Interpersonal Influence In Advertising

Ying, Yixuan Li (2009) observed that children look upon TV commercials as an important information source for new product. Nevertheless, they place greater level of trust in interpersonal information sources, particularly in their parents who are perceived as the most trustworthy information source with respect to their learning about new food products. TV commercials and in-store experiences were the primary sources of new snack foods for Chinese children. Chinese children depended more upon commercial sources than interpersonal sources in order to find out about new food products. In terms of apparent importance to food purchase, interpersonal influences (i.e. recommendation from parents and peers) was rated superior than commercial influences

Television advertising not only changes emotions, but also influences on the daily lives of people. Youngsters in the age group of 18 - 21, in India are habitual viewers of television. They spend most of their free time in front of television, watching programs and channels of their choice. A majority of young generation believes television advertisements to be informative and most of them respond to them positively.. The teenagers have become a strong influencing group and even have the skill to influence the purchase decisions in the family from cakes to cars. The usage of music and jingles in marketing has proven to be significant. It helps to produce the products or brands image. Together with all other marketing tools, it also helps to endorse the product and to make it memorable for the consumers. However, it has to be concluded, that not all kinds of jingles are automatically leading to better memorability of the product. It is advisable to combine jingles with slogans as this leads to even higher probability of recalling the product or brand that is being

For product categories meant at children, this study observes no difference in response to promotional activities (temporary price cuts, in-store displays and feature advertisements) between households with children and those with no children. However, households with children show higher sensitivity to price and greater assortment seeking in the carbonated beverage and children’s breakfast cereal categories. Further, the present results are reliable with recent public policy research results, in that media advertising may be driving children’s requests for brands in these categories. Because advertising messages cannot be completely disallowed from reaching children, if one goal of American public policy is to endorse healthy eating and decrease child obesity, it may be more effectual to improve education and/or apply taxes that activate a price response in children’s food