INSIGHT ON CHILDREN’S EVALUATION OF TELEVISION ADVERTISEMENTS: AN EMPIRICAL STUDY

Abstract

An effective integrated marketing communication tool is the television advertisement which is used to promote the products and services to persuade consumers to buy. The entertainment element is fabricated with advertisements. Nowadays, due to advancements in media, no distinction is seen between advertisements and entertainment. The study aims to evaluate the effectiveness of television advertisements on the perception, attitude and buying behaviour of children belonging to various growth stages. The study is descriptive in nature. Coimbatore city is selected as the study area. A non-probability sampling procedure namely the convenient sampling method was used. The sample size consisting of 120 children watching television advertisements was studied, in which 40 children belonged to the preoperational stage, 40 children to the concrete operational stage and 40 children to the formal operational stage. For the purpose of the study, primary data were obtained through interview schedule and the secondary data were collected from books, journals and websites. The Cronbach alpha value proved the reliability of primary data. The findings show that a well informative television advertisement would promote good value among the children and it would benefit the children as well as the parents. Entertainment features in the advertisement would create interest among children of all growth stages. The beliefs children have about advertisements helped them to evaluate various advertisements.