1.

1Advertisement
Advertisements are usually found in magazines and newspapers, on television, radio and Billboards even now on the Internet. Advertisements dont just have to be about selling something. They can also persuade the public to change their behaviour. Successful Advertisements usually adhere to the following structure, known as the AIDA Theory: Attention Interest Desire Action Your advertisement must catch the publics ATTENTION: A successful advertisement will have something about it that attracts the attention ofThe public. Successful ways to catch attention include a jingle, a logo or slogan. Your advertisement must maintain the publics INTEREST: After catching their attention, maintaining interest is the hardest part. You need to Appeal to the public in some way so that what you are saying seems relevant to their Lives. You can appeal to their emotions happiness, fear, anger. You can appeal to their weaknesses jealousy, vanity, and selshness. You can appeal to their problems time poor, work issues, global convicts. Your advertisement must create or stimulate the publics DESIRE: Most people need or want something and many people need or want the something. You could stimulate: Their need to belong Their desire to get ahead in life Their need for peace Their desire to feel good about themselves Their desire to protect their families.
1

Your advertisement must call for ACTION: A successful advertisement will invite the public to take specific action. There might be a Phone number to ring, a behaviour they can change, an internet address, or a group to join. Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketers target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising. Advertising also has a history of being considered a one-way form of marketing communication where the message receiver (i.e., target market) is not in position to immediately respond to the message (e.g., seek more information). This too is changing. For example, in the next few years technologies will be readily available to enable a television viewer to click a button to request more details on a product seen on their favourite TV program. In fact, it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive. Another characteristic that may change as advertising evolves is the view that advertising does not stimulate immediate demand for the product advertised. That is, customers cannot quickly purchase a product they see advertised. But as more media outlets allow customers to interact with the messages being delivered the ability of advertising to quickly stimulate demand will improve.

1.2 Importance of Advertising

Spending on advertising is huge. One often quoted statistic by market research firm Zenith Opt media estimates that worldwide spending on advertising exceeds (US) $400 billion. This level of spending supports thousands of companies and millions of jobs. In fact, in many countries most media outlets, such as television, radio and newspapers, would not be in business without revenue generated through the sale of advertising. While worldwide advertising is an important contributor to economic growth, individual marketing organizations differ on the role advertising plays. For some organizations little
2

advertising may be done, instead promotional money is spent on other promotion options such a personal selling through a sales team. For some smaller companies advertising may consist of occasional advertisement and on a very small scale, such as placing small ads in the classified section of a local newspaper. But most organizations, large and small, that rely on marketing to create customer interest are engaged in consistent use of advertising to help meet marketing objectives. This includes regularly developing advertising campaigns, which involve a series of decisions for planning, creating, delivering and evaluating an advertising effort. We will cover advertising campaigns in greater detail in our next tutorial.

1.3 Managing Advertising Decisions

Delivering an effective marketing message through advertising requires many different decisions as the marketer develops their advertising campaign. For small campaigns, that involve little creative effort, one or a few people may handle the bulk of the work. In fact, the Internet has made do-it-yourself advertising an easy to manage process and has especially empowered small businesses to manage their advertising decisions. As we will see, not only can small firms handle the creation and placement of advertisements that appear on the Internet, new services have even made it possible for a single person to create advertisements that run on local television. For instance, a company called Spot Runner allows users to select from a list of high-quality television ads that can be customized and then placed within local cable television programming. For larger campaigns the skills needed to make sound advertising decisions can be quite varied and may not be easily handled by a single person. While larger companies manage some advertising activities within the company, they are more likely to rely on the assistance of advertising professionals, such as those found at advertising agencies, to help bring their advertising campaign to market.

