advertising project

1.1Advertisement

Advertisements are usually found in magazines and newspapers, on television, radio and

Billboards even now on the Internet. Advertisements don’t just have to be about selling

something. They can also persuade the public to change their behaviour. Successful

Advertisements usually adhere to the following structure, known as the AIDA Theory:

Attention

Interest

Desire

Action

Your advertisement must catch the public’s ATTENTION:

• A successful advertisement will have something about it that attracts the attention ofThe

public. Successful ways to catch attention include a jingle, a logo or slogan.

Your advertisement must maintain the public’s INTEREST:

• After catching their attention, maintaining interest is the hardest part. You need to Appeal to

the public in some way so that what you are saying seems relevant to their Lives.

• You can appeal to their emotions – happiness, fear, anger.

• You can appeal to their weaknesses – jealousy, vanity, and selfishness.

• You can appeal to their problems – time poor, work issues, global convicts.

Your advertisement must create or stimulate the public’s DESIRE:

Most people need or want something and many people need or want the something. You

could stimulate:

• Their need to belong

• Their desire to get ahead in life

• Their need for peace

• Their desire to feel good about themselves

• Their desire to protect their families.

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Your advertisement must call for ACTION:

A successful advertisement will invite the public to take specific action. There might be a

Phone number to ring, a behaviour they can change, an internet address, or a group to join.

Advertising is a non-personal form of promotion that is delivered through selected media

outlets that, under most circumstances, require the marketer to pay for message placement.

Advertising has long been viewed as a method of mass promotion in that a single message

can reach a large number of people. But, this mass promotion approach presents problems

since many exposed to an advertising message may not be within the marketer’s target

market, and thus, may be an inefficient use of promotional funds. However, this is changing

as new advertising technologies and the emergence of new media outlets offer more options

for targeted advertising.

Advertising also has a history of being considered a one-way form of marketing

communication where the message receiver (i.e., target market) is not in position to

immediately respond to the message (e.g., seek more information). This too is changing. For

example, in the next few years technologies will be readily available to enable a television

viewer to click a button to request more details on a product seen on their favourite TV

program. In fact, it is expected that over the next 10-20 years advertising will move away

from a one-way communication model and become one that is highly interactive.

Another characteristic that may change as advertising evolves is the view that advertising

does not stimulate immediate demand for the product advertised. That is, customers cannot

quickly purchase a product they see advertised. But as more media outlets allow customers to

interact with the messages being delivered the ability of advertising to quickly stimulate

demand will improve.

1.2 Importance of Advertising

Spending on advertising is huge. One often quoted statistic by market research firm Zenith

Opt media estimates that worldwide spending on advertising exceeds (US) $400 billion. This

level of spending supports thousands of companies and millions of jobs. In fact, in many

countries most media outlets, such as television, radio and newspapers, would not be in

business without revenue generated through the sale of advertising.

While worldwide advertising is an important contributor to economic growth, individual

marketing organizations differ on the role advertising plays. For some organizations little

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advertising may be done, instead promotional money is spent on other promotion options

such a personal selling through a sales team. For some smaller companies advertising may

consist of occasional advertisement and on a very small scale, such as placing small ads in

the classified section of a local newspaper.

But most organizations, large and small, that rely on marketing to create customer interest are

engaged in consistent use of advertising to help meet marketing objectives. This includes

regularly developing advertising campaigns, which involve a series of decisions for planning,

creating, delivering and evaluating an advertising effort. We will cover advertising

campaigns in greater detail in our next tutorial.

1.3 Managing Advertising Decisions

Delivering an effective marketing message through advertising requires many different

decisions as the marketer develops their advertising campaign. For small campaigns, that

involve little creative effort, one or a few people may handle the bulk of the work. In fact, the

Internet has made do-it-yourself advertising an easy to manage process and has especially

empowered small businesses to manage their advertising decisions. As we will see, not only

can small firms handle the creation and placement of advertisements that appear on the

Internet, new services have even made it possible for a single person to create advertisements

that run on local television. For instance, a company called Spot Runner allows users to select

from a list of high-quality television ads that can be customized and then placed within local

cable television programming.

For larger campaigns the skills needed to make sound advertising decisions can be quite

varied and may not be easily handled by a single person. While larger companies manage

some advertising activities within the company, they are more likely to rely on the assistance

of advertising professionals, such as those found at advertising agencies, to help bring their

advertising campaign to market.

1.4 Advertising Agency Functions

Professionals at advertising agencies and other advertising organizations offer a number of

functions including:

Account Management – Within an advertising agency the account manager or account

executive is tasked with handling all major decisions related to a specific client. These

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responsibilities include locating and negotiating to acquire clients. Once the client has

agreed to work with the agency, the account manager works closely with the client to

develop an advertising strategy. For very large clients, such as large consumer products

companies, an advertising agency may assign an account manager to work full-time

with only one client and, possibly, with only one of the client’s product lines. For

smaller accounts an account manager may simultaneously manage several different,

though non-competing, accounts.

Creative Team –The principle role of account managers is to manage the overall

advertising campaign for a client, which often includes delegating selective tasks to

specialists. For large accounts one task account managers routinely delegate involves

generating ideas, designing concepts and creating the final advertisement, which

generally becomes the responsibility of the agency’s creative team. An agency’s

creative team consists of specialists in graphic design, film and audio production,

copywriting, computer programming, and much more.

