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1. Advertisement &
Personal Selling
~ Ishvinder Singh

2. Acknowledgement
I would like to thank my teacher Prof.
Dr. Ishvinder Singh, who gave me this
opportunity to work on this project. I
got to learn a lot from this project
about Impact Of Advertisement on
Children.
At last, I would like to extend my
heartfelt thanks to my parents because
without their help this project would not
have been successful. Finally, I would
like to thank my dear friends who have
been with me all the time.
Date: 31st August 2022
Name: Abinash Padhy, Apoorva Agrawal, Ishu Kumar, Jatin
Saini, Priyal Gupta

3. Impact of Television Advertisements on Children’s Behaviour
Topic:-

4. Introduction
Today advertisement plays an important role in persuading customers to purchase products and
services. On the other hand the expenses of advertisement in comparisons of other activities in
most companies are very remarkable. In the present days every company wants to achieve the
highest market share. For this purpose every company use different ways to attract customers of
different segments of the market and the best way to become market leader. In this challenging
environment a company should promote its products in such a way that more and more customers
get interest in its products. In this research we will discuss the impact of the television advertisement
on the children. To attract children toward the product it is necessary that the advertisement
should contain such appeals that are according to their age, mind set and interest for specific
product. When children see the advertisement according to their interest, they persuade their
parents to purchase that product.
There is very close relationship between advertisement and buying behaviour of children’s and we
have tried to check the impact of advertisements on children through our research article. For this
purpose we conducted our research and collected data from children of various classes of
different schools situated in different geographical regions. Children enforce their parents to
purchase the product after watching the advertising in this research we tried to measure the
enforcement on their parents about any advertised products like food advertisement etc.

5. Children also purchase product through the school advertisement and internet advertisement
children purchase products by watching advertisement on internet and school exhibitions. Age of
children also influence the purchasing of the children because less aged children less influence by
the advertising and more aged children purchase more advertising products for example 10 year
children less understand the product advertisement as compare to the 15 year children who
understand fully advertisement and he purchase more advertisement product.
In this research we also discuss the relationship between food advertisement and children buying
behaviour because children purchase more food products as compare to other products. More
than one quarter of television advertisements during evening programs based on food
advertisement because children more like the food advertisement. Children buying behaviour also
depends on the T.V viewing hours because when children watch more T.V the watch more
advertisement and purchase more products.
It is apparent from the literature that television advertisement influence children particularly in
products like chocolate, biscuits, food supplements, tooth paste, toys etc. Advertising is second only
to films as far as its influence on the society is concerned. Advertising is the most influential and
powerful medium in the present commercial society. The main objective of this study is to find out,
how children are influenced by the television advertisements. There are both good and bad impact
of advertisement. The focus of the study is on effect of television advertisements on children with
special reference to confectionary products.

6. RELEVANCE OF THE STUDY
Advertisement reduces the risk of innovation. The cost of innovation can be more than recovered by the
sales which advertisements may generate and encourage manufacturers to undertake research and
development. The revenue through subscriptions is quite inadequate to support the publication of
newspapers, magazines or TV channels. Advertising revenues, in fact, provide a greater support to viable
functioning of these media.
Advertisement is a mediating tool of marketing and the most vital component of promotional activity; it is
used by the marketers to publicize the happenings of the company and their offerings to the consumers.
In the contemporary era, the influence and impact of advertisement over both the classes and the
masses has refined the entire ambience of marketing. So, great is the power of advertisements to
influence the buyer’s decision that it has become mandatory for sellers to allocate fat budgets to the
advertising of their products.
The ORG Survey (2011) indicated that the major items which accounted for about 45-50 percent of the
rural market were washing soaps, cleaning materials, toiletries and food and beverage .But the survey
also observed that the growth rate was very significant in certain items like cosmetics and toiletries over
the period of five years. The growth rate observed in the case of cosmetics indicated that the rural
women were not lagging behind their urban counterparts. It also mentions that many rural consumers in
rural areas lack the prejudices that make their urban counterparts resistant to change.