1.4 Advertising Agency Functions

Professionals at advertising agencies and other advertising organizations offer a number of functions including:

Account Management Within an advertising agency the account manager or account executive is tasked with handling all major decisions related to a specific client. These

responsibilities include locating and negotiating to acquire clients. Once the client has agreed to work with the agency, the account manager works closely with the client to develop an advertising strategy. For very large clients, such as large consumer products companies, an advertising agency may assign an account manager to work full-time with only one client and, possibly, with only one of the clients product lines. For smaller accounts an account manager may simultaneously manage several different, though non-competing, accounts.

Creative Team The principle role of account managers is to manage the overall advertising campaign for a client, which often includes delegating selective tasks to specialists. For large accounts one task account managers routinely delegate involves generating ideas, designing concepts and creating the final advertisement, which generally becomes the responsibility of the agencys creative team. An agencys creative team consists of specialists in graphic design, film and audio production, copywriting, computer programming, and much more.

Researchers Full-service advertising agencies employ market researchers who assess a clients market situation, including understanding customers and competitors, and also are used to test creative ideas. For instance, in the early stages of an advertising campaign researchers may run focus group sessions with selected members of the clients target market in order to get their reaction to several advertising concepts. Researchers are also used following the completion of an advertising campaign to measure whether the campaign reached its objectives.

Media Planners Once an advertisement is created, it must be placed through an appropriate advertising media. Each advertising media, of which there are thousands, has its own unique methods for accepting advertisements, such as different advertising cost structures (i.e., what it costs marketers to place an ad), different requirements for accepting ad designs (e.g., size of ad), different ways placements can be purchased (e.g., direct contact with media or through third-party seller), and different time schedules (i.e., when ad will be run). Understanding the nuances of different media is the role of a media planner, who looks for the best media match for a client and also negotiates the best deals.

Advertising has become so integral part of our life & society that we cannot imagine any event, newspaper, magazine, TV serial, Cinema etc. without advertising. Advertising is a vital marketing tool as well as powerful communication medium. The basic objective of any advertisement is to stimulate sales, direct or indirect by trying to make tall claims about
4

product performance. The degree of impact of advertising on adults may be problematic but the outcome is devastating for children. Advertisers of children's television used to appeal to the parents earlier but now they appeal directly to children -- who do not have the emotional or cognitive tools to evaluate what's being sold to them. Television is no more just a source of entertainment for children. They showcase the must haves for a kid making them a consumer even before they have reached the age of 3. Thus the influence of the media on the psychosocial development of children is profound. Thus, it is important for the parents to know their childs exposure to media and to provide guidance on age-appropriate use of all media, including television, radio, music, video games and the Internet. The objectives of this research paper are to explore both the beneficial and harmful effects of media on childrens mental and physical health, and to identify how the advertising industry can be regulated by formulating unified laws to prevent the over-exposure of children to the ad world. We are also emphasizing on directing childrens towards imbibing healthy food habits in them by suggesting parents to be more aware & regulating the advertisement targeted on children. We also have taken a review on what kind of regulations are implemented in some parts of world regarding advertisements targeting childrens & what kind of steps are being taken in India in this direction.

1.5 Types of Advertising

If you ask most people what is meant by "type" of advertising, invariably they will respond by defining it in terms of how it is delivered (e.g., television ad, radio ad, etc.). But in marketing, type of advertising refers to the primary "focus" of the message being sent and falls into one of the following four categories: 1. Product-Oriented Advertising 2. Image Advertising 3. Advocacy Advertising 4. Public Service Advertising 1.6 Advertising Trends: Audience Tracking The movement to digital convergence provides marketers with the basic resources needed to monitor users activity, namely, digital data. Any media outlet that relies on computer technology to manage the flow of information does so using electronic signals that eventually form computer data. In simple form, electronic data is represented by either an "on" or "off"
5

electronic signal. In computer language this is further represented by two numbers "0" and "1" and, consequently, is known as digital information. All digital information can be stored and later evaluated. For media outlets delivering information in digital form, the potential exists for greater tracking and matching this with information about the person receiving the digital data. And tracking does not stop with what is delivered; it also works with information being sent from the customer. For instance, as we noted earlier, by clicking on their television screen viewers will soon be able to instantly receive information about products they saw while watching a television show. This activity can be tracked then used in future marketing efforts. While media convergence offers marketers more options for tracking response to advertisements, such activity also raises ethical and legal concerns. Many consumers are not pleased to learn their activities are being monitored when they engage a media outlet. Yet consider the following examples of how marketers are tracking users:

Television Viewing As we noted, the advent of digitally delivered television allows cable, telephone and satellite providers to track user activity through the set-top boxes connected to a subscribers television. Future innovation will make the user television experience even more interactive and, consequently, open to even more tracking.

Television recording The days of television videotape recording are quickly coming to an end, replaced by recording using computer technology. A digital video recorder (DVR), such as TiVo, can track users recording habits and, based on a viewers past activity, make suggestions for programs they may want to record. Additionally, advertising services can program the DVR to insert special advertisements within a program targeted to a particular viewer.

Internet Spyware Downloading entertainment from the Internet, such as games, video and software, may contain a hidden surprise spyware. Spyware is a special program that runs in the background of a users computer and regularly forwards information over the Internet to the spywares company. In some cases spyware keeps track of websites the user has visited. The information is then used to gain an understanding of the users interests, which then results in delivery of special ads when a user visits a certain site.

1.7 Advertising Trends: Changing Media Choices

There is a major cultural shift occurring in how people use media for entertainment, news and information. Many traditional media outlets, such as newspapers and major commercial television networks, are seeing their customer base eroded by the emergence of new media outlets. The Internet has become the major driver of this change. In particular, a number of important applications tied to the Internet are creating new media outlets and drawing the attention of many, mostly younger, consumers. Examples include:

Podcasting Audio This involves delivering programming via downloadable online audio that can be listened to on music players, such as Apples iPod. Many news websites and even other information site, such as blogs, offer free downloadable audio programming.

Podcasting Video While audio downloading has been available for some time, the downloading of video to small, handheld devices, including cellphones, is in its infancy. Many television networks are now experimenting with making their programming available for download, albeit, for a fee.

RSS Feeds This is an Internet information distribution technology that allows for news and content to be delivered instantly to anyone who has signed up for delivery. Clearly those registering for RSS feeds represent a highly targeted market since they requested the content.

Networked Gaming While gaming systems have been around for some time, gaming systems attached to the Internet for group play is relatively new and becoming more practical as more people move to faster Internet connections. This type of setup will soon allow marketers to insert special content, such as advertising, within game play.

For marketers these new technologies should be monitored closely as they become accepted alternatives to traditional media outlets. While these technologies are currently not major outlets for advertising, they may soon offer such opportunity. As these technologies gain momentum and move into mainstream acceptance marketers may need to consider shifting advertising spending. Marketers should also be aware that new media outlets will continue to emerge as new applications are developed. The bottom line for marketers is they must stay informed of new developments and understand how their customers are using these in ways that may offer advertising opportunities.
7

Television advertisement Advertising on television usually means running a TV commercial, typically between 15 and 60 seconds in length, but TV advertising can also include sponsorships and product placement within television shows.