Researchers – Full-service advertising agencies employ market researchers who assess

a client’s market situation, including understanding customers and competitors, and

also are used to test creative ideas. For instance, in the early stages of an advertising

campaign researchers may run focus group sessions with selected members of the

client’s target market in order to get their reaction to several advertising concepts.

Researchers are also used following the completion of an advertising campaign to

measure whether the campaign reached its objectives.

Media Planners – Once an advertisement is created, it must be placed through an

appropriate advertising media. Each advertising media, of which there are thousands,

has its own unique methods for accepting advertisements, such as different advertising

cost structures (i.e., what it costs marketers to place an ad), different requirements for

accepting ad designs (e.g., size of ad), different ways placements can be purchased

(e.g., direct contact with media or through third-party seller), and different time

schedules (i.e., when ad will be run). Understanding the nuances of different media is

the role of a media planner, who looks for the best media match for a client and also

negotiates the best deals.

Advertising has become so integral part of our life & society that we cannot imagine any

event, newspaper, magazine, TV serial, Cinema etc. without advertising. Advertising is a

vital marketing tool as well as powerful communication medium. The basic objective of any

advertisement is to stimulate sales, direct or indirect by trying to make tall claims about

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product performance. The degree of impact of advertising on adults may be problematic but

the outcome is devastating for children. Advertisers of children's television used to appeal to

the parents earlier but now they appeal directly to children -- who do not have the emotional

or cognitive tools to evaluate what's being sold to them. Television is no more just a source

of entertainment for children. They showcase the must haves for a kid making them a

consumer even before they have reached the age of 3. Thus the influence of the media on the

psychosocial development of children is profound. Thus, it is important for the parents to

know their child’s exposure to media and to provide guidance on age-appropriate use of all

media, including television, radio, music, video games and the Internet. The objectives of this

research paper are to explore both the beneficial and harmful effects of media on children’s

mental and physical health, and to identify how the advertising industry can be regulated by

formulating unified laws to prevent the over-exposure of children to the ad world. We are

also emphasizing on directing children’s towards imbibing healthy food habits in them by

suggesting parents to be more aware & regulating the advertisement targeted on children. We

also have taken a review on what kind of regulations are implemented in some parts of world

regarding advertisements targeting children’s & what kind of steps are being taken in India

in this direction.

1.5 Types of Advertising

If you ask most people what is meant by "type" of advertising, invariably they will respond

by defining it in terms of how it is delivered (e.g., television ad, radio ad, etc.). But in

marketing, type of advertising refers to the primary "focus" of the message being sent and

falls into one of the following four categories:

1. Product-Oriented Advertising

2. Image Advertising

3. Advocacy Advertising

4. Public Service Advertising

1.6 Advertising Trends: Audience Tracking

The movement to digital convergence provides marketers with the basic resources needed to

monitor users’ activity, namely, digital data. Any media outlet that relies on computer

technology to manage the flow of information does so using electronic signals that eventually

form computer data. In simple form, electronic data is represented by either an "on" or "off"

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electronic signal. In computer language this is further represented by two numbers "0" and

"1" and, consequently, is known as digital information. All digital information can be stored

and later evaluated. For media outlets delivering information in digital form, the potential

exists for greater tracking and matching this with information about the person receiving the

digital data. And tracking does not stop with what is delivered; it also works with information

being sent from the customer. For instance, as we noted earlier, by clicking on their television

screen viewers will soon be able to instantly receive information about products they saw

while watching a television show. This activity can be tracked then used in future marketing

efforts.

While media convergence offers marketers more options for tracking response to

advertisements, such activity also raises ethical and legal concerns. Many consumers are not

pleased to learn their activities are being monitored when they engage a media outlet. Yet

consider the following examples of how marketers are tracking users:

Television Viewing – As we noted, the advent of digitally delivered television allows

cable, telephone and satellite providers to track user activity through the set-top boxes

connected to a subscriber’s television. Future innovation will make the user television

experience even more interactive and, consequently, open to even more tracking.

Television recording – The days of television videotape recording are quickly coming

to an end, replaced by recording using computer technology. A digital video recorder

(DVR), such as TiVo, can track users recording habits and, based on a viewer’s past

activity, make suggestions for programs they may want to record. Additionally,

advertising services can program the DVR to insert special advertisements within a

program targeted to a particular viewer.

Internet Spyware – Downloading entertainment from the Internet, such as games, video

and software, may contain a hidden surprise – spyware. Spyware is a special program

that runs in the background of a user’s computer and regularly forwards information

over the Internet to the spyware’s company. In some cases spyware keeps track of

websites the user has visited. The information is then used to gain an understanding of

the user’s interests, which then results in delivery of special ads when a user visits a

certain site.

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1.7 Advertising Trends: Changing Media Choices

There is a major cultural shift occurring in how people use media for entertainment, news and

information. Many traditional media outlets, such as newspapers and major commercial

television networks, are seeing their customer base eroded by the emergence of new media

outlets. The Internet has become the major driver of this change. In particular, a number of

important applications tied to the Internet are creating new media outlets and drawing the

attention of many, mostly younger, consumers. Examples include:

Podcasting Audio – This involves delivering programming via downloadable online

audio that can be listened to on music players, such as Apple’s iPod. Many news

websites and even other information site, such as blogs, offer free downloadable audio

programming.

