Effect of Advertisements on Children with Special Reference to Confectionary Products

Description
Through this report we want to find out how children are influenced by the advertisements especially of confectionary products. So the statement of this project would be ‘Effect of Advertisements on Children with special reference to confectionary products’

Research Methodology
Statement of the Problem
Through this report we want to find out how children are influenced by the advertisements especially
of confectionary products. So the statement of this project would be ‘Effect of Advertisements on
Children with special reference to confectionary products’
The research process goes within the following confectionary products:
? Biscuits
? Chocolates
? Wafers
? Noodles
? Sauces
? ealth !rin"s
Objectives of the Study
The subject matter for this #roject is to study the effects of advertisement on children. $ollowing are
the main objectives of this report.
? To "now the children%s awareness about confectionary #roducts & their advertisements.
? To study the impact of advertisement of confectionary #roducts on children.
? To "now whether is there any connection between T' watching habit of children and their
medium of study or not.
Research esi!n
(esearch design selected for this project is !escriptive.
Scope"
The research will be done at )hmedabad city only.
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Sampling Plan:-
#ar!et Population : - Target population for this research would be children with age of *+,-
and their parents.
Sample $nit : - Sample unit for this research would be children with age of *+,- and
their parents of a selected area.
Samplin! #echni%ue : - Stratified (andom Sampling
Sample Si&e : - .// 0,-/ children and ,-/ parents1
Samplin! 'ethods"
There are mainly two of sampling methods which are being used by the mar"eters:
,. #robability Sampling 0(andom Sampling1
2. Non 3 probability Sampling
#robability sampling is a method for drawing a sample from a population such that all possible
samples have a "nown and specified probability of being drawn.
Non probability sampling is a sampling procedure in which the selection of population
elements is based in part on the judgment of the researcher or field interviewer.
The sampling method for this report would be probability sampling because here each sample
has e4ual chance of being selected and again it would be stratified random sampling
Data Collection Method:
There are mainly two types of data collection methods which are as follows:
• Primary ata
#rimary !ata is the one that is being collected by the researcher itself and is being collected for the
first time. (esearcher has collected this data with a specific purpose of studying the problem.
2
#rimary !ata in the research process would be collected by filling up 4uestionnaires from children
and their parents.
• Secondary ata
Secondary !ata is the data that already e5ists and in ready to use format and gathered by somebody
else. This data can be in the form of articles in maga6ines7 journals7 government reports or any other
historical data. 8t might even be the different articles in newspaper and on the internet blogs.
Secondary !ata that would be used by researcher in the research process as supportive
documents are from the various newspaper articles7 maga6ines related to specific industry7 boo"s in
the specific field of advertising and various different internet sites.
(nstrument")
The instrument selected for the primary data is structured 4uestionnaire.
#entative plan")
The tentative plan for this research would be as following.
• (esearch methodology
• )dvertising 8ndustry
• 8ndian )dvertising 8ndustry
• Children and )dvertising
• (ules and (egulations of )dvertising to Children
• )nalysis of #rimary !ata
• Testing of ypothesis
• 9ey $indings
• Suggestions
• Conclusion
• Bibliography
• )nne5ure
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E*pected contribution of the study
The research or study will help to understand how children are influenced by the advertisements of
confectionary products.
+eneficiaries
Beneficiaries of this research would be researchers7 students & the company with confectionary
products.
,imitations
The major barriers in conducting the survey are:
,. Time :imitation
2. $inancial :imitations
.. ;eographical :imitations
1- #ime ,imitations
$or a researcher time has always wor"ed as a barrier to his<her research process. )s we are
conducting the survey in the different schools of )hmedabad city and observing the students aging
between * years to ,- years7 time has always wor"ed as a limitation to the research process
2- .inancial ,imitations
)nother major limitation for this study is financial limitation. $inance is the major limitation for any
study. )gain for this study finance does matter to the researcher to some e5tent.
3. /eo!raphic ,imitations
)s we all "now that )hmedabad is becoming a mega city. 8t covers big number of people living in
the area. There are thousands of primary schools where the students are studying. )lso the weather of
)hmadabad city is very hot and hence it is impractical to wor" for more than . to = hours a day in
field. 0Because children can be interviewed either at the school opening time or the recess time or the
school closing time only1.
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ADVERTISING
INDUSTRY
2.1 What is Adertising!
5
)dvertising is a form of communication intended to persuade its viewers7 readers or listeners to ta"e
some action. 8t usually includes the name of a product or service and how that product or service
could benefit the consumer7 to persuade potential customers to purchase or to consume that particular
brand. >odern advertising developed with the rise of mass production in the late ,?th and early 2/th
centuries.
Commercial advertisers often see" to generate increased consumption of their products or
services through branding7 which involves the repetition of an image or product name in an effort to
associate related 4ualities with the brand in the minds of consumers. !ifferent types of media can be
used to deliver these messages7 including traditional media such as newspapers7 maga6ines7
television7 radio7 outdoor or direct mail. )dvertising may be placed by an advertising agency on
behalf of a company or other organi6ation.
@rgani6ations that spend money on advertising promoting items other than a consumer
product or service include political parties7 interest groups7 religious organi6ations and governmental
agencies. Nonprofit organi6ations may rely on free modes of persuasion7 such as a public service
announcement.
2.2 "istory
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)s education became an apparent need and reading7 as well as printing7 developed advertising
e5panded to include handbills. 8n the ,Ath century advertisements started to appear in wee"ly
newspapers in Bngland. These early print advertisements were used mainly to promote boo"s and
newspapers7 which became increasingly affordable with advances in the printing pressC and
medicines7 which were increasingly sought after as disease ravaged Burope. owever7 false
advertising and so+called D4uac"D0fa"e1 advertisements became a problem7 which ushered in the
regulation of advertising content.
)s the economy was e5panding during the ,?th century7 advertising grew alongside. 8n the
Enited States7 classified ads became even more popular7 filling pages of newspapers with small print
messages promoting all "inds of goods. 8n ,*=.7 the first advertising agency was established by
'olney #almer in #hiladelphia. )t first7 agencies were bro"ers for ad space in newspapers. N.W. )yer
& Son was the first full+service agency to assume responsibility for advertising content. 8t was also
the first agency to charge a commission on ads.
8n Fune ,*.G7 $rench newspaper :a #resse was the first to include paid advertising in its
pages7 allowing it to lower its price7 e5tend its readership and increase its profitability and the
formula was soon copied by all titles.
8n the early ,?2/s7 the first radio stations were established by radio e4uipment manufacturers
and retailers who offered programs in order to sell more radios to consumers. )s time passed7 many
non+profit organi6ations followed suit in setting up their own radio stations7 and included: schools7
clubs and civic groups. When the practice of sponsoring programs was populari6ed7 each individual
radio program was usually sponsored by a single business in e5change for a brief mention of the
business% name at the beginning and end of the sponsored shows. owever7 radio station owners soon
reali6ed they could earn more money by selling sponsorship rights in small time allocations to
multiple businesses throughout their radio station%s broadcasts7 rather than selling the sponsorship
rights to single businesses per show.
The radio station owners soon reali6ed they could earn more money by selling sponsorship
rights to other businesses. 8n those days7 each show was usually sponsored by a single business7 in
7
e5change for a brief mention of the sponsor at the beginning and end of the show. This practice was
carried over to television in the late ,?=/s and early ,?-/s.
owever7 a fierce battle was fought between those see"ing to commerciali6e this new
medium and the people who argued that the radio spectrum should be considered the commons7 to be
used only non+commercially and for the public good. 8n Canada7 advocates li"e ;raham Spry were
able to convince the government to adopt a socialist funding model. Bngland followed suit with the
development of the BBC. owever in the Enited States7 the capitalist model prevailed with the
passage of the ,?.= Communications )ct which created the $ederal Communications Commission.
To placate the socialists7 the E.S. Congress did re4uire that commercial broadcasters operate in the
Dpublic interest7 convenience7 and necessityD. owever public radio certainly e5ists in the Enited
States.
8n the early ,?-/s7 the !umont television networ" began the modern trend of selling
advertisement time to multiple sponsors. !umont had trouble finding sponsors for many of their
programs and compensated by selling smaller bloc"s of advertising time to several businesses. This
eventually became the norm for the commercial television industry in the Enited States. owever7 it
was still a common practice to have single sponsor shows7 such as the E.S. Steel our. 8n some
instances the sponsors e5ercised great control over the content of the show + up to and including
having one%s advertising agency actually writing the show. The single sponsor model is much less
prevalent now7 a notable e5ception being the allmar" all of $ame.
The ,?G/s saw advertising transform into a modern approach in which creativity was allowed
to shine7 producing une5pected messages that made advertisements more tempting to consumers%
eyes. The 'ol"swagen ad campaignHfeaturing such headlines as DThin" SmallD and D:emonD
ushered in the era of modern advertising by promoting a DpositionD or Duni4ue selling propositionD
designed to associate each brand with a specific idea in the reader or viewer%s mind. This period of
)merican advertising is called the Creative (evolution and its archetype was William Bernbach who
helped create the revolutionary 'ol"swagen ads among others. Some of the most creative and long+
standing )merican advertising dates to this period.
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The late ,?*/s and early ,??/s saw the introduction of cable television and particularly
>T'. #ioneering the concept of the music video7 >T' ushered in a new type of advertising. )s
cable and satellite television became increasingly prevalent7 specialty channels emerged7 including
channels entirely devoted to advertising7 such as I'C7 ome Shopping Networ"7 and ShopT'
Canada.
>ar"eting through the 8nternet opened new frontiers for advertisers and contributed to the
Ddot+comD0.com1 boom of the ,??/s. Bntire corporations operated solely on advertising revenue7
offering everything from coupons to free 8nternet access. )t the turn of the 2,st century7 a number of
websites including the search engine ;oogle7 started a change in online advertising by emphasi6ing
conte5tually relevant7 unobtrusive ads intended to help7 rather than inundate7 users. This has led to a
plethora of similar efforts and an increasing trend of interactive advertising.
The share of advertising spending relative to ;!# has changed little across large changes in
media. $or e5ample7 in the E.S. in ,?2-7 the main advertising media were newspapers7 maga6ines7
signs on streetcars7 and outdoor posters. )dvertising spending as a share of ;!# was about 2.?
percent. By ,??*7 television and radio had become major advertising media. Nonetheless7 advertising
spending as a share of ;!# was slightly lowerHabout 2.= percent.
) recent advertising innovation is Dguerrilla mar"etingD7 which involve unusual approaches
such as staged encounters in public places7 giveaways of products such as cars that are covered with
brand messages7 and interactive advertising where the viewer can respond to become part of the
advertising message. ;uerrilla advertising is becoming increasing more popular with a lot of
companies. This type of advertising is unpredictable and innovative7 which causes consumers to buy
the product or idea. This reflects an increasing trend of interactive and DembeddedD ads7 such as via
product placement7 having consumers vote through te5t messages7 and various innovations utili6ing
social networ" services such as >ySpace
.