1.8 Television Advertising's Effectiveness

Though user habits are rapidly changing, television advertising has long been considered the most effective mass-market advertising format. The introduction of digital video recorders such as TiVo, which allows viewers to skip advertisements, as well as the popularity of commercial-free cable channels, have begun to diminish the reach and effectiveness of TV advertising. Television advertising's crowning moment is the Super Bowl, where companies debut their very best television commercials, effectively putting them in competition with all of the other television commercials. With the cost of a single 30-second TV spot during the Super Bowl running into the millions, most companies opt instead for running their TV advertising in time slots that best match their advertising budget. Television networks spend about 16% of their revenues on tune-ins, which Are previews or advertisements for their own shows. In this paper, we examine two questions. First, what is the informational content in advertising? Second, is this level of expenditures consistent with profit maximization? To answer these questions, we use a new and unique micro-level panel Dataset on the television viewing decisions of a large sample of individuals, Matched with data on show tune-in advertisements. The difference in Effectiveness of advertisements between regular shows (about which viewers are assumed to have substantial information a priori) and specials (About which they have very little) reveals the value of information in Advertisements and the different roles that information can play. The Number of exposures for each individual is likely to be correlated with their Preferences, since networks target their audiences. We address this endogeneity problem by controlling for observed, and integrating the unobserved, Characteristics of individuals and find that the estimated affects of tune-ins Are still large. Finally, we find that actual expenditures on tune-ins closely match the predicted optimal levels of spending STILL THE MOST POWERFUL FORM OF ADVERTISING The Internet may grab all of the attention these days, but TV is still the media king. According to one recent study, the average American spends more than four and a half hours
8

a day in front of the tube -- and a whopping 99 percent of all U.S. households have at least one TV. Those numbers make one thing crystal clear: television advertising is still the most pervasive and powerful tooling for reaching U.S. consumers. For small businesses, however, the barriers to using TV ads can be daunting; airtime can be very expensive, and good commercials are difficult and costly to create.

1.9 Influence of Advertising on Your Children

The influence of advertising on our lives, for both children and adults, has changed over the years. In the early days, advertising for toys and other products for children was primarily targeted toward parents and their message was direct. Today however, things have changed. Marketing messages are more sophisticated, more pervasive, and are aimed directly at "hooking" kids at a very early age.

1.10 The Prevalence of Advertising in Our Children's Lives

There have always been advertisers who market to children. Clearly products such as toys and sugary cereals have been around since before our grandparents were small. Just as today, those who made such products developed ad campaigns to promote them to an interested audience. Many years ago however, it was a bit easier to recognize what was an advertisement and what wasn't. Advertisements were limited to displays in a store, a newspaper ad, or a brief spot on TV or radio. Some merchandising was creeping in during the 60's with Beatles lunchboxes and similar items. Today however, half of the clothing that kids wear includes an advertisement of one sort or another. Backpack, shoes, and many accessory items also display the most popular brands for a child's peers to see. The influence of advertising is increasingly far reaching. Today, ads are much more pervasive and less recognizable as a sales pitch. For instance, while eating at a favourite child oriented fast food restaurant, a child may receive a toy. That toy may also be tied to a movie, a cartoon, a video game, or to a website that offers additional games, toys, and related products. Books, clothing, accessory items, backpacks, cell phones, scooters and more are all tied to the same theme. There are a seemingly limitless number of products that are then presented to the child.

These ads for children, just as those targeted toward adults, create a need where none existed previously. They also hook children, and subsequently their parents, into an endless loop of buying more and more products. Advertising is no longer limited to store displays, radio and TV commercials, and newspaper. Some literature is developed for the primary purpose of marketing. Movies, cartoons, video games and more are also developed for the purpose of marketing additional products. Some schools allow advertising on books, educational posters, on the sides of buses, and more. As we are bombarded with ads from every direction, even as adults these games, movies, children's meals, websites etc. are seldom recognized as the mere marketing methods that they are. With increased prevalence and subtlety, the influence of advertising has grown enormously.

1.11 Other Factors that Increase the Influence of Advertising on Our Children
Children today watch far more television than children did in the early days of TV. In addition, they are online where advertising is prevalent as well. The influence of advertising has permeated much of what our children do and see.

This Media Family page indicates that the average American child views over 40,000 television commercials each year. This doesn't even cover some of the more subtle advertising such as the use of specific products in the shows that kids watch.

More and more children spend time online as well. This Marketing to Children paper discusses the fact that marketers are targeting children as young as 4 years old via the internet, often with the parents being unaware.