7. Television advertising, once viewed as the mainstay of advertising media outlets, is facing several
challenges from alternative media ,one being Internet and the invasion of technology devices, such
as digital video recorders, that have empowered customers to be more choosy on the
advertisements they view. Yet because it is a mass medium capable of being seen by almost
anyone, television lacks the ability to deliver an advertisement to extremely targeted clientele
compared to other media outlets. In an attempt to improve their targeted efforts Television networks
working in the pay-to-access arena, such as those with channels on cable and satellite television,
are introducing more narrowly themed programming gearing to address the needs of specific
interest groups to appeal to selective audiences.
RATIONAL OF THE STUDY
Gaps in the existing studies showed that there was a need to make a fresh attempt to understand
the impact of T. V. Advertisement on Buying Behaviour of Consumers as a number of improvements
could be incorporated on account of gaps in the existing literature. The need for the study could be
encapsulated in the following points:
 To diagnose the significance of television media in commercializing child consumers life.
 To analyse the child consumer behaviour and the influencing factors.
 To examine the impact of child buying behaviour on the family.
 To study the policy, practice and role of marketers on children’s Products and buying
behaviour.
 To offer suggestions for effective marketing of children products.

8. RESEARCH METHODOLOGY
PURPOSE OF DATA COLLECTION
1. To obtain information
2. To keep on record
3. To make decisions about
important issues
4. To pass information to others
Data collection is the process of gathering and
measuring information on variables of interest, in
an established systematic fashion that enables
one to answer stated research questions, test
hypotheses, and evaluate outcomes.
Regardless of the field of study or preference for
defining data (quantitative, qualitative), accurate
data collection is essential to maintaining the
integrity of research. Both the selection of
appropriate data collection instruments (existing,
modified, or newly developed) and clearly
delineated instructions for their correct use reduce
the likelihood of errors occurring.

9. Data Used And Methods
Implemented
In This Research Percentage Analysis
Have Been Used For Covering
Different Aspects Of The Study. The
Present Study Makes Use Of Both
Primary And Secondary Data In
Order To Derive Necessary
Conclusions Pertaining To Research
Objectives.

10.  Research design
A design of the research is descriptive. A research work will be successful only with a sound design. The
Research Design for the purpose of the study is analytical in nature. The major purpose of analytical
research includes survey and in-depth analysis of variables. The research plan calls for gathering primary
and secondary data. The sampling method adopted for the present study is simple random sampling.
 Sample size
The study selected a total of 50 samples out of which the samples retained were 48 on which the actual
analysis is being done. The sample was taken from the children aging from 5-15 years studying in different
schools under different boards.
 There are 30 numbers of males and 18 numbers of female child.
 There are 12 number of children aging from 5-8.
 There are 20 number of children aging from 9-12.
 There are 16 number of children aging from 13-15.
 Research Instrument:
The instruments adopted for the primary data collection is through “Questionnaires”. Through the
questionnaires, the feedbacks were taken.
 Contact Method:
The method used to contact the respondent was Direct Interview. The direct contact method was
selected because there was no scope of contacting through telephone or direct mail. Hence, the
resulting sample will not be a representative one.

11. LITERATURE REVIEW
WHAT IS ADVERTISEMENT?
Advertising is a form of communication used to persuade an audience (viewers, readers or listeners)
to take some action with respect to products, ideas, or services. Most commonly, the desired result is
to drive consumer behaviour with respect to a commercial offering, although political and
ideological advertising is also common. Advertising is sole of everyone’s’ lifestyle, and the degree of
impact of adverting on children is becoming devastating day by day. Advertisements showcase the
‘must haves’ for a kid making them a consumer even before they have reached the age of 3.
Advertising as one of the essential element of marketing management is considered as an important
factor in the global business. As far as its influence on the society is concerned, Advertising is second
only to movies. Advertising is the most influential and powerful medium in the present commercial
society. It helps us to get worldview. It shapes our attitude and beliefs. Advertisements encompass
every aspect of our life and most of us are hardly aware of it (Sarma, 2007). In 2011, the Indian Media
& Entertainment (M&E) Industry registered a growth of 12 percent over 2010, to reach INR 728 billon,
as per the FICCI-KPMG report. The growth line is backed by strong consumption in Tier 2 and 3 cities,
continued growth of regional media, and fast increasing new media business. Overall, the industry is
expected to register a CAGR of 15 percent to touch INR 1,457 billion by 2016. Television continues to
be the dominant medium, sectors such as animation & VFX, digital Advertising, and gaming are fast
increasing their share in the overall pie (KPMGFICCI Frames- Press-release-2012).