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2.3 Changing scenario o# adertising
>ar"eting through advertising is considered an important variable in the global business. )dvertising
is second only to films as far as its influence on the society is concerned. istory bears testimony to
the fact that the great (omans practiced advertising. Their surnames indicated their occupation. The
potentialities of advertising multiplied when manual press was invented in the ,-th century. )fter that
the demand has been increasing.
)dvertising is7 in fact7 the most influential and powerful medium in the present commercial
society. 8t creates an entire worldview7 shaping our attitude and beliefs. )dvertisements pervade
every aspect of our life and most of us are hardly aware of it. 8n the movement for e4ual status and
fair treatment to women7 an important part is attributed to the mass media7 particularly to electronic
media.
The central position of media in daily life ensures its role in advertising business. The
meanings that are created by media are not fi5ed7 but they vary according to cultural7 historical and
social conte5t of the people concerned. The common man judges the products on the basis of the
understanding his society and culture has inculcated into them.
Symbolism is one of the major aspects of advertisement and it is to be noted that a change has
occurred in this conte5t. Ese of women to promote a concept or product is increasing day by day. 8n
the advertisement world7 advertisers have pic"ed up women for advertising of consumer
commodities. Women are used in T' commercials as weapon of persuasion.
Women in many cultures ma"e the majority of consumption decisionsC hence they are
important target of these advertisers. So the advertisers find it easier to sell the product by using the
same gender. But most of these ads hardly need women as models. $or e5ample7 there is no need to
as" females to do an ad for a menJs shaving cream. The list is uncountable. >ost of the companies
want to attract the consumers by using the physical loo" of the models. They have created a world of
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fantasy. )nd we are drawn towards that world without reali6ing much about the realities of life. We
try to imitate whatever is shown on the Television. The media must play the role of a watchdog in
such a situation.
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2.$ %ypes o# adertising
'irtually any medium can be used for advertising. Commercial advertising media can include a wall
paintings7 billboards7 street furniture components7 printed flyers and rac" cards7 radio7 cinema and
television adverts7 web banners7 mobile telephone screens7 shopping carts7 web popup7 s"ywriting7
bus stop benches7 human billboards7 maga6ines7 newspapers7 sides of buses7 banners attached to or
sides of airplanes 0DlogojetsD17 in+flight advertisements on seatbac" tray tables or overhead storage
bins7 ta5icab doors7 roof mounts and passenger screens7 musical stage shows7 subway platforms and
trains7 doors of bathroom stalls7 stic"ers on apples in supermar"ets7 shopping cart handles
0grabertising17 the opening section of streaming audio and video7 posters7 and the bac"s of event
tic"ets and supermar"et receipts. )ny place an DidentifiedD sponsor pays to deliver their message
through a medium is advertising.
%eleision
The T' commercial is generally considered the most effective mass+mar"et advertising format7 as is
reflected by the high prices T' networ"s charge for commercial airtime during popular T' events.
The annual Super Bowl football game in the Enited States is "nown as the most prominent
advertising event on television. The average cost of a single thirty+second T' spot during this game
has reached ESK. million 0as of 2//?1.
The majorities of television commercials feature a song or jingle that listeners soon relate to
the product.
'irtual advertisements may be inserted into regular television programming through computer
graphics. 8t is typically inserted into otherwise blan" bac"drops or used to replace local billboards
that are not relevant to the remote broadcast audience. >ore controversially7 virtual billboards may
be inserted into the bac"ground where none e5ist in real+life. 'irtual product placement is also
possible.
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&n#omercials
)n infomercial is a long+format television commercial7 typically five minutes or longer. The word
DinfomercialD is a portmanteau of the words DinformationD & DcommercialD. The main objective in an
infomercial is to create an impulse purchase7 so that the consumer sees the presentation and then
immediately buys the product through the advertised toll+free telephone number or website.
8nfomercials describe7 display7 and often demonstrate products and their features7 and commonly
have testimonials from consumers and industry professionals.
Radio adertising
(adio advertising is a form of advertising via the medium of radio.
(adio advertisements are broadcasted as radio waves to the air from a transmitter to an
antenna and a thus to a receiving device. )irtime is purchased from a station or networ" in e5change
for airing the commercials. While radio has the obvious limitation of being restricted to sound7 this
becomes its major disadvantage.
Press adertising
#ress advertising describes advertising in a printed medium such as a newspaper7 maga6ine7 or trade
journal. This encompasses everything from media with a very broad readership base7 such as a major
national newspaper or maga6ine7 to more narrowly targeted media such as local newspapers and trade
journals on very speciali6ed topics. ) form of press advertising is classified advertising7 which allows
private individuals or companies to purchase a small7 narrowly targeted ad for a low fee advertising a
product or service.
'nline adertising
@nline advertising is a form of promotion that uses the 8nternet and World Wide Web for the
e5pressed purpose of delivering mar"eting messages to attract customers. B5amples of online
advertising include conte5tual ads that appear on search engine results pages7 banner ads7 in te5t ads7
(ich >edia )ds7 Social networ" advertising7 online classified advertising7 advertising networ"s and
e+mail mar"eting7 including e+mail spam.
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(ill)oard adertising
Billboards are large structures located in public places which display advertisements to passing
pedestrians and motorists. >ost often7 they are located on main roads with a large amount of passing
motor and pedestrian trafficC however7 they can be placed in any location with large amounts of
viewers7 such as on mass transit vehicles and in stations7 in shopping malls or office buildings7 and in
stadiums.
Mo)ile )ill)oard adertising
The RedEye newspaper advertised to its target mar"et at North )venue Beach with a sailboat
billboard on :a"e >ichigan.
>obile billboards are generally vehicle mounted billboards or digital screens. These can be
on dedicated vehicles built solely for carrying advertisements along routes preselected by clients7
they can also be specially+e4uipped cargo truc"s or7 in some cases7 large banners strewn from planes.
The billboards are often lightedC some being bac"lit7 and others employing spotlights. Some billboard
displays are static7 while others changeC for e5ample7 continuously or periodically rotating among a
set of advertisements.
>obile displays are used for various situations in metropolitan areas throughout the world7
including:
• Target advertising
• @ne+day7 and long+term campaigns
• Conventions
• Sporting events
• Store openings and similar promotional events
• Big advertisements from smaller companies
• @thers
&n-store adertising
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8n+store advertising is any advertisement placed in a retail store. 8t includes placement of a product in
visible locations in a store7 such as at eye level7 at the ends of aisles and near chec"out counters7 eye+
catching displays promoting a specific product7 and advertisements in such places as shopping carts
and in+store video displays.
Coert adertising
Covert advertising7 also "nown as guerrilla advertising7 is when a product or brand is embedded in
entertainment and media. $or e5ample7 in a film7 the main character can use an item or other of a
definite brand7 as in the movie Minority Report7 where Tom Cruise%s character Fohn )nderton owns a
phone with the Nokia logo clearly written in the top corner7 or his watch engraved with the Bulgaria
logo. )nother e5ample of advertising in film is in I, Robot7 where main character played by Will
Smith mentions his Converse shoes several times7 calling them Dclassics7D because the film is set far
in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz
logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie !e
Matri" Reloaded7 which as a result contained many scenes in which Cadillac cars were used.
Similarly7 product placement for @mega Watches7 $ord7 ')8@7 B>W and )ston >artin cars are
featured in recent Fames Bond films7 most notably Casino Royale. 8n D$antastic $our: (ise of the
Silver SurferD7 the main transport vehicle shows a large !odge logo on the front. Blade Runner
includes some of the most obvious product placementC the whole film stops to show a Coca+Cola
billboard
Cele)rities
This type of advertising focuses upon using celebrity power7 fame7 money7 popularity to gain
recognition for their products and promote specific stores or products. )dvertisers often advertise
their products7 for e5ample7 when celebrities share their favorite products or wear clothes by specific
brands or designers. Celebrities are often involved in advertising campaigns such as television or
print adverts to advertise specific or general products.
The use of celebrities to endorse a brand can have its downsides7 however. @ne mista"e by a
celebrity can be detrimental to the public relations of a brand. $or e5ample7 following his
performance of eight gold medals at the 2//* @lympic ;ames in Beijing7 China7 swimmer >ichael
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#helps% contract with 9ellogg%s was terminated7 as 9ellogg%s did not want to associate with him after
he was photographed smo"ing marijuana
2.* Recent %rends in Adertising
? (nternet Advertisin!
8nternet >ar"eting is the online advertisement and selling of products7 services or businesses
through the 8nternet. @nline advertising is possible only if one has its own website. aving a website
for a particular business is worthless until and unless people "now about your business and put their
trust and li"ings on services that you provide. So7 having a website is just li"e having a shop7 if
people find you7 they obviously visit it7 and visit it again if they find it really interesting.
8nternet )dvertising is the latest and most effective method of business promotion. 8t is
necessary to help people find you more easily7 "now your presence7 "now more about the services
and products that you offer and assure people what real difference you can bring about in comparison
to other similar service providers. To ma"e your website worth interesting7 different Website
advertising strategies are available today7 such as7 pay per clic" advertising7 banner advertising7 email
mar"eting7 search engine mar"eting through search engine optimi6ation7 affiliate7 article7 blog and
interactive mar"eting services. 8f these strategies are dealt attentively7 then you can e5perience the
difference that online business can bring on your business.
There are 2G million 8nternet users in 8ndia7 largely in the age group of 2/ to =/ + a target+base
for 8ndia%s rapid growth advertising industry is increasingly loo"ing at. 8t%s reboot time for 8ndian
advertising with predictions that the online segment is li"ely to cross the ,// million dollar mar" by
2/,/7 according to a study by >SN.
8ndia%s advertising industry generates about 2.2 billion dollars annually7 according to industry
sources. Currently7 online advertising comprises less than one per cent of the pie. The total spending
for 2//=+2//- was about ,* million dollars7 but the 8ndian @nline )ssociation 08@)17 predicts this
will touch -A million in 2//G+2//A.
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8nternet is increasingly a part of the media mi5 for advertisers as they reali6e its high potential
in reach and penetration. #rint and television still hog a major share of 8ndian advertising at A// to
?2/ million dollars annually. But digital advertising industry players point out that television too saw
a sluggish beginning and then e5ploded as cable T' entered the arena. So what%s holding bac" the
online advertising boomL 8tJs the unfamiliarity with the new medium7 a lac" of understanding of its
reach and potential7 a fear of venturing into a new area. The limited reach of 8nternet + it has only 2G
million users in a country of one billion + is another reason. The mobile industry has far overta"en
8nternet with a user base of -/ million in 8ndia and is growing by the day.
Enli"e print and T'7 the consumer can decide when and how he wants to be e5posed to a
campaign7 and the advertiser too can filter targets in terms of groups and locales. The 8nternet has
great cost advantage as well. The cost per ,7/// reach is very effective when compared to other
media. $inance is the main sector going for 8nternet advertising in 8ndia. >ost in the advertising
industry agree that today even a brilliant campaign has a vital element missing if there is no 8nternet
presence.
:eading portals in 8ndia li"e (ediff7 Mahoo and >SN are also seeing a revival. (ediff saw an
increase of over A/ per cent in online revenue on its 8ndia operations in 2//=. 8t largely comprised
advertising and fee+based services li"e online subscriptions7 mobile downloads and online shopping.
)nd there were more than two do6en first time advertisers the same year. MahooN 8ndia saw a ,// per
cent growth in advertising in 2//=. 8ndiatimes.com7 the online operations of one of 8ndia%s leading
media groups estimated total advertising on its site to be around ..-+=.G million E.S. dollars in 2//=.
)ll top advertising agencies in 8ndia from FWT7 we :intJs7 @&> and >udra have interactive arms
or lin"s with the same.
17
&nternet +sers in &ndia:
Mear Esers Esage Source
,??* ,=7//7/// 8TE
,??? 2*7//7/// 8TE
2/// --7//7/// 8TE
2//, A/7//7/// 8TE
2//2 ,7G-7//7/// 8TE
2//. 272-7//7/// 8TE
2//= .7?27//7/// C.8.)lmanac
2//- -7/G7//7/// C.8.)lmanac
2//G =7//7//7/// 8)>)8
2//A =72/7//7/// 8nternet world star
18
? 'obile Advertisin!
>obile advertising in 8ndia is at a very nascent stage compared to mar"ets li"e Fapan7 9orea and
West7 but many are reported to be preparing to get into the act. OThe future for mobile advertising is
already here7 despite not being on many mar"etersJ radars yet. undreds of millions of ads are
already being run7 clic"+through rates are much higher than online. The growth of .; networ"s7
8#T' and high end gaming on mobile phones will open new avenues for advertising on mobile.
The si6e of mobile advertising in 8ndia is miniscule7 it has potential to grow at 2//P a year7
giving operators a new revenue source. With the average revenue per user 0)(#E1 constantly falling7
it could be a saving grace for operators. $rom (s .-G in >arch last year7 the )(#E in !ecember
2//G has declined by ,,- to touch (s .,G. The worldwide mobile advertising mar"et is pegged at K,
billion currently. 8!C believes with more than two billion mobile users in the world7 it prevails as the
first medium through which advertisers can reach such a large audience on an individual basis.
8n 8ndia7 it is currently a (s -+G crore mar"et7 set to grow to (s 2/+2- crore by >arch 2//*. 8t
is clearly a medium that needs to be evangelised to brands as how 8nternet advertising was done to
brands in early 2/// + 2//,. >obile advertising can ta"e many forms li"e S>S broadcast7 >>S
broadcast7 sponsored content7 W)# ads and product placement in games. Currently7 it is restricted to
S>S based activities in the country. Some $>C;7 beverage and entertainment companies have
tested >>S too and few operators have also tried to get sponsorship revenue from value added
services.
Seeing the huge potential of mobile advertising in future7 operators li"e Bharti )irtel7 >TN:7
(eliance and Tata Teleservices are e5ploring the option7 but feel it will ta"e some time for the format
to ta"e off in the country in a big way.
Targeted mobile advertising is -/P more acceptable to mobile internet users than untargeted
ads7 according to the consumer mobile advertising report conducted with more than ,72// mobile
internet users across the ES7 Burope and 8ndia. )s A/P of the S>Ses have less than =/ characters7
value added services provider Cellebrum has come up with a solution where micro advertisements
are inserted into the te5t messages of subscribers who opt+in to the programme in e5change for
incentives such as free S>S or reduced tariffs.
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8n the not too distant future7 we will have the freedom to choose whether we wish to pay for
our mobile calls or have it free. Soon enough we will be given a free mobile phone and be allowed to
ma"e and receive calls for free provided we are willing to pay with our attention to short advertising
messages while using these phone. $or instance7 when we answer or ma"e a call7 before we get
connected7 we will hear the advertising message. This message will more than li"ely be of some
interest to us because the advertiser would have information about who we are based on what content
we subscribe to from the ocean of published content.
? .reelance advertisin!
8n freelance advertising7 companies hold public competitions to create ads for their product7 the best
one of which is chosen for widespread distribution with a pri6e given to the winner0s1. !uring the
2//A Super Bowl7 #epsico held such a contest for the creation of a ./+second television ad for the
!oritos brand of chips7 offering a cash pri6e to the winner. Chevrolet held a similar competition for
their Tahoe line of SE's. This type of advertising7 however7 is still in its infancy. 8t may ultimately
decrease the importance of advertising agencies by creating a niche for independent freelancers
? Embedded advertisin!
Bmbedded advertising or in+film ad placements are happening on a larger scale now than ever before.
$ilms li"e 9rish had over a do6en placements including :ayJs7 Bournvita7 Samsung7 $aber Castell
and ero onda.
? Shift in 'essa!e from Product .eatures to Consumer +enefits
) common rule in the advertising industry is the Oone messageQ strategy. 8n short7 it is based on the
premise that one uni4ue selling proposition 0ES#1 is effective. This reflects concerns over how
communicating a multitude of messages in a single advertisement may easily distract consumers and
cause difficulties in understanding the underlying message7 thus wea"ening the advertisementJs
effects. So7 a common and fre4uently made mista"e made in current commercials is that they often
end up communicating product features while obscuring their message and emphasi6ing
technological prowess. 8n particular7 this trend was noticeable in industries where technological
capability was a differentiating point and comple5 functions were the competitive edge.
20
(ecent successful commercials have instead adopted a strategy of soft appeal focused on
consumer benefits7 rather than one of hard appeal7 communicating product characteristics. The "eys
to success for these advertisements have been the use of consumer language and attractive images
when communicating features and technologies. Selecting a simple and clear message as well as
delivering messages focusing on consumers% benefits is helpful to raise message appeal7 brand
awareness and brand power.
21
2., %he Role o# Adertising:
)dvertising is the means by which goods or services are promoted to the public. The advertiserJs
goal is to increase sales of these goods or services by drawing peopleJs attention to them and showing
them in a favorable light. The mission of advertiser is to reach prospective customers and influence
their awareness7 attitudes and buying behavior. They spend a lot of money to "eep individuals
0mar"ets1 interested in their products. To succeed7 they need to understand what ma"es potential
customers behave the way they do.
$or advertising to e5ist7 a number of factors have to be in place
? The goods and services to be advertised
? Competition between different providers of the same "inds of goods and services7 for which
there needs to be a significant potential mar"et
? The means of advertising cheaply to large numbers of people
? ) population with sufficient education to be able to understand advertising messages
)dvertising is a mar"eting function7 and 9otler claims that advertising can have a number of
different7 possible objectives. @ne objective can be to inform customers about new product or a price
change. The main objective here is to build primary demand. )nother objective can be to persuade
the customer to purchase the product. The use advertising as a way to build preference and to
encourage customers to change brand. The fundamental purpose of advertising is to influence people
to purchase various goods and products. 8n this sense advertising is a phenomenon that aims to
persuade or influence people.
What is the role of advertising in the demand functionL @ne response of this 4uestion is that a
company can sell more of its product by informing consumers about the product. The information
may include its e5istence7 price7 promotion7 4uality7 etc. Therefore advertising is seen as providing
information to consumers. The other response is that advertising searches the way of persuading
consumers to purchase the advertised products by appeals to snobbery7 associations of the product
22
with favored people or situations7 repetition of the same message and so on. )dvertising shows the
last style and the new popular products in the mar"et. 8t displays ideal individuals wearing the new
clothes and loo"ing good. Customers are jealous of this perfection. So that7 they go out and purchase
in hopes of reaching perfection.
There is a time dimension at advertising. )dvertisementJs influence on sales is immediate 0i.e.
it is mostly felt within seven days of an advertisementJs e5posure1. ) repetition of such effects7
measured at the end of a year7 amounts to a medium+term influence. The immediate influence of
advertising on sales plays a gate"eeper role to all further effects. Without it there will not be medium
term effect 0i.e. a repetition of short+term effects1C and long+term effect. )dvertisementJs full effect
can be only valued if its long+term influence is ta"en into account as well as its short and medium+
term effects on sales. These terms ma"e it possible to evaluate the productivity of an advertising
campaignC to measure if the campaign shows a financial return on the investment and is thus
accountable
)ccording to !oole & we 02//=17 advertising is the most important part of the whole
mar"eting strategy. There are many channels of media to use for advertising7 for e5ample television7
printed media7 radio7 cinema7 outdoor and transport poster. >ar"eters use television as the most
powerful medium of communication.
23
2.- .eading Adertising agencies in the /orld
ere is the rundown of the top ,/ advertising agencies that made significant mar" in the advertising
business and has pioneered the "nown best practices in the advertising industry.
1. ((D' World/ide7 Enited States
BB!@ Worldwide is one of the major three networ"s under the umbrella of @mnicom. BB!@
Worldwide has long been recogni6ed as the most prestigious advertising networ" globally. 8ts
estimated total revenues for 2//* amount to K2./B.
2. McCann 0ric1son7 Enited States
>cCann Bric"son is the largest agency with global coverage. 8ts main business focuses on traditional
advertising operations. 8t also offers a range of innovative mar"eting services under the umbrella
company "nown internationally as >cCann World group. 8ts estimated total revenues for 2//*
amount to K,.A B.
3. DD( World/ide7 Enited States
!!B is one of the triumvirate networ"s under the portfolio of @mnicom. 8t maintains a lower profile
compared to the other two networ"s that form the triumvirate networ" of @mnicom. 8ts estimated
revenues for 2//* are at K,.- B
$. %(WA World/ide7 Enited States
TBW) Worldwide completes the triumvirate of networ"s under the @mnicom advertising group. 8t is
more on the non+traditional lines and usually dabbles on the O4uir"yQ side of the business. 8ts total
revenues for 2//* are estimated to have reached K,.= B.
*. 02ro RSC3 World/ide7 $rance
Buro (SC; Worldwide is one of the two major advertising agencies in $rance. 8ts global reach
covers about A- countries. )fter growing through some organi6ational challenges7 Buro (SC;
Worldwide returned to the global scene under a new management group and immediately earned
24
recognition in major publication in the E9 and the ES. 8ts estimated 2//* revenues are placed at
K,.2B.
,. 4W% World/ide7 Enited States
FWT is sort of a legend in the advertising world. 8t is recogni6ed as the first advertising agency that
was ever organi6ed. The advertising agency implemented major and strategic changes. 8ts estimated
revenues for 2//* are about K,.2 B.
-. 5 6 R Adertising7 Enited States
M & ( Brands is the umbrella organi6ation of several leading mar"eting service companies which
include leading agencies M & ( and direct mar"eting outfit Wunderman. 8t is a ,//P subsidiary of
W## although it maintains a fairly self contained operation. 8t has gone through difficult stages in its
operations primarily to the disparate performance of the member agencies. The estimated revenues
for 2//* of M & ( are placed at K ,., B.
7. P2)licis World/ide
#ublicis Worldwide is the biggest ad networ" under the umbrella group #ublicis ;roupe which also
includes Saatchi & Saatchi and the :eo Burnett advertising networ". 8t has made significant inroads
in its ran"ing with strategic ac4uisitions.
8. Dra#t9C(7 Enited States
!raft$CB officially started business operations in 2//G. 8ts core business is the integrated mar"eting
business portfolio focusing on a wide range of specialties and disciplines. 8ts estimated volume of
business for 2//* is about K?-- >.
1:. Wisde17 Canada
Wisde" is one of the emerging and leading online mar"eting and advertising outfits. 8t is renowned
for innovative and creative mar"eting solutions designed for companies that are highly reliant on the
8nternet. 8t bro"e ground in ,??* and has since then been focusing on innovative projects on site
25
placements on various search engines. Wisde" is the pioneer in an erstwhile non+e5istent business
interest.
26
INDIAN
ADVERTISING
INDUSTRY
27
3.1 &ntrod2ction