Podcasting Video – While audio downloading has been available for some time, the

downloading of video to small, handheld devices, including cellphones, is in its

infancy. Many television networks are now experimenting with making their

programming available for download, albeit, for a fee.

RSS Feeds – This is an Internet information distribution technology that allows for

news and content to be delivered instantly to anyone who has signed up for delivery.

Clearly those registering for RSS feeds represent a highly targeted market since they

requested the content.

Networked Gaming – While gaming systems have been around for some time, gaming

systems attached to the Internet for group play is relatively new and becoming more

practical as more people move to faster Internet connections. This type of setup will

soon allow marketers to insert special content, such as advertising, within game play.

For marketers these new technologies should be monitored closely as they become accepted

alternatives to traditional media outlets. While these technologies are currently not major

outlets for advertising, they may soon offer such opportunity. As these technologies gain

momentum and move into mainstream acceptance marketers may need to consider shifting

advertising spending.

Marketers should also be aware that new media outlets will continue to emerge as new

applications are developed. The bottom line for marketers is they must stay informed of new

developments and understand how their customers are using these in ways that may offer

advertising opportunities.

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Television advertisement

Advertising on television usually means running a TV commercial, typically between 15 and

60 seconds in length, but TV advertising can also include sponsorships and product

placement within television shows.

1.8 Television Advertising's Effectiveness

Though user habits are rapidly changing, television advertising has long been considered the

most effective mass-market advertising format. The introduction of digital video recorders

such as TiVo, which allows viewers to skip advertisements, as well as the popularity of

commercial-free cable channels, have begun to diminish the reach and effectiveness of TV

advertising. Television advertising's crowning moment is the Super Bowl, where companies

debut their very best television commercials, effectively putting them in competition with all

of the other television commercials. With the cost of a single 30-second TV spot during the

Super Bowl running into the millions, most companies opt instead for running their TV

advertising in time slots that best match their advertising budget. Television networks spend

about 16% of their revenues on tune-ins, which Are previews or advertisements for their own

shows. In this paper, we examine two questions. First, what is the informational content in

advertising? Second, is this level of expenditures consistent with profit maximization? To

answer these questions, we use a new and unique micro-level panel Dataset on the television

viewing decisions of a large sample of individuals, Matched with data on show tune-in

advertisements. The difference in Effectiveness of advertisements between ‘‘regular’’ shows

(about which viewers are assumed to have substantial information a priori) and ‘‘specials’’

(About which they have very little) reveals the value of information in Advertisements and

the different roles that information can play. The Number of exposures for each individual is

likely to be correlated with their Preferences, since networks target their audiences. We

address this endogeneity problem by controlling for observed, and integrating the

unobserved, Characteristics of individuals and find that the estimated affects of tune-ins Are

still large. Finally, we find that actual expenditures on tune-ins closely match the predicted

optimal levels of spending

STILL THE MOST POWERFUL FORM OF ADVERTISING

The Internet may grab all of the attention these days, but TV is still the media king.

According to one recent study, the average American spends more than four and a half hours

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http://www.emarketer.com/blog/index.php/time-spent-watching-tv-tops-internet/

a day in front of the tube -- and a whopping 99 percent of all U.S. households have at least

one TV.

Those numbers make one thing crystal clear: television advertising is still the most pervasive

and powerful tooling for reaching U.S. consumers. For small businesses, however, the

barriers to using TV ads can be daunting; airtime can be very expensive, and good

commercials are difficult and costly to create.

1.9 Influence of Advertising on Your Children

The influence of advertising on our lives, for both children and adults, has changed over the

years. In the early days, advertising for toys and other products for children was primarily

targeted toward parents and their message was direct. Today however, things have changed.

Marketing messages are more sophisticated, more pervasive, and are aimed directly at

"hooking" kids at a very early age.

1.10 The Prevalence of Advertising in Our Children's Lives

There have always been advertisers who market to children. Clearly products such as toys

and sugary cereals have been around since before our grandparents were small. Just as today,

those who made such products developed ad campaigns to promote them to an interested

audience. Many years ago however, it was a bit easier to recognize what was an

advertisement and what wasn't. Advertisements were limited to displays in a store, a

newspaper ad, or a brief spot on TV or radio. Some merchandising was creeping in during the

60's with Beatles lunchboxes and similar items. Today however, half of the clothing that kids

wear includes an advertisement of one sort or another. Backpack, shoes, and many accessory

items also display the most popular brands for a child's peers to see. The influence of

advertising is increasingly far reaching. Today, ads are much more pervasive and less

recognizable as a sales pitch. For instance, while eating at a favourite child oriented fast food

restaurant, a child may receive a toy. That toy may also be tied to a movie, a cartoon, a video

game, or to a website that offers additional games, toys, and related products. Books,

clothing, accessory items, backpacks, cell phones, scooters and more are all tied to the same

theme. There are a seemingly limitless number of products that are then presented to the

child.

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http://www.emarketer.com/blog/index.php/time-spent-watching-tv-tops-internet/

These ads for children, just as those targeted toward adults, create a need where none existed

previously. They also hook children, and subsequently their parents, into an endless loop of

buying more and more products. Advertising is no longer limited to store displays, radio and

TV commercials, and newspaper. Some literature is developed for the primary purpose of

marketing. Movies, cartoons, video games and more are also developed for the purpose of

marketing additional products. Some schools allow advertising on books, educational posters,

on the sides of buses, and more. As we are bombarded with ads from every direction, even as

adults these games, movies, children's meals, websites etc. are seldom recognized as the mere

marketing methods that they are. With increased prevalence and subtlety, the influence of

advertising has grown enormously.

