisements in newspapers and magazines. Selling material had to be created and
advertising agencies were born.
The first advertising agency, Volney B. Palmer, was opened in Philadelphia in
1841. By 1861 there were 20 advertising agencies in New York City alone. Among them
was J. Walter Thompson, today the oldest American advertising agency in continuous
existence. Radio became a commercial medium in the 1920s.
For the first time, advertising could be heard, not just seen. Soap operas, music, and
serial adventures populated the new medium, and as radios appeared in virtually every
home in America, sales of products advertised on the air soared. Advertisers rushed to
write infectious advertising jingles, an art form that still has its place in the advertising
repertoire of today.
Then television changed everything. Although TV was invented in the 1920s, it
didn't become a mass commercial medium until the 1950s when the prices of television
sets began to approach affordability. Print and radio had to take a back seat because, for the
first time, commercials were broadcast with sight, sound and motion.
The effect of the television on the advertising industry and the way products were
sold was remarkable. Advertising agencies not only had to learn how to produce these mini
movies in units of 30 and 60 seconds, they had to learn to effectively segment the audience
and deliver the right commercial message to the right group of consumers.
26

Cable television was the next great innovation, offering a greater variety of channels with
more specific program offerings. That allowed advertisers to narrowcast. Before the advent
of cable television, the networks attempted to reach demographics by airing at different
times throughout the broadcast period. Soap operas were broadcast during the day to reach
women, news in the evening to reach an older target audience.
Cable television, on the other hand, brought with it channels like MTV that catered
to young music lovers, ESPN, for (typically) male sports fans, and the Food Network, for
people who love cooking (or at least love to watch others cook). These new advertising
channels were delightful for advertisers who wished to target certain audiences with
specific interests, though less so for the networks who saw their share of ad revenue
dwindle.
Children and TV Advertising

In the 1940s and 1950s children were not considered consumers in their own right but only
extensions to their parents purchasing power. With the advent of television and other mass
media, children have come into their own right as consumers and, consequently, they have
become an important target market for the business. Advertisers are the first to recognize
childrens value as consumers who are capable of making decisions about spending.

The 1950s dates the modern era of children's television programming, when a deal
between struggling television network ABC and Disney brought The Mickey Mouse Club
and Disneyland into children's afternoon television programming. Advertising at that time
appealed generally to the personal gain of the consumer in the case they decided to
purchase the sponsored product. Over the next 15 to 20 years, children's television became
an industry by itself.

Throughout this history of children's television advertising, researchers have criticized in
different ways the use of television commercials directed to children (Tseng, 2004). In the
late 1970s, a research team funded by National Science Foundation (NSF) estimated that
children viewed an average of about 20,000.- commercials per year (Adler in Singer,
2001). There was so little study on this topic during the 1950s, the majority of the studies
27

on children's television advertising environment goes from the 1970s onward (Alexander et
al. 1998).

Four types of products advertised to children during the 1970s were limited: toys, cereals,
candies and snacks, and fast foods. Male voiceovers accounted for the great majority of ads
coded, and animated characters seldom appeared (Barcus in Tseng, Eliana Shiao; 2004).
While marketers and advertisers heightened their interest in the child market during the
1980s, research on children's television advertising of that period consisted mainly on
replications and extensions of previous studies (Tseng, 2004).

Childrens television advertising is rapidly becoming a major concern to government
agencies, citizens. groups and researchers in many areas of the social sciences ( Resnik,
Stern and Alberty; 1979).Children who watch a lot of television, want more toys seen in
advertisements and eat more advertised food than children who do not watch as much
television (Strasburger, 2002). Children also urge their parents and friends to be sure to
watch certain commercials (Fox in Jarlbo, 2000).

According to (Resnik, Stern and Alberty, 1979), television advertising and its effect on
consumption patterns, values, and social interaction have been hotly debated for many
years. But only recently has the controversy focused on its differential impact on special
interest groups- the elderly, minorities and children.