The 8ndian advertising industry is tal"ing business today. 8t has evolved from being a small+scale
business to a full+fledged industry. 8t has emerged as one of the major industries and tertiary sectors
and has broadened its hori6ons be it the creative aspect7 the capital employed or the number of
personnel involved. 8ndian advertising industry in very little time has carved a niche for itself and
placed itself on the global map.
8ndian advertising industry with an estimated value of ,.7 2//+crore has set eyeballs ga6ing
with some astonishing pieces of wor" that it has given in the recent past. The creative minds that the
8ndian advertising industry incorporates have come up with some mind+boggling concepts and wor"
that can be termed as masterpieces in the field of advertising.
)dvertising agencies in the country too have ta"en a leap. They have come a long way from
being small and medium si6ed industries to becoming well "nown brands in the business. >udra7
@gilvy and >ather 0@&>17 >ccann Bricsonn7 (ediffussion7 :eo Burnett are some of the top
agencies of the country.
8ndian economy is on a boom and the mar"et is on a continuous trail of e5pansion. With the
mar"et gaining grounds 8ndian advertising has every reason to celebrate. Businesses are loo"ing up
to advertising as a tool to cash in on lucrative business opportunities. ;rowth in business has lead to
a consecutive boom in the advertising industry as well.
The 8ndian advertising today handles both national and international projects. This is
primarily because of the reason that the industry offers a host of functions to its clients that include
everything from start to finish that include client servicing7 media planning7 media buying7 creative
conceptuali6ation7 pre and post campaign analysis7 mar"et research7 mar"eting7 branding7 and public
relation services.
9eeping in mind the current pace at which the 8ndian advertising industry is moving the
industry is e5pected to witness a major boom in the times ahead. 8f the e5perts are to be believed then
the industry in the coming times will form a major contribution to the ;!#. With all this there is
28
definitely no loo"ing bac" for the 8ndian advertising industry that is all set to win accolades from the
world over.
With development in the technology7 various avenues are opening up in advertising industry.
8t is estimated that about 2.2 billion dollars are generated in this industry every year. Be it is print7
radio7 television or 8nternet7 every medium plays a significant role in the growth of this industry.
Today7 )dvertising 8ndustry in 8ndia is surging with revenues. To meet all the demands in adverting
sector7 many agencies are coming to the scene.
8ndia is a hub of creativity and this is evident from the fact that more and more people from
8ndian advertising industry are being accepted world over and imposing a lot of respect in
international advertising community.
'isibility is the mantra of success these days and advertising ma"es sure that your product7
service is visibleC thus saleable. Today )dvertising 8ndustry in 8ndia is booming with revenue. 8t is a
very successful industry which generates lot of revenue. The )dvertising 8ndustry in 8ndia is getting
recogni6ed worldwide with its superior 4uality wor" and innovation. 8t ensures tremendous growth
and scope for the employees.
!uring fiscal 2//-7 the gross advertising spend in 8ndia is estimated at (s ,,, billion7 and is
e5pected to grow at ,=.2P to reach (s. ,2A billion by fiscal 2//G.
The "ey factors which have contributed to growth of the 8ndian advertising industry include:
+ ;rowth in media vehicles leading to increase in media infiltration.
+ igher degree of competitive concentration among consumer companies
+ Bntry of global consumer companies with large advertising budgets
+ 8ncrease in consumer riches.
(apid economic growth of the country on the bac" of economic liberali6ation and
deregulation. 8ndian advertising industry is fast catching up with their western counterparts. The
change has been a slow and steady one7 but if you loo" at the advertisements on 8ndian television
nowadays7 youJll be vastly surprised.
29
There were times7 when it was believed that se5 sells anything and everything. Then came the
era of glamour and celebrities. $ilm stars and cric"eters were roped it to sell soft+drin"s to massage
oils. )ds were made for cycles and pens. The list is endless. Now7 the times have changed. umor7
industry e5perts say7 sells the best. #eople remember jo"es7 the humor involved7 and it becomes
easier to ma"e an impact on the customer. The 8ndian consumer no longer falls into an uneducated7
easy to please.
30
3.2 %op ten Adertising Agencies o# &ndia
• 'gily and Mather .imited:- eaded by >r. #iyush #andey:
!e #ost local o$ t!e internationals, !e #ost international o$ t!e locals are words written to
describe the identity of @gilvy. Basically7 what this means is that the advertising agency follows the
local mar"et7 understands the customer%s needs and then networ"s worldwide with >NC and other
relevant clients.
8n all its years of business7 @gilvy has struggled to build brands and has proved its ability to build
brands. The agency does its best to enhance the customer+brand relation. $or this7 it undergoes the
process of scrutiny of the tools and techni4ues which wor" well to build a long and lasting
association with a brand.
• M2dra comm2nications Pt. .td:- ead: >r. >adhu"ar 9amath:
The agency practises the art of communication in order to e5press ideas that can shape the brands. )s
the name suggests7 the agency is influenced by the artistic traditions of 8ndian dance7 drama and
painting. These7 in turn7 inculcate feelings7 ideas7 thoughts and emotions for the success of a brand.
>udra peeps into the local consumer mar"ets7 channels and media7 and has its own identity in
communication of brands. 8t loo"s for the entrepreneurial 6eal which causes continuous and speedy
growth for each brand. The advertising agency always believed in doing interesting wor" that pleases
its clients.
• .intas &ndia Pt. .td:- ead: >r. #ranesh >isra 0#resident & C@@ + we7 8ndia1:
)fter the merge of :intas 8ndia :td. with we :intas and #artners group of the E97 it is now "nown
as we :intas. 8ndia #vt. :td. The turnover of :intas is (s. A-/ crore. The advertising agency
inculcates advertising7 media buying house7 direct mar"eting7 public relations7 design consultancy7
mar"et research7 events7 rural communications and interactive communications. Bnterprise Ne5us7
the agency partner of we in 8ndia7 continues to be a member and is "nown as the R8ndependent
BrandsJ division which is the only specialist in advertising and mar"eting communications. we
:intas 8ndia is a successful agency which is inclined towards 4uality creative advertising and wor"s
for the benefit of its clients.
31
• 4W% ;"ind2stan %hompson Associates Pt. .td.<:- ead:>r.Colvyn arris 0Chief
B5ecutive @fficer1:
The advertising agency has a special portfolio which includes creativity7 innovation7 clients7 case
studies7 awards7 well+thought out leadership and talent. Clients perceive the agency as a resource of
ideas which tell the brandJs story to the customer7 dealing with mar"et research. 8n this process7 the
agency includes innovative ideas.
• 9C(-+l1a adertising pt. .td:- ead >r. )nil 9apoor 0>anaging !irector and CB@1:
$CB7 being one of the the top three advertising agencies in the ES)7 ran"s number ,/ in the world.
$CB+El"a has made its mar" in 8ndia as El"a )dvertising. 8t was founded in ,?G,. @n the creative
front7 El"a is "nown to stand out. $CB+El"a has made a smooth transition from a creative shop to a
large mainstream agency. )round the mid+seventies7 $CB+El"a had become the fifth largest agency
in 8ndia and has sustained this status till date. The efforts of $CB+El"a deserve praise. 8t also gave
recognition to those brands that were not in the limelight earlier but are now completely above other
mar"et players. Santoor soap did thorough research and focused on advertising which gave growing
sales figures against stiff competition from :evers and #&; brands. Not surprisingly7 $CB+El"a is
seen as a turnaround specialist + an agency that does brand building and more.
• Redi##2sion D56R Pt .td:- >r. >ahesh Chauhan 0#resident1:
This advertising agency places its people first. 8t believes that the strength of a brand lies in the
efforts the people of the organi6ation ma"e. (ediffusion !M&( follows system+driven Rthin"ingJ in
its culture. The agency attracts right minds because it thin"s of a perfect balance between creativity
and strategy.
• R= S/amy ((D' Pt .td:- >r. Srinivasan 9 Swamy 0ead1
8t is the agency of the worldwide+renowned BB!@ networ". The advertising agency suggests comes
up with solutions for its clients regarding their mar"eting communication problems and provides
them with intelligent solutions and supports them in attaining their goals. The symbol or logo of the
advertising agency is ansa and is "nown to separate mil" from the water. Similarly7 (9 Swamy of
BB!@ is capable of deriving the essential elements from the irrelevant ones in order to promote each
brand. The agency practises high level of commitment and spirited teamwor" for a common cause.
• McCann-0ricsson &ndia .td:- Sorab >istry 0ead1
32
This advertising agency is a leading global agency and has the power and passion to achieve its
mission .>cCann+Bricsson is "nown as a world class advertising agency and has found outstanding
talent in its employees.
• .eo (2rnett:- >r. )rvind Sharma 0Chairman and CB@1:
The advertising agency is totally idea+centric. 8t generates big brand ideas. 8t regards the pencil as its
engine no matter the si6e + it is the means through which it can generate plenty of creative ideas. The
agency is never too satisfied with its endless efforts in building up a brand. 8t believes that the brands
can become and remain leaders by building better ideas. 8t%s no wonder that the founder of the
advertising agency7 :eo Burnett7 regards the pencil as a metaphor for the "ind of ideas he was coming
up with for his clients.
• 3rey /orld/ide ;&ndia< Pt .td:- >r. Nirvi" Singh 0#resident south east )sia & chairman
South )sia7 ;rey ;lobal1:
The agency handles above the line advertising for the ;rey group. 8t has launched !ominos in 8ndia.
8t has had )mbuja cement7 Thums Ep7 )rrow7 :ee and many more brands in its portfolio. The
mission of the agency is to remain the largest global integrated agency to leading brand ideas.
The list of the top ten advertising agencies is not always stable and remains interchanging.
The additions and deletion of a few of them formulates the list. But each of them are ma"ing their
way to becoming the best7 and their efforts are ma"ing are each ma"ing a mar" in the 8ndian
advertising scenario.
33
CHILDREN &
ADVERTISING
$.1 &ntrod2ction
34
)dvertising to children is the act of mar"eting or advertising products or services to children7 as
defined by national legislation and advertising standards. )dvertising to children is often the subject
of debate7 relating to the alleged influence on childrenJs consumption. (ules on advertising to
children have largely evolved in recent years. 8n most countries7 advertising for children is now
framed by a mi5 of legislation and advertising self+regulation.
? Scope and 9orm
)dvertising to children can ta"e place on traditional media 3 television7 radio and print 3 as well as
new media 0internet and other electronic media1. #ac"aging7 in+store advertising7 event sponsorship
and promotions can also be means to advertise to children.
There is no universal definition of a child 0although ENBSC@ + the Enited Nations
Bducational7 Scientific and Cultural @rgani6ation7 defines early childhood as ages /3 * years1.
Children are otherwise defined according to national jurisdictions. $or the purposes of advertising
law7 the definition of a child varies from one jurisdiction to another. owever7 ,2 is commonly used
as a cut+off point7 on the basis of the widespread academic view that by the age of ,2 children have
developed their behavior as consumers7 effectively recogni6e advertising and are able to adopt
critical attitudes towards it.
There is no global data on ad spending directed at children7 only data for specific sectors.
)ccording to the $ederal Trade Commission7 food and beverage companies 0== companies reporting
to the $TC1 in the ES spent appro5imately K,.G billion in 2//G to promote their products<services to
children.
$.2 Adertising standards
35
8n many countries worldwide7 advertising is also governed by self+regulatory codes of conduct.
)dvertisers7 advertising agencies and the media agree on a code of advertising standards 3 a set of
ethical and behavioral rules they commit to respecting 3 which is enforced by a Self (egulatory
@rganisation7 often an independent industry+funded body7 responsible for drafting7 amending and
enforcing the code. Self+(egulatory @rgani6ations for advertising are increasingly following the best
practice model agreed with regulators and consumer and public health groups in Burope. )t a
minimum7 the general aim of self+regulatory codes is to ensure that any advertising is %legal7 decent7
honest and truthful%7 but in most countries detailed rules are in place for different advertising
techni4ues and sectors.
)dvertising self+regulation is built on different levels. @n a global level7 the 8nternational
Chamber of Commerce has drafted a global code on mar"eting communications. )ll forms of
mar"eting communications worldwide must conform to the 8CC Consolidated Code on )dvertising
and >ar"eting. The code includes a specific section7 detailing the special care needed when
communicating with children.
Since 2//G7 a global code of practice on food mar"eting communications is also in place. The
$ramewor" for (esponsible $ood and Non+)lcoholic Beverage >ar"eting Communications of the
8nternational Chamber of Commerce 08CC1 sets down global re4uirements for food and beverage
mar"eting communications on all media7 including the internet 9ey provisions include: the need for
substantiation for claims or health benefitsC no encouragement of e5cess consumptionC no
representation of snac"s as mealsC no undermining of healthy lifestyle messagesC no undermining of
the role of parents.
These codes provide a minimum re4uirement for mar"eting communications worldwide.
National self+regulatory codes7 based on the 8CC codes7 are established7 policed and enforced by
local Self+(egulatory @rganisations 0S(@s1 and industry in over ,// countries and apply to a range
of media7 increasingly also including digital mar"eting communications. The 8CC and national codes
are reviewed regularly to ensure that they remain relevant to local7 cultural and consumer concerns
and that they promote best practice. The 8CC $ramewor" is applicable globally but is a minimum
standard designed to be adapted and transposed into S( codes at national level. >any countries have
36
implemented S( provisions that use the 8CC $ramewor" as a basis7 but go further in several respects7
depending on local considerations. B5amples include )ustralia7 Bra6il7 Canada7 Chile7 $rance7
8reland7 The Netherlands7 New Sealand7 Spain7 the E9 and the ES).
8n addition to industry+wide self+regulation7 individual companies and industry sectors have
introduced a wide range of additional provisions relating to mar"eting communications directed at
children. $or e5ample7 most multinational food and beverage companies have developed their own
policies on food and beverage mar"eting communications to children and7 most recently7 have
announced the joint implementation of these individual commitments.
8n Fuly 2//A7 ,/ of these companies 0now ,.1 announced a common pledge in the ES 3 the
ChildrenJs $ood and Beverage )dvertising 8nitiative7 mirroring a similar initiative by ,- companies
in Canada 3 the Canadian ChildrenJs $ood & Beverage )dvertising 8nitiativeC and followed by ,,
companies in Burope with the BE #ledge. Ender these initiatives7 participating companies will cease
advertising to children under ,27 other than products that meet specific nutritional guidelines7 based
on international scientific recommendations. ) similar #ledge programme was launched by leading
food companied in Thailand in >ay 2//* and in )ustralia in mid+2//?
$.3 Media .iteracy
37
>edia literacy is a relatively new discipline7 aimed at teaching individuals and children in particular
to understand and use the media to their advantage. >edia literacy is increasingly recogni6ed by
governments and international organi6ations such as the Buropean Enion and the World ealth
@rganisation as a "ey tool to help children understand and deal with todayJs comple5 media
environment.
>edia Smart is an established media literacy education programme focused on advertising.
:aunched in November 2//27 >edia Smart is a non+profit media literacy programme for school
children aged G to ,, years old. >edia Smart develops and provides7 free of charge and on re4uest7
educational materials to primary schools that teach children to thin" critically about advertising in the
conte5t of their daily lives. >edia Smart materials use real e5amples of advertising to teach core
media literacy s"ills. >edia Smart is funded by the advertising business in the E9 and is supported
by the E9 government and BE institutions. Since 2//27 >edia smart has been launched in Belgium7
;ermany7 the Netherlands7 $inland7 Sweden7 #ortugal and ungary.
8s it fair to advertise to children unless they fully understand the intent of the advertisersL 8f
young children do not understand that intent7 then when do they develop that abilityL 8s television an
effective way to mar"et products to childrenL )re the products 0such as food and toys1 typically
aimed at children7 the type of products that children should be encouraged to buyL )re children
encouraged to buy or try unsuitable products 0such as alcohol or tobacco1 from viewing
advertisements even when those advertisements are not aimed at themL
!oes advertising encourage a more materialistic attitude in childrenL @r is it appropriate that
children learn to be effective consumers from an early ageL !oes encouraging children to buy
products lead them to pester their parents and cause family disputesL !oes television advertising
present an accurate or misleading image of the world to childrenL
Should advertising aimed at children be regulatedL 8f so7 how strict should that regulation be
and7 in a global mar"et place7 should regulators draw up common guidelines across different
countries and culturesL Should we educate children about advertising7 and if so7 who should ta"e on
the role of educatorL
38
These are the 4uestions that re4uire to have a proper loo" at. Children aging around ,- in
8ndia are having spending power. 8t is from their own allowances and earnings. )lmost ./ percentage
of 8ndian population belongs to this age group7 and called to be the future of 8ndia. But the fact is that
out of every rupee the government spent7 only five paisa went to child related programmes. 8n Bihar7
spending on per meal per child is about ,- paisa. Now can anyone e5plain that what "ind of
nutritious food can be supplied at that rateL
When we tal" of the 8ndian economy it is vastly segmented in different age groups with
different spending powers. >ost of the 8ndian people live under the poverty line. But the others are