Clearly, many parents have concerns about the amount of marketing and the pervasiveness of advertising messages directed toward children. However, there is another disturbing trend that has emerged in recent years; the promotion of "adult type" products to children. Vehicle manufacturers for instance know that children influence what parents buy but even more importantly, they know that if they can "hook" a child on their brand name while young, they may have a customer for life. Whether it's the Porsche ad that shows the grade school boy recognizing the car as the epitome of "cool" and success, or the Chevy that wins the
10

NASCAR championship; these brands are sealed into a child's mind at a young age. The dolls that little girls play with may promote brand name make up, board games may make use of a specific credit card, and an HO race track often includes a specific brand of car. All of these promotions are paid for by manufacturers and serve a very specific purpose. These messages often have the effect of making kids consumers of such products at an increasingly early age and assure that they develop their brand loyalty earlier.

1.12 Is Advertising Really That Influential?

There are a number of studies that support the idea that advertising is particularly effective with children due to the fact they don't have the same critical thinking/judgement as an adult. This brief from the APA highlights this thought and discusses how such advertising can lead children to unhealthy food and lifestyle choices. Advertising has also been shown to greatly influence a child's body image and sexual development. This Young Media site covers many of the related issues. Children today often feel the influence of advertising's subtle messages more strongly that those provided by schools and even parents. Certainly many child development specialists have argued that advertising has taken a disastrous turn as far as the welfare of children. This 1999 letter from a group of psychologists expresses their concern regarding the use of psychology in the marketing of products to children. It indicates that such knowledge is now often used in designing ad campaigns to the detriment of children. This more recent APA task force (American Psychology Association) has also called for restrictions based on such concerns. It appears that the professionals concerned with child development have grown increasingly concerned about the influence of advertising.

11

2.1Review of literature The use of true experiments is advocated for testing destination advertising effectiveness in causing visits. Examples of A-B ad copy split tests in other industries are described and the value and limitations of advertising conversion research studies are reviewed(Arch.g woodside, 1989 ). The use of humour has become common practice in advertising; yet our knowledge about its impact has not been updated since the last major review almost twenty years ago. In the interim, a great deal of humour research has been conducted. The outcome of this research only partially supports earlier conclusions and highlights the need to apply humour with care. Humour is by no means a guarantee of better ads, but its effect can be enhanced with careful consideration of the objectives one seeks to achieve as well as the audience, situation, and type of humour. (Weinberger and Gulas, 1988) Use of celebrities as part of marketing communications strategy is a fairly common practice for major firms in supporting corporate or brand imagery. Firms invest significant monies in juxtaposing brands and organisations with endorser qualities such as attractiveness, likeability, and trustworthiness. They trust that these qualities operate in a transferable way, and, will generate desirable campaign outcomes. But, at times, celebrity qualities may be inappropriate, irrelevant, and undesirable. (Erdogan, Zafer B;May 1999) Certain methodological flaws and reported concerns. In general, the literature appears to reflect that corporate advertising has been successful in promoting image, products and services, and company position statements (issue and advocacy) to a variety of audiences. The review concludes with an agenda for future research. (1991; Schumann and .Hathcote) ARs are not evaluative responses to an advertisement, but represent the moods and feelings evoked by the ad. The literature on ARs is reviewed, and a typology for such responses is presented. Three ARs are studied empirically; they appear to be antecedents of the attitude towards the ad (A_ad) and to have a weak but significant impact on brand attitudes. (Batra and .Ray; 1984) An overview of future pervasive advertisement scenarios, and sketches the architecture and implementation of a system for adaptive context-aware pervasive advertisement. Subsequently, with the help of a simulation environment, the paper evaluates the

