m
m
m


m 
 
V Advertising is a form of communication intended
to persuade its viewers, readers or listeners to
take some action.

V It persuades potential customers to purchase or

to consume that particular brand.

V Commercial advertisers often seek to generate

increased consumption of their products or
services through branding.

V the repetition of an image or product name in an

effort to associate related qualities with the
brand in the minds of consumers.
V rarious forms of media is used such as
newspapers, magazines, television, radio etc.

V The standard airtime of a commercial

advertisement is 30 seconds.

V It is a challenging job for the advertisers to

attract and hold the attention of the audience
and market their product

V Creative advertising is all about making the

commercial interesting , informative and selling
the product to the viewers.
V The term ¶ brand babies· in the advertising field
refers to babies or kids featuring in
advertisements .

V child artists like rirej Dasani(Featured in Airtel,

Bajaj Allianz) , Siddarth Sangani (Surf Excel) ,
Rahul ( Ambuja Cement , HDFC), Sara Arjun(
Lifebuoy , Tata Sky).

V The Indian Express recently did a lovely piece on

BRAND BABIES. On the internet, one of its
readers posted he following comment :
V vByusing children, it is easy to draw the
attention of the customer and the potential
customer towards the product or the service.
They quoted that children bring freshness to
an old idea. The advertisers go one step
ahead when the say that when a child is
shown as a vulnerable person, it increases
the TRP of the Ad!!µ

V Having kid endorsers for products useful to

adults has an emotional appeal and offers a
wider and easier reach.
V Itis cost effective for an organization to
have a kid endorse their product rather than
a celebrity.

V Brand babies is a success and the latest

advertising trend is what we can say,
however it is not a new concept.

V Advertising follows the AIDA formula put

forth by E.K.Strong
V A ² ATTENTION
I ² INTEREST
D ² DESIRE
A ² ACTION

V The main job of advertising is creating an

interest in the consumer·s mind to buy a
product.
V Attracting viewer attention, instigating his
interest in it which in turn leads to a strong
desire to have or use the product resulting in
an action which is , ofcourse, buying the
product.

V Kidscan carry out this task extremely well

and in a way which is cost effective for the
advertiser as a celebrity doing the same job
would have to be remunerated 10 times
more.
V Children are exposed to the ad world at an
early age and it can have an adverse effect
on them.

V Despite of knowing this parents of the child

actors and the industry are eager to continue
with the marketing trend.

V It is an ¶evergreen· concept which has been

there. 1989 ad ² Hamara Bajaj and Dhara oil
² jalebi advertisements.