1.11 Other Factors that Increase the Influence of Advertising on Our

Children

Children today watch far more television than children did in the early days of TV. In

addition, they are online where advertising is prevalent as well. The influence of advertising

has permeated much of what our children do and see.

This Media Family page indicates that the average American child views over 40,000

television commercials each year. This doesn't even cover some of the more subtle

advertising such as the use of specific products in the shows that kids watch.

More and more children spend time online as well. This Marketing to Children paper

discusses the fact that marketers are targeting children as young as 4 years old via the

internet, often with the parents being unaware.

Clearly, many parents have concerns about the amount of marketing and the pervasiveness of

advertising messages directed toward children. However, there is another disturbing trend

that has emerged in recent years; the promotion of "adult type" products to children. Vehicle

manufacturers for instance know that children influence what parents buy but even more

importantly, they know that if they can "hook" a child on their brand name while young, they

may have a customer for life. Whether it's the Porsche ad that shows the grade school boy

recognizing the car as the epitome of "cool" and success, or the Chevy that wins the

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NASCAR championship; these brands are sealed into a child's mind at a young age.

The dolls that little girls play with may promote brand name make up, board games may

make use of a specific credit card, and an HO race track often includes a specific brand of

car. All of these promotions are paid for by manufacturers and serve a very specific purpose.

These messages often have the effect of making kids consumers of such products at an

increasingly early age and assure that they develop their brand loyalty earlier.

1.12 Is Advertising Really That Influential?

There are a number of studies that support the idea that advertising is particularly effective

with children due to the fact they don't have the same critical thinking/judgement as an adult.

This brief from the APA highlights this thought and discusses how such advertising can lead

children to unhealthy food and lifestyle choices. Advertising has also been shown to greatly

influence a child's body image and sexual development. This Young Media site covers many

of the related issues. Children today often feel the influence of advertising's subtle messages

more strongly that those provided by schools and even parents. Certainly many child

development specialists have argued that advertising has taken a disastrous turn as far as the

welfare of children. This 1999 letter from a group of psychologists expresses their concern

regarding the use of psychology in the marketing of products to children. It indicates that

such knowledge is now often used in designing ad campaigns to the detriment of children.

This more recent APA task force (American Psychology Association) has also called for

restrictions based on such concerns. It appears that the professionals concerned with child

development have grown increasingly concerned about the influence of advertising.

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2.1Review of literature

The use of true experiments is advocated for testing destination advertising effectiveness in

causing visits. Examples of A-B ad copy split tests in other industries are described and the

value and limitations of advertising conversion research studies are reviewed(Arch.g

woodside, 1989 ).

The use of humour has become common practice in advertising; yet our knowledge about its

impact has not been updated since the last major review almost twenty years ago. In the

interim, a great deal of humour research has been conducted. The outcome of this research

only partially supports earlier conclusions and highlights the need to apply humour with care.

Humour is by no means a guarantee of better ads, but its effect can be enhanced with careful

consideration of the objectives one seeks to achieve as well as the audience, situation, and

type of humour. (Weinberger and Gulas, 1988)

Use of celebrities as part of marketing communications strategy is a fairly common practice

for major firms in supporting corporate or brand imagery. Firms invest significant monies in

juxtaposing brands and organisations with endorser qualities such as attractiveness,

likeability, and trustworthiness. They trust that these qualities operate in a transferable way,

and, will generate desirable campaign outcomes. But, at times, celebrity qualities may be

inappropriate, irrelevant, and undesirable. (Erdogan, Zafer B;May 1999)

Certain methodological flaws and reported concerns. In general, the literature appears to

reflect that corporate advertising has been successful in promoting image, products and

services, and company position statements (issue and advocacy) to a variety of audiences.

The review concludes with an agenda for future research. (1991; Schumann and .Hathcote)

ARs are not evaluative responses to an advertisement, but represent the moods and feelings

evoked by the ad. The literature on ARs is reviewed, and a typology for such responses is

presented. Three ARs are studied empirically; they appear to be antecedents of the attitude

towards the ad (A<sub>ad</sub>) and to have a weak but significant impact on brand

attitudes. (Batra and .Ray; 1984)

An overview of future pervasive advertisement scenarios, and sketches the architecture and

implementation of a system for adaptive context-aware pervasive advertisement.

Subsequently, with the help of a simulation environment, the paper evaluates the

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performances of several adaptive context-aware advertisement strategies, and compares them

against non-adaptive ones. (Rosi,Zambonelli et al. ; 2010)

apparel advertisements with varying environmental claims. Respondents were 274

undergraduate students at a US university. Three attitudinal perceiver variables

(environmental knowledge, concern and commitment) were analysed in relation to

perceptions of credibility of environmental messages. Although significant differences in

perceptions of credibility among certain types of environmental ad claims were found, results

suggest that the sample of consumers did not respond more positively to advertisements with

environmental messages. (Kim, and Damhorst ; 1999)

Anything up to 80 per cent of a technical journal to-day consists of advertisements. The

advertising pages are often cunningly woven among the others to increase their chance of

being read, and it is a fact that many readers are as likely to be arrested by an advertisement

as by a feature in the text. Abstractors, however, or information staff scanning a periodical for

a purpose, may be inclined to regard this 80 per cent advertising as a bore, grudgingly

admitting responsibility for trade announcements of plant, apparatus, materials, and the books

and other publications listed, but giving other publicity scant attention.(GEOFFREY A.