As many authors states, there are many television advertisements based on children and it
is faced that children urge their parents to purchase what they want without needing. For a
whole generation of new age children, television is as influential as a parent or a teacher
(Panwar, 2006). According to Wiman (1986), children who talk with their parents more
frequently about TV advertising and commercials make more purchase requests. Children
considered television to be one of lifes necessities. Studies commissioned by cable
television networks in USA, found that an average of 43 per cent of total purchases made
by parents were influenced by children (Cooper in Caruana, and Vassallo; 2003). Exposure
to it was usually extensive before school, after school, during homework, at weekends,
with or without friends (Hanley, 2000). Marketers understand this fact very well. With the
28

growing influence of media on children, an increasingly large number of advertisements
are today directed to them (Panwar, Agnihotri, 2006).

Children, for example, who come from disadvantaged backgrounds, or those who have less
access to their parents may not only spend more time with the media. But, may continue to
rely more heavily on TV advertising for the information that they seek in various areas
(Brown, Childers, Bauman and Koch in Evra; 1995). Parents create direct opportunities by
interacting with their children about purchase requests, giving them pocket money and
taking them to shopping excursions (Ward, Wackman, and Wartella; 1977). Children
spend a large amount of time watching television. They pay more attention to commercials
broadcast during childrens programming. Commercials broadcast during childrens
programming are designed to capture the younger childs attention by the use of cartoon
characters, music, subjective camera angles and editing (Stern & Harmon, 1986).

According to The Guardian newspaper, McDonalds, and Coca Cola spent respectively 34,6
million USD and 16,2 million USD for television advertisement presented for children. In
this situation, firms do not hesitate to spend their money for the related advertisements.
Therefore nowadays the expenditure of these advertisements has been increased
dramatically such as McDonalds and Coca Cola as well as Disney. They are the best
known brand in the world. It can be drawn conclusion from here that the role of children as
consumer on the worlds economy has rapidly increased. The common features of the
above mentioned brands are easily to find and focus on children and family in their
advertisements.

According to McNeal (1992) American children spent over USD 132 billion on 62 product
categories of products were influenced by children. The number of commercials per hour
on American television increased significantly towards the end of the decade. They
provide a strong indication that American children are today exposed to more than 25 000
commercials per year via television (Kunkel & Roberts 1991). In 1997, $1,3 billion was
spent on television advertisements directed at children. Counting all media, advertising and
marketing budgets aimed at children approached $12 billion (McNeal, 1999). It is
estimated that children may view as many as 40,000 commercials each year (Strasburger,
2001). In one of the research project about the influence of television advertising on
29

children and teenagers, Hanley (2000) found that the younger children (aged 911) were
very vague in their recall of current television advertising. The examples they came up
with were often unbranded, with the recall attached to the story. or characters instead, e.g.
Honey Monster (Sugar Puffs), cartoon elephant (Charmin toilet roll). Older children (aged
1216) recalled advertising they enjoyed or disliked. The appeal often related to the
storyline., characters featured or the product. For instance, they mentioned Rolo (elephant
never forgets), as well as KitKat, Argos (toys), and McDonald.s. They identified three
main ways in which television advertising seemed to influence children: pester power;
Many parents felt that advertising had the power to make a significant impression on their
children. Those featuring children, cartoon characters, animals, catchy. tunes and phrases,
colour, dynamic special effects, aspirational celebrity heroes, humor and childrens
products (e.g. confectionery, cereals and toys) were most likely to be referred to:
www.itc.org.uk Generally advertisers use interesting characters in their advertisement to
catch childrens attention. Sometimes these characters are not real. For example Corn
Flakes, Nesquick advertisements and etc (Hanley, 2000).

It was very common for the advertiser to show ads in which the child would acquire
superhuman strength by eating a specific breakfast cereal, or would leave a group of
friends in choking clouds of dust by running with the sponsored sneakers. Toys ads of that
time were sponsored by unknown brands, which would generally end up becoming famous
after making deals with the television station (Alexander et al; 1998).

