Study of Advertising with Particular Emphasis of its Effects on Children’s Buying Behavior

Abstract

As we navigate the digital age, there is an undeniable fact that children are heavily exposed to a myriad of media channels. From television to the internet, our younger generation is constantly consuming media in various forms. Consequently, this media consumption is riddled with advertising content. Given their impressionable minds, the impact of advertisement on children is profound and worth understanding. This research paper aims to analyze this impact, with particular emphasis on its effects on children’s media consumption and behavior. Even though marketers are shifting attention from advertising to other promotional elements, advertising still remains very important in influencing the purchasing behaviour of customers. In this study, we sought to find out how advertising and TV adverts in particular influences the behaviour of children. The study used children between the ages of 13 and 18 years who watched television adverts as the respondents. The overall results of the study indicated that television advertising actually influences positively the purchase behaviour of children.