12. Positive Effects of Advertisements on
Children
 Advertising makes the kids aware of
the new products available in the
market. It increases their knowledge
about the latest innovations, in the
field of technology as well as
otherwise.
 Convincing ads, which centre
around healthy food products, can
help improve the diet of a child, if
they are attractive enough.
Negative Effects of Advertisements on
Children
 Advertisements encourage the children to
persuade their parents to purchase the
products shown in the commercials, whether
useful or not.
 Children often tend to misinterpret the
messages conveyed in commercials.
 The personal preferences in clothing, toys,
food and luxurious of children are altered by
the advertisements, to a great extent.
 The flashy advertisements broadcast in
television generate impulse shopping in
children.
 Children, after watching the glitter of
commercials, often lose the ability to live a
life without materialistic joy.

13. Types Of Data
 Television advertising / Music in advertising
Television advertising is one of the most expensive types of
advertising; networks charge large amounts for commercial
airtime during popular events. The annual Super Bowl football
game in the United States is known as the most prominent
advertising event on television - with an audience of over 108
million and studies showing that 50% of those only tuned in to
see the advertisements. The average cost of a single thirty-
second television spot during this game reached US$4 million &
a 60-second spot double that figure in 2014.
 Infomercials
An infomercial is a long-format television commercial, typically
five minutes or longer. The word "infomercial" is a portmanteau
of the words "information" and "commercial". The main
objective in an infomercial is to create an impulse purchase, so
that the target sees the presentation and then immediately
buys the product through the advertised toll-free telephone
number or website.
 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. Online ads are
delivered by an ad server. Examples of online advertising
include contextual ads that appear on search engine results
pages, banner ads, in pay per click text ads, rich media ads,
advertising, online, advertising networks and e-mail marketing,
including e-mail spam.
Virtually any medium can be used for
advertising. Commercial advertising media
can include wall paintings, billboards, street
furniture components, printed flyers and rack
cards, radio, cinema and television adverts,
web banners, mobile telephone screens,
shopping carts, web popups, skywriting, bus
stop benches, human billboards and
forehead advertising, magazines,
newspapers, town criers, 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 on disposable
diapers, doors of bathroom stalls, stickers on
apples in supermarkets, shopping cart
handles (grabertising), the opening section of
streaming audio and video, the backs of
event tickets and supermarket receipts.

14.  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. Another form of press advertising is the display ad, which is a larger ad (which can include art) that typically run in
an article section of a newspaper.
 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.
 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 (a.k.a. POP – point of purchase display), eye-catching displays
promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.
 Coffee cup advertising
Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, café, or drive-through
coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States, India,
and parts of the Middle East.
 Street advertising
This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street
furniture and pavements. Working with products such as Reverse Graffiti, air dancers and 3D pavement advertising, for getting brand
messages out into public spaces.
 Sheltered outdoor advertising
This type of advertising combines outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on
temporary bases. The large outer advertising space aims to exert a strong pull on the observer, the product is promoted indoors, where
the creative decor can intensify the impression.

15. DATA ANALYSIS AND INTERPRETATIONS
 The following data and information has been obtained through research activity:
5yrs - 8yrs
15%
9yrs - 12yrs
19%
13yrs -
15yrs
30%
15yrs -
18yrs
36%
AGE
0 - 2
Hours
30%
2 - 4
Hours
45%
4 - 6
Hours
15%
6 - 8
Hours
10%
TV VIEWING HOURS

16. Statement 1: The food
advertisements are really
impressive.
The Side graph depicts
that many children are not
so much affected by food
advertisements as most of
the children are showing
neutral behaviour towards
the advertisements but
some even agree and
disagree about it.
Strongly
Agree
17%
Agree
25%
Neutral
41%
Disagree
17%
Strongly
Disagree
0%

17. STATEMENT -2: The
repetition of food
advertisements are loved
by children.
The above graph shows that
many children love to watch
the food advertisements
again and again so that they
can see their favourite food
items again and again and
take the relish the taste of it.
But some even disagree that
the food repeated food
advertisements block to get
new advertisements.
Strongly
Agree
12%
Agree
42%
Neutral
25%
Disagree
21%
Strongly
Disagree
0%

18. STATEMENT -3: The parents
get easily convinced for
buying the food we watch
in advertisement.
The above graph depicts
that some children strongly
agree that their parents
get easily convinced with
advertised products but at
the same time they said
that sometimes it become
hard to convince.
Strongly
Agree
17%
Agree
42%
Neutral
33%
Disagree
8%
Strongly
Disagree
0%