SHIRES; 1950)

Traditional advertising research usually relies on self-report or memory. With Web

advertisement banners, on the other hand, we can track actual behaviour. In our pilot study,

we demonstrate conclusively that click-through rate, the percentage of visitors to a Web page

clicking on an advertisement banner; can vary according to the advertisement copy. We also

find that the imperative call for behaviour, “Click here”, has a positive effect. These findings,

using a new research method with a new medium, open the door to further advertising and

communication research on Web advertisement banners. (Hofacker, and Murphy; 1998)

unique set of emotions may be generated by advertisements for apparel products and brands

for a young female target audience. (Hye-Shin Kim; 2000)

Affective attitude toward the advertisement (Aad), and purchase intention (PI) of Asian-

Indian immigrants. Our results indicate that (i) Aad as well as PI of Asian-Indian immigrants

for the Indian versus the American advertisements vary within and across the stages of

acculturation: low, moderate, and high, and (ii) there is a strong positive relationship between

Aad and PI. Our results imply that the degree of acculturation (DA) should be considered in

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advertising. (Khairullah ,and Zahid ; 1999) Perception of eco-brand show positive and

significant impact on their actual purchase behaviour. (Rahbar, and Wahid; 2011)

Impact of celebrity credibility on consumer-based equity of the endorsed brand. The

mediating role of brand credibility and the moderating role of the type of branding (parent

versus sub-brand) employed by the endorsed brand on the endorser credibility-brand equity

relationship are also to be examined. The endorser credibility-brand equity relationship was

developed using associative learning principles whereas the brand signalling theory is applied

to examine the mediating role of brand credibility.(Spry and Cornwell’’ 2011)

The economic effects of advertisement expenses has been a much debated topic and studied

widely at different points of time. Verdon et al (1968) while studying the relationship

between advertising and aggregate demand found that advertising have a positive relation

with aggregate demand.

However, Ekelund and Gramm (1969) analyzed the relationship between advertising

expenditure and aggregate consumption but could not establish any positive relationship

between these two. Similarly, Taylor and Weiserbs (1972) studied the relationship between

advertising expenditure and aggregate consumption on the basis of Houtakker-Taylor model

and showed that advertising affects aggregate consumption and the relationship between

advertising and consumption is not found to be unidirectional but simultaneous.

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Research Methodology

3.1RESEARCH METHODOLOGY

Research methodology.

3.3 OBJECTIVES OF STUDY

3.3.1MAIN OBJECTIVE

“The main objective of this Project is to find out the effect of TV advertisements on

children’s according to their parents and their own perspective”

3.3.2 SUB OBJECTIVES

To analyze the relevance of advertisements over children’s from parent’s perspective.

To analyze the relevance of advertisements over children’s from their own

perspective.

To study the kind of advertisements and TV channels preferred by children’s

3.4 JUSTIFICATION OF STUDY

The area of our research is to study how advertising has an impact on impressionable minds

of the children & how it affects their psychology & health. Advertising comes in different

forms such as television, print, radio & internet. So using such various communicating

devices how the products are advertised to the so called new segment in the market. Our

research project usually deals with various studies about the nature of the children, his likes

& dislikes, parent’s role in the decision making & the influence of advertising on the buying

habits seen by the kids. So our report aims at taking precautionary steps in the government’s

front, ethical front of the advertisers and of course on the parental & children’s front.

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3.5 HYPOTHESIS

The following hypothesis has been framed for this study.

1H0: There is no significant relationship between the TV Channels preferred by parents and

children.

1H1: There is a significant relationship between the TV Channels preferred by parents and

children.

2H0: There is no association between the advertisements and motivational factors from

parents and children’s perspective.

2H1: There is an association between the advertisements and motivational factors from


3.6 RESEARCH DESIGN:-

In this, those studies are taken which are concerned with describing the characteristics of

particular individual or a group.

The research design of this project is descriptive in nature because it is concerned with

describing the nature & characteristics of advertisement and its effect. The research design is

made from the provision for the protection against bias and must maximize reliability, with

due concern for the economical completion of the research study.

The purpose of descriptive research design is in descriptive state. The main characteristic is

that the research has no control over the variables; he can only report what has happened or

what is happening.

3.7TYPES OF DATA COLLECTION:-

In this study both Primary as well as secondary data has been taken to conduct the study.

Primary data has been collected through structured questionnaire and in some cases personal

interview technique has also been adopted.

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Secondary data has been collected through internet, books and journals.

3.8Sampling technique used and sample size

Simple Random sampling technique has been used to conduct the study. Sample of 100

respondents has been taken into consideration to fill the structured questionnaire. Due care

has been taken to choose the sample size to represent the universe. Parents and children’s

both were considered to fill the questionnaire and draw out the necessary information.

3.9Limitations:

1. Children may give wrong information due to inability to understand the questionnaire.

2. May be the children chosen are not able to understand the questions properly.

3. Parents may not have given the accurate information.

3.10ANALYTICAL TOOLS USED

For this study tools like tables, percentage techniques has been used to simplify the data after

that pie charts and chi square as a statistical technique has been used to analyze the data.