having a huge spending power with large amount of selection in the product bas"et. The children
from these segments are being targeted by the companies to generate the sales.
The mar"et for selling products to children is potentially immense7 and it is not surprising that
in those countries that have established traditions of advertising7 much of that advertising is aimed at
children7 often via television and other media.
$.$ Children and %> Adertising
39
8n the ,?=/s and ,?-/s children were not considered consumers in their own right but only
e5tensions to their parents purchasing power. With the advent of television and other mass media7
children have come into their own right as consumers and7 conse4uently7 they have become an
important target mar"et for the business. )dvertisers are the first to recogni6e childrenJs value as
consumers who are capable of ma"ing decisions about spending.
The ,?-/s dates the modern era of children%s television programming7 when a deal between
struggling television networ" )BC and !isney brought The >ic"ey >ouse Club and !isneyland into
children%s afternoon television programming. )dvertising at that time appealed generally to the
personal gain of the consumer in the case they decided to purchase the sponsored product. @ver the
ne5t ,- to 2/ years7 children%s television became an industry by itself.
Throughout this history of children%s television advertising7 researchers have critici6ed in
different ways the use of television commercials directed to children 0Tseng7 2//=1. 8n the late ,?A/s7
a research team funded by National Science $oundation 0NS$1 estimated that children viewed an
average of about 2/7///.+ commercials per year 0)dler in Singer7 2//,1. There was so little study on
this topic during the ,?-/s7 the majority of the studies on children%s television advertising
environment goes from the ,?A/s onward 0)le5ander et al. ,??*1.
$our types of products advertised to children during the ,?A/s were limited: toys7 cereals7
candies and snac"s7 and fast foods. >ale voiceovers accounted for the great majority of ads coded7
and animated characters seldom appeared 0Barcus in Tseng7 Bliana ShiaoC 2//=1. While mar"eters
and advertisers heightened their interest in the child mar"et during the ,?*/s7 research on children%s
television advertising of that period consisted mainly on replications and e5tensions of previous
studies 0Tseng7 2//=1.
ChildrenJs television advertising is rapidly becoming a major concern to government
agencies7 citi6ens. groups and researchers in many areas of the social sciences 0 (esni"7 Stern and
)lbertyC ,?A?1.Children who watch a lot of television7 want more toys seen in advertisements and eat
more advertised food than children who do not watch as much television 0Strasburger7 2//21.
40
Children also urge their parents and friends to be sure to watch certain commercials 0$o5 in Farlbo7
2///1.
)ccording to 0(esni"7 Stern and )lberty7 ,?A?17 television advertising and its effect on
consumption patterns7 values7 and social interaction have been hotly debated for many years. But
only recently has the controversy focused on its differential impact on special
interest groups+ the elderly7 minorities and children.
)s many authors states7 there are many television advertisements based on children and it is
faced that children urge their parents to purchase what they want without needing. $or a whole
generation of new age children7 television is as influential as a parent or a teacher 0#anwar7 2//G1.
)ccording to Wiman 0,?*G17 children who tal" with their parents more fre4uently about T'
advertising and commercials ma"e more purchase re4uests. Children considered television to be one
of lifeJs necessities. Studies commissioned by cable television networ"s in ES)7 found that an
average of =. per cent of total purchases made by parents were influenced by children 0Cooper in
Caruana7 and 'assalloC 2//.1. B5posure to it was usually e5tensive 3 before school7 after school7
during homewor"7 at wee"ends7 with or without friends 0anley7 2///1. >ar"eters understand this
fact very well. With the growing influence of media on children7 an increasingly large number of
advertisements are today directed to them 0#anwar7 )gnihotri7 2//G1.
Children7 for e5ample7 who come from disadvantaged bac"grounds7 or those who have less
access to their parents may not only spend more time with the media. But7 may continue to rely more
heavily on T' advertising for the information that they see" in various areas 0Brown7 Childers7
Bauman and 9och in BvraC ,??-1. #arents create direct opportunities by interacting with their
children about purchase re4uests7 giving them poc"et money and ta"ing them to shopping e5cursions
0Ward7 Wac"man7 and WartellaC ,?AA1. Children spend a large amount of time watching television.
They pay more attention to commercials broadcast during childrenJs programming. Commercials
broadcast during childrenJs programming are designed to capture the younger childJs attention by the
use of cartoon characters7 music7 subjective camera angles and editing 0Stern & armon7 ,?*G1.
)ccording to The ;uardian newspaper7 >c!onalds7 and Coca Cola spent respectively .=7G
million ES! and ,G72 million ES! for television advertisement presented for children. 8n this
41
situation7 firms do not hesitate to spend their money for the related advertisements. Therefore
nowadays the e5penditure of these advertisements has been increased dramatically such as
>c!onalds and Coca Cola as well as !isney. They are the best "nown brand in the world. 8t can be
drawn conclusion from here that the role of children as consumer on the worldJs economy has rapidly
increased. The common features of the above mentioned brands are easily to find and focus on
children and family in their advertisements.
)ccording to >cNeal 0,??21 )merican children spent over ES! ,.2 billion on G2 product
categories of products were influenced by children. The number of commercials per hour on
)merican television increased significantly towards the end of the decade. They provide a strong
indication that )merican children are today e5posed to more than 2- /// commercials per year via
television 09un"el & (oberts ,??,1. 8n ,??A7 K,7. billion was spent on television advertisements
directed at children. Counting all media7 advertising and mar"eting budgets aimed at children
approached K,2 billion 0>cNeal7 ,???1. 8t is estimated that children may view as many as =/7///
commercials each year 0Strasburger7 2//,1. 8n one of the research project about the influence of
television advertising on children and teenagers7 anley 02///1 found that the younger children 0aged
?3,,1 were very vague in their recall of current television advertising. The e5amples they came up
with were often unbranded7 with the recall attached to the Tstory. or characters instead7 e.g. oney
>onster 0Sugar #uffs17 cartoon elephant 0Charmin toilet roll1. @lder children 0aged ,23,G1 recalled
advertising they enjoyed or disli"ed. The appeal often related to the Tstoryline.7 characters featured or
the product. $or instance7 they mentioned (olo 0elephant never forgets17 as well as 9it9at7 )rgos
0toys17 and >c!onald.s. They identified three main ways in which television advertising seemed to
influence children: pester powerC >any parents felt that advertising had the power to ma"e a
significant impression on their children. Those featuring children7 cartoon characters7 animals7
Tcatchy. tunes and phrases7 colour7 dynamic special effects7 aspirational celebrity heroes7 humor and
childrenJs products 0e.g. confectionery7 cereals and toys1 were most li"ely to be referred to:
www.itc.org.u" ;enerally advertisers use interesting characters in their advertisement to catch
childrenJs attention. Sometimes these characters are not real. $or e5ample Corn $la"es7 Nes4uic"
advertisements and etc 0anley7 2///1.
42
8t was very common for the advertiser to show ads in which the child would ac4uire
superhuman strength by eating a specific brea"fast cereal7 or would leave a group of friends in
cho"ing clouds of dust by running with the sponsored snea"ers. Toys ads of that time were sponsored
by un"nown brands7 which would generally end up becoming famous after ma"ing deals with the
television station 0)le5ander et alC ,??*1.
ChildrenJs ages are also significant to understand the advertisements. ChildrenJs
comprehension of television advertising and its persuasive intent increases with age7 because of
greater cognitive maturity and increased e5perience with the medium. Bven a majority of -+* years
old have only a low awareness of what a commercial really isC and although three 4uarters of ?+,2
year old children may demonstrate a medium level of awareness 0eg. commercials tell you what to
buy1 0Ward & Wac"man in BvraC ,??-1. owever it is possible to say that even though they are very
young to understand7 the most important thing is the advertisements impact on children.
!e Bens and 'andenbruaene 0,??2 pg 2A1 conveys that childrenJs attention is affected
depending on whether they are watching T' alone7 with their parents or with other children of the
same age. Children.s attention depends on whether they are playing7 eating or occupied with
something else while watching T'. ;enerally it is assumed that these factors contribute to reducing
childrenJs attention to T' advertising 0!e Bens and 'andenbruaene7 ,??21.
8n less developed countries the trend appears to follow the same pattern as in the developed
world7 although the mar"et si6e may be comparatively small. 8ncreasingly7 children have become not
passive observers7 but active participants in the family purchase decisions. Not only do children have
their Oown moneyQ to spend on a variety of products and services of their choice7 they also have
e5tensive influence on how their parents buy products and services 0Wimalasiri7 2//=1.
8f children saw something new in a television advertisement or in a maga6ine that they li"ed
they were li"ely to buy it. This is in line with Buij6en and 'al"enburg.s 02//.1 findings that
advertising is positively and directly related to childrenJs purchase re4uests. >c;ee in Beder 0,??*7
pg ,//1 says Ochildren under aged ,2 spend more than K,, billion of their own money and influence
family spending decisions worth another K,G- billion on food7 household items li"e furniture7
electrical appliances and computers7 vacations7 the family car and other spendingQ. $or e5ample7 one
43
study estimated that children influenced K? billion worth of car sales in ,??=. @ne car dealer
e5plains: DSometimes7 the child literally is our customer. 8 have watched the child pic" out the
car.D0Stanley in Beder7 ,??*7 pg ,/21
)dvertising offers consumer ideas and information7 which we process and evaluate in order to
ma"e rational choices. Brown 02//=1 defends advertising to children on just such cognitive grounds:
OChildren are young consumers7 interested in ma"ing choices and needing information about themQ.
44
$.* %> Adertising 6 Children in &ndia
>ore than half of television viewers in 8ndia today are children of below ,- years. )nd yet
there is hardly any sensitivity about the relevance and impact of what is dished out by various
television channels. )ll of them are operating in a competitive mode for one upmanship in the race
for viewership. 8n this order channels are concerned more about Owhat interests or attractsQ rather
than what is Oin the interestQ of children. Neither the ;overnment nor the parents or the teachers
seems to be concerned about this situation. $or7 the generation ne5t and the civil society of the
country is shaped and molded by what they are e5posed to today on the Oidiot+bo5Q day in and day
out.
(esearch studies over the yearJs world overC have brought out various types of negative
impact of intense viewing of television by children. The direct influence of T' viewing on the e5tent
of violence and deviant behavior pattern of children has been reiterated 3 even in 8ndia. 8n fact7 there
are a couple of confessions by adolescents7 even a biography7 as to how they pic"ed up ideas about a
rape or robbery or revenge or "illing or suicide or "idnap7 etc from one or other T' programme.
Bven some court judgments have commented on such effect of T' programmes. That T' has a
double+edged effect and that it is the negative character which impacts more than positive potential
often is "nown.
But what is not reali6ed is that there are no serious efforts to e5plore positive virtues of T'
and that parents who should be more concerned about such a phenomena hardly do anything about it.
8n fact7 studies have brought out7 for e5ample7 that in #unjab and Ettar #radesh7 parents enjoy the
same fare of T' along with their children and as "eenlyC where as in Tamil Nadu and West Bengal7
parents try to restrain their children in favor of some discriminative viewing. Teachers and social
activists in a couple of places have been occasionally demonstrating about the influence of television
contents. #olitical parties too do not seem to be concerned to do something about. BF#7 however7
had referred to this adverse trend in its election manifesto a few years ago. But did nothing on
coming to power.
45
Bven the code for advertising7 although outdated and inade4uate7 is conscious of
OimplicationsQ to children of certain broadcasts and reali6es the scope for misuse. $or e5ample7
under the code no advertisements should be accepted which lures children to believe that if they do
not own or use the product advertised they will be inferior to other children or that they are liable to
ridicule for not owning or using a particular brand. owever7 in reality there is neither strict
monitoring of the advertisements nor a rigid follow+up despite that many ads on television fall under
this category. )nd most of these childrenJs channels have become mar"eting outlets for brands
altogether to 8ndia.
)gainst this bac"ground and in this conte5t there are certain recent trends on the 8ndian T'
scene7 which need to be ta"en note. >ore and more channels are going for OchildrenJs programmesQ.
8n fact7 more channels are coming in describing themselves as OchildrenJs channelQ or positioning
themselves as such. >ost of these are beamed into the country as if no one in the country7 the
;overnment the least7 is concerned about such a trend. What is not ta"en note is that:
0a1 >ost of these childrenJs channels and programmes are of foreign origin or rema"e of them and
are reruns over the years7
0b1 They do not have anything to do with enrichment or supplementary scope for school education or
imparting moral standards 0there are of course some good pre+school programmes1C
0c1 Some of these foreign channels are now entering their second phase in the country ta"ing to
mar"eting of toys and tools for children promoted in these serials.
)nd7 worse7 as a result of all this7 there has been a decline recently in the e5tent of locally
originated programmes for children even in 8ndian channels. To complicate the matter further these
foreign programmes for children are now being dubbed into 8ndian languages.
There are international lobbies operating aggressively to thrust upon animation serials for
children on countries li"e 8ndia. That is how today cartoons have become synonymous for ChildrenJs
T'. >ost of these serials are produced after so much research. But not for ensuring educational or
general "nowledge aspects but for capturing and retaining eyeballs of children again and again and to
see their serials have certain Odope+effectQ on children.
46
This recent launch of !T services in a competitive mode brings out the urgency for
;overnment ta"e a view of this proliferation of uninhibited foreign fare for children and doing
something about it so that television is also used with more concern and for positive ends.
The least the ;overnment should do is to prescribe that every channel being down lin"ed
must have certain percent of locally produced and originating programmes for children. 8n fact7 in
the case of children channels7 this percentage of locally originated programmes has to be higher.
Canada and Buropean Enion countries have one or other provisions in this regard. 8f $rance has
prescribed ./ percent of contents of channels should be locally originated7 8ndia should go for a
higher percentage7 not less.
8ndia has a rich tradition of enriching children with fol" tales and grandma tales and
imparting values and imparting discipline and moral values in an entertaining format. When some of
us advocated and argued a couple of decades ago for e5pansion of T' networ" in the country and for
going for color television7 one hope was that childrenJs fare will get some priority and all that
treasure of 8ndia gets a chance to figure. But what is happening now is contrary. The e5ceptions are
only a few. $or7 there is a decline in the e5tent of childrenJs participation even in national channels.
The best specific e5amples of course are >alguidi !ays7 #anchatantra7 Tenaliraman and the li"e.
(eali6ing these strengths of 8ndian tradition7 some foreign producers are scouting in 8ndia to capture
talent for television7 particularly in animation format. But what about our own initiativesL
We do not seem to learn from our e5periences. )ll 8ndia (adio in the earlier years has set
good e5amples for childrenJs programmes7 which were enriching as well as entertaining and
supplementary to school education. 8n fact7 the format of those )8( programmes was such that they
were participatory and empowering confidence and courage building in children and respect for
elders and environment. Today most imported childrenJs programmes are all out to promote
materialism7 selfishness7 consumerism and Oat any costQ approach to life.
(eali6ing the significance of media in the conte5t of children7 a few years ago EN has
prescribed annual day for mass media when children are supposed to be the producers of media
contents. 8t is a good symbolic initiative. But it should be followed up by some support to promote
Ocreative T' softwareQ for children of G 3 ,2 age groups7 in particular. $or7 there is EN Convention
on (ights of Child with a set of standards to promote well being of children. Enfortunately7 there is
47
no public trust or foundation of civil society in 8ndia for this purpose. Bven #ublic Service
Broadcasting Trust7 which is a good initiative otherwise7 is yet to be concerned about childrenJs
interests.
8t is most unfortunate that neither of the plethoras of ;overnment agencies claiming concern
for children has ta"en note of this vacuum. Not even the >inistry of 8nformation & Broadcasting.
)ll this despite ample creative talents across the country to produce more positive7 pro+active and
relevant software for children than what is available now. 8t is unfortunate that the ;overnment has
neither ta"en pro+active or re+active initiatives in this regard. While we have a ChildrenJs $ilm
Society to promote films for children and a ChildrenJs Boo" Trust7 we have none for television
despite the number of children who see television is several times more and7 even more critically7 the
fre4uency of their viewing television is more than a couple of hours a day.
48
$., "o/ Children Process Adertisements
To be effective7 mar"eting campaigns must get children to attend to the message7 desire a specific
