ATTITUDE OF PARENTS TOWARDS TARGETING CHILDREN BY ADVERTISING-ppt

“ATTITUDE OF PARENTS TOWARDS TARGETING CHILDREN BY ADVERTISING: AN ANALYTICAL SURVEY” : 

“ATTITUDE OF PARENTS TOWARDS TARGETING CHILDREN BY ADVERTISING: AN ANALYTICAL SURVEY ” Dr. Deepa Saxena Miss. Mamta Manshani

PowerPoint Presentation: 

The present paper throws light on advertiser’s efforts to target the children for making the sale of their products and the parents attitude towards these products.

Keywords: 

Keywords 1. Kids 2. Advertisements 3. Attitude 4. Advertising Message 5. Materialism.

PowerPoint Presentation: 

Marketing Messages to children are all about the happiness, social status or successes which are associated with the possession or consumption of a product.

Kids represent an important demographic factor to marketers because they have their own purchasing power, they influence their parent’s buying decisions and they are the adult consumers of the future. : 

Kids represent an important demographic factor to marketers because they have their own purchasing power, they influence their parent’s buying decisions and they are the adult consumers of the future.

Marketers do so through advertising….: 

Marketers do so through advertising…. Advertising is one of the largest generators of revenue in the world economy. It is the discovery and communication of a persuasive difference for a brand to the target prospect. Industry spending on advertising to children has exploded in the past decade, increasing from a mere $100 million in 1990 to more than $2 billion in 2000. "Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor." Kotler , Phillip. (2005).

PowerPoint Presentation: 

Now , because of impact of advertising , the children are able to nag their parents into purchasing items they may not otherwise buy. This is called as Pester Power. Marketing to children is all about creating pester power, because advertisers know it can be a powerful force.

Advertisers know this fact…: 

Advertisers know this fact… Advertisers know this fact and take advantage of it. When a marketer or a firm has developed a product to satisfy market demand after thoroughly analyzing the market, there is a need for establishing contact with the target market to eventually sell the product. When a marketer or a firm has developed a product to satisfy market demand after thoroughly analyzing the market, there is a need for establishing contact with the target market to eventually sell the product.

Responsible factors that encourage marketers to target the children:: 

Responsible factors that encourage marketers to target the children:

Grand-parents Affinity: 

Grand-parents Affinity The Grandparents tend to care more for their grandchildren and try to satisfy their desires. In India people tend to save more and hence have higher pension amount and make heavy spending after they retire . This along with the fact that Grandparents have more emotional affinity for their grandchildren has been an important catalyst for the increasing level of Pester Power.

Working Women: 

Working Women Old days are gone. Now, women have contribution in their family income but they have dual responsibility. They have to be good mom as well as a very good professional in their respective area. Some times they subsitute money for time for their children.

Greater Media Exposure: 

Greater Media Exposure Advertisement research found that the media can isolate and shape children's preferences for different toys, TV characters, life styles, subcultures, etc. at different ages .

Askable Parents : 

Askable Parents Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable income. As well, guilt can play a role in spending decisions as time stressed parents substitute material goods for time spent with their kids.

Hyper-Parenting : 

Hyper-Parenting Some parents are heli -copter Parents. They are of the view that their child would never be able to make his own decision or if he or she does so,then his/her decisions may be wrong according to them. Kids who get to know this, often take advantage of it by convincing their parents to buy a particular product and try to make them believe that they are doing good job.

Special Issues which marketers take advantage of…. : 

Special Issues which marketers take advantage of…. Children between the ages of two and five cannot differentiate between regular TV programming and commercials. Children are capable of understanding brands at very young ages. Most food advertising on children's TV shows is for fast foods, soft drinks, candy and pre-sweetened cereals. Commercialization in education The Internet is unregulated.

Research Methodology: 

Research Methodology Data Collection : For the study, Sample consisting of 100 respondents was selected for the study. This study utilized field study in demographically small town, Rewa . The use of field study has provided good response rates , although having some flaws, it proved to be a good source of representative data.

Research Methodology Cont.: 

Research Methodology Cont. A well designed questionnaire was administered to the respondents. The information collected was interpreted by working out the Chi-Square Test. It was applied to assess the degree to which a series of observed frequencies deviate from their expected frequencies. For analyzing the attitude of the parents towards targeting children by advertising, separate statements were addressed to the respondents. The information collected was analyzed with the help of Likert Scaling Technique. Weighted Average Score (WAS) was used on the basis of different scores. Total weighted scores were also calculated.

PowerPoint Presentation: 

However, there are following objectives of this study: To know whether children are influenced by the advertisements on the basis of their age. To know whether parents think that advertising should not aim at children to market the products for which are not meant or them.

PowerPoint Presentation: 

The sample was divided into two groups, each consisting of 50 males and 50 female. Response Rate was 82%. The number of male Respondents was (45) and that of females was (37) as all the questionnaire forms were not returned back.

Profile of Respondents: 

Profile of Respondents

Profile of the Respondents: 

S.No . Characteristic Feature No. of Respondents Percentage 1. Occupation Business 49 59.76 Service 16 19.51 Other 17 20.73 Total 82 100 2. Education Higher Secondary 26 31.71 Graduate and Above 56 68.29 Total 82 100 Profile of the Respondents

Profile Contd.. : 

S.No . Characteristic Feature No. of Respondents Percentage 3. Gender Male 45 54.88 Female 37 45.12 Total 82 100 4. Family Size Upto 2 members 8 9.76 3 to 5 members 68 82.93 Above 5 members 6 7.31 Total 82 100 Profile Contd..