19. STATEMENT -4: The children
influence to buy most of
the products they watch in
advertisement.
The above graph shows
that not all the products
easily influence the
children to buy the
products. As in today’s
decade children are very
informative and have
better decision making
capability.
Strongly
Agree
0%
Agree
33%
Neutral
42%
Disagree
25%
Strongly
Disagree
0%

20. STATEMENT -5: Most of the
pocket money is spent on
advertised food.
The above graph indicates
that children who have
more attraction towards
food spent more pocket
money foods especially
those influenced by ads.
But there are some
children even who don’t
get flattered with ads and
spent their pocket money
on advertised foods.
Strongly
Agree
21%
Agree
12%
Neutral
25%
Disagree
25%
Strongly
Disagree
17%

21. STATEMENT -6: Children
love to watch food
advertisements.
The above graph
represents that there is no
excess love or hate
towards food
advertisements. They like to
buy those foods and
watch advertisements of
those foods which taste
good to their tongue.
Strongly
Agree
0%
Agree
35%
Neutral
30%
Disagree
35%
Strongly
Disagree
0%

22. STATEMENT -7: Children
don’t like to buy the buy
the food which is not
advertised.
The above graph depicts that
there are large number of
children who disagree that
children don’t get influence
by advertised foods. As the
advertisements are the
connecting sources for them
with the new elements and
making them aware about it
Strongly
Agree
0% Agree
21%
Neutral
21%
Disagree
25%
Strongly
Disagree
33%

23. STATEMENT -8: Children
enforce their parents to
buy the food after
watching the
advertisement.
The above graph
represents that there are
some products for which
children enforce their
parents to buy the
product. As in today’s
decade children are smart
to understand what they
should buy and what not.
Strongly
Agree
17%
Agree
21%
Neutral
33%
Disagree
21%
Strongly
Disagree
8%

24. STATEMENT -9: The food
available in school
premises are loved by
children.
The above graph depicts
that food advertised in
school premises are loved
by children as this are
products are influenced by
their friends. The children
tend to consume those
products which are used
by their friends.
Strongly
Agree
25%
Agree
25%
Neutral
42%
Disagree
8%
Strongly
Disagree
0%

25. STATEMENT -10: The
children get influenced by
the product in school
exhibition.
The above graph illustrates
that exhibition and friends
in school play a major role
in selecting product for
children. They like to check
on those things which are
used by their friends.
Strongly
Agree
0%
Agree
29%
Neutral
42%
Disagree
12%
Strongly
Disagree
17%

26. STATEMENT- 11: Children
below 5 years influence
their parents to buy the
product after watching
the advertisement.
The above graph shows
that children below 5 years
are not so informative so
they tend to buy all those
things which they see
around them and seems
attractive to them without
having any much
information.
Strongly
Agree
0%
Agree
33%
Neutral
46%
Disagree
21%
Strongly
Disagree
0%

27. STATEMENT -12: Children
below 5 years love to
watch food
advertisements.
The above graph illustrates
that children below 5 years
love to watch
advertisements as they are
made attractive for
children. They watch those
advertisements as they
seem attractive and think it
as tasty as it seems in ad.
Strongly
Agree
0%
Agree
25%
Neutral
42%
Disagree
33%
Strongly
Disagree
0%

28. STATEMENT -13: Children
below 5 years do not
understand the food
advertisements.
The above graph depicts
that children don’t
understand the
advertisements. They
watch only those
advertisements those seem
attractive and their
favourite cartoon
character has a role in it.
Strongly
Agree
0%
Agree
33%
Neutral
42%
Disagree
25% Strongly
Disagree
0%

29. STATEMENT- 14: With the
increase in age the
children are more
influenced towards
advertisements.
The graph shows that
children are more
influenced toward ad
because the
advertisements act as a
connecting source
between the products and
them. They get the
updated information
through the ad.
Strongly
Agree
0%
Agree
37%
Neutral
46%
Disagree
17%
Strongly
Disagree
0%

30. STATEMENT -15: TV
advertisements are really
impressive.
The above graph
represents that maximum
children agree that TV
advertisements are
impressive and the ads are
deliberately made
impressive so that children
get attracted to buy those
goods.
Strongly
Agree
4%
Agree
37%
Neutral
42%
Disagree
17%
Strongly
Disagree
0%