Chi-square test: - Chi-square test is used when the set of observed frequencies obtained after

experimentation have to be supported by hypothesis or theory. The test is known as X2- test

of goodness of fit and is used to test if the deviation between observation (experiment) and

theory may be attributed to chance (fluctuations of sampling).

Here we have the assumption of H0 and H1. If the values come in accordance to the depicted

values then the hypothesis is accepted else it’s rejected.

χ2= [S(O-E) 2/E]

Where,

O = observed frequency

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E = Expected frequency

Degree of freedom (dof) = v=(r-1) (c-1)

4.1 Interpretation and Analysis

According to parents prospective:

Q1: Do you allow your children to watch T.V?

Table no.4.1

Options No. Of respondent percentage

ALWAYS 16 32%

VERY OFTEN 20 40%

SOMETIMES 12 24%

NEVER 2 4%

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ALWAYS32%

VERY OFTEN40%

SOMETIMES24%

NEVER4%

Fig: 4.1

INTERPRETATION: by analysing this figure it is clear that 40% of parents allow their

children to watch TV very often, 32% always allow them, 24% of parents gave them

permission sometimes and 4% of parents never allow them for watching TV.

Q2: Which channels do you prefer for your children?

Table no.4.2


CARTOONS 16 32%

NEWS 22 44%

DAILY SOAP 2 4%

EVERY 10 20%

19

CARTOONS 32%

NEWS44%

DAILY SOAP

4%

EVERY20%

Fig: 4.2

INTERPRETATION: This clearly shows that 44% of the parents want their children to

watch news or 32% prefer cartoon channels with 20% who wants their child to watch every

channel but there are only 4% of parents who are interested in showing daily soap.

Q3: What is the average duration you allow your children for watching T.V?

Table no.4.3


LESS THAN 1

HOUR

16 32%

1 TO 2 HOURS 26 52%

2 TO 3 HOURS 6 12%

20

MORE THAN 3

HOURS

2 4%

LESS THAN 1 HOUR32%

1 TO 2 HOURS 52%

2 TO 3 HOURS 12%

MORE THAN 3 HOURS 4%

Fig: 4.3

INTERPRETATION: 52%of the parents allow their children’s to watch TV for 1 to 2

hours but 32% of them allow them for less than 1 hour, 12% are those who give permission

for 2 to 3 hours only 4% of parents allow for even more than 3 hours.

Q4: Which types of channels your children used to watch?

Table no. 4.4


CARTOONS 12 24%

NEWS 22 44%

DAILY SOAP 8 16%

EVERY 8 16%

21

CARTOONS24%

NEWS 44%

DAILY SOAP 16%

EVERY16%

Fig: 4.4

INTERPRETATION: through this figure we can clearly analyze that 44% of children’s

watch news channel and 24% are interested in cartoons show 16% also watch daily soap

channels and 16% of children watch every kind of channels.

Q5: Do you allow your children to sit with you while watching T.V?

Table no.4.5

Options No. Of respondent Percentage

ALWAYS 4 8%

VERY OFTEN 26 52%

SOMETIMES 6 12%

22

NEVER 14 28%

ALWAYS 8%

VERY OFTEN 52%SOMETIMES

12%

NEVER 28%

Fig: 4.5

INTERPRETATION: 52% of parents watch TV with their children very often, 8% of them

are always be with their children while watching TV, 12% of them are sometimes sit

together, but 28% of parents never allow their children to sit with them while watching TV.

Q6: Do they ever try to enquire about adult advertisements?

Table no.4.6


ALWAYS 2 4%

VERY OFTEN 24 48%

23

SOMETIMES 10 20%

NEVER 14 28%

ALWAYS4%

VERY OFTEN48%

SOMETIMES20%

NEVER28%

Fig: 4.6

INTERPRETATION: this can be analysed that 48%of children enquire about the adult

advertisement very often, 4% of them always enquire but 20% of children sometimes try to

enquire but there are also 28% of children who never try to enquire about these

advertisements.

Q7: According to you what is the effect of adult advertisement on them?

Table no.4.7


THEY EXPLOIT 24 48%

24

THEM

THEY ARE

KNOWLEDGEABLE

18 36%

THEY ENTERTAIN

THEM

6 12%

NO EFFECT 2 4%

THEY EXPLOIT THEM

48%THEY ARE KNOWLEDGE-

ABLE36%

THEY ENTERTAIN THEM

12%

NO EFFECT 4%

Fig: 4.7

INTERPRETATION: this figure clearly shows that 48% of parents believe that

advertisements exploits the children’s mind but 36% thinks that they are knowledgeable ,

12% of them thinks that they are just for entertainment, and only 4% of parents thinks that it

has no effect on children’s.

Q8: Do you agree that advertisements like horlicks motivate the children?

Table no.4.8

Options No. Of respondent Percentage

STRONGLY AGREE 12 24%

25

AGREE 22 44%

NEUTRAL 12 24%

DISAGREE 2 4%

STRONGLY

DISAGREE

2 4%

STRONGLY AGREE

24%

AGREE 44%

NEUTRAL24%

DISAGREE 4%

STRONGLY DISAGREE 4%

Fig: 4.8

INTERPRETATION: 44% of parents are agree that these advertisements motivates the

children’s but 24% are strongly in favour of this, but 24% of parents are neutral with this

statement and 4% of parents disagree with this point and even 4% are they who are strongly

disagree with it.

