Abstract
Children differ in their cognitive ability as they grow up. This leads to a change in their attitude towards Television advertisements.The purpose of this paper is to analyse the impact of this changing attitude on their resulting buying behaviour. It is based on exploratory and descriptive research design. The survey was carried out in the class room among children in the age group 5-11. At the lower age group, it is the entertaining ability whereas at the higher age group it is the credibility element of advertisement has the ability to create a favourable attitude towards advertisements. So, the advertisers should not view children as one homogeneous group while communicating with them.
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