31. STATEMENT -16: TV
advertisements are more
enforcing for parents.
As in today’s era
advertisement company
make the advertisements
so attractive that children
get influenced by the
advertisement and
enforce the parents to buy
those goods even which is
not good for children.
Strongly
Agree
17%
Agree
21%
Neutral
33%
Disagree
21%
Strongly
Disagree
8%

32. STATEMENT -17: After
watching cartoon
characters advertisements
children enforce parents to
buy products.
The above graph represents
that the children are not so
influenced by their favourite
cartoon characters. They
even check on the product
reliability before buying the
product. As the children are
very smart to collect the
information of the advertised
good through internet.
Strongly
Agree
17%
Agree
33%
Neutral
33%
Disagree
17%
Strongly
Disagree
0%

33. STATEMENT -18: Children
are more excited with
frequently repeated TV
advertisement.
The children are more
attracted towards the
frequently repeated TV
advertisements. Especially
those advertisements
covering their favourite
products or playing
favourite super hero in it.
They frequently love to
watch those ads.
Strongly
Agree
12%
Agree
42%
Neutral
25%
Disagree
21%
Strongly
Disagree
0%

34. STATEMENT -19: TV
advertisements do not
influence children at first
sight.
As in today’s era children
have lot of access of
collecting the information
they are shown. So before
buying or enforcing the
parents to buy the product
they check proper details
of the product.
Strongly
Agree
9%
Agree
29%
Neutral
29%
Disagree
25%
Strongly
Disagree
8%

35. STATEMENT -20: You are
influenced by the product
being advertised by selling
advertisement
again and again.
When a particular
advertisement is shown
again and again children
start thinking about the
product and collect
information about the
products and try to know
the uses of it. Thus they are
influenced by repeated
advertisements.
Strongly
Agree
25%
Agree
34%
Neutral
33%
Disagree
8%
Strongly
Disagree
0%

36. FINDINGS AND SUGGESTIONS
Findings
 Children love different type of advertisement and
they love to watch it again if they are attractive
and their favourite super stars play a role in it.
 Children enforce their parents to buy the products
when those products are bought and used by
their friends.
 Nowadays children are very informative. They
don’t enforce their parents until and unless do
proper research on the product.
 When the advertisements are repeated again
and again it influences the children to think about
the product and try the product once. This
increases the sales of the organisation.
 Friends and advertisement of products held in
school through different exhibition play a major
role in selecting the product for children.
 Offers which attract children make them influence
to buy the product.
Suggestions
 Advertisement should also be informative in
parallel to attractive.
 Commercial advertisements should be
planned in such a way that it’s a win-win
situation for both consumers and producers.
 An advertisement should clearly specify all the
useful and harmful effects of the product.
 As advertisement has become a connecting
source in today’s era for the children, so they
must be properly guided about what is good
and what not.

37. CONCLUSIONS
It is clearly observed and concluded from the findings, that
food advertisements has strong influence on the Health Issues of
Children. Children watch the advertisement, they absorb
everything that the advertisement says and they believe what
they see and hear. Children always listen to what they hear and
believe in them. It is therefore very important to watch the
children and teach them what is true and what is not. There are
advertisements that exaggerate and have dangerous impact
to children. Advertisers maybe trying to attract children to
patronize their products and services but they are not very
good for children. Sometimes too much advertisement of a
certain product could make the child crave for that product
even if it is not good for the health. Advertisements encourage
the children to persuade their parents to purchase the products
shown in the commercials, whether useful or not. The little ones
tend to obtain an aggressive behaviour towards buying the
product.
Children often tend to misinterpret the messages conveyed in
commercials. They overlook the positive side and concentrate
more on the negatives. Many advertisements in the present
times include dangerous stunts, which can be performed only
by experts. Even though the commercials broadcast the
statutory warnings with the ad, the kids often try to imitate the
stunts at home; with fatal results. What becomes harmful is
when innutritious foods are eaten regularly and supplant
nutritional foods in the child’s diet. There is an urgent need from
the government to draft and implement laws for banning the
food advertisements targeting the children.
“We worry about what
a child will be
tomorrow, yet we
forget that a child is
already someone
today”
~ Stacia Tauscher

38. ANNEXURE

39. Thank You
Course: B.COM (Hons.) – V Semester