Childrens ages are also significant to understand the advertisements. Childrens
comprehension of television advertising and its persuasive intent increases with age,
because of greater cognitive maturity and increased experience with the medium. Even a
majority of 5-8 years old have only a low awareness of what a commercial really is; and
although three quarters of 9-12 year old children may demonstrate a medium level of
awareness (eg. commercials tell you what to buy) (Ward & Wackman in Evra; 1995).
However it is possible to say that even though they are very young to understand, the most
important thing is the advertisements impact on children.

De Bens and Vandenbruaene (1992 pg 27) conveys that childrens attention is affected
depending on whether they are watching TV alone, with their parents or with other
30

children of the same age. Children.s attention depends on whether they are playing, eating
or occupied with something else while watching TV. Generally it is assumed that these
factors contribute to reducing childrens attention to TV advertising (De Bens and
Vandenbruaene, 1992).

In less developed countries the trend appears to follow the same pattern as in the developed
world, although the market size may be comparatively small. Increasingly, children have
become not passive observers, but active participants in the family purchase decisions. Not
only do children have their own money to spend on a variety of products and services of
their choice, they also have extensive influence on how their parents buy products and
services (Wimalasiri, 2004).

If children saw something new in a television advertisement or in a magazine that they
liked they were likely to buy it. This is in line with Buijzen and Valkenburg.s (2003)
findings that advertising is positively and directly related to childrens purchase requests.
McGee in Beder (1998, pg 100) says children under aged 12 spend more than $11 billion
of their own money and influence family spending decisions worth another $165 billion on
food, household items like furniture, electrical appliances and computers, vacations, the
family car and other spending. For example, one study estimated that children influenced
$9 billion worth of car sales in 1994. One car dealer explains: "Sometimes, the child
literally is our customer. I have watched the child pick out the car."
Advertising offers consumer ideas and information, which we process and evaluate in
order to make rational choices. Brown (2004) defends advertising to children on just such
cognitive grounds: Children are young consumers, interested in making choices and
needing information about them.

31

Q1. How many hours a day do you watch TV?
a. Up to 30min
b. 30-60min
c. 1 2 hours
d. Cant say

Fig No. 1 : Watching television
Interpretation:
18% kids watch TV for less than half an hour, 21% kids watch up to an hour and 39% kids
watch more than an hour per day. The remaining 22% kids are not able to answer this
question.

0
5
10
15
20
25
30
35
40
45
Up to 30min 30-60min 1-2hrs Can't say
Watching Television
32

Q2. What do you like to watch on TV?
a. Cartoons
b. Reality shows
c. Movies
d. TV serials
e. Song based programmes
f. Others_________________

Fig No. 2 : Favourite programs
Interpretation:
Up to half of the kids accounting to 43% like to watch cartoons in the television, 18% kids
like song based programmes, 12% kids like reality shows, 10% kids like movies and
remaining kids like to watch other programmes.

0
5
10
15
20
25
30
35
40
45
50
Cartoons Reality shows Movies TV serials Song based
programmes
Others
Favourite programs
33

Q3. From the following confectionary products which is your favorite product?

a. Biscuits
b. Sauces
c. Wafers
d. Noodles
e. Chocolates
f. Health Drinks (i.e. Bournvita, Complain, Boost, etc)

Fig No. 3 : Favourite confectionary products
Interpretation:
The favourite product of 24% kids is wafers, 23% kids is biscuits and 21% kids is
chocolates. The favourite products of the remaining 32% kids are sauces, noodles, health
drinks etc.

0
5
10
15
20
25
30
Biscuits Sauces Wafers Noodles Chocolates Health Drinks
Favourite confectionary products
34

Q4. You are most familiar with advertisements of which of the following confectionary
products?
a. Biscuits
b. Sauces
c. Wafers
d. Noodles
e. Chocolates
f. Health Drinks (i.e. Bournvita, Complain, Boost, etc)

Fig No. 4 : Familiarity with the ads of confectionary products
Interpretation:
Of the total kids, 28 of them of most familiar to the ads of chocolates and 25 are most
familiar to the ads of biscuits. The remaining kids are familiar to the ads of other
confectionary products like wafers, sauces, health drinks, noodles etc.

