Cartoon Endorsement

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Prepared by: Fariha Tazin,
Lecturer, Faculty of Business Studies (Marketing)

Proposed Title: CARTOON ENDORSEMENT: Efficacy on Kids Market

Abstract:
Kids are bombarded with various forms of promotional activities by marketers of food products. Today’s kids are very much aware of the fashion trend and who’s ever has taken them to market has been observed the marketing power of the popular cartoon characters. The purpose of this research study will be to find out whether cartoon strengthens children to buy more or not. Qualitative research approach will be used to carry out this research study. This study will set out to find the amount of influence that cartoon endorsers have on children. As there have been few academic literatures on the topic of the effectiveness and usefulness of cartoon endorsement in the field of advertising, It has been set as the main goal of this research studies to explore the weight of cartoon endorsement as a promotional technique in Bangladeshi markets.

1. Introduction:

A child wakes up in his Disney character pajamas, rolls out of his Barney sheets, his toothbrush, toothpaste and perhaps even his soap covered in cute licensed characters. Gathering up his Pokemon cards and strapping on his Doraemon backpack, he heads off to school. But the Commercialism does not stop even in the schoolyard.

Leveraging the endorsement of products by popular cartoons, as a marketing practice, is a common phenomenon. Cartoon endorsement concept has been derived from the idea of celebrity endorsement. The retailing segment is displaying immense business potential for these younger segments. Retailing for kids, be it branded or unbranded, has emerged as a tremendous market in Bangladesh. The kids retail market is immense, with a huge variety available in the clothing, accessories and footwear sections. Some of the products that are available in the kid’s accessories segment include fashion accessories, watches and even kids’...
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