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Attitude towards advertisements by the children and their parents

Nazim Sha S a, * Dr. M. Rajeswari b

a Research Scholar, School of Management, Hindustan Institute of Technology and Science, Padur, Chennai India. – nazimsha.s1992@rediffmail.com

bAssociate Professor, School of Management, Hindustan Institute of Technology and Science, Padur, Chennai India. –mrajeswari@hindustanuniv.ac.in

Abstract

A broad media type of showcasing and it is the action of delivering data by impacting the obtaining behavior of the shopper for advancing the closeout of business administrations or items, publicizing utilizes a transparently supported, non-individual message to advance or move an item. In each business purchaser is the principle vital angle, as the present market is overwhelmed by the purchasers. Along these lines, so as to draw in the purchasers, first dealers need to make a perceivability for the item that they are attempting to move. In the present showcase purchasers have begun offering significance to publicizing with respect to the sponsors it is the most essential intends to impact the potential clients. This examination is grasped to know how reasonably TV advertisements impacts on youngsters’ conduct. This examination is additionally to think about the parent’s disposition towards TV promotions and their involvement with their kids This examination likewise considers the dimension of support by the guardians in the intermediation of media substance. This examination likewise thinks about the youngsters’ capacity to grasp the TV notices as for their age.

Keywords: Advertisements, Attitude, Children, Parents, Age

1. Introduction

Today ads assume a critical job in inducing clients to buy items and administrations. Then again, the costs of ads in examinations of different exercises in many companies are entirely striking. In the present days each organization needs to accomplish the most elevated piece of the pie. For this reason, each organization utilize distinctive approaches to draw in clients of various fragments of the market to end up the market chief. In this testing condition an organization ought to advance its items so that an ever-increasing number of clients get enthusiasm for its items. [12] We are presently in the time of globalization. The quantity of TV slots developed from one state run station in 1991 to in excess of 70 link stations in 1991.Access to TV expanded from under 10% of the urban populace in 1990 to about 75% by 1999. It is inescapable that non-material social routine with regards to kids has been affected by globalization in of yet the force and reason may vary starting with one then onto the next. As urbanism has turned into a lifestyle, kids have likewise turned into a functioning connector of this procedure through their nourishment propensities, dressing sense, recreational example, and buyer conduct. Development is propelling well-ordered and is providing for the returns with reclamation of broadcasting shapes where publicizing media is commonly used among all of these structures. An investigation in the year 2012 by (Baheti, Jain and Jain) [1] says that promoting is called as the key component of showcasing which gives data about items and administrations to clients and is a sort of influential data. An investigation in the year 2013 by (Mathew, Ogedebe and Ogedebe) [2] says that the primary point of promotion through ads is to influence the watchers to purchase the items promptly or sooner rather than later. A study in the year 2008 by (Nairn et al) [3] says that children comprise a noteworthy market for business associations furthermore, their jobs in family buys can’t be trivialized (McNeal 1999; McNeal & Yeh 2003; Young 2003; Shoham & Dalakas 2005; Gbadamosi2007) [4]. An investigation by (Reid, Leonard N. and Charles F. Frazer 1980) [5] says that presence of the parent while their children watches TV influences the way their child react to TV and utilize in their play. An investigation by (Ward, Scott and D. Wackman 1972) [6] says that lot of factors donate in establishing a particular situation in television viewing environment like parent-children watching TV together. As a point promoting to kids has pulled in may specialists and pundits and is turning into a viral theme among sponsors.

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2. Literature review

From the past forming which has been utilized to discover the examination holes. The running with are the underneath included examinations by a portion of the conspicuous Authors and from the articles and frameworks. An examination coordinated by Mathew, Obedege and Obedege (2013) [7] says that web promotions impact the shoppers to utilize a portion of the items and administrations. Maximum share of respondents had considered web promotion enlightening. An examination coordinated by Malik, Ghafoor, Iqbal, Ali, Hunbal, Noman and Ahmad (2013) [6] says that brand image and ad have a solid positive impact and critical association with client purchasing conduct. Promotion influences shopper purchasing conduct emphatically. An examination coordinated by North and Kotze (2001) [8] says that TV commercials opens up numerous doors for parents to instruct their kids on issues identifying with advertising and other shopper issues. An examination coordinated by Chan (2001) [9] says that most of the children believe that substance appeared in the promotions are valid. An examination composed by (Yeshin 2006) [10] says that commercials that goes ahead TV offers some interesting highlights and it makes all the more speaking to kids. An examination composed by (Barlovic 2006) [11] says that today’s advertisements comprises of a ‘war’ among brands and their essence in the market. An examination composed by (Saxena, 2005) [13] says that the best saw and efficient media at any point developed is TV promotions. It has a conceivable promoting sway inimitable by some other media. An examination composed by (Kavitha, 2006) [14] Television advertising is Perceived as a blend of sound and video highlights; it furnishes items with moment legitimacy and notoriety and offers the best shot for innovative publicizing. As indicated by (Carlson, Laczniak, Walsh, 2001) [17] parents and children correspondence is irreplaceable subsequently building up a satisfactory security against negative impact of promoting. Mukhery (2005) [19] found that in India mothers have more positive frames of mind towards TV publicizing (mean esteem 2″,88) and promoting to youngsters (2″,19) and manage their kids to a lesser degree (3″,08)

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Age

An examination composed by (donohue et al. 1980) [15] says that children aged three years could comprehend the commercial. An examination composed by (kline 1995) [16] says that children aged five can understand advertisements. As indicated by (Oates, Blades and Gunter, 2002) [18] kids comprehend the useful and tricking goals of advertisements between the ages of 3 to 5 just as they comprehend the influence space between the ages of 4 to 6 and they build up the learning of prejudice and limited time purpose between the ages of 6-8.