0
5
10
15
20
25
30
Familiarity with the ads of confectionary
products
35

Q5. After watching ad of any confectionary products, have you ever tried to purchase that
product?
a. Yes b. No

Fig No. 5 : Trial after watching the ad
Interpretation:
83% kids tried to purchase the confectionary products after watching their advertisement
and 17% did not try.

83%
17%
Trial after watching the Ad
Yes
No
36

Q6. If yes, then which confectionary product you have tried to purchase?
a. Biscuit b. Sauce
c. Wafer d. Noodle
e. Chocolate f. Health Drink

Fig No. 6 : Confectionary product bought after watching its ad
Interpretation:
Of the kids who made purchase after watching the ads, 23 of them bought biscuits, 21
bought chocolates, 13 kids bought noodles and 11 kids bought sauces. The remaining kids
bought products like wafers and health drinks.

0
5
10
15
20
25
Confectionary product bought after watching its ad
37

Q7. On which media do you like to watch ads of confectionary products?
a. TV
b. Magazine
c. Newspaper
d. Hoardings

Fig No. 7 : Media for ads of confectionary products
Interpretation:
Up to half of the total kids (48%) watch ads on the television, 20% kids watch in the
newspaper, 16% in the magazines and another 16% on the hoardings.

0
10
20
30
40
50
60
TV Magazine Newspaper Hoardings
Media for ads of confectionary products
38

Q8. You buy that confectionary product because.........
a. It gives free tattoo or any other thing

b. Your friend has that product
c. Your favorite cartoon character/favorite celebrity is associated with it
d. You want to be like the character of that ad.

Fig No. 8 : Reason for buying a confectionary product
Interpretation:
32% kids buy a confectionary product because their favorite character, cartoon or celebrity
is associated with it and 25% kids do the same because they want to be like the character of
that ad. Other 25% kids buy for getting a free tattoo or things as such and remaining 18%
buy just because their friend has the same product.

0
5
10
15
20
25
30
35
It gives free tattoo or
any other thing
Your friend has that
product
Your favorite cartoon
character/favorite
celebrity is associated
with it
You want to be like the
character of that ad
Reason for buying a confectionary product
39

PART B (To be filled by Parents)
Q1. How often advertisements of confectionary products influence purchase decision of
your children?
a. Frequently
b. Regularly
c. Occasionally
d. Rarely
e. Never

Fig No. 9 : Ads influence purchase decision of the children
Interpretation:
Of the total respondents, 28% parents say that advertisements of confectionary products
influence purchasing decision of their children frequently, 15% parents say that their
childrens buying decision is influenced regularly, 19% say it is occasional and 25% say it
is rare. The remaining 13% respondents say that their children never get influenced by the
TV ads.
0
5
10
15
20
25
30
Frequently Regularly Occasionally Rarely Never
Ads influence purchase decision of the children
40

Q2. How often does your child insist you to purchase any confectionary product after
watching ad of the same?
a. Frequently
b. Regularly
c. Occasionally
d. Rarely
e. Never

Fig No. 10 : Frequency of child insisting to purchase a product after watching
ad of the same
Interpretation:
Of the total parents considered for the survey, 34% parents say that their children
occasionally insist them to purchase a product after watching its ad in the TV. 26% parents
say that their children frequently ask for such products and 19% parents say that their
children ask regularly after watching the ads. 18% parents accept that their children insist
them rarely and 3% say that their children never insist them at all.
0
5
10
15
20
25
30
35
40
Frequently Regularly Occasionally Rarely Never
Frequency of child insisting to purchase a product after
watching ad of the same
41

Q3. How do you react to your child when he/she insist you to buy any confectionary
product after watching its ad?
a. Say OK and buy for them later
b. Say OK but do not buy them
c. Say no and convince them
d. Warn them not to ask again
e. Cant say

