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Television Advertising and Consumer Response: Children Buying Behaviour

Neeru Kapoor (Author)
Synopsis The various influences television has on children have been studied extensively in a number of countries, such as US, UK and Australla. In the Indian context, the available research on the subject and especially on the influence of TV advertising on children’s buying response is still limited. The present book is intended to fill this vacuum. It provides comprehensive data and a rationale to arrive at a more definitive verdict about the influence of TV advertising on children’s buying response within the context of parent-child-interaction. The primary goat of the current study is to learn about the role of television advertising in the children’s acquiring relevant skills, knowledge and attitudes required for their role as consumers in the marketplace. It was found that early parent-child interaction was a key element if parents did not want their child to be affected adversely by TV ads. Parents have a responsibility to teach their child about the realities of the commercial world. They play a crucial role in determining what their child learns from TV ads ask they supplement the information provided in them. Television should be included in the school curriculum in a positive way. Teachers might explain to children about TV ads and how to extract the relevant information from them. The government should articulate a well-de-fined and comprehensive policy on Indian television, Moreover, marketing personnel are expected to resort to self-regulation. They should always take into account the level of knowledge, sophistication and maturity of the audience at which their message are directed. Since young children have a limited capability for evaluation the credibility of what they watch, a special responsibility lies upon marketing personnel to protect them from susceptibilities.
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About the author

Neeru Kapoor

Neeru Kapoor (b. 1966) is a Reader in the Department of commerce, Delhi college of Arts and Commerce, University of Delhi. She obtained her B. Com (Hons). M.Com., M. Phil. and Ph.D. degree from the University of Delhi. She has presented papers ink national and international conference. A Number of articles written by her have been published in reputed journals in the field of Marketing, Commerce and Management. Besides Marketing, She has specialized in Advertising, Sales Promotion and Public Relations.

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Bibliographic information

Title Television Advertising and Consumer Response: Children Buying Behaviour
Author Neeru Kapoor
Format Hardcover
Date published: 01.01.2003
Edition 1st ed.
Language: English
isbn 8170999014
length x+226p., Figures; Tables; Appendices; Bibliography; Index; 22cm.