Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-June08-article6-Analyzing the Impact of Television Advertising on Children's Food Preferences: A Study of Indian Perspective (with Special Reference to Delhi & NCR)
- Price : 80.00
- Published on June 1, 2008
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Children's response to television advertising is investigated in this research paper. Children aged between 6 and 16 years were tested for their recall, recognition and understanding of novel television advertisements. Children were able to recognize scenes from the advertisements after one exposure but recall of the brand names was poor for the younger children, even after three exposures. Recall for the advertising content increased by age and number of exposures. None of the six-year-olds and only a quarter of the eight-year-olds and a third of the 16-year-olds discussed advertising in terms of persuasion. Therefore, although children remember television advertisements, their purpose is not fully understood, even by many ten-year-olds The present study seeks to examine the influence of Television Advertising on the food and beverage preferences of Kids, the influence of television advertising on food and beverage beliefs of children belonging to different age-groups and also examines the influence of Television Advertising on diet-related health outcomes and risks among children and youth considering the Indian perspective with specific focus on Delhi & NCR .
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.