product7 recogni6e and remember that product7 and purchase it. ow well children understand the
persuasive intent of advertisements also affects the success of commercials.
Attention.
Commercials that are designed to attract and hold childrenJs attention are characteri6ed by lively
action7 sound effects7 and loud music. The animated character Tony the Tiger7 for e5ample7 bursts
onto the screen7 proclaiming that 9elloggJs $rosted $la"es are O;((((((B)TNNQ @ne study found
that preschoolers paid more attention to commercials full of action7 sound effects7 and loud music
than to more low+"ey commercials. )udio features are particularly important in gaining childrenJs
attention. )nother study found that children aged three to eight were more attentive to commercials
that were higher in audio than in video comple5ity. )udio features have more recruiting power than
visual features because interesting sounds can get children who are not loo"ing at the television
screen to direct their visual attention to it. These findings are consistent with #iagetJs insight that
young children are especially focused on the attention+getting perceptual 4ualities of presentations.
ChildrenJs patterns of attention help reveal how well they can ma"e distinctions between the
commercial and the television program.
8n one study7 researchers trained mothers to e5amine their childrenJs visual attention to
Saturday morning cartoons and advertisements. The mothers reported that the younger children 0five
to eight1 continued to pay attention when a commercial came on but that children older than eight
loo"ed away. The older childrenJs awareness of the brea" in the content suggests that they are less
susceptible than the younger children to the effects of advertising.
Reco!nition and retention.
)dvertisers use visual and auditory production techni4ues and repetition to enhance childrenJs
memory of the content. @ne study found that preschool7 "indergarten7 and second+grade children
remembered food products that had been advertised audio visually or visually better than they
remembered products presented in an audio version only. )dvertisers use catchy auditory features7
49
such as jingles7 repetitively in commercials to reach child audiences. Song lyrics and rhymes can
replay in childrenJs heads7 leading to automatic rehearsal and memory of content. When children are
shown the same commercial repeatedly7 they are more li"ely to remember the product advertised.
(epetition also undermines childrenJs7 even older childrenJs7 defenses against product messages.
Comprehension of commercial intent-
)s noted7 children younger than age eight do not understand that the intent of commercials is to
persuade them to buy one product over anotherC instead they see commercials as a means of
informing them about the vast number of attractive products that they can buy. 8n a "ey study
demonstrating the developmental advance during middle childhood7 Thomas (obertson and Fohn
(ossiter 4uestioned first+7 third+7 and fifth+grade boys about their understanding of commercials.
@nly half of the first+grade boys understood the persuasive intent of commercials7 as against *A
percent of third graders and ?? percent of fifth graders.
Product re%uests and purchases-
What aspects of e5posure to commercial messages lead to product re4uestsL (esearchers have found
that repetition7 in particular7 increases childrenJs re4uests for7 and purchases of7 specific food7
beverage7 and toy products. @ne study7 for e5ample7 measured three+ to eleven+year+old childrenJs
overall e5posure to advertisements at home and to specific advertisements in their laboratory. They
then had children visit a moc" grocery store with a parent. Children who were e5posed to more
overall advertisements at home and who were most attentive to advertisements in the laboratory
setting made the most re4uests for the advertised products. #remiumsHbonus toys and treats that
accompany the productHalso increase childrenJs product re4uests. $or instance7 Charles )it"in
found that *, percent of mothers thought that premiums influenced their childrenJs cereal selections.
The more children watched Saturday morning television programs7 which are saturated with cereal
commercials7 the more children wanted the cereals that contained premiums. $ree downloads such as
screen savers serve similar functions in newer technologies7 but researchers have not yet fully
e5amined the effects of such practices.
50
$.- Mar1eting Promos %argeting Children
Children play an important role in the household decision ma"ing process by attempting to influence
their parents ac4uisition7 usage and disposition behavior. The most common is that children nag until
their parents finally give in. (esearch finds that success of such attempts on the type of offering7
characteristics of the parents7 age of the child and stage of the process.
Children are more li"ely to influence the parents for the purchase of child related products as
cereals7 coo"ies7 snac"s7 car vacation and new computer technologies. $or clothing and toys7 children
often use that argument that OBveryone else has oneQ and because parents want to avoid being
identified as Rscrim piersJ they will often given in.
8nterestingly7 children consistently overestimate how much influence they have in most of the
decisions.
Wor"ing and single parents on the other hand are more li"ely to give in because thay face
more time pressures. )nother important finding is that the older the child the more influence he<she
will e5ert on the parents.
Targeting Children
>ar"eters are increasingly targeting the young children because of the influence that these "ids have
on their parentsC buying decision. )dvertisers are influencing the "ids through various educational
programs7 games and certain other promotional events. The promos aim at increasing the brand
visibility and developing an emotional connect with the "ids.
8n 8ndia7 "ids have a considerable amount of demographic representation which mar"eters
want to capitali6e on. >ar"eters are targeting the "ids because "ids influence buying decisions7 they
e5ert pressure on the parents for a certain product purchase and they are the future adult consumers.
8n the earlier days7 mar"eters aimed at influencing the parents for purchase related to "idJs
products. @f late7 mar"eters are trying to influence the "ids directly through various promos and
51
contests that provide them with lots of fun and adventure. By doing so7 mar"eters are aiming to
occupy the young minds successfully.
;enerally7 the contests are specially designed to target a particular age group of "ids. The
response from the "ids is usually high because of the emotional tie+ups which is generated by the
promos. This is the major success factor for the mar"eters. The common thing in all these promos is
that they provide fun and adventure to the "ids.
A (ag o# Contests #rom Mar1eters
Rasna 0 Slo!an Contest
(asna conducted a slogan contest for the "ids between the age group of =+,/ years. The contest was
very simple. The "ids has to complete a slogan O8 love rasna juc up because UU.Q and send the same
along with ,/ single served sachets of (asna.
) panel of judges was identified to decide the winners of the contest. Ten luc"y winners could
enjoy a ride on a flight with 9arisma 9apoor who was the brand ambassador of (asna. The
participants who could not ma"e it to the finals were also entitled to win ,/// early bird pri6es.
+ritania 0 12eti* Power 3our Ran!ers Contest4
This was one of the biggest "ids contest conducted in 8ndia. The "ids were given a call by the rangers
to save them from trouble by powering them through dinogems which was hid by the villains. The
dinogems were hidden in the fort of evil and the map was destroyed. The "ids through this contest
had to put together and indentify the dinogems which ultimately powered the rangers.
The contest was aired on the television channels everyday. With every pac" of Britania treat7
one part of the map was given 0fortress of Bvil1. The "ids had to collect the dinogems. By the end of
contest7 the dinogems which was the power source of rangers.
52
The entries could be through S>S7 phone calls or by e+mails. $ive luc"y winners made a trip to New
Sealand with their families. $ifty five other winners were given playStation and power ranger game.
Besides7 ,/7/// 4uic" gun pri6es and O#ower your ranger bravery medalsQ were also given.
'a!!i 5ui& contest
This contest was held for students of 8'7 ' and '8 classes and included 4uestions on general
"nowledge and individual subjects. The first round was an intra school written 4ui6 competition. The
second round was an oral 4ui6 round and for the winners of the first round. The final contest was
conducted between si5 teams comprising of two students each. !uring these 4ui6 round7 audience
4uestions were also as"ed. The winning team was given >aggie gift pac"ets and the members of the
audiences who participated in the 4ui6 were given sample pac"s of >aggi.
6ello!! 'obile Contest
9ellogs 8ndia in association with mobile2win presented a contest for "ids in the age group =+,,. The
theme of this contest was about rescuing chocos from crafty croc.
Crafty croc. Was the villain who was threatening the brand mascot Choco bear about stealing
chocos from him. )ll "ids who wanted to participate in the contest had to buy a pac" of chocos and
solve the cues provided on the pac" in the form of crossword pu66les. @nce the pu66le was solved7 a
name would be revealed which had to be sent to the company. The company then decides the winner
on the basis of lots.
+oomer +ubble +lowin! Championship
This championship was conducted in different cities. Wrigly7 the bubblegum ma"ing company7
conducted this contest in which the winners of the contest were given a chance to be with the boomer
man in the boomer television commercial.
The entire process was very simple. The "id who could blow the biggest bubble was the
winner. The contest was open to "ids within the age group of *+,2 years. The contest was held in two
cites and two winners were selected from each city and the final winner was selected form that. The
contest was held in schools7 malls7 residential comple5es and mar"et locations. >assive media
support was given to this contest.
53
Apsara E*cellence Awards Arts Contest
)n arts contest was conducted by industan #encils :imited. The contest targeted four divisions of
students depending on the class in which they were studying. These divisions included students of
"indergarten and nursery7 those studying in 8 to 8'7 ' to '88 and from '888 to V classes.
)ll the re4uired material li"e pencils7 sharpeners7 erasers7 pastle colors7 water colors was
provided by induatan #encils to the contestants. The results were declared on the spot by evaluating
the entries. The evolution was done by a panel of judges comprising of eminent artists. )ll students
got a certificate of participation and the winners were given special pri6es. The best entry was
awarded with the )psara B5cellence )ward (otating Trophy.
>any more such contests have been conducted by mar"eters li"e $uns"ool which conducted
the O:ittle #et Shop Coloring ContestQ7 Cadbury with the Bournvita 4ui6 contest7 8TCJs OClassmate
noteboo"s young authors contestQ and so on.
Mar1eters 0?pectation
The mar"eters conducting such contests usually aim for brand recall which would get converted into
sales after the contests.
O9ids are generally open to e5perimentation and if you can weave them into your game plan7
they can be e5cellent RCarriersJ of new innovations and 4uality products in to homesJ7 says 'ijay
Subramaniam7 ;eneral >anager 0:aundry and omecare17 en"el 8ndia.
The mar"eters provide e5citement to the "ids through fun and adventure programs and
ultimately aim to increase the sales considerably.
By organi6ing such contests7 the mar"eters prompt the "ids to buy and use their products
once. )lso these contests generate a demand for the products. By aiming at brand recall the mar"eters
aim at increasing their mar"et share considerably.
)nother important aspect that the mar"eters consider is the Rpester powerJ of the children
which pressuri6es the parents to ma"e many buying decisions. Contests also introduces a Rme tooJ
54
attitude in "ids. When a "id participates in a contest it influences the other children to participate. The
mar"eters thereby try to ma"e the ma5imum from these contests.
Concl2sion
>ar"eting through contests and influencing "ids is not a favorable option many of the times. Bven
though they generate a lot of fun and e5citement7 launching very aggressive mar"eting campaigns
could create some ill effects on the children and thereby gain the wrath of the parents. ence7 the
parents and elders in the families must ensure that the "ids do not fall prey to these "inds of promos.
)part from this7 the government should ta"e some initiatives and put some restrictions on such ads.
55
$.7 0##ects o# Adertisements on Children
)dvertisements are meant to influence the minds of the target group that should ultimately result in a
sale for the client. owever7 sometimes7 it can raise many 4uestions when targeted for children. (ead
on to "now about the various effects of advertising on children.
!oes advertising have a strong hold over the way we thin" or actL !oes the mass media
dictate our needs and wantsL Well7 there are plenty of theories about the effects of advertising.
'arious creative heads that belong to different advertising agencies are often churning out new ideas
to deliver their message to the public. Children form the major chun"s of the target group for
advertisers. >any advertisements aimed towards children are a sole proof of this fact. The prime
motive of any advertisement is to convince the viewer about the 4uality of the product and instill that
urge in him<her to purchase the same. Today7 advertising plays an important role in the society7 as it
tends to influence young minds in particular.
The first prime motive of advertising is to attract attention. With children7 the messages need
to be conveyed in a different manner. ;oods are particularly pac"aged in order to appeal to the
younger generation. Children today7 are more specific about their needs and wants. Children are
therefore rec"oned to be a major Rbuying forceJ by advertisers.
owever7 advertising can also have a negative influence over young minds if parents are not
really careful and do not teach their children about the importance of money. 8n many cases7 children
tend to misinterpret the messages conveyed through the advertisement. They end up having wrong
notions about many issues. )dvertising influences the minds of children7 which creates a need to own
that particular product being advertised. ;lossy images on the maga6ines or billboards or flashy
advertisements on television only create the urge for impulsive buying. #arents who cannot deal with
the rising demands or temper tantrums only tend to give in to the demands of their children. Children
then get used to a certain "ind of lifestyle7 which is shown on the television or through various media.
This only creates a very wrong impression on their young minds ma"ing them lose the ability to live
a life without relying on materialistic joys. The power of advertising thus7 cannot be ignored.
56
$or e5ample7 a child may prefer only a specific pair of branded jeans as compared to other clothing
available in stores. e<she may want to live the life that is projected in the advertisements. The child
may dictate to his<her parents about personal preferences in clothing7 food7 toys etc.
Well7 with these "inds of effects of advertising7 one wonders who is to be blamed in this whole issue.
#arents play a major role in this case. They need to monitor what influences the minds of children.
#arents also need to be firm with children whenever their demands increase. Children need to be told
gently that a RnoJ cannot be converted into a RyesJ with tears or brawlsN #arents also need to instill
good habits and help children to differentiate between right and wrong. )nd the sooner itJs told7 the
better it would be for the child and subse4uently parents as well. )dvertisers on the other hand7 can
also try to put their message across creatively and target the entire family rather than just children.
This will ensure even parents stay within the loop and can monitor the demands of the children. With
a balanced approach7 the negative effects of advertising can surely be curbed to a great e5tent.
The ad filmma"ers are formulating fresh ways of enticing the consumers to buy their
products. 8f an advertisement for a product attracts the consumers7 they tend to purchase it fre4uently7
or at least buy it once. 8f a company has to survive in this competitive world7 he<she has to project the
image of its products in such a way that they pic" up the ma5imum sales7 when they hit the stores.
The best way to persuade the consumer to stic" to the product of the particular brand7 when
numerous choices are provided to him<her in the mar"et7 is attractive advertisement. owever7 the ad
filmma"ers should remember that the commercials can also have negative 8>#)CT on people7
especially the young children. 8n this article7 we have presented some of the most visible effects of
advertising on children7 positive as well as negative.
57
There is great concern about children as viewers of advertisements primarily because young
children are e5posed to thousands of commercials each year in 8ndia. >ar"eters use television as a
medium of communication since it affords access to children at much earlier ages than print media
can accomplish7 largely because te5tual literacy does not develop until many years after children
have become regular television viewers.
)ppro5imately7 */P of all advertising targeted to children falls within four product
categories: toys7 cereals7 candies7 and fast+food restaurants. Moung children are able to differentiate
between a T' program and a commercial but are unable to understand the intent of an advertisement
until they are *+,/ years of age. )ccording to Seiter7 advertising to children avoids any appeal to the
rational7 emphasi6ing instead that ads are for entertainment and Denjoyable for their own sa"eD as
opposed to providing any real consumer information.
The most common persuasive strategy employed in advertising to children is to associate the
product with fun and happiness7 rather than to provide any factual product+related information.
ence7 children in the age category *+,/ years have a positive attitude towards advertisements.
9nowledge of advertising tactics and appeals emerges only in early adolescence and develops
thereafter. The ability to recogni6e bias and deception in ads7 coupled with an understanding of
advertising%s persuasive intent7 results in less trust and less li"ing of commercials. With increasing
age7 children%s attitude towards ads changes from being positive to negative and further as children
step into adolescence7 they become s"eptical of advertising. Children in young adolescence even
e5hibited mistrustful predispositions towards advertising. 8n adolescents7 "nowledge about advertiser
tactics increased with age. igher levels of "nowledge of advertiser tactics and certain personality
variables were positively related to adolescents% s"epticism towards advertising.