Fig No. 11 : Parents reaction
Interpretation:
Of the total respondents, a quarter of them (25%) say okay when their child insists them to
buy any confectionary product after watching its ad but do not buy them and 12% of them
buy the same for their children later. 21% respondents warn their children not to ask again
and 17% respondents deal with children smoothly and convince them. The remaining 25%
respondents are not able to answer the quest

0
5
10
15
20
25
30
Say OK and buy
for them later
Say OK but do not
buy them
Say no and
convince them
Warn them not to
ask again
Cant say
Parents' reaction
42

Q4. State the agreement or disagreement for the following statements.
1. Advertising makes kids aware of the new products available
a. Strongly agree b. Agree c. Neutral
d. Disagree e. Strongly disagree

Fig No. 12 : Advertising makes kids aware of the product available
Interpretation:
Of the total respondents, majority of them accounting to 84% agree that advertising makes
kids aware of the new products available while only 12% disagree. The remaining 4%
respondents neither agree nor disagree with the statement

0
5
10
15
20
25
30
35
40
45
50
Strongly
agree
Agree Neutral Disagree Strongly
disagree
Advertising makes
kids aware of the
43

2. Advertising increases kids knowledge about latest innovations

Fig No. 13 : Advertising increases kids knowledge about latest innovation
Interpretation:
Of the total respondents, majority of them accounting to 69% agree that advertising
increases kids knowledge about latest innovations while 21% disagree. The remaining 11%

0
5
10
15
20
25
30
35
40
45
50
Strongly
agree
disagree
Advertising increases
kids knowledge
about latest
44

3. Advertising makes children get knowledge on their diet

Fig No. 14 : Advertising makes children get knowledge on their diet
Interpretation:
Of the total respondents, only 9% of them agree that advertising makes children get
knowledge on their diet while many others (74%) disagree. The remaining 7% respondents
neither agree nor disagree with the statement

0
10
20
30
40
50
60
Strongly
agree
disagree
Advertising makes
children get
45

4. Advertising encourages the children to persuade the parents to purchase the
products

Fig No. 15 : Advertisement encourages the children to persuade the parents to
purchase the products
Interpretation:
Of the total respondents, majority of them accounting to 67% agree that advertising
encourages the children to persuade the parents to purchase the products while 23%
disagree. The remaining 10% respondents neither agree nor disagree with the statement

0
5
10
15
20
25
30
35
40
Strongly
agree
disagree
Advertising
encourages the
children to persuade
the parents to
46

5. Children often tend to misinterpret the messages conveyed in the commercials

Fig No. 16 : Children often tend to misinterpret the messages conveyed in the
commercials
Interpretation:
Of the total respondents, majority of them accounting to 71% agree that children often tend
to misinterpret the messages conveyed in the commercials while 16% disagree. The
remaining 13% respondents neither agree nor disagree with the statement

0
5
10
15
20
25
30
35
40
Strongly
agree
disagree
Children often tend
to misinterpret the
messages
47

6. The flashy advertisements broadcasted in television generate impulse shopping
in children.


Fig No. 17 : The flashy advertisements broadcasted in television generate impulse
shopping in children
Interpretation:
Of the total respondents, majority of them accounting to 63% agree that the flashy
advertisements broadcasted in television generate impulse shopping in children while 22%
disagree. The remaining 15% respondents neither agree nor disagree with the statement

0
5
10
15
20
25
30
35
Strongly
agree
disagree
The flashy
advertisements
broadcasted in
television generate
48

7. Children, after watching the glitter of commercials, often lose the ability to live
a life without materialistic joy.

Fig No. 18 : Children, after watching the glitter of commercials, often lose the ability to
live a life without materialistic joy.

Interpretation:
Of the total respondents, 30% of them agree that the personal preferences of the children in
clothing, toys, food and luxuries are altered by the advertisements, to a great extent while
27% disagree. The remaining 43% respondents neither agree nor disagree with the
statement

0
5
10
15
20
25
30
35
40
45
50
Strongly
agree
disagree
Children, after
watching the glitter
of commercials,
often lose the
49

8. The kids usually get more attracted towards the costly branded products, such
as jeans and accessories.


Fig No. 19 : The kids usually get more attracted towards the costly branded products, such
as jeans and accessories.