12

performances of several adaptive context-aware advertisement strategies, and compares them against non-adaptive ones. (Rosi,Zambonelli et al. ; 2010) apparel advertisements with varying environmental claims. Respondents were 274 undergraduate students at a US university. Three attitudinal perceiver variables (environmental knowledge, concern and commitment) were analysed in relation to perceptions of credibility of environmental messages. Although significant differences in perceptions of credibility among certain types of environmental ad claims were found, results suggest that the sample of consumers did not respond more positively to advertisements with environmental messages. (Kim, and Damhorst ; 1999) Anything up to 80 per cent of a technical journal to-day consists of advertisements. The advertising pages are often cunningly woven among the others to increase their chance of being read, and it is a fact that many readers are as likely to be arrested by an advertisement as by a feature in the text. Abstractors, however, or information staff scanning a periodical for a purpose, may be inclined to regard this 80 per cent advertising as a bore, grudgingly admitting responsibility for trade announcements of plant, apparatus, materials, and the books and other publications listed, but giving other publicity scant attention.(GEOFFREY A. SHIRES; 1950) Traditional advertising research usually relies on self-report or memory. With Web advertisement banners, on the other hand, we can track actual behaviour. In our pilot study, we demonstrate conclusively that click-through rate, the percentage of visitors to a Web page clicking on an advertisement banner; can vary according to the advertisement copy. We also find that the imperative call for behaviour, Click here, has a positive effect. These findings, using a new research method with a new medium, open the door to further advertising and communication research on Web advertisement banners. (Hofacker, and Murphy; 1998) unique set of emotions may be generated by advertisements for apparel products and brands for a young female target audience. (Hye-Shin Kim; 2000) Affective attitude toward the advertisement (Aad), and purchase intention (PI) of AsianIndian immigrants. Our results indicate that (i) Aad as well as PI of Asian-Indian immigrants for the Indian versus the American advertisements vary within and across the stages of acculturation: low, moderate, and high, and (ii) there is a strong positive relationship between Aad and PI. Our results imply that the degree of acculturation (DA) should be considered in
13

advertising. (Khairullah ,and Zahid ; 1999) Perception of eco-brand show positive and significant impact on their actual purchase behaviour. (Rahbar, and Wahid; 2011) Impact of celebrity credibility on consumer-based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub-brand) employed by the endorsed brand on the endorser credibility-brand equity relationship are also to be examined. The endorser credibility-brand equity relationship was developed using associative learning principles whereas the brand signalling theory is applied to examine the mediating role of brand credibility.(Spry and Cornwell 2011) The economic effects of advertisement expenses has been a much debated topic and studied widely at different points of time. Verdon et al (1968) while studying the relationship between advertising and aggregate demand found that advertising have a positive relation with aggregate demand. However, Ekelund and Gramm (1969) analyzed the relationship between advertising expenditure and aggregate consumption but could not establish any positive relationship between these two. Similarly, Taylor and Weiserbs (1972) studied the relationship between advertising expenditure and aggregate consumption on the basis of Houtakker-Taylor model and showed that advertising affects aggregate consumption and the relationship between advertising and consumption is not found to be unidirectional but simultaneous.

14

Research Methodology
3.1RESEARCH METHODOLOGY

Research methodology.

3.3 OBJECTIVES OF STUDY

3.3.1MAIN OBJECTIVE The main objective of this Project is to find out the effect of TV advertisements on childrens according to their parents and their own perspective

3.3.2 SUB OBJECTIVES To analyze the relevance of advertisements over childrens from parents perspective. To analyze the relevance of advertisements over childrens from their own perspective. To study the kind of advertisements and TV channels preferred by childrens

3.4 JUSTIFICATION OF STUDY

The area of our research is to study how advertising has an impact on impressionable minds of the children & how it affects their psychology & health. Advertising comes in different forms such as television, print, radio & internet. So using such various communicating devices how the products are advertised to the so called new segment in the market. Our research project usually deals with various studies about the nature of the children, his likes & dislikes, parents role in the decision making & the influence of advertising on the buying habits seen by the kids. So our report aims at taking precautionary steps in the governments front, ethical front of the advertisers and of course on the parental & childrens front.
15

3.5 HYPOTHESIS The following hypothesis has been framed for this study. 1H0: There is no significant relationship between the TV Channels preferred by parents and children. 1H1: There is a significant relationship between the TV Channels preferred by parents and children. 2H0: There is no association between the advertisements and motivational factors from parents and childrens perspective. 2H1: There is an association between the advertisements and motivational factors from parents and childrens perspective.