PowerPoint Presentation: 

The null hypotheses were formulated for the present study. H1: There is no difference between the attitude of males and females regarding the statement, “Companies Target Children in Advertising Their Product and Increasing Their Sales”. H2: There is no difference between the attitude of males and females regarding the statement, “Advertising Does Not Aim at Children to Market the Products for Which They Are Not Too Much Concerned”. H3: There is no difference between the attitude of males and females regarding the statement, “There is No Relationship between the Type of Celebrity Persona and Children’s Purchase Requests”. H4: There is no difference between the attitude of males and females regarding the statement, “Children Are Not Influenced by The Advertisements on The Basis of Their Age .”

Results : 

No. Statement X 2 value Correlation Result 1 Companies target children for increasing their sales. 1.944 -0.023 Accepted 2 There is no relationship between type of celebrity persona and children’s purchase requests. 5.770 0.239 Accepted 3 Advertising does not aim at children to market the products for which they are not too much concerned. 1.848 0.124 Accepted 4 There is No Relationship between the Type of Celebrity Persona and Children’s Purchase Requests”. 5.418 0.122 Accepted Results

Attitude Measurement of the Respondents towards Advertising.: 

S.No . STATEMENTS SA A NO D SD TWS WAS 1 Business has responsibilities with society that goes beyond job creation. 13 (65) 20 (80) 21 (63) 18 (36) 10 (10) 254 16.93 2 It is possible for a business to be both ethical and profitable. 16 (80) 23 (92) 17 (51) 16 (32) 10 (10) 265 17.66 3 Advertising shows an accurate view of reality. 18 (90) 17 (68) 15 (45) 14 (28) 18 (18) 249 16.6 4 The ethicality of an ad has any effect on the credibility of the ad. 15 (75) 19 (76) 14 (42) 14 (28) 20 (20) 241 16.06 Attitude Measurement of the Respondents towards Advertising.

PowerPoint Presentation: 

S. No Statements SA A NO D SD TWS WAS 5 The ethicality of an ad makes people have some positive attitude towards the advertising. 23 (115) 16 (64) 15 (45) 15 (30) 13 (13) 267 17.8 6 Ethicality of an ad makes people to have positive attitude towards the advertisers. 18 (90) 13 (52) 19 (38) 16 (32) 16 (16) 228 15.2 7 Children have nothing to do with the ethicality of an ad. 36 (180) 15 (60) 14 (42) 13 (26) 4 (4) 312 20.8 8 Advertisements directed at children are important factor in the development of child personality. 21 (105) 20 (80) 16 (48) 14 (28) 11 (11) 272 18.13

PowerPoint Presentation: 

S. No Statements SA A NO D SD TWS WAS 9 Having something which is advertised makes the children feeling high in status. 19 (95) 15 (60) 13 (39) 15 (30) 21 (21) 245 16.33 10 Indian advertisements are more reliable than the foreign advertisements as they endorse less costly products. 16 (80) 10 (40) 17 (34) 13 (26) 26 (26) 206 13.73 11 Children force the parents if they see any product in the advertisements 20 (100) 12 (48) 15 (45) 22 (44) 13 (13) 250 16.66

SD- Strongly Disagree, D- disagree, NO- No opinion, A-agree, sa- Strongly agree.: 

S. No Statements SA A NO D SD TWS WAS 12 Advertisers exploit some sections of the society not as human beings but as objects. 25 (125) 15 (60) 16 (48) 18 (36) 8 (8) 277 18.46 13 The sales of the product increases due to morally right ad. 18 (90) 15 (60) 19 (57) 23 (46) 7 (7) 260 17.33 SD- Strongly Disagree, D- disagree, NO- No opinion, A-agree, sa - Strongly agree.

Conclusion: 

Conclusion Marketing has a profound impact on how people understand life, the world, and themselves. Its up to the them that how they choose and behave in their life. No advertising for a product or service shall be accepted if it suggests that the parents will be failing in their duty to serve their children or lacking in loyalty to any person or organization. 3. No advertisement shall be accepted which leads children to believe that if they do not own or use the product advertised they will be inferior in some way to other children or that they are liable to the condemned or ridiculed for not owning or using it.

PowerPoint Presentation: 

What Advertisers can do? 1.This study indicates that ethical brands are evaluated more highly than are unethical products with associated uncertainty. Marketers should keep this in mind. 2. The advertising agencies should discharge their duties and responsibilities in enhancing the welfare of the society of which it is an integral part. 3. While discharging their duty they should keep in mind the welfare of children. 4.They should not convey any message which can influence the children negatively rather they should be taught that advertisements are made for promoting the products but nobody is able to purchase all kinds of products at the same time. Teachers and parents can also play integral part in educating children about

1. Educate kids about advertising and how marketers target young people. 2. Encourage savvy consumer habits. 3. Encourage your family to watch non-commercial television. 4. Explain the effects of mass consumerism on the planet and society. 5. Encourage non-commercial values in your kids Promote positive examples of advertising. : 

1. Educate kids about advertising and how marketers target young people. 2. Encourage savvy consumer habits. 3. Encourage your family to watch non-commercial television. 4. Explain the effects of mass consumerism on the planet and society. 5. Encourage non-commercial values in your kids Promote positive examples of advertising. What Parents Can Do:

Queries: 

Queries