TITLE OF THE PAPER IMPACT OF TELEVISION ADVERTISEMENT ON THE PURCHASE BEHAVIOUR OF THE CHILDRENS

Purpose: Children market is growing immensely in size. Children comprises one-third of the total population of India. An effort is made to investigate the contribution to TV ads to children consumer socialization. Efforts are made to know that whether it, contribute to the broader understanding of the market place and help to develop effective consumer skills during childhood years? The purpose of this paper is to analyze the impact of childrens attitudes towards television advertisements on their resultant buying behavior.

Objective: Segmenting Childrens on the basis of advertisement Appeals ,which contribute towards their buying behavior. Introduction: Advertisement is one of the effective tools of integrated marketing communication to emotionally motivate consumers to buy the products. Advertisements featuring products like snacks, toys, confectionaries, cookies and fast food are specifically targeted at children, in order to motivate them to try new brands and buy more. A strong correlation has been observed between children and television advertisements, which are full of fascination and excitement (Blosser and Roberts,1985; Halan, 2003). Young childrens increasingly influence the purchasing decision as soon as they start interacting with other family members. As they grow, they are exposed with many other information sources, one is the television. They start seeking out information about the important functional aspects of products, utilize attribute information in evaluating products and adopt their buying response to environment they face. In some form advertising is expected to effect, childrens learning about the market place .However, marketers all over the world are still struggling to find ways and means to evaluate the impact of their advertisements on children. This study intends to study the differences in the comprehension capability of children towards television advertisements, as they grow up. Study also aims to find out

how this comprehension affects their preferences for advertised products. The impact of endorsing celebrities and the cartoon characters liked by the childrens and also by the premium offers given in ads. It also focus on the parent-child interaction and peer group interaction. Review Of Literature: TV ads has three kind of effect on children as given by John R. Rosseiter ( Does TV Advertising affect Children? Journal of Advertising Research,Vol19, 1979, pp 49-53 ).1-Cognitive effect-the ability of the children to understand the nature and intent of TV ads, 2- Affective effects-The feeling children develops towards TV ads, and 3-Behavioural effects-the extent to which children are persuaded by the TV ads to ask for the advertised product. The purpose of advertising to childrens is to encourage sale of a product or a service as stated by NAD-National Advertising Division, Childrens advertising guidelines(New York: Council of Business Bureaus, September 1977)pp36-39.

Sheoliha (2007) opined that Indian marketers are becoming more complex day by day, but a new phenomenon which is gaining prominence is advertising to children. Kotwal et al. (2008) felt that television and advertising together present a lethal combination and has become an integral part of modern society. The results of their study revealed that advertisements played a vital role in introducing a new product in the family list and making better choice during shopping. Nath (2008) acknowledged that television has become an essential part of life. Much research was conducted to find out the impact of television on children The girl teenagers are more attracted toward TV advertisements featuring celebrities, children or jingles (Dubey & Patel, 2004). While purchasing cosmetics, toiletries, stationary, gifts and cards, the girls give importance to informational input by the TV advertisements into their decision to buy.

When children are asked where they learned about toys they would like to have, they most often identify television commercials as the source (Caron & Ward, 1975).

Television has become an important economic socializing agent because of its massive presence in childrens lives. Children are exposed to numerous advertisements from an early age and are most likely the ideas advertising promotes. A study by Mittal (2009) shows that television advertisements were found to be more effective in creating a desire among children to own the advertised product. Also, celebrity endorsements are found to be more effective among children

Attributes: 1.Children-characters: It is interesting to know that these young consumers indicated their liking for advertising messages that feature children. Apart from the product- or brand-related reasons, another main reason for this liking is the similarity between them and the young actors that participate in the television promotional campaigns 2.Celebrity endorsement: participants are strongly attracted to advertising messages that feature celebrities respondents also want to be heroes like these celebrities 3.Food-related advertisements: advertisements that revolve around nutrition food and drink tend to attract the interest of these childrens. 4.Family and group advertisements: television commercials that feature family and groups, especially groups of children

5.Television advertisements, childrens preferences and family consumption: participants perceive television advertisements as relevant to their consumption of goods and services. interest in particular advertising messages is driven by family tradition and consumption of certain products.