Tv Advertising Effects

3653 Words15 Pages

Television advertisements Impact On Customer’s Buying Behavior for the ‘Health Drinks which makes milk richer of Children’s’ in the area of Vadodara city
Dr. Sandip G. Prajapati
Assistant Professor
Department of Commerce and Business Management
Faculty of Commerce
The Maharaja Sayajirao University of Baroda, Vadodara
Email Id: prajapatisandip79@gmail.com

ABSTRACT
The concepts of health and energy have perhaps never been as popular—or pursued/coveted— as they are now. With market rivalries becoming an intense affair, brand strategists and marketers are eager to refresh their brand’s positioning and image. The focus on functional health benefits has allowed India to become the world’s largest market for malt-based hot drinks with US$1.1 billion …show more content…

(1994:513), the Dynamics of Mass Communication.
In addition to the above factors, age and level of education are also influential factors on children’s behaviors or actions. Among all these, (McNeal, 2001) cited a 1999 survey of television effects on kids by Yankelovich which revealed that effects of television adverts on children remain highest when compared to those of other mass media.
The American Association of Advertising Agencies (AAAA), as noted by (Baran J. a., 1995), studied the effects of advertising and discovered that our power of perception played much role on the way we view advertising. They noted that even though newspapers, magazines and radio adverts also have effects on consumers, our opinions are principally influenced by television adverts.
In his analysis, (Jefkins, 2000), contend that the persuasive mechanism employed by advertising professionals, make television adverts in particular to become highly irresistible especially to subtle minds like those of children who are generally known to be …show more content…

Shellaberger, 2003), condemned the attitude of television advertisers who sometimes advertise cigarette along with food. That cigarette advertisement on television promotes many young people smoking and enjoying themselves. Smoking has nothing reasonable to offer to children but health problems later on in life. Television impacts children the most as far as advertising goes. Consequently, children continue to hassle their parents until they get the things they had watched advertised on the television.
However, it would rather not make complete sense to look at one side of the coin. According to (McNeal, 2001), there are few television advertisements, which are beneficial to the children. For example, the ones that are selling educational books for children and other types of learning materials. Others that fall within this category include all forms of television adverts that discourage or reject acts of immorality or criminality such as premarital sexual relationship, stealing, cheating among

Open Document