58
Positie 0##ects o# Adertisements on Children
• )dvertising ma"es the "ids aware of the new products available in the mar"et. 8t increases
their "nowledge about the latest innovations7 in the field of technology as well as otherwise.
• Convincing ads7 which center around healthy food products7 can help improve the diet of a
child7 if they are attractive enough.
@egatie 0##ects o# Adertisements on Children
• )dvertisements encourage the children to persuade their parents to purchase the products
shown in the commercials7 whether useful or not. The little ones tend to get adamant7 if they
are not bought the product.
• Children often tend to misinterpret the messages conveyed in commercials. They overloo" the
positive side and concentrate more on the negatives.
• >any advertisements in the present times include dangerous stunts7 which can be performed
only by e5perts. Bven though the commercials broadcast the statutory warnings with the ad7
the "ids often try to imitate the stunts at home7 with fatal results.
• The flashy advertisements broadcast in television generate impulse shopping in children.
• Children7 after watching the glitter of commercials7 often lose the ability to live a life without
materialistic joy.
• The "ids usually get more attracted towards the costly branded products7 such as jeans and
accessories. They disregard the ine5pensive7 but useful7 ones that are not shown in the
commercials.
• )dvertisements have an indirect effect on the behavior of children. They might develop
temper tantrums7 when deprived of the latest toys and clothes that are shown in the
commercials.
• The personal preferences in clothing7 toys7 food and lu5urious of children are altered by the
advertisements7 to a great e5tent.
59
• Fun" foods7 such as pi66as7 burgers and soft drin"s7 are heavily promoted during children%s T'
viewing time. This develops a craving for fatty7 sugary and fast foods in "ids7 thereby
affecting their health adversely.
Rule & Re!ul"#$%&
%' "()e*#$$&! #%
+,$l(*e&
60
*.1 R2les and Reg2lations o# Adertising to
Children in &ndia
:$-e C"&"(". T,e U/. "&( %#,e* +%u&#*$e 'e"#u*e( $& #,$ e*$e. $& I&($" #,e*e
"*e 0e+$1+ *ule "&( le!$l"#$%& +%&+e*&$&! "()e*#$$&! "&( +,$l(*e&. H%2e)e*.
+,$l(*e& $& I&($" ee3 #% 4e 0"*#$+ul"*l5 )ul&e*"4le #% #,e $&'*$&!e3e&# %' #,ee
*e!ul"#$%&. 2,$+, $ u&'%*#u&"#el5 " +%33%& %++u**e&+e.
%eleision
T,e C"4le A+# 0*%)$(e !u$(el$&e '%* 0*%!*"33e "&( "()e*#$e3e&# %&
#ele)$$%&. All 0*%!*"33e 3u# "(,e*e #% #,e +%(e 4e'%*e 4e$&! #*"&3$##e(.
T,e +%(e %' #,e C"4le A+# $&+lu(e #,e '%ll%2$&! 0*%)$$%& *el"#$&! #% +,$l(*e&6
• 7*%!*"33e %& +"4le #ele)$$%& ,%ul( &%# (e&$!*"#e +,$l(*e&.
• 7*%!*"33e 3e"&# '%* +,$l(*e& ,%ul( &%# +%&#"$& "&5 4"( l"&!u"!e %*
e80l$+$# +e&e %' )$%le&+e.
• 7*%!*"33e '%* "(ul# ,%ul( &%*3"ll5 4e "$*e( "'#e* 11 03 "&( 4e'%*e 6
"3
• 7*%!*"33e u&u$#"4le '%* +,$l(*e& 3u# &%# 4e ,%2& "# #$3e 2,e& #,e
l"*!e# &u34e* %' +,$l(*e& "*e )$e2$&!.
• U&,e"l#,5 0*"+#$+e9 ,%2$&! +,$l(*e& 4e!!$&! %* "+#$&! $& "& u&($!&$1e(
%* $&(e+e&# 2"5 "*e 0*%,$4$#e(.
A 1*# %:e&+e '%* +%&#*")e&$&! #,e C"4le A+# $ 0u&$,"4le 2$#, u0 #% #2%
5e"* $30*$%&3e&# %* 2$#, " 1&e %' u0 #% 1000 *u0ee ;<12= %* 4%#,. >%*
u4e?ue&# %:e&+e. #,e 0u&$,3e&# $ 0*$%& '%* u0 #% 1)e 5e"* "&( " 1&e %'
u0 #% 5000 *u0ee ;"4%u# <60=.
61
(oo1s and magaAines
7u4l$+"#$%& #,"# "*e (ee3e( @,"*3'ul9 #% +,$l(*e& $& I&($" "*e *e!ul"#e( 45 #,e
Y%u&! A+#. @H"*3'ul 0u4l$+"#$%&9 "*e (e1&e( " @4%%-. 3"!"A$&e. 0"30,le#.
le"Be# C 2,e*e$& #%*$e "*e #%l( 0%*#*"5$&! +*$3$&"l %:e&+e. "+# %' )$%le&+e
%* +*uel#5. $&+$(e&# %' *e0ul$)e %* ,%**$4le &"#u*e. $& u+, " 2"5 #,"# #,e
0u4l$+"#$%& " " 2,%le #e&( #% +%**u0# " +,$l( $&#% 2,%e ,"&( $# 3$!,# '"ll.
2,e#,e* 45 $&+$#$&! %* e&+%u*"!$&! #,e +,$l( #% +%33$# %:e&+e %* "+# %'
)$%le&+e %* +*uel#5 %* $& "&5 %#,e* 3"&&e*.9 T,e Y%u&! A+# (e#"$l 0e&"l#$e '%*
#,e "le. ,$*e. ($#*$4u#$%&. 0u4l$+ e8,$4$#$%&. +$*+ul"#$%&. 0*$&#$&!. 0*%(u+#$%& %*
0%e$%& %' ,"*3'ul 0u4l$+"#$%&. A()e*#$$&! " @,"*3'ul 0u4l$+"#$%&9 $
0u&$,"4le 45 u0 #% $8 3%&#, $30*$%&3e&#. 2$#, %* 2$#,%u# " 1&e. T,e +%u*#
+"& "l% %*(e* (e#*u+#$%& %' #,e %:e&($&! 0u4l$+"#$%&.
Sha1timan
T,e +,$l(*e&9 #ele)$$%& e*$e S,"-#$3"& ," 4ee& " +"ue %' +%&#*%)e*5 $&
I&($" '%* e)e*"l 5e"*. C,$l(*e& "+*% #,e +%u&#*5 ,")e "##e30#e( #% e3ul"#e
#,e$* ,e*%. S,"-#$3"&. 2$#, #*"!$+ +%&e?ue&+e. S$&+e 1998 #,e*e ,")e 4ee&
e)e*"l "++$(e&# "&( '"#"l$#$e " +,$l(*e& ,")e *$-e( #,e$* l$)e 4el$e)$&! #,"#
S,"-#$3"& 2$ll 4e #,e*e. T,e*e ,")e 4ee& e)e*"l +%u*# +"e #% #%0 ")e #,e3.
%* #,"# #,e5 +"& "u3e ,$ 0%2e* 4*%"(+"# %' #,e 0*%!*"33e. 4u# "
l$#$!"#$%& $& I&($" %'#e& #"-e 0l"+e %)e* e)e*"l 5e"*. 3%# %' #,e +"e "*e #$ll
0e&($&!. H%2e)e*. #,e le!"l 0*%+e ," *eul#e( $& " +"u#$%& &%#$+e 4e$&!
($0l"5e( "# #,e 4e!$&&$&! %' #,e 0*%!*"33e. "$3e( "# +,$l(*e& "&( 0"*e&#.
,$!,l$!,#$&! #,"# S,"-#$3"& $ " 1+#$%&"l +,"*"+#e* "&( ,$ "+#$%& ,%ul( &%# 4e
$3$#"#e(. U&'%*#u&"#el5 #,e l"2 (%e &%# ee3 #% ,")e %l)e( #,e 0*%4le3. D&
23 Eu&e 2004 " &$&eF5e"*F%l( +,%%l !$*l $& /%l-"#" "++$(e&#"ll5 ,u&! ,e*el' 45
"##e30#$&! #% #2$*l $& #,e "$* l$-e #,e u0e*,e*%.
62
Adertisements
T,e*e "*e &% 0e+$1+ !u$(el$&e "4%u# "++e0#"4le "()e*#$e3e&# "$3e( "#
+,$l(*e& $& I&($". H%2e)e*. $' #,e*e $ " +%30l"$&# "4%u# "& "( $# 3"5 4e
2$#,(*"2& "'#e* +%&$(e*"#$%& 45 #,e A()e*#$$&! S#"&("*( C%u&+$l. >%*
e8"30le. "& "()e*#$e3e&# '%* " +,$l(9 (*$&- 2" 2$#,(*"2& " $# 'e"#u*e( $8
+,$l(*e& "# #,e #%0 %' #,e$* +l" "# +,%%l. $30l5$&! #,e (*$&- ,"( !$)e& #,e3
e8"3 u++e. T,e*e $ "l% &% l"2 $& I&($" 2,$+, l"5 (%2& !u$(el$&e '%* #,e
ue %' +,$l( 3%(el $& "()e*#$e3e&#. G,e#,e* +,$l(*e& ,%ul( 2%*- $& #,$ 2"5
$ " 3"##e* %' +u**e&# (e4"#e. 4u# #,e*e ," 4ee& &% le!$l"#$%& 0"e( " 5e#.
H%2e)e*. #,e*e "*e %3e #*$+# l"2 *el"#$&! #% "()e*#$$&! "&( +,$l(*e&. Sell$&!.
,$*$&!. ($#*$4u#$&!. e8,$4$#$&! %* +$*+ul"#$&! "& %4+e&e %4He+# #% " 0e*%& u&(e*
#,e "!e %' 20 5e"* $ 0u&$,"4le 2$#, $30*$%&3e&# '%* " #e*3 %' u0 #% #,*ee
5e"* %* 1&e %' u0 #% 2000 *u0ee ;<26= %* 4%#,. Su4e?ue&# %:e&+e "*e
0u&$,"4le 2$#, "& $30*$%&3e&# %' u0 #% '%u* 5e"* "&( " 1&e %' u0 #% 5000
*u0ee ;<60=.
&nternet
Re!ul"#$%& %& #,e $&#e*&e# $& I&($" $ #*$+#. T,e IT A+# 0e&"l$Ae 0u4l$+"#$%& "&(
#*"&3$$%& %' 3"#e*$"l 2,$+, $ %4+e&e. l"+$)$%u %* "00e"l #% 0*u*$e&#
$&#e*e#. T,e A+# +"& 4e $&)%-e( '%* u+, 3"#e*$"l %& #,e !*%u&( #,"# $# ," #,e
0*%0e&$#5 #% +%**u0# #,e 3$&( %' +,$l(*e&.
9ilm
T,e I%"*( %' >$l3 Ce*#$1+"#$%& !*"&# "00*%0*$"#e )$e2$&! *"#$&! '%* 1l3. I' "
1l3 $ u$#"4le '%* "ll "&( u4He+# #% &% *e#*$+#$%& $# 2$ll 4e !$)e& " U +e*#$1+"#e.
A UA +e*#$1+"#e $ !*"&#e( '%* 1l3 2,e*e +,$l(*e& u&(e* 12 3u# 4e
"++%30"&$e( 45 "& "(ul# $& #,e +$&e3". A 1l3 #,"# $ &%# u$#"4le '%* u&(e*F18
$ !$)e& "& A +e*#$1+"#e. T,e !*"&#$&! %* *e'u"l %' 1l3 +e*#$1+"#e $ 0u4l$,e(
$& #,e G"Ae##e %' I&($" ;"& %J+$"l !%)e*&3e&# 0u4l$+"#$%& #,"# ($+l%e +,"&!e
63
$& #,e l"2 %* #,e $&#*%(u+#$%& %' &e2 *e!ul"#$%&=. T,e +e*#$1+"#$%& %&+e !*"&#e(
$ )"l$( '%* " 0e*$%( %' 10 5e"*.
&n#ant mil1 s2)stit2tes
T,e I&($"& !%)e*&3e&# $ +%33$##e( #% 0*%3%#$&! "&( 0*%#e+#$&! 4*e"#'ee($&!.
T,e 0"*l$"3e&# 0"e( #,e I&'"&# K$l- Su4#$#u#e. >ee($&! I%##le "&( I&'"&#
>%%( ;Re!ul"#$%& %' 7*%(u+#$%&. Su00l5 "&( D$#*$4u#$%&= A+# $& 1992. T,$ "+#
0*%,$4$# #,e 0*%3%#$%& %' $&'"&# '%%(. $&'"&# 3$l- u4#$#u#e "&( 'ee($&!
4%##le. T,$ $ #% e&u*e @#,"# &% $30*e$%& $ !$)e& #,"# 'ee($&! %' #,ee
0*%(u+# $ e?u$)"le&# #%. %* 4e##e* #,"&. 4*e"#'ee($&!9. V$%l"#$%& %' #,e "+#
*eul# $& $30*$%&3e&# '%* u0 #% #,*ee 5e"* "&(L %* " 1&e %' u0 #% 5000 *u0ee.
Cigarettes and alcohol
I& I&($" #,e*e "*e +e&#*"l !%)e*&3e&# !u$(el$&e %& #,e "le %' +$!"*e##e "&(
"l+%,%l. 4u# e"+, #"#e ," " ($:e*e&# "!e l$3$# '%* #,e +%&u30#$%& %' "l+%,%l
"&( #%4"++% M '%* e8"30le. 5%u 3u# 4e %)e* 25 5e"* %' "!e #% 4u5 "l+%,%l $&
Ne2 Del,$. K%# ,%0 #,"# ell +$!"*e##e "&( "l+%,%l ($0l"5 " $!& ,%2$&!
#,e "!e *e#*$+#$%& $& #,"# #"#e.
Adertising in schools
T,e*e "*e &% 4"* %& "()e*#$$&! $& +,%%l $& I&($". I& '"+#. C%+"FC%l" "&( 7e0$
%:e* e)e*"l 0%&%*,$0 #% +,%%l. 0"*#$+ul"*l5 '%* 0%*#$&! "+#$)$#$e.
? .egal &mplications:
8n 8ndia7 there are no specific advertising laws that relate to children and food+related advertisements
in particular. ) host of laws and )cts li"e the %Cable T' Networ"s 0(egulation1 )ct7 ,??-% and the
%8nfant >il" Substitutes7 $eeding Bottles and 8nfant $ood )ct% deal with children+related advertising
in a vague way. Not only are there advertisements that are targeted at children but a host of them that
feature young children7 even babies.
64
8n most parts of the world7 there are few or no specific rules concerning food advertising to
children beyond the rules which must apply to all advertising. 8n 8ndia7 even general rules pertaining
to advertising are very la5. )lso7 there are no regulatory bodies that monitor T' advertisements.
)part from the >inistry of 8nformation and Broadcasting that decides to intervene when it wants to7
there are only voluntary groups li"e the %)dvertising )gencies )ssociation of 8ndia%7 and the
%)dvertising Standards Council of 8ndia%7 both of which are business organi6ations and can only put
moral pressure on advertisers and companies to withdraw objectionable advertisements. There is
urgent need for voluntary and government pressure groups to seriously ta"e note of the situation. The
government needs to draft and implement laws that do not deal with advertising in general but are
specific and relate to every aspect of advertising7 especially those that target young children and
pertain to food. 8n other parts of the world7 there e5ist voluntary groups li"e the %)dbusters% and
%>others groups% that watch and pressure governments to clamp down on aggressive and intrusive
advertising. )t present there are various laws implemented by government under various ministries.
The various laws are as follows:
A. Preention o# 9ood Ad2lteration Act ;Ministry o# "ealth<
The act lays down specifications for various food products. 8t is mandatory.
(. Agric2lt2re Prod2ce ;3rading 6 Mar1ing< Act ;Ministry o# R2ral Deelopment<
This )ct is commonly "nown as );>)(9. The )ct lays down the specifications for various
agricultural commodities including some processed foods.
C. .a/s )eing operated )y (2rea2 o# &ndian Standards ;(&S<
B8S is the standard body for formulating standards for various food items. These standards are
also voluntary.
D. 0ssential Commodities Act
1. "armoniAation o# 9ood .a/s:
8t is very essential to have one unified and logical law for food regulation than having numerous
laws for the same. $ollowing action is being ta"en by various ministries at present:
65
• The paper brought out by The >inistry of Civil Supplies & Consumer )ffairs7 it is
recommended for B8S to formulate standards for all food items in 8ndia7 which is a good step
towards harmoni6ation. %art I& ' Advertising ( Society International Marketing Con$erence
on Marketing ( Society, )-*+ April, ,++-, IIM. .,/
• )s per the tas" force set up by #rime minister under the chairmanship of Shri Nulsi Wadia7 a
suggestion has been made to set up a $ood (egulation )uthority 0$()1 to formulate and
update food standards for domestic and e5port mar"et. )lso7 armoni6ation of 8ndian
standard with 4uality norms of Code5 and WT@. ence it is important that unified law is
developed as early as possible.
? 0d2cation and parental inolement
#arental involvement in determining desirable programming is the best choice. #arents have to
monitor and control their childrenJs viewing habits. Studies show that parents play an important role
in their childrenJs social learning7 but if a parentJs views are not discussed e5plicitly with children7
the medium may teach and influence by default. @ther media7 such as maga6ines7 radio7
video games and the 8nternet7 also have the potential to influence childrenJs eating habits7 e5ercise
habits7 buying habits and mental health. 8f children are allowed to be e5posed to these media without
adult supervision7 they may have the same deleterious effects as television. #eople should be more
aware to what "ind of advertisement are shown to the children & when some company say that the
product have nutritional value and stuff7 it should be verified from the trusted source. Be an alert
citi6en is the message. #arents should be educated with respect to what should be healthy food as per
proper nutritional inta"e for their children.
? Role o# schools
Schools can also play a very active role in ma"ing sure that students get healthy diet at its canteen. 8t
is very important that schools do not stoc" jun" food in their canteen7 by getting lured by approach of
fast food and soft drin" companies to stoc" their stuff. Since children spend most of their time in
school7 schools can imbibe on childrenJs mind what a healthy diet should consists
of.
66
? Stat2tory Warning
Since the inta"e of jun" food & carbonated drin"s causes numerous diseases such as obesity7
hypertension7 cardiovascular diseases 0C'!s17 gall bladder ailments7 cancer7 psycho+social problems7
breathlessness7 sleep disorders7 asthma7 arthritis7 wea" bones and reproductive hormone
abnormalities. So it should come with statutory warnings as in the case of jun" food carbonated
drin"s & mil" powder such as O8nta"e of this food more than twice a wee" is not good for health.Q
? Adertisement Code
)dvertisement Code to be monitored by an organi6ation which will ta"e care of the
following:
• Before any )! is aired on television7 the most sought medium by children some code of
conduct should be followed. )ny food )! should be scrutini6ed with regards to the claims
they are ma"ing & the food ingredients should meet some standards laid down by recogni6ed
organi6ation li"e W@.
• The stipulated time limit for advertisement is followed by the companies or not. T' Channels
generally do not follow any rules regarding advertising air time. !oordarshan poses a limit on
advertising time which is a ma5imum of A.- minutes of advertisements in a ./ minute
programme. #rivate T' channels are free to air as many advertisements they li"e. This is
primarily the reason why on some private channels7 a ./+minute T' programme gets
stretched to =- minutes or even more.
? (roadcasting codes #or A&RB Doordarshan
)dvertising Code:
)8( and !oordarshan has responsibility to ensure that the advertisements shown either in terms of
contents7 tone or treatment7 do not mislead the listeners and viewers as well as the consumers are not
repugnant to good taste. The earnings of commercial revenue are not the sole criteria of %art I& '
Advertising ( Society
67
International Marketing Con$erence on Marketing ( Society, )-*+ April, ,++-, IIM. .,,
#rasar Bharti. Thus the code has stricter provisions and the main features of the code are as follows:
• Tobacco products including %#an >asala% and li4uors are not permitted.
• The goods and services advertised should be in consonance with the laws of the country
enacted to protect the rights of the consumers.
• The commercial should never project a derogatory image of women and should not endanger
the safety of children.
• Such code of conduct should be made compulsory to private channels also. ;overnment has
enacted RThe Commercial )dvertisements on Blectronic >edia 0(egulation1 Bill7 2//-J
which lays down standards for advertisements on electronic media..
? The government should indulge more into Social Adertising as its positive impact on "ids &
society is enormous. :aws related to )dvertising should be made more stringent as in the case of
foreign countries such as Burope & )merica.
S2mmary
T,e*e "*e " 'e2 l"2 2,$+, (e"l 2$#, +,$l( *el"#e( "()e*#$$&! $ue $& I&($".
"l#,%u!, #,ee "*e 45 &% 3e"& +%30*e,e&$)e. I& 0*"+#$+e #ele)$$%& +,"&&el
%'#e& B%u# e)e& #,e e8$#$&! )"!ue l"2 2$#, !*e"# $30u&$#5. Al% #,e*e $ &%
0"*#$+ul"* le!"l '*"3e2%*- '%* 0%&%*,$0 %' +,$l(*e&9 0*%!*"33e %&
#ele)$$%& % "()e*#$$&! #% +,$l(*e& $& #,$ 2"5 $ u&*e!ul"#e(. T,e (e4"#e %)e*
"()e*#$$&! Hu&- '%%( #% +,$l(*e& $ "l% *"!$&! $& I&($". H%2e)e*. (e0$#e #,ee
&e!"#$)e. "()e*#$$&! l"2 ," +%3e " l%&! 2"5 $& I&($" "&( $&+*e"e(
"2"*e&e %' #,e $ue +%&+e*&$&! "()e*#$$&! #% +,$l(*e& $ $30*%)$&! #,e
$#u"#$%&.
68
*.2 World/ide Reg2lation and criticism
o# Adertising to Children
8n the Enited 9ingdom7 ;reece7 !enmar"7 and Belgium advertising to children is restricted and in
Iuebec7 Sweden and Norway advertising to children under the age of ,2 is illegal.
The Buropean Enion also has framewor" legislation in place7 which sets down minimum
provisions on advertising to children for its 2A member States. The BE )udiovisual >edia Services
!irective7 due to replace the Television Without $rontiers !irective in all member states by the end
of 2//?7 sets out several BE+wide rules on advertising and children:
69
)dvertising shall not cause moral or physical detriment to minors7 and shall therefore comply
with the following criteria for their protection:
? 8t shall not directly e5hort minors to buy a product or a service by e5ploiting their
ine5perience or credulityC
? 8t shall not directly encourage minors to persuade their parents or others to purchase the
goods or services being advertisedC
? 8t shall not e5ploit the special trust minors place in parents7 teachers or other personsC
? ChildrenJs programmes may only be interrupted if the scheduled duration is longer than ./
minutes
? #roduct placement is not allowed in childrenJs programmes.
? The >ember States and the Commission should encourage audiovisual media service
providers to develop codes of conduct regarding the advertising of certain foods in childrenJs
programmes.
8n the Enited States the $ederal Trade Commission studied the issue of advertising to children
in the ,?A/s and they restricted advertising to children.
@ne of the main areas of regulation facing fast food companies is the advertising of Djun" foodD to
children. 8n the Enited 9ingdom7 the Children%s $ood Bill is intended to highly regulate the
advertising of such food aimed at children7 and many other countries are loo"ing to introduce strict
limitations on fast food advertising. Tal"s between the $ood Standards )gency 0$S)1 and the fast
food companies were initiated to wor" together in an effort to improve children%s diets7 though
Burger 9ing withdrew from the discussions.
Some organisations have called for the watershed to apply to various unhealthy foodstuffs7
including fast food. 8n Fune 2//G7 the $S) called for laws to prevent such food from being advertised
on television before ?pm. They also called for the disassociation of television and film characters
70
from fast food and stopping celebrities from appearing in such advertisements. The impact of such
campaigns is often denied by the fast food companies and the television networ"s that carry their
advertisements.

