Abstract
The advertisement is the predominant Promotional Mix Variable which is being used in every industry to get noticed by their prospective customer, and thereby turning them into lifetime consumers. These advertisements are also playing their part in shaping the elders, teenagers or children. Especially, these advertisements are influencing the lifestyle of the children in much greater fashion, both in righteous and unrighteous direction. The main objective of this study is to find out, how children are influenced by the television advertisements. The focus of the study is on the effect of television advertisements on children with reference to different chocolate brands and their advertisements, to study the association between preference of children and demographic factors such as Gender and Medium of study. An attempt has been made to know the children's awareness about chocolate brands and preference to buy. The descriptive research design was used as the study followed structured design with predetermined objectives and hypotheses. Primary data have been collected through questionnaire. Chi-square test and Analysis of Variance (ANOVA) was carried out to test the hypotheses. The study comes out with useful insights and recommendations.
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