Q9: Do you agree that overall advertisements are helpful in development of your child?

Table no.4.9



AGREE 22 44%

26

NEUTRAL 10 20%

DISAGREE 6 12%

STRONGLY

DISAGREE

Nil nil

STRONGLY AGREE 24%

AGREE

44%

NEUTRAL 20%

DISAGREE 12%

Fig: 4.9

INTERPRETATION: according to this figure 44% of parents agreed that advertisements

helps in overall development of children and 24% are strongly in favour of this 20% gave

neutral reply but 12% also disagree with it.

ACCORDING TO CHILDREN PROSPECTIVE

Q1: Do you really like to watch T.V?

Table no.4.10


27

ALWAYS 10 20%

VERY OFTEN 8 16%

SOMETIMES 32 64%

NEVER Nil nil

ALWAYS 20%

VERY OFTEN 16%

SOMETIMES 64%

Fig: 4.10

INTERPRETATION: today is a world of television and through this figure it is clear that

no one is there who doesn’t watch TV at all 64% of children sometimes watch TV and 20%

of them always watch TV but 16% of children’s watch TV very often.

Q2: Which channel do you prefer to watch?

Table no. 4.11


28

CARTOONS 4 8%

NEWS 8 16%

DAILY SOAP 6 12%

EVERY 32 64%

CARTOONS 8%

NEWS 16%

DAILY SOAP 12%

EVERY64%

Fig: 4.11

INTERPRETATION: 64% of children’s like to watch every type of channel 12% of

children are interested in watching daily soap channels and 16% likes news channels and only

8% are interested in cartoon channels.

Q3: Do you watch advertisements?

Table no.4.12


29

ALWAYS 2 4%

VERY OFTEN 30 60%

SOMETIMES 12 24%

NEVER 6 12%

ALWAYS 4%

VERY OFTEN 60%

SOMETIMES 24%

NEVER 12%

Fig: 4.12

INTERPRETATION: as we can see from this figure that except 12% of children every one

watch , 60% watch it very often, 4% of children always watch advertisements but 24% of

children sometimes watch advertisements.

Q4: Which kind of advertisement do you prefer to watch?

Table no.4.13


30

BEAUTY

PRODUCTS

6 12%

BABY PRODUCT 8 16%

FOOD PRODUCT 28 56%

PRODUCT

SHOWING BRAND

AMBESSEDOR

8 16%

BEAUTY PRODUCTS 12%

BABY PRODUCT 17%

FOOD PRODUCT 58%

PRODUCT SHOWING BRAND AMBESSEDOR

12%

Fig: 4.13

INTERPRETATION: major parts of children’s i.e. 58% watch advertisements related to

food which are spoiling their food hobbits, 17% are interested in watching advertisements

related to baby products and 12% also watch advertisements of beauty products.

Q5: What is the average duration of watching T.V?

Table no. 4.14


31

LESS THAN 1

HOUR

8 16%

1 TO 2 HOURS 28 56%

2 TO 3 HOURS 8 16%

MORE THAN 3

HOURS

6 12%

LESS THAN 1 HOUR 16%

1 TO 2 HOURS 56%

2 TO 3 HOURS 16%

MORE THAN 3 HOURS 12%

Fig: 4.14

INTERPRETATION: 56% of children spend 1 to 2 hours for watching tv 16% watch for

less than 1 hour and another 16% from 2 to 3 hours but 12% of children’s watch TV for even

more than 3 hours.

Q6: Do you hide from your parents that you watch TV?

Table no.4.15

32


ALWAYS 4 8%

VERY OFTEN 12 24%

SOMETIMES 8 16%

NEVER 26 52%

ALWAYS 8%

VERY OFTEN 24%

SOMETIMES 16%

NEVER52%

Fig: 4.15

INTERPRETATION: Major part of children i.e. 52% doesn’t hide from their

parents that they watch TV but there are some ratios i.e. 8% who always hide , 16%

who sometimes hide from their parents and 24% who very often watch TV by hiding

from their parents.

Q7: Do you think advertisement influence you positively?

Table no.4.16



33

AGREE 22 44%

NEUTRAL 12 24%

DISAGREE 6 12%

STRONGLY

DISAGREE

4 8%

STRONGLY AGREE 12%

AGREE44%

NEUTRAL24%

DISAGREE 12%


Fig: 4.16

INTERPRETATION: 44% of children agree and 12% are strongly agree that

advertisement is good and it influences us positively but 12% of children are disagree and 8%

are strongly disagree that these advertisement doesn’t influence us positively.

Q8: Do you agree that advertisements like of horlicks motivate you?

Table no.4.17


34


AGREE 8 16%

NEUTRAL 28 56%

DISAGREE 2 4%

STRONGLY

DISAGREE

2 4%

STRONGLY AGREE 20%

AGREE 16%NEUTRAL

56%

DISAGREE 4%


Fig: 4.17

INTERPRETATION: Most of the children i.e.56% gave neutral decision but 16% are

agreed and 20% are strongly agree that these advertisements motivate the children 4% also

disagree and another 4% are strongly disagree that those advertisements not as such helps in

motivating them.

4.2STATISTICAL ANALYSIS

35

1H0: There is no significant relationship between the TV Channels preferred by parents and

children.