Some networ"s have also said that tighter regulations would reduce advertising
income and that would have a negative impact on the 4uality of children%s programming. 8n Sweden
all advertising aimed at the under+,2s is banned7 including fast food adverts.
$aced with stricter television7 radio and print regulation7 many fast food companies have
started ma"ing use of 8nternet advertising to reach their customers.
The accuracy of the images of food used by the fast food companies is regularly called into
4uestion. The actual product is often described as being of poorer 4uality to that represented in the
image.
@n . Fune 2//= 9$C withdrew )merican television commercials claiming that Dfried chic"en
can7 in fact7 be part of a healthy dietD after reaching a settlement with the $ederal Trade Commission.
$ast food advertising is often complained about to advertising authorities7 with members of
the public most usually claiming that the wording is misleading. Not all the complaints are upheld.
$or e5ample7 between ,, September 2//2 and 2= >arch 2//= the )dvertising Standards )uthority
0)S)1 in the E9 investigated complaints about si5 >c!onald%s advertisements7 with two of them
being upheld. The )S) used one of the upheld complaints as a case study.
8n 2//G the Buropean Enion passed a new law regarding the labeling of foods + any food with
a nutritional claim 0such as Dlow fatD1 must also highlight that it is high in something else 0such as
Dhigh saltD1 if that is the case. While fast food is often not given a traditional label7 this may have an
impact on advertising.
8n November 2//G7 the @ffice of Communications 0@fcom1 announced that it would ban
television adverts for jun" food before7 during and after television programming aimed at under+,Gs
in the Enited 9ingdom. These regulations were originally outlined in a proposal earlier in the year.
This move has been critici6ed on both ends of the scaleC while the $ood and !rin" $ederation labeled
the ban Dover the topD7 others have said the restrictions do not go far enough 0particularly due to the
fact that soap operas would be e5empt from the ban1. @n , )pril 2//A7 jun" food advertisements
71
were banned from programmes aimed at four to nine+year+olds. Such adverts broadcast during
programmes Daimed at7 or which would appeal to7D ten to fifteen+year+olds will continue to be phased
out over the coming months7 with a full ban coming into effect on , Fanuary 2//?.
*.3 Reg2lation o# Mar1eting Practice
Because of age+based limits in childrenJs ability to understand advertiser intent7 the $ederal
Communications Commission has placed safeguards into the television advertising mar"etplace to
protect young child audiences. )mong the guidelines is the separation principle7 which consists of
three components. $irst7 the transitions between an advertisement and the program content must be
distinctC the program must use a constant production convention7 such as O)fter these messages7
weJll be right bac"7Q to separate program and commercial content. Second7 Ohost sellingQ is not
allowed. That is7 the main characters on a television program cannot sell products during that
program or during bloc"s of commercial time adjacent to it. )nd7 third7 products being sold cannot be
72
integrated into program content 0a practice that resembles the common practice of product
placements1. 8n addition7 the $CC has limited the time allocated to commercial content during a
given hour of childrenJs programs. 8t also re4uires Otombstone shotsQ that show the unadorned
product in a still frame shot without all the e5tra toys that can be purchased with it. While the $CC is
charged with regulating media7 the $ederal Trade Commission 0$TC1 is charged with regulating
advertising. The ChildrenJs )dvertising (eview Enit 0C)(E17 a voluntary regulatory organi6ation
created by the advertising industry7 enforces broadcast standards for the industry7 in part to prevent
governmental interference. )lthough C)(E has made some attempt to regulate the newer interactive
technology mar"eting practices7 many of its rules have not carried over to the 8nternet7 video games7
or cell phones. $or e5ample7 websites attempt to create Ostic"y sitesQ where users spend long periods
of time with branded characters. Such sites feature Tony the Tiger from 9elloggJs $rosted $la"es or
Chester the Cheetah for $rito+:ay and create content focused solely on commercially branded
products. Barly studies of online mar"eting practices documented the use of deceptive practices that
invaded the privacy of children. $or instance7 popular media characters7 such as Batman7 would as"
children for personally identifying information for a census that was being ta"en in ;otham City. !id
children even understand that Batman was not realL No research has been conducted to answer that
4uestion7 yet the developmental literature from the television area suggests that young children may
not understand that such characters are not really interacting with them.
Such practices led Congress to pass the ChildrenJs @nline #rivacy #rotection )ct 0C@##)1 of
,??*7 which placed rules on online mar"eting techni4ues to protect the privacy of children under age
thirteen. The new law7 which went into effect in 2///7 authori6ed the $ederal Trade Commission to
create and enforce rules for data collection practices at childrenJs websites and to disclose privacy
policies about data collection techni4ues as well as about how that information was to be used.
)fter C@##) was implemented7 several agencies7 including the $TC7 the Center for >edia
Bducation7 and the )nnenberg #ublic #olicy Center7 conducted an evaluation of website practices. )ll
these studies found that the majority of websites lin"ed their home page to their privacy policy. But
the studies found fewer efforts to obtain parental consent or to inform parents about how the data
collected on the site would be used. )lthough researchers now have a reasonably good idea of what
ta"es place on online websites7 they still "now little about how children perceive7 understand7 or
participate when as"ed for personally identifying information. No database as yet documents such
73
information on the part of child consumers of different ages. Spyware in which an outside agent
installs a program on a userJs hard drive7 collects information about that userJs behaviors without his
"nowledge7 and then sends that information bac" to a mar"eter also poses ris"s that may one day
cause spyware to be subjected to regulation by the $TC. Spyware invades privacy7 poses security
ris"s7 including identity theft7 and can cause computers to crash7 be subject to barrages of pop+up ads7
and run slowly. (egulators should also address the issue of whether and how to ma"e the regulation
of newer online mar"eting activities consistent with traditional television and film guidelines. Such
e5isting television standards as clear separation of commercial from program content7 rules about
host selling7 consideration of age based s"ills in understanding mar"eter intent7 tombstone shots of
the unadorned product when the camera shot is still7 and limits on the amount of time children can
spend seeing mar"eted content should be considered in the conte5t of newer media. #roduct
placement7 the emerging and perhaps preferred replacement of the fifteen+ or thirty+second
commercial7 is also in need of additional study and regulation. With convergence increasingly
bringing the varying forms of technologies together under one umbrella7 it is sensible to have
uniform standards for mar"eting to children across varying media platforms. Eltimately7 though7 all
of these practices have some protection because of the $irst )mendment guarantee of freedom of
speech. )lthough advertisers do not enjoy the same freedom as everyday citi6ens in their right to
spea" as they wish7 they have considerable leeway to present the content that they wish7 and it is up
to advocacy groups to demonstrate that any regulation is necessary. 8ndeed7 the Central udson Test7
the primary legal argument for limiting commercial speech7 has been interpreted in recent years as
calling for the least amount of interference in the advertisersJ right to spea" as they wish. >oreover7
in many cases the online environment is not even constrained by E.S. law. Setting up an online shop
in a different country7 for e5ample7 can insulate users from prosecution for violating a number of
laws that they would have to follow within the Enited States.
Concl2sion
>ar"eting to children and adolescents is a way of life in the Enited States. Children have both their
own disposable income and influence over what their parents buy7 and mar"eters attempt to
determine how those dollars are spent. Television now reaps most of the advertising dollars7 but
newer technologies are providing new ways for mar"eters to reach children. >ar"eting practices such
as repetition7 branded environments7 and free pri6es are effective in attracting childrenJs attention7
74
ma"ing products stay in their memory7 and influencing their purchasing choices. 8mmature cognitive
development7 however7 limits the ability of children younger than eight to understand the persuasive
intent of commercials. Thus7 public policy regulates how advertisers can interact with children via
television. @nline environments are now and probably always will be less heavily regulated than
more traditional media. )lthough mar"eting and advertising fuel the E.S. economy7 the cost of that
economic success re4uires considerable scrutiny.
5.4 Political and .egal &ss2es in Adertising:
The political and legal environment in a country is one of the most important factors that influence
the advertising and promotional programmes. (egulations differ owing to economic and national
sovereignty considerations7 nationalistic and cultural factors7 and the goal of protecting consumers
not only from false or misleading advertising but7 in some cases7 from advertising in general. 8t is
difficult to generali6e about advertising regulations and restrictions can affect various aspects of a
companyJs advertising program7 including:
? The type of products that may be advertised.
75
? The content or creative approach that may be used.
? The media that all advertisers are permitted to employ.
? The amount of advertising a single advertiser may use in total or in a specific medium.
? The use of foreign languages in ads.
? The use of advertising material prepared outside the country.
? The use of local versus international advertising agencies.
? The specific ta5es that may be levied against advertising.
) number of countries ban or restrict the advertising of various products. Cigarette advertising is
banned in some or all media in numerous countries. The )ustralian government restricts tobacco
advertising to point of purchase. The ban also e5cludes tobacco companies from sponsoring sporting
events. 8n >alaysia7 a government ban on cigarette related advertising and sponsorship was initiated
in 2//. in an effort to curb the rising member of smo"ers in the country.
(ecently the tobacco industry has been reducing its advertising efforts in mar"ets around the
world7 including )sia and Burope7 where they have enjoyed much more regulatory freedom.
8n Burope there has been a longstanding ban on advertising for prescription drug products7
which is designed to "eep government subsidi6ed health care cost under control. >any governments
have rules and regulations that affect the advertising message. Comparative )dvertising is legal and
widely used in ES) and Canada but is illegal in some countries such as Belgium and 9orea. 8n
Burope7 the Buropean commission has developed a directive to standardi6e the basic form and
content of comparative advertising.
;overnment restrictions can influence the use of foreign languages in advertising as well as
the production of the ad. >ost countries permit the use of foreign languages in print ads and direct
mail. owever7 some do not allow foreign language commercials on T' or radio or in cinema ads7
and some restrict foreign language ads to media targeted to foreigners in the country.
76
>ar"eters7 ad agencies7 media and trade associations in several Buropean countries including
E9 and $rance have begun pushing for self regulation that would include efforts to help children
understand and interpret advertising effectively rather than banning efforts to reach them.
*.* Socioc2lt2ral and 0conomic &ss2es in Adertising:
There have been increasing efforts to protect the public interest by regulating the content and
the influence of advertising. Some e5amples are: the ban on television tobacco advertising imposed
in many countries7 and the total ban of advertising to children under twelve imposed by the Swedish
government in ,??,. Though that regulation continues in effect for broadcasts originating within the
country7 it has been wea"ened by the Buropean Court of Fustice7 which had found that Sweden was
obliged to accept foreign programming7 including those from neighboring countries or via satellite.
77
8n Burope and elsewhere7 there is a vigorous debate on whether 0or how much1 advertising to
children should be regulated. This debate was e5acerbated by a report released by the 9aiser $amily
$oundation in $ebruary 2//= which suggested that food advertising targeting children was an
important factor in the epidemic of childhood obesity in the Enited States of )merica.
8n many countries + namely New Sealand7 South )frica7 Canada7 and many Buropean
countries + the advertising industry operates a system of self+regulation. )dvertisers7 advertising
agencies and the media agree on a code of advertising standards that they attempt to uphold. The
general aim of such codes is to ensure that any advertising is %legal7 decent7 honest and truthful%.
Some self+regulatory organi6ations are funded by the industry7 but remain independent7 with the
intent of upholding the standards or codes 0li"e the )dvertising Standards )uthority in the E91.
Naturally7 many advertisers view governmental regulation or even self+regulation as intrusion
of their freedom of speech or a necessary evil. Therefore7 they employ a wide+variety of linguistic
devices to bypass regulatory laws 0e.g. printing $rench words in bold and Bnglish translations in fine
print to deal with the )rticle ,2 of the ,??= Toubon :aw limiting the use of Bnglish in $rench
advertising1C see Bhatia and (itchie 2//G:-=2. The advertisement of controversial products such as
cigarettes and condoms is subject to government regulation in many countries. $or instance7 the
tobacco industry is re4uired by law in most countries to display warnings cautioning consumers
about the health ha6ards of their products. :inguistic variation is often used by advertisers as a
creative device to reduce the impact of such re4uirements.
Ta"e a loo" at government advertising7 and government has for many years been one of the
very biggest advertisers in the Enited 9ingdom. )h7 yes7 say the critics 3 and have you noticed how
fond critics are of saying )h7 yes...L )h7 yes7 but that isnJt advertising... What nonsense. @f course7
social advertising7 public service advertising 3 whether itJs for drin"ing and driving7 social benefits7
)8!S or public information of any "ind 3 is advertising and often state of the art advertising at that.
8t ta"es the proven techni4ues7 techni4ues of simplification7 dramati6ation and7 most important7
personali6ation and applies them to the way we live now. The communication s"ills honed on the
humble pac"et of fro6en peas or brand of petrol have made invaluable contributions not merely to the
small reassurances of daily domestic life but to helping modify social attitudes and behavior.
78
)dvertising today is many things. 8tJs come a long way from the gaudy poster proclaiming the
presence of Sunlight Soap. 8tJs part of the social fabric of all our lives which7 cosmetically7 would be
a good bit duller without it. >ore to the point7 itJs a thread on which are strung several of the "ey
economic elements that affect the wor"ings of the business community and the comfort of the
individual.
The social relevance of advertising is much debated7 which given its relatively high profile is
not surprising. #ossibly the most massive contribution which advertising ma"es to society is to ma"e
more products affordable to more people7 by ma"ing volume sales possible for manufacturers and
information available to consumers. Beside that contribution7 the occasional complaint that
advertising creates discontent by showing products which some cannot afford pales into
insignificance. We will cover in this section7 the role of advertising in social change7 its use of
language7 advertising and the vulnerable7 and origins of needs and wants. We will loo" at persuasion
in advertising7 the sectorJs commitment to truth and decency7 issues surrounding reinforcing
stereotypes and advertising to children. We will consider corporate social performance and finally
sta"eholder engagement.
:et us go through some facts that provide the clear picture of the impact of advertising:
? Cigarettes cause about G..- la"h deaths in 8ndia every year.
? )bout .. per cent of cancer cases are attributed to tobacco consumption.
? Cigarettes alone account for roughly ,/P of e5cise collections.
? Tobacco trade is a major contributor to the national e5che4uer.
There is clear conflict between health and economic interests of the country. )dvertising has a
similar place in the economy as other service sectors such as management consultants7 ban"s7
insurance companies and financial bro"ers. )dvertising is an important aspect for corporations in
their development and prosperity. 8ncreasingly advertising is also used by public authorities and
nongovernmental organisations. )dvertising and other forms of commercial communication are
fundamental to the success and effectiveness of numerous companies and organisations. Consumers
and commercial buyers are demanding more and more information about products and services in
79
order to ma"e their purchasing choice. RCompetition thrives on advertising7 and advertising thrives
on competitionJ.
8ndicative of the growing importance of the advertising sector world wide is the ,??* EN!#
uman !evelopment (eport7 which claims that advertising has global e5penditures 0including in
developing countries1 increasing faster than the world economy7 suggesting that the sector is
becoming one of the major players in the development process. The reality7 as we will see7 is that in
the last ten years7 advertising has grown by only 2=P in real terms.
There is great concern about children as viewers of advertisements primarily because
young children are e5posed to thousands of commercials each year in 8ndia. >ar"eters use television
as a medium of communication since it affords access to children at much earlier ages than print
media can accomplish7 largely because te5tual literacy does not develop until many years after
children have become regular television viewers.
)ppro5imately7 */P of all advertising targeted to children falls within four product
categories: toys7 cereals7 candies7 and fast+food restaurants. Moung children are able to differentiate
between a T' program and a commercial but are unable to understand the intent of an advertisement
until they are *+,/ years of age. )ccording to Seiter7 advertising to children avoids any appeal to the
rational7 emphasi6ing instead that ads are for entertainment and Denjoyable for their own sa"eD as
opposed to providing any real consumer information.
The most common persuasive strategy employed in advertising to children is to associate the product
with fun and happiness7 rather than to provide any factual product+related information.
ence7 children in the age category *+,/ years have a positive attitude towards
advertisements. 9nowledge of advertising tactics and appeals emerges only in early adolescence and
develops thereafter. The ability to recogni6e bias and deception in ads7 coupled with an understanding
of advertising%s persuasive intent7 results in less trust and less li"ing of commercials. With increasing
age7 children%s attitude towards ads changes from being positive to negative and further as children
step into adolescence7 they become s"eptical of advertising. Children in young adolescence even
e5hibited mistrustful predispositions towards advertising. 8n adolescents7 "nowledge about advertiser
tactics increased with age. igher levels of "nowledge of advertiser tactics and certain personality
variables were positively related to adolescents% s"epticism towards advertising.
80
ANALYSIS
81
D>
7RIKARY DATA
82
Demographic Analysis
);B:+
Age Students
8 yrs. 7
9 yrs. 15
10yrs. 20
11 yrs. 20
12 yrs. 23
13 yrs. 43
14 yrs. 18
15 yrs. 4