Interpretation:
Of the total respondents, only 9% of them agree that the kids usually get more attracted
towards the costly branded products, such as jeans and accessories while a high number of
respondents accounting to 70% disagree. The remaining 21% respondents neither agree nor
disagree with the statement

0
10
20
30
40
50
60
Strongly
agree
disagree
The kids usually get
more attracted
towards the costly
branded products,
50

9. Advertisements have an indirect effect on the behavior of children

Fig No. 20 : Advertisements have an indirect effect on the behavior of children

Interpretation:
Of the total respondents, majority of them accounting to 71% agree that Advertisements
have an indirect effect on the behavior of children while 16% disagree. The remaining 13%

0
5
10
15
20
25
30
35
40
Strongly
agree
disagree
Advertisements have
an indirect effect on
the behavior of
51

10. The personal preferences in clothing, toys, food and luxuries of children are
altered by the advertisements, to a great extent.


Fig No. 21 : The personal preferences in clothing, toys, food and luxuries of children
are altered by the advertisements, to a great extent.

Interpretation:
Of the total respondents, 33% of them agree that the personal preferences of the children in
clothing, toys, food and luxuries are altered by the advertisements, to a great extent while
21% disagree. The remaining 46% respondents neither agree nor disagree with the
statement.

0
5
10
15
20
25
30
35
40
45
50
Strongly
agree
disagree
The personal
preferences in
clothing, toys, food
and luxuries of
children are
52

Data Analysis:
Aware of new products * Overall agreement

Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 13.741
a
12 .018
Likelihood Ratio 14.084 12 .195
Linear-by-Linear
Association
1.617 1 .203
N of Valid Cases 100

Table-1: Chi Square Test For Aware of new products
a. 12 cells (60.0%) have expected count less than 5. The minimum
expected count is .13.

Knowledge about latest innovations * Overall agreement

Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
a
12 .041
Linear-by-Linear
Association
3.295 1 .070
53

Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
a
12 .041
Linear-by-Linear
Association
3.295 1 .070

Table-2: Chi Square Test For Knowledge about latest innovations

Knowledge on their diet * Overall agreement

Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
a
8 .081
Linear-by-Linear
Association
3.899 1 .048

Table-3: Chi Square Test For knowledge on their diet

54

Persuade parents * Overall agreement

Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
a
12 .014
Linear-by-Linear
Association
.723 1 .395

Table-4: Chi Square Test For Persuade parents

Misinterpret the messages * Overall agreement

Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
a
12 .008
Linear-by-Linear
Association
.491 1 .484

Table-5: Chi Square Test For Misinterpret the messages

55

Impulse shopping * Overall agreement

Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
a
16 .486
Linear-by-Linear
Association
3.992 1 .046

Table-6: Chi Square Test For impulse shopping

Materialistic joy * Overall agreement

Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
a
12 .076
Linear-by-Linear
Association
.038 1 .846
56

Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
a
12 .076
Linear-by-Linear
Association
.038 1 .846

Table-7: Chi Square Test For Materialistic joy

Attract towards costly branded * Overall agreement

Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
a
12 .042
Linear-by-Linear
Association
.126 1 .723

Table-8: Chi Square Test For Attract towards costly branded

57

Indirect effect * Overall agreement

Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
a
16 .017
Linear-by-Linear
Association
4.419 1 .036

Table-9: Chi Square Test For indirect effect

Personal preference * Overall agreement

Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
a
12 .288
Linear-by-Linear
Association
1.034 1 .309

Table-10: Chi Square Test For personnel preference

58

Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
a
12 .006
Linear-by-Linear
Association
.255 1 .614

Table-10: Chi Square Test For personnel preference

From the above chi- square analysis the factors like Aware of new products, Knowledge
about latest innovations, Persuade parents, Misinterpret the messages, Attract towards
costly branded goods and Indirect effect on behaviour of children show Pearson Chi-
square value less than 0.05. Therefore the null hypothesis is rejected which proves that
these variables have significant impact of TV advertisement on children. Remaining
variables like Knowledge on their diet, Impulse shopping, Materialistic joy and Personal
preference in clothing, toys, food on children show Pearson chi-square value greater than
0.05. Therefore the null hypothesis is accepted which proves that these variables do not
have significant impact of TV advertisements on children.

Hypothesis:
H10: There is no impact of TV advertisement on children.
H11: There is a certain impact of TV advertisement on children.
Out of 10 variables 6 variables have pearson chi-square value less than 0.05. That means
majority variables shown impact on behaviour children because of TV advertisements.
Hence alternative hypothesis is accepted.

59

H20: Advertisement doesnt make children to persuade the parents to buy the product
H21: Advertisement makes children to persuade the parents to buy the product

Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
a
12 .006
Linear-by-Linear
Association
.255 1 .614

From the above table it is obvious that the Pearson chi-square value is less than 0.05.
Therefore the alternative hypothesis is accepted. Hence we can conclude that
advertisement makes children to persuade the parents to buy the product.

60

SUGGESTIONS
1. Children should not be allowed to watch the television too much due to its impact
on their behaviour.
2. Parents should convince the children and do not get for them whatever they ask.
3. Parents should help their children in understanding well the message conveyed in
the ads and prevent them from imitating the characters in the ads.
4. The kids should be made aware of the tricky ads and their indirect effect on their
habits and in turn on their health.

61

FINDINGS
Following are the findings of the research done on A study on impact of Television
advertisements on children:
1. Majority of the children watch television for more than an hour and few of them do
not follow any timings. Most of the children like to watch cartoons much on the
television apart from other programmes.
2. The favourite confectionary products of most of the children are biscuits,
chocolates and wafers. They are also much familiar with the ads of these products
than other confectionaries.
3. More than 80% kids bought the same products after watching the ads in the
television and those products are biscuits and chocolates.
4. Many of the kids bought those products because their favourite character is
associated with it and they want to be like that character.
5. From the study, it is found that the ads changed the buying decision of the children
a lot many times and they often insisted their parents to buy the same products.
6. Advertising makes kids aware of the new products and latest innovations to a great
extent and makes them persuade their parents to buy the products of their interest.
7. However, ads are not able to increase their knowledge regarding the diet and many
others.
8. Kids often tend to misinterpret the message conveyed in the ads and the flashy
advertisements broadcasted in television generate impulse shopping in children to a
great extent.
9. The kids do not get attracted towards the ads of the costly branded products, such
as jeans and accessories. And according to most of the parents, children do not live
a life with materialistic joy after watching the glitter of commercials.
10. Though the personal preferences in clothing, toys, food and luxuries of children are
not much altered, there is an indirect effect on the behaviour of the children.

62

CONCLUSION
The study on Impact of Television Advertisement on Children with reference to
Confectionary products was undertaken with an objective to find out how children are
influenced by the advertisements. The confectionary products considered are the biscuits,
chocolates, wafers, noodles, sauces and health drinks. The study aims to find out the
awareness of the children about the confectionary products. Further, it also brings out the
opinion of the parents regarding the same.
The study is done in the area of Hyderabad with children between the age of 8-15 and their
parents as the sample. A structured questionnaire was used as the instrument to collect the
primary data. The sampling technique adopted was stratified random sampling. The entire
study was based on the hypotheses that there is no impact of TV advertisement on children
and advertisement doesnt make children to persuade the parents to buy the product.
The information collected was analyzed using appropriate statistical tools like chi-square
analysis. It was found that more than 80% kids bought the same products after watching
the ads in the television and those products are biscuits and chocolates and this is because
their favourite character is associated with it. Further, the ads changed the buying decision
of the children a lot many times though they are not able to increase their knowledge and
they often insisted their parents to buy the same products.
It is suggested to the companies that they should give reliable and informative ads rather
than false ads full of animations and graphics. Children should not be allowed to watch the
television too much due to its impact on their behaviour. Parents should help their children
in understanding well the message conveyed in the ads and prevent them from imitating
the characters in the ads and they should convince them and do not get for them whatever
they ask. Further, the kids should be made aware of the tricky ads and their indirect effect
on their habits and in turn on their health.

63

Bibliography
1. C.L. Tyagi, Arun Kumar, Advertising Management, Atlantic Publishers &
Distributors, 2004
2. Kevin Lane Kellar, Strategic Brand Management, Third Edition, Published by
Dorling Kindersley.
3. Ranjit Kumar, Research Methodology, First Edition Published in 1999.

Websites:
www.tvadvertising.com
www.televisionadvertisingexperts.com
www.chillibreeze.com

64

Annexure I
Questionnaire
Demographics:
i) Age:____________
a. 15-25yrs b. 25-35yrs c. 35-45yrs d. Above 45yrs
ii) Gender____________________
a. Male b. Female
iii) Residence___________________
iv) Qualification__________
a. Undergraduate b. Graduate c. Post Graduate d. Others
v) Occupation____________
a. Student b. House wife c. Employee d. Business
vi) Annual income (in lakhs)______________
1. Below 1 b. 1-2 c. 2-3
d. 3-5 e. 5-8 f. Above 8
PART A (To be filled by Children)
Q1. How many hours a day do you watch TV?
Less than 1 hour 1 2 hours
2 3 hours More than 3 hours
Q2 . What do you like to watch on TV?
Cartoons
Reality shows
Movies
TV serials
Song based programmes
Others_________________
65

Q3. From the following confectionary products which is your favorite product/s?
Biscuits
Wafers
Chocolates
Sauces
Noodles
Health Drinks (i.e. Bournvita, Complain, Boost, etc.)
Q4. You are familiar with advertisements of which of the following confectionary
products?
Biscuits Sauces
Wafers Noodles
Chocolates Health Drinks (i.e. Bournvita,
Complain, Boost, etc)
Q5. After watching ad of any confectionary products, have you ever tried to purchase that
product?
Yes No
Q6. If yes then which confectionary product you have tried to purchase?
Biscuit Sauce
Wafer Noodle
Chocolate Health Drink (i.e. Bournvita,
Complain, Boost, etc)
Q7. Do you like to watch ad of confectionary products on which media?
TV
Magazine
66

Newspaper
Hoardings
Q8. You buy that confectionary product because.........
It gives free tattoo or any other thing

Your friend has that product
Your favorite cartoon character/favorite celebrity is associated with it
You want to be like the character of that ad.

PART B (To be filled by Parents)
Q1. How often advertisements of confectionary products influence purchase decision of
your children?
a. Frequently
b. Regularly
c. Occasionally
d. Rarely
e. Never
67

Q2. How often does your child insist you to purchase any confectionary product after
watching ad of the same?
a. Frequently
b. Regularly
c. Occasionally
d. Rarely
e. Never
Q3. How do you react to your child when he/she insist you to buy any confectionary
product after watching its ad?
a. Say OK and buy for them later
b. Say OK but do not buy them
c. Say no and convince them
d. Warn them not to ask again
e. Cant say
Q4. State the agreement or disagreement for the following statements.
1. Advertising makes the kids aware of the new products available
2. Advertising increases kids knowledge about latest innovations

3. Advertising aware the knowledge on their diet

68

4. Advertising encourage the children to persuade the parents to purchase the
products

5. Children often tend to misinterpret the messages conveyed in the
commercials

6. The flashy advertisements broadcast in television generate impulse
shopping in children.

7. Children, after watching the glitter of commercials, often lose the ability to
live a life without materialistic joy.

8. The kids usually get more attracted towards the costly branded products,
such as jeans and accessories.

9. Advertisements have an indirect effect on the behavior of children

69

10. The personal preferences in clothing, toys, food and luxurious of children
are altered by the advertisements, to a great extent.
Q5. Do you agree with the following statement?
Advertisement shows an impact on children
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree
Suggestions please
_________________________________________________________________________
_________________________________________________________________________
________

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