Regions Cartoons News Daily soap Every TotalN % N % N % N %

PARENTS 16 10% 22 15% 2 4.5% 10 21% 50CHILDREN 4 10% 8 15% 6 4.5% 32 21% 50

Total 20 30 8 42 100 Chi- Square: 38.736, DF-3, Table Value 7.81

From Table presented above, it is evident that a majority of parents preferred their children to

watch news or cartoon channels but children’s like to watch every type of channels. Chi

square value also supports the same by rejecting the 1Ho. Since the calculated value of chi

square is greater than tabulated value at 5% Level of significance, hence we reject the null

hypothesis in favour of alternate hypothesis and conclude that there is a significant

relationship between the TV Channels preferred by parents and children.

2H0: There is no association between the advertisements and motivational factors from


Regions Strongly agree

Agree Neutral Disagree Strongly Disagree

Total

N % N % N % N % N %parents 12 11% 22 15% 12 20% 2 2% 2 2% 50

children’s

10 11% 8 15% 28 20% 2 2% 2 2% 50

Total 22 30 40 4 4 100

Chi- Square: 16.145, DF-4, Table Value 9.48

36

From Table presented above, it is evident that a majority of parents responded in favour of

relation between advertisement and motivation, but children’s are neutral about the same. Chi

square value also supports the same by rejecting the 2Ho. Since the calculated value of chi

square is greater than tabulated value at 5% Level of significance, hence we reject the null

hypothesis in favour of alternate hypothesis and conclude that there is an association between

the advertisements and motivational factors from parents and children’s perspective.

4.3Overall analysis

Now a day each and every child like to watch TV and most of the parents allow them. Parents

generally prefer that their children should watch cartoon or news channel according to their

age but children’s generally watch each and every channel being shown weather it is right for

them to watch or wrong they don’t bother. Parents wants their children to watch TV for near

about 1 to 2 hours but they even watch it for more than 3 hours in which they also watch each

and every kind of advertisements that is the reason why parents sometimes doesn’t allow

their children to sit with them while watching TV but they watch these advertisements and

want to get full information for which they sometimes enquire their parents. Some of the

children’s even hide from their parents regarding TV to watch those channels movies or

advertisement which are not meant for them. This is the reason why most of the parents

believe that advertisement is exploiting their children’s besides giving knowledge. Some of

both parents and children are agree to this point that advertisement like of cowlicks motivates

them and to move forward in fact they are agree to it that ads helps in overall development of

children.

5.1 Findings of the study

37

1. Every child and parents are interested in watching different advertisements now a day.

2. Children’s don’t follow their parent’s instructions and watch the advertisements

which are not meant for them.

3. Different kinds of adult advertisements are even shown on that channels which are

specially for children

4. Most of the children spend maximum of their free time while watching TV by sitting

at their homes only which reduces their outdoor activities.

5. Most of the parents even believe that these advertisements should be shown on proper

TV as due to this they can’t sit with their children while watching TV.

6. Most of the children’s enquire about the advertisements from their parents.

7. These advertisements are exploiting their mind.

8. Somewhere these advertisements also make aware about different activities which are

necessary.

9. There is some kind of advertisements like of horlicks which even motivates the

children to move forward.

10. Some parents also believe that these advertisements help in overall development of

children.

11. Some advertisements also influence the mind of the children negatively.

12. Some children’s also watch TV by hiding from their parents.

5.2 CONCLUSION

38

The degree of impact of advertising on adults may be problematic but the outcome is

devastating for children. . The child rarely facing oriented towards the television set, younger

children tend to pay more attention throughout them.

The influence of the media on the psychosocial development of children profound, it is

important for the parents to know their child's exposure to media and provide guidance on

age-appropriate use of all media including television, radio, music, video games and Internet.

The objective of the report is to explore both the beneficial and harmful effects of media on

children's mental and physical health and to identify how the advertising industry can be

regulated by formulating unified laws to prevent the over-exposure of children to the

advertising world. Parents may restrict the channels that children view or the

times that children watch television. But parental control is obviously

weaker if children have access to television independent of their parents, The underlying

concern about television advertising is whether it exploits children, and this exploitation is

sometimes described in emotive terms In this context, advertising is seen negatively with the

criticism that advertising persuades children to buy products they do not need and spend

money they may not have. Product advertising places an emphasis on possessions and on

aspiring to a certain lifestyle.

5.3 SUGGESTIONS

39

The influence of the media on the psychosocial development of children profound, it

is important for the parents to know their child's exposure to media.

They should provide guidance on age-appropriate use of all media including

television, radio, music, video games and Internet.

Product advertising places an emphasis on possessions and on aspiring to a certain

lifestyle. This is especially the case for branded products where the emphasis of the

advertising is on purchasing not just a product but a product with a particular label,

children can recognize brands and logos before they can read.

Parents should keep proper vigil on their children’s when they are watching TV

There should be a time limit for children for watching TV.

5.4 Future directions of the study.

Through this report the perspectives of both parents as well as children’s have been studied to

find out their views regarding advertisement and their effects. Sample size of 50 children’s

and 50 parents has been taken. For further study sample size can be increases. In this study

only a particular region is taken but more regions can be analysed for further study. The age

group which is defined under this study i.e. 8 to 16 years children’s less than or more than

this age group can be analysed.

40

advertising project

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