)nalysis:
The above chart shows that there are more number of ,. years student and as far as ,- years students
are concerned they are very less.
83
>edium of Study and Student
Medi2m o# st2dy St2dents
;ujarati GG
Bnglish *=


)nalysis:
The above pie chart shows that there are more number of children who are studying in Bnglish
medium than in ;ujarati >edium
84
I, ow many hours a day do you watch T'L
less then 1 hour 29
1-2 hours 46
2-3 hours 47
more then 3 hours 28

)nalysis:
The above pie chart shows that as far as T' watching habit of children is concerned7 there are .,P of
children who watch television for ,+2 hours a day.
There are also .,P children who watch television for 2+. hrs. and ,?P children who watch
television for more than . hours a day
This shows that most of the children li"e to watch television for ,+. hours a day and this is
because they might be busy with their home wor" and project wor" of their school.
I2. What do you li"e to watch on T'L
85
Cartoons 97
Reality Shows 28
Moies 78
Serials 23
Son! "ase# $ro!rammes 31
%thers 13

)nalysis:
The above bar chat shows that there are more number of children who li"e to watch cartoons and
movies on Television than reality shows7 serials7 song based programmes and other programmes li"e
programmes which come on !iscovery channel7 National ;eography channel and so on.
8n our survey we have found that there are ?A children who li"e to watch cartoons on
television because they are more fascinated towards that.
)part from that7 there are A* children who li"e to watch movies on television which might be
because of his<her favorite actor or actress.
I.. $rom the following confectionary products which is your favorite product<s.
86
&is'uits 86
(a)ers 57
Cho'olates 78
Sau'es 29
*oo#les 38
+ealth ,rin-s 42



)nalysis:
The above bar chart shows that as far as confectionary products are concerned7 children li"e to have
more Biscuits7 Wafers and Chocolates than Sauces7 Noodles and ealth !rin"s.
8n our survey we have found that Biscuits7 Wafers and Chocolates are preferred by *G7 -A and
A* children respectively.
This shows that children are attracted more towards Biscuits7 Wafers and Chocolates than
other confectionery products.
I=. Mou are familiar with the advertisements of which of the confectionary productsL
87
&is'uits 79
(a)ers 59
Cho'olates 61
Sau'es 29
*oo#les 36
+ealth ,rin-s 53

)nalysis:
The above bar chart shows that children are more familiar with the advertisements of Biscuits7
Wafers7 Chocolates and ealth !rin"s than the advertisements of Sauces and Noodles.
8n our survey we have found that A? children who are familiar with the advertisements of
Biscuits. Children who are familiar with advertisements of the Wafers and Chocolates are -? and G,
respectively.
This is because7 in majority of the advertisements of Biscuits7 Chocolates and Wafers
celebrity is shown wherein advertisements of other confectionary products generally me too model is
shown7 and children get easily attracted by that celebrity to purchase those products.
I-. )fter watching ad. of any confectionary product7 have you ever tried to purchase that productL
88
.es 92
*o 58

)nalysis:
The above pie chart shows that after watching advertisement of confectionary products majority of
the children have tried to purchase that product which they have shown in the advertisement.
8n our survey we have found that G,P children have tried to purchase confectionary products
after watching advertisements of those products
This shows that how children are influenced by the advertisements of confectionary products
and this may affect to those families in which source of income is not that much strong.
IG. 8f yes7 then which confectionary product you have tried to purchaseL
89
&is'uit 78
(a)er 21
Cho'olate 52
Sau'e 18
*oo#le 37
+ealth ,rin- 46


)nalysis:
The above bar chart shows that after watching advertisements of confectionary products7 children
have tried to purchase more Biscuit7 Chocolate and ealth !rin" than Wafer7 Sauce and Noodle.
8n our survey we have found that there are A* children who have tried to purchase Biscuit7 -2
children who have tried to purchase Chocolate and =G children who have tried to purchase ealth
!rin" after watching advertisement of the same.
This shows that children are influenced more by the advertisements of Biscuits7 Chocolates
and ealth !rin"s and there are some specific advertisements of Biscuits7 Chocolates and ealth
!rin"s in which children have mainly targeted.
IA. !o you li"e to watch advertisements of Confectionary product on which mediaL
90
/0 118
Ma!a1ine 33
*ews$a$er 27
+oar#in!s 4

)nalysis:
The above pie chart shows that children li"e to watch advertisements of confectionary products on
T' rather than any other medium of advertising.
8n our survey we have found that G-P children li"e to watch advertisements of confectionary
products on T' than in >aga6ine7 Newspaper and on oardings.
This is because T' advertisement can be shown more effectively with both audio and video
effect than by the other medium and only these factors play a vital role to influence the children.
I.* Mou buy that confectionary products becauseUUUUU.
2ree 3romotional items 71
91
2rien#4s 5n)luen'e 24
6sso'iation o) )aorite 'hara'ter 40
(ant to "e li-e that 'hara'ter 15

)nalysis:
The above pie chart shows that children li"e to buy confectionary products because free items li"e
tattoo and other things are attached with them.
8n our survey we have found that =AP children li"e to buy confectionary products just
because they get free tattoo and all that children accessories on the purchase of the confectionary
products. There are 2AP children also who li"e to buy confectionary product just because his<her
favorite celebrity is associated with that product and there are ,GP children who buy confectionary
products just because of their friendJs influence. They just believe that my friend has that product so 8
should also have that product.
So children li"e to buy confectionary product not only because it gives free promotional
products but also because his<her friendJs influence and his<her favorite celebrity is associated with it.
7ART I6F
I,. ow often advertisements of confectionary products influence purchase decision of your
childrenL
92
%)ten 42
Sometimes 66
Rarely 30
*ot at all 12

)nalysis6
The above pie chart shows that advertisements of confectionary products some times affect purchase
decision of children.
8n our survey we have found that there are 2*P parents who replied that advertisements of
confectionary products affect more often purchase decision of their children. While ==P & 2/P
parents replied that advertisements affect purchase decision of their children sometimes and rarely
respectively.
This shows that purchase decision of children is sometimes influenced after watching
advertisements of confectionary products.
I2. ow often does your child insist you to purchase any confectionary products after watching
advertisements of the sameL
93
%)ten 40
Sometimes 56
Rarely 44
*ot at all 10

)nalysis:
The above pie chart shows that there are more number of children who insist their parents sometimes
to purchase any confectionary product after watching its advertisements.
8n our survey we have found that there are 2AP parents who replied that more often their
child insists them to purchase any confectionary product after watching its advertisements. )nd there
are .AP parents who replied that sometimes their child insists them to purchase any confectionary
product after watching its advertisements. Children who not at all insist their parents to purchase any
confectionary product after watching its advertisements are very less.
This shows that how advertisements of confectionary products affect children.
I.. ow do you react to your child when he<she insist you to buy any confectionary product after
watching its advertisementsL
94
Mostly 6!ree 39
6!ree 56
,isa!ree 32
Mostly ,isa!ree 23

)nalysis:
The above pie chart shows that parents become agree when their child insists them to purchase any
confectionary product after watching its advertisements.
8n our survey we have found that there are .*P parents who replied that generally they do
agree when their child insists them to purchase any confectionary product after watching its
advertisements. There are 2GP parents who replied that they mostly agree when their child insists
them to purchase any confectionary product after watching its advertisements.
This shows that majority of parents are not conscious about effects of advertisements on their
children especially in case of confectionary products.
95
TESTING D>
HY7DTHESIS
96
"ypothesis 1: A#ter /atching the adertisements o# con#ectionary prod2ct children insist their
parents to )2y that prod2ct is dependent on their age or not
o: )fter watching the advertisements of confectionary products children insist their parents to buy
that product is dependent on their age
,: )fter watching the advertisements of confectionary products children insist their parents to buy
that product is not dependent on their age
Age
7 8 1: 11 12 13 1$ 1* %otal
@ften 2 . - = ,? = 2 , $:
Sometimes = ? ,2 / . 22 G / *,
(arely , 2 . ,- / ,= G . $$
Not at all / , / , , . = / 1:
%otal - 1* 2: 2: 23 $3 17 $ 1*:
9o 9e ;9o-9e< ;9o-9e<2 ;9o-9e<2B9e
A G.-. /.=A /.22 /./.
,2 ,/./A ,.?. ..A2 /..A
. -.= +2.= -.AG ,./A
- -... +/... /.,, /./2
,2 A.=- =.-- 2/.A 2.A*
. -.*A +2.*A *.2= ,.=/
= G.GG +2.GG A./* ,./G
/ A.=- +A.=- --.- A.=-
,- -.*A ?.,. *...G ,=.2/
2/ A.=G ,2.-= ,-A.2- 2,./*
. *.-? +-.-? .,.2- ..G=
/ G.A- +G.A- =-.-G G.A-
- ,2.?* +A.?* G..G* =.?,
22 ,G./- -.?- .-.= 2.2,
,= ,2.G, ,..? ..=? /.2*
- A.GA +2.GA A.,. /.?.
G G.A2 +/.A2 /.-2 /./*
G -.2* /.A2 /.-2 /.,/
* -.2 2.* A.*= ,.-,
W ;9o-9e<2B9e C ,8.7-
97
So7 CalculatedX 0$o+$e12<$e
X G?.*A
Calc2lation o# %a)2lated:
!$X 0r+,1 0c+,1
X 0=+,1 0*+,1
X 0.1Y0A1
X 2,
Significance :evel is -P X /./-
Tabulated X .2.GA
ere7 Tab Z Cal
So7 o is rejected.
Therefore after watching advertisements of confectionary product children insist their parent to buy
that product is not dependent on their age.
98
"ypothesis 2: %> /atching ha)it o# children is dependent on their medi2m o# st2dy or not
o: T' watching habit of children is dependent on their medium of study
,: T' watching habit of children is not dependent on their medium of study
>edium of Study
32Darati 0nglish %otal
Z , hour , 2* 28
,+2 hours 22 2= $,
2+. ours .G ,, $-
[ . ours A 2, 27
%otal ,, 7$ 1*:
9o 9e ;9o-9e< ;9o-9e<2 ;9o-9e<2B9e
, ,2.AG +,,.AG ,.*.. ,/.*=
22 2/.2= ,.AG .., /.,-
.G 2/.G* ,-..2 2.=.A ,,..-
A ,2..2 +-..2 2*.. 2..
2* ,G.2= ,,.AG ,.*.. *.-2
2= 2-.AG +,.AG .., /.,2
,, 2G..2 +,-..2 2.=.A *.?2
2, ,-.G* -..2 2*.. ,.*
W ;9o-9e<2B9e
C$$

99
So7 Calculated X W 0$o+$e12<$e
X ==
Calc2lation '# %a)2lated:
!$X 0r+,1 0c+,1
X 0=+,1 02+,1
X 0.1Y0,1
X .
Significance :evel is -P X /./-
Tabulated X A.*,-
ere7 Tab Z Cal
So7 o is rejected.
Therefore T' watching habit of children is not dependent on their >edium of Study.
100
/EY
>INDINGS
? $rom our survey we have found that more number of children watch television for ,+. hours a
day.
101
? )s far as watching any particular program on television is concerned7 children li"e to watch
cartoon movies or cartoon serials on television. Children also li"e to watch movies on television.
? )mong selected confectionary products from Biscuits7 Wafers7 Chocolates7 Sauces7 Noodles
and ealth !rin"s7 children li"e to have Biscuits7 Wafers and Chocolates more than other
confectionary products.
? >ajority of children are familiar with the advertisements of Biscuits7 Wafers7 Chocolates and
ealth !rin"s more than the Sauces7 Noodles and.
? )fter watching advertisements of any confectionary products majority of children have tried
to purchase that product.
? Those children who have tried to purchase confectionary product after watching its
advertisements7 in that they li"e to buy more Biscuits7 Chocolates and ealth !rin"s.
? >ajority of children li"e to watch advertisements of confectionary products on television
rather any other media.
? >ajority of children li"e to buy confectionary products because it gives free tattoo and other
promotional things. There are some children also who li"e to buy confectionary products just
because his<her favorite celebrity is associated with the advertisement of that product.
? )fter watching advertisement of confectionary products purchase decision of children
sometimes gets affected.
? )fter watching advertisement of confectionary products children sometimes insist their
parents to purchase that product for them.
? When children insist their parents to purchase confectionary product after watching its
advertisement7 parents generally do agree with them.
102
103
SUGGESTIDNS
104
? To some e5tent children have limited understanding so advertisers should not directly
persuade children to buy the product which is shown in the advertisement.
? )s far as advertisements of confectionary products are concerned7 advertisements should be
seen with their pros and cons. B.g. Chocolate
? )dvertisers must not misuse childrenJs relative ine5perience.
? Children can be easily attracted by the celebrity so7 as far as confectionary products are
concerned celebrity should not directly or indirectly persuade children to buy that product
which he<she has shown using that product.
? 8t is the duty of parents to see what their children are watching on television and if they are
highly influenced by the advertisements especially of confectionary products then parents
should try to e5plain them what are the pros and cons of that product by using it.
105
CDNCLUSIDN
106
? Today7 particularly young children play an important role as consumers. Bspecially
confectionary products 0Biscuits7 Chocolates7 Wafers7 Sauces7 Noodles and ealth !rin"s1 are
concerned they do not care price of which they want to buy. )lso they do not care whether
these products are healthy for them or not.
? While they are shopping7 the first thing comes in their mind is to purchase the advertised
products. 8n this situation7 the advertising has a stronger effect on younger children than the
older children.
? Nowadays it seems that childrenJs impact on family decision in shopping has been steadily
increased.
? )fter the research7 it was found as far as confectionary products are concerned children
sometimes insist their parents to purchase those products for them.
? )s far as confectionary products are concerned7 children are influenced more by television
advertisements than by the other medium of advertising. Bven though there are lots of tools to
show the goods or services7 television was chosen as the best way that can enhance the
company%s profits greatly by most of researchers.
? )lso this research validated that among many communication tools7 television advertisements
have more impact and effect on children than the other medium of advertising.
? ChildrenJs ages are important to understand the television advertisements. Children%s
comprehension of television commercials increases with age.
107
IIILIDGRA7HY
108
(oo1s:
? ;eorge Belch and ;eorge >ichel7 /Advertising and Sales %ro#otion Manage#ent0, 1
t!

Edition
? @gilvy !avid /2gilvy on Advertising0 by7 #rion Boo"s7 ndon7 ,??A
MagaAines:
? )dvertising B5press7 Article3 Marketing %ro#os argeting C!ildren
? )dvertising )ge7 Article3 E$$ects o$ Advertise#ents on C!ildren
We) .in1s:
? http:<<www.wi"ipedia.com
? http:<<www.agencyfa4s.com
? http:<<www.wowessays.com
? http:<<www.media+awareness.ca<...< adertising ...< 1ids \ adertising \ r2les
? http:<< www.c+i+a.com< 4 Co#puter Industry Al#ance56
? http:<< www.8tu.com 4Intrenation eleco##unication 7nion5
? http:<< www. internet worldstats.com<asia<in.htm
109
ANNENURE
110
Anne?2re
!ear Sir<>adam7
We are >B) student of N. (. 8nstitute of Business >anagement )hmedabad. We are doing
one ;rand #roject on ‘Effect of Advertisements on Children with special reference to
Confectionary products’. $or that we want your support by filling up this 4uestionnaire for us.
There are two parts in our 4uestionnaire7 one is to be filled up by children and other is to be filled up
by his<her parents.
We assure you that information will not be misused and weJll use information just for our
project purpose. Than"ing Mou.
PAR% A ;%o )e #illed )y Children<
I, ow many hours a day do you watch T'L
:ess than , hour , 3 2 hours
2 3 . hours >ore than . hours
I2 What do you li"e to watch on T'L
Cartoons
(eality shows
>ovies
T' serials
Song based programmes
@thers\\\\\\\\\\\\\\\\\
I. $rom the following confectionary products which is your favorite product<sL
Biscuits
Wafers
Chocolates
Sauces
Noodles
ealth !rin"s 0i.e. Bournvita7 Complain7 Boost7 etc.1
111
I= Mou are familiar with advertisements of which of the following confectionary productsL
Biscuits Sauces
Wafers Noodles
Chocolates ealth !rin"s 0i.e. Bournvita7 Complain7 Boost7 etc1
I- )fter watching ad of any confectionary products7 have you ever tried to purchase that productL
Mes No
IG 8f yes then which confectionary product you have tried to purchaseL
Biscuit Sauce
Wafer Noodle
Chocolate ealth !rin" 0i.e. Bournvita7 Complain7 Boost7
etc1
IA !o you li"e to watch ad of confectionary products on which mediaL
T'
>aga6ine
Newspaper
oardings
I* Mou buy that confectionary product because.........
8t gives free tattoo or any other thing
Mour friend has that product
Mour favorite cartoon character<favorite celebrity is associated with it
Mou want to be li"e the character of that ad.
PAR% ( ;%o )e #illed )y Parents<
I, ow often advertisements of confectionary products influence purchase decision of your
childrenL
@ften (arely
Sometimes Not at all
112
I2 ow often does your child insist you to purchase any confectionary product after watching ad of
the sameL
@ften (arely
Sometimes Not at all
I. ow do you react to your child when he<she insist you to buy any confectionary product after
watching its adL
>ostly agree !isagree
)gree >ostly disagree
P0RS'@A. D0%A&.S
Name : + \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\
>other<$ather Name : + \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\
)ge : + \\\\\\\\
Std. : + =
th
A
th

-
th
*
th

G
th

School : +\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\
>edium of Study 6 F ;ujarati Bnglish
113

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