project report on tv advertisements

7/26/2019 Project Report on TV Advertisements

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A Research Proposal

On

The influence of T.V. advertising on children : A REVIEW BASEST!"

Submitted to

B.P.S.#.V $%A&P!R $A'A&( SO&IPAT

)E*+ail:* ,,,.-ps,o+enuniversit.ac.in/

In partial fulfill+ent of the re0uire+ents for the a,ard of degree of

#ASTER I& B!SI&ESS A#I&ISTRATIO&

Submitted to: Submitted by:

DR. KRISHAN KUMAR RENU , DEPTY,NITESH

MBA 1STYEAR

ROLL NO: 1!""!#!, 1!""!!$,1!""!"!

BHAGAT PHOOL SINGH MAHILA VISHWAVIDYALAYA

KHANPUR KALAN, SONIPAT, HARYAN

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T%b&e o' (o)te)t*

S+. No. Toi- P%e No.

1. (/%te+01

Introduction

". (/%te+0"

Review of literature

#. (/%te+0#

Scope of study1

2. (/%te+02

Objectives of the study13

1

(/%te+0 /yot/e*i* %)d Re*e%+-/ /yot/e*i*

Research +ethodologata re0uire+entata collection techni0ueSample selection method

1

1

"!

"!

"!

"1

$ (/%te+0$Analsis and interpretation 22

3 (/%te+033inding and Reco++endation 45

4 (/%te+04 'i+itation of stud 46

(/%te+0 References 47

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(HAPTER01

INTRODU(TION

Hi*to+y o' %d5e+ti*eme)t

Egptians used paprus to +a8e sales +essages and ,all posters. Wall or roc8 painting for

co++ercial advertising is another +anifestation of an ancient advertising for+( ,hich is

present to this da in +an parts of Asia( Africa( and South A+erica. The tradition of ,all

painting can -e traced -ac8 to Indian roc8 art paintings that date -ac8 to 4999 BE. %istor

tells us that Out*of*ho+e advertising and -ill-oards are the oldest for+s of advertising.

In ;Advertising is a paid

for+ of non*personal presentation of ideas( goods or services - an identified sponsor.

>According to Wheeler( >Advertising is an for+ of paid non*personal presentation of ideas(

goods or services for the purpose of inducting people to -u.> 3ro+ a childs point of vie,(

,hat is the purpose of TV advertise+entsC An advertise+ent designed to attract attention to

guide( to guide attitudes and to facilitate -ehavioural change( is considered possessing

profound influence of the attitudes and values in +odern societ. There is a general concern

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of parents and other societal actors( that TV advertise+ents +a have a negative( intended or

unintended( influence on children.

The children of toda are the future of to+orro,. This po,erful state+ent assu+es special

significance in our conte@t as children )9*;4 ears/ co+prise one third of the total

population .in countr ever of the provision of conducive and an ena-ling environ+ent( +a

-losso+ into an ever fragrant flo,er to shine in all spheres of life. This re+inds us of the

onerous responsi-ilities that ,e have ,ould and shape their present condition in the -est

possi-le ,a. The ourne of the life ccle of the child involves the critical co+ponents of

child survival( child develop+ent and child protection. The population of children in India

according to ear 29;2 ,as appro@. ;6 r.

Advertising on television usuall +eans running a TV co++ercial( tpicall -et,een ;1 and

69 seconds in length( -ut TV advertising can also include sponsorships and product

place+ent ,ithin television sho,s. Toda everone has TV and advertising on TV is one the

-est options to pro+ote our products. The ad co+ing on TV also put high i+pact on the

custo+ers. There ,ill -e +ore positive effects in -uilding -rands. Advertisers are innovating

ne, ,as for their ca+paigns on high definition televisions. India Advertising agencies are

co+ing up ,ith glitD( s+art and tailored tpe ads targeting the +iddle classes. Besides( a

nu+-er %indi India +edia ne,s channels have -een launched and the are reaching to the

+asses -oth in ur-an and rural parts of the countr. Indian television ne,s channels are no,

have -eco+e +ore effective as advertising agenc. 3ive co++on characteristics of TV ads

that connect ,ith vie,ers that is Relata-le characters and situations( A si+ple( up-eat

storline( ialogue( E+otional resonance( %u+our hildren Of all +ar8eting ,eapons

advertising has the leading i+pact as its e@posure is +ore( and is the +ost attractive +edia

for children. The desire to restrict advertising ai+ed at children is -ased on three concerns.

3irst( it is -elieved that advertising pro+ote superficialit and values founded in +aterial

goods and consu+ption. Second( children are considered ine@perienced consu+ers and eas

pre for the sophisticated persuasion of advertisers. Third( advertising influences children

de+and for everthing fro+ to to snac8 food. These de+ands create an environ+ent of

child*parent conflict. Parents finds the+selves having to sa no over and over again to

children ,hose desire are pi0ued - effective advertising. Whenever severe co+petition

-et,een +ar8eters( introducing ne, products etc. Even ,ith evolution of direct +ar8eting(

and interactive +edia. &o, a das +ost of the industr li8es Auto+o-ile( 3# and other

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industr the tring to sho, e+otion in advertising ,ith o,n -rand. That is ver effective for

the co+pan to attract the children as ,ell as their parents. Ever co+pan has needed to do

advertising after launching their product - using different advertising +edia. TV( Radio(

Bill-oard( internet( Print etc. There is currentl 1;1 TV channel availa-le in India. %indi*

language television channels have the highest +ar8et share. In addition nu+erous regional

channels are availa-le in throughout

Different sources of !"ertise#ent

But if ,e tal8 a-out TV advertising it is a costl advertising +edia. It is ver effective than

other advertising +edia. Thats ,h ever co+pan using and e@pending +ore +one on TV

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advertising. EF* If ,e tal8 a-out 3# industr the are also e@pending +ore +one on TV

advertising to attract the custo+er. The are sho,ing e+otion in the advertise+ent thus child

and people. #ost of the children the prefer to ,atch TV progra+ G advertising.


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(HAPTER0"

Lite+%tu+e +e5ie6

S)od+%** et %&. 7138found that Todas children are uni0ue in +an ,as fro+ previous

generations( -ut perhaps the +ost influencing on our oung children toda is

Television advertise+ents. In ;


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suggested that children -et,een 1 to ;; ears of age are the +ost valua-le to

advertising( -ecause their cognitive Kstructure are -eginning and the are +ost

significant to e@ternal influence.

Mitt%& 7"!1!8 found that children prefer spending ti+e -efore television than engaging

the+selves in tal8ing to friends or plaing outdoor ga+es or studing. The parents

also -elieve that children are increasingl plaing i+portant role in fa+il -uing

decision and television advertise+ents are the +ost i+portant factor affecting

childrenLs de+and for a product. The stud also reveals that children de+and +ore of

the product ,hose advertise+ent the li8e. Parents consider television advertise+ents

responsi-le for changing their childrenLs -ehaviour.

K%*/i' et %&. 7"!1"8presented the childrenLs vie,s of snac8 advertise+ents in the Pa8istani

conte@t. The data ,as collected through focus groups ,ith oung students -et,een ?

and ;2 ears of age( enrolled in three different schools. Results are presented narrative

in 0uotes( highlighting different the+es concerning advertising literac and its effects

on childrenLs purchase -ehaviour.

Mu/%mm%d et %&. 7"!1"8suggested that the positive attitude of children to,ards artoon

TV Advertising( in contrast to &on*cartoon TV Advertising. hildren regard artoon

TV Advertise+ents to -e +ore entertaining than &on*artoon TV Advertise+ents and

the li8e ,atching the+. ontraril( the credi-ilit aspect of attitude is lo,er for

artoon TV Advertise+ents as co+pared to &on*artoon TV Advertise+ents. Thus(

children trust &on*artoon TV Advertise+ents +ore than artoon TV

Advertise+ents. #oreover( the general trend of attitude of girls to,ards advertising is

+ore favoura-le than it is for -os.

N%**e+ %)d Mo/%med 7"!1"8found that negative i+pacts of advertising lead to +aor social

and -ehavioural pro-le+s in children such as phsical and ver-al violence(

+aterialis+ and other >values issues> identified - parents( and health pro-le+s such

as lo, nutrition and o-esit. Also indicate that although +an for+s of advertise+ent

affect children negativel( the effects of television co++ercials are particularl

noticea-le. Practical i+plications M The stud provides a list of practical

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reco++endations for +ar8eters and polic+a8ers to help +itigate the negative effects

of television advertising on children in the #iddle East

D+. M. R%t/od 7"!1"8 found that I+pact of Television Advertise+ents on hildren are ver

effective. An E+pirical Stud ,ith Reference to hocolate Brands 3ound that

+aorit of children li8es to -u confectionar products ust -ecause hisJ her favourite

cele-rit is associated ,ith the advertise+ent of that product. After ,atching

advertise+ent of confectionar products children so+eti+es insist their parents to

purchase that product for the+. When children insist their parents to purchase

confectionar product after ,atching its advertise+ent( parents generall do agree

,ith the+. Especiall confectionar products )hocolates/ are concerned the do not

care price of ,hich the ,ant to -u. Also the do not care ,hether these products are

health for the+ or not. While the are shopping( the first thing co+es in their +ind is

to purchase the advertised products. In this situation( the advertising has a stronger

effect on ounger children.

S/%+m% et %&. 7%) "!1"8 suggested that hildren are ver +uch a,are of TV advertise+ents

in India and advertising has an i+pact on their purchase -ehaviours. TV

advertise+ents influence childrenLs -ehaviour a-out -rand advertised. As childrenLs

-ehaviour change it also changes their -uing pattern and this is the purpose -ehind

the advertise+ents. As children are ver +uch a,are of TV advertise+ents and the

8no, good and -ad aspects of the+( #ar8eter should understand the childrenLs

pschic -efore launching an advertise+ent. hildren also 8no, the degree of

truthfulness in advertise+ent.

M%&i9 7"!1"8 found that the reveals that unhealth food li8e 3ast food advertising has

-eco+e a +aor concern especiall in food product advertising ,hich is targeted for

the children. It has -een o-served that there is a lac8 of advertisersL responsi-ilit as

the are not +uch concern a-out the ill effect of advertise+ent on the children. This

stud tries to understand the parental vie,point to,ards the unethical practices

carried out - the food product advertisers. The stud also atte+pts to find out

parentsL preferences of food ite+s for their children. This 0uantitative surve( ,hich

,as conducted in =aipur( highlighted the increasing ris8 associated ,ith too +an

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food advertise+ents that heavil rel on #ar8eting tric8s and advertising gi++ic8s to

attract children.

Si)/ et %&. 7"!1"8 suggested that the Parents are seen to +ediate +edia -ehaviour of their

children to protect the+ fro+ negative and undesira-le effects of advertising. The

nature of +ediation is also governed - age of children. #others of older children

pri+aril use active advertising +ediation and +others of ounger children use

restrictive +ediation strategies. It is also seen that +others +ediate the e@posure of

food ads +ore strongl in ounger children as co+pared to older children. When

parents tr to +ediate TV vie,ing the in dudgeon active +ediation or restrictive

+ediation. Active +ediation refers to discussion of +edia content ,ith children

,hich +a include the positive or negative aspects of +edia. As children ,atch lots

of TV ads ever da in India. The are e@posed to nu+erous co++ercials for food.

This in turn increases the propensit of consu+ing advertised foods. 3urther( e@cess

consu+ption of these unhealth foods is found to increase the incidence of health

disorders in children.

Mi*/+%)29;2/ proposed that teenagers re0uest for the product ,hich the have seen on the

TV and the insist their parents to -u that product. 3ro+ the coefficient analsis it is

predicted that the product ,hich are in high de+and - teenagers are snac8s and ice*

crea+( fast food ( -iscuit and ca8es( and so+eti+es the insist -adl their parents to

get that product. Whereas( the de+and for +il8 and fruits products are ver lo, and it

also have their lo, significance values. those teenagers ,ho ,atch TV +ore than t,o

hours are less to sho, interest in plaing sports li8e -as8et -all( cric8et( foot -all(

ccling( running( chess and hoc8e.

Kum%+ Suit% 7"!1#8the suggested that the children influence the fa+il purchase decision

and parent often value their opinion. It also i+pacts the food ha-it either -ecause of

unconsciousl ,atching TV or un8 food advertise+ents. epending upon ,or8ing

status( the e@posure of TV differs and hence the i+pact of TV advertise+ents.

Irrespective of the nu+-er of hours TV ,atched( the 8no,ledge a-out products does

not increase( -rings unhealth eating ha-its.

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B%/+%m et %&. 7"!1#8 the suggested that the social class influence on childs perception of

TV advertise+ent. The ,hole result sho, that the ,h so+e TV advertising are

attractive and that TV advertising effect to the childrens to,ards their interest and

desire. &o, a das all +ar8eters find out the factor and then the sho, o,n

advertise+ent for childrens. But childs perception a-out truthfulness of TV

advertise+ents ,asnt influenced - fa+il social class. The age at ,hich children

learn to perceive the ai+ of advertising is depended on their parents attitudes and

level of education and their teachers a-ilit to e@plain advertising ,ith children.

hildrenLs perception a-out TV ads is influenced - fa+il social class. Also( there

,as a significant positive relationship -et,een childrenLs social class and their

perception a-out ,h so+e TV ads are attractive.

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(HAPTER0#

S-oe o' t/e *tudy:

#ost of the research has focused on the e@tent to ,hich children are e@posed to

advertise+ents for food and -everages sho,n on television( especiall during

progra++ing designed to appeal to oung children. #ore recent studies are -eginning to

investigate advertise+ents in other venues( such as averaging on the internet and +agaDines

,ritten for children. 'ittle research has e@a+ined food and -everage advertising to children

in school environ+ents( da care centres( theatres( and other settings( and this is an i+portant

li+itation. %o,ever( studies sho, that television is still the +ain advertising +edia used to

reach children. A second i+portant li+itation to interpreting the research is the lac8 of

consensus on a definition of Nhealth foods and -everages. The nutrient profiles for

Nhealth and Nless health products developed - the food industr for voluntar standards

have -een criticiDed - the health sector. %o,ever( there is no consensus a+ong health

professionals( industr( consu+ers and govern+ent on a definition of Nhealth foods and

-everages or standardiDed criteria for categoriDing foods as Nhealth and Nless health

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(HAPTER02

Ob;e-ti5e o' t/e *tudy

;. To 8no, a-out the effects of TV advertise+ent on children.2. To analDe the e@tent television advertise+ents i+pacts children overall -uing.

(HAPTER0Re*e%+-/ Met/odo&oy

Re*e%+-/ met/odo&oy

The +ain o-ective of this stud is to find out( ho, children are influenced - the

advertise+ents especiall of confectionar products. There are -oth good and -ad i+pact of

advertise+ent.

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The focus of the stud is on effect of television advertise+ents on children ,ith special

reference to confectionar products and overall -uing -ehaviour of childrens ,hen the go

for shopping ,ith their parents and its i+pact on fa+il spending. An atte+pt has -een +ade

to 8no, the childrenLs a,areness a-out confectioner products G their advertise+ents( to

+easure the i+pact of advertise+ent of confectioner products on children.

escriptive research design ,as used as the stud follo,ed structured design ,ith

predeter+ined o-ectives G hpotheses. Well*structured uestionnaire has -een rando+l

ad+inistered to BPSfacult ),ho have children ? to ;6 "ears of Age/ to stud the i+pact on

fa+il spending. And a pla school going to -e select for the stud of children are influenced

- the advertise+ents especiall of confectionar products.

%ere ,e are going to conduct certain tpe of activities. Through ,hich ,e can stud the

influences of the advertise+ents on children.

D%t% +e


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(HAPTER0$

ANALYSIS AND INTERPRETATION

Parent Questionnaire analysis

1. (/i&d+e) i)*i*t to buy %+ti-u&%+ +odu-t

P%+ti-u&%+ +odu-t

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3re0uenc Percent Valid

Percent

u+ulative

Percent

Valid

&ever 7 7.9 7.9 7.9

Rarel ;; ;;.9 ;;.9 ;?.9

Occasionall

54 54.9 54.9 12.9

!suall 5; 5;.9 5;.9 ?5.9

Al,as ;7 ;7.9 ;7.9 ;99.9

Total ;99 ;99.9 ;99.9

3ro+ the a-ove ta-le and diagra+( less than ;9Q respondents said their children never insist

to -u particular product( ,hile ;2Q respondents said rarel( 54Q and 52Q respondents said

their children occasionall and usuall insist. And ;?Q respondents agreed their children

al,as insists there parents to -u particular product

2. hildren force to -u product advertised on TV and the accept to -u

=o+-e to buy % +odu-t


Percent

u+ulative

Percent

Valid

&ever ;5 ;5.9 ;5.9 ;5.9

Rarel ;5 ;5.9 ;5.9 26.9

Occasionall

46 46.9 46.9 72.9

!suall 24 24.9 24.9


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3ro+ the a-ove ta-le and diagra+( +ore than 41Q respondents occasionall -u the product

,hile 25Qusuall -u it and less than 1Q al,as -u the product -ut less than ;1Qnever -u

the product

5. hildren create dra+a and getting angr

(+e%te d+%m%

3re0uenc Percent ValidPercent

u+ulativePercent

Valid

&ever <


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3ro+ the a-ove ta-le and figure it is coined that 2


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On the 0uestion of ,hether their hildren al,as do unnecessar purchasing( 29Q

respondents said hildren never do unnecessar purchasing ,hile ;5Q respondents said

their hildren al,as do unnecessar purchasing( 59Q said their hildren usuall dounnecessar purchasing and ;e)*e*


Percent

u+ulative

Percent

Valid

&ever ;< ;


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On the 0uestion of ,hether their hildren de+and effects their +onthl e@penses( ;


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Influence .651-uing

intention.7;4

lo, nutritional .72;o-esit .?;9

un8 food .666Influence -

tos.7?5

#c or $3ifts .?9?%ug or IPod .77

project report on tv advertisements

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