I investigated children’s understanding of TV advertisements, which is their ability to distinguish Between TV programs and commercials and their comprehension of advertising intent, using Verbal and non-verbal measurements. The sample consists of 150 children, their parents 150. Results using non-verbal measures suggest that most children are able to distinguish commercials from programs and that they have some insight into advertising intent. Results using verbal measures, however, are not as conclusive; the percentage of children who show understanding of TV advertisement is substantially lower. Effects of age, gender, and parental influence are assessed using MURALS, a regression analysis method for categorical and continuous variables, and CHAID, an analysis method to detect homogeneous segments on the basis of the relation between categorical dependent and explanatory variables. The age of a child turns out to have a positive effect. The effects of gender and parent-child interaction are rather small, both for verbal as for non-verbal measures of understanding of TV advertisement. A high level of parental control of TV viewing may result in lower understanding of TV advertisement.
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
Objectives of the Study
The subject matter for this Project is to study the effects of advertisement on children. Following are the main objectives of this report.
To know the children's awareness about confectionary Products & their advertisements.
To study the impact of advertisement of confectionary Products on children.
Research design selected for this project is Descriptive.
The research will be done at Metroville S.I.T.E area Karachi city only.
Target Population : - Target population for this research would be children with age of 8-15 and their parents.
Sample Unit : - Sample unit for this research would be children with age of 8-15 and their parents of a selected area.
Sampling Technique : - Stratified Random Sampling
Sample Size : - 300 (150 children and 150 parents)
There are mainly two of sampling methods which are being used by the marketers: 1. Probability Sampling (Random Sampling)
2. Non – probability Sampling
Probability sampling is a method for drawing a sample from a population such that all possible samples have a known 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 equal 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 Data
Primary Data is the one that is being collected by the researcher itself and is being collected for the first time. Researcher has collected this data with a specific purpose of studying the problem. Primary Data in the research process would be collected by filling up questionnaires from children and their parents.
* Secondary Data
Secondary Data is the data that already exists and in ready to use format and gathered by somebody else....