3. Objectives of the study

• To study the parent’s attitude towards television advertisements and their experience with their children (Targeted age group 3 to 5)

• To study the level of participation by the parents in the interpretation of media contents.

• To study the influence of television advertisements on children’s behavior

4. Hypothesis

• H0: Advertisements has a negative influence on children’s behavior

H1: Advertisements has a positive influence on children’s behavior.

• H0: Parents have a negative attitude towards television advertisements

H1: Parents have a positive attitude towards towards television advertisements

• H0: Parents actively participate in the interpretation of media contents

H1: Parents are idle in the intermediation of media contents.

5. Research methodology

• Sample design: – Sample size should be convenience sampling with 95% confidence and 5% margin of error.

• Data Collection: In view of this questionnaires were sent to 50 respondents and the inquiries were asked where their responses are noted. Participants were the parents. Just 100 participants were taken because of time confinement and the questionnaires were distributed by hands on guide and through social media.

• Tool used for Analyzing Data: The data gathered was analyzed using Percentage analysis, Chi -Square Test, Correlation and t test and Anova. Analysis test was done using Microsoft Excel.

• Note: Here “r” is Correlation coefficient, tc is Test of significance

6. Data analysis and interpretation

The current study focuses on mainly 5 variables: identification, personality, persuasiveness, purchase intentions, effectiveness. Figure 1: Most of the respondents firmly concur that underdog narrative strategy is an effective advertising tool used for brand identification in terms of products and customers. Figure 2: Most of the respondent’s consent to the fact that underdog narratives leaves a greater mark on brand personality among consumers. Figure 3: Most respondents consent to the method that underdog narratives stimulate a customer’s towards buying. Figure 4: Most respondents consent to the method that Underdog is the best preferred strategy used to position a brand. Figure 5: Most respondents consent to the method that underdog narratives is the most effective and the preferred marketing strategy used to capture the customer attention. Figure 6: By far most of the respondents steadily concur that underdog account technique is a reasonable publicizing instrument used for mark stamping similarly as things and customers and besides by far most of the respondent’s consent to the way that underdog stories leaves a more significant keep an eye on check character among buyers. Here, most respondents consent to the procedure that underdog stories strengthen a customer’s towards acquiring and furthermore most respondents consent to the system that Underdog is the best supported approach used to position a brand. Most respondents consent to the strategy that underdog stories are the best and the favored elevating technique used to get the customer thought.

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From the Table 1 we can interpret: Brand identification: P-value is 1 and the result is not significant at P<0.05 we can say null hypothesis gets rejected saying that underdog narrative strategy is an effective advertising tool used for brand identification in terms of products and customers Brand Personality: For P<0.05 we can say null hypothesis gets Underdog narratives leaves a great mark on brand personality among consumers. Persuasiveness: For P<0.05 we can say null hypothesis gets rejected saying that Underdog narratives stimulate a customer’s towards buying. Purchase intentions: For P<0.05 we can say P<0.05 we can say null hypothesis gets rejected saying that Underdog is the best preferred strategy used to position a brand. Effectiveness & Preference: For P<0.05 we can say P<0.05 we can say null hypothesis gets rejected saying that underdog narratives stimulate a customer’s towards buying.

6.1 Percentage analysis

Fig. 1 – Parent’s attitude towards television advertisements and their experience with their children (Targeted age group 3 to 5)

Fig. 2 – Parent’s level of participation in the interpretation of media contents

Fig. 3 – Influence of television advertisements on children’s behavior

Fig. 5 – Effectiveness, Preference

6.2 Results of various test: Correlation and regression, chi-square test, mean, variance, p one tailed, p two tailed, t test, standard error and deviation

Variables r r2 t df p one tailed p two tailed Chi square test Slope Y intercept Mean Variance Std Error Std Deviation

Attitude 0.96 0.982 16.3 2 0.001 0.003 11 & 12 1.5 -1.47 12.5 53 & 68 3.6% & 3.4% 7.5 & 6.8

Perception 0.85 0.92 5.5 2 0.01 0.07 9.213 & 7.012 0.9 1 12.5 53.6 & 48.3 2.1% & 3.9% 7.7 & 8.4

Behaviour 0.92 0.972 16.3 2 0.001 0.3 11 & 12 1.5 -1.47 12.5 53 & 68 2.1% & 4.9% 7.7 & 8.5

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