3.6 RESEARCH DESIGN:In this, those studies are taken which are concerned with describing the characteristics of particular individual or a group. The research design of this project is descriptive in nature because it is concerned with describing the nature & characteristics of advertisement and its effect. The research design is made from the provision for the protection against bias and must maximize reliability, with due concern for the economical completion of the research study. The purpose of descriptive research design is in descriptive state. The main characteristic is that the research has no control over the variables; he can only report what has happened or what is happening.

3.7TYPES OF DATA COLLECTION:In this study both Primary as well as secondary data has been taken to conduct the study. Primary data has been collected through structured questionnaire and in some cases personal interview technique has also been adopted.
16

Secondary data has been collected through internet, books and journals.

3.8Sampling technique used and sample size

Simple Random sampling technique has been used to conduct the study. Sample of 100 respondents has been taken into consideration to fill the structured questionnaire. Due care has been taken to choose the sample size to represent the universe. Parents and childrens both were considered to fill the questionnaire and draw out the necessary information.

3.9Limitations:
1. Children may give wrong information due to inability to understand the questionnaire. 2. May be the children chosen are not able to understand the questions properly. 3. Parents may not have given the accurate information.

3.10ANALYTICAL TOOLS USED

For this study tools like tables, percentage techniques has been used to simplify the data after that pie charts and chi square as a statistical technique has been used to analyze the data. Chi-square test: - Chi-square test is used when the set of observed frequencies obtained after experimentation have to be supported by hypothesis or theory. The test is known as X 2- test of goodness of fit and is used to test if the deviation between observation (experiment) and theory may be attributed to chance (fluctuations of sampling). Here we have the assumption of H0 and H1. If the values come in accordance to the depicted values then the hypothesis is accepted else its rejected.

2= [(O-E) 2/E] Where, O = observed frequency

17

Expected frequency

Degree of freedom (dof) = v=(r-1) (c-1)

4.1 Interpretation and Analysis

According to parents prospective: Q1: Do you allow your children to watch T.V? Table no.4.1 Options ALWAYS VERY OFTEN SOMETIMES NEVER No. Of respondent 16 20 12 2 percentage 32% 40% 24% 4%

18

NEVER 4%

SOMETIMES 24%

ALWAYS 32%

VERY OFTEN 40%

Fig: 4.1

INTERPRETATION: by analysing this figure it is clear that 40% of parents allow their children to watch TV very often, 32% always allow them, 24% of parents gave them permission sometimes and 4% of parents never allow them for watching TV.

Q2: Which channels do you prefer for your children? Table no.4.2 Options CARTOONS NEWS DAILY SOAP EVERY No. Of respondent 16 22 2 10 percentage 32% 44% 4% 20%

19

EVERY 20% DAILY SOAP 4% CARTOONS 32%

NEWS 44%

Fig: 4.2 INTERPRETATION: This clearly shows that 44% of the parents want their children to watch news or 32% prefer cartoon channels with 20% who wants their child to watch every channel but there are only 4% of parents who are interested in showing daily soap.

Q3: What is the average duration you allow your children for watching T.V?

Table no.4.3 Options LESS THAN 1 HOUR 1 TO 2 HOURS 2 TO 3 HOURS 26 6 52% 12%
20

No. Of respondent 16

percentage 32%

MORE THAN 3 HOURS

4%

MORE THAN 3 HOURS 4% 2 TO 3 HOURS 12% LESS THAN 1 HOUR 32% 1 TO 2 HOURS 52%

Fig: 4.3

INTERPRETATION: 52%of the parents allow their childrens to watch TV for 1 to 2 hours but 32% of them allow them for less than 1 hour, 12% are those who give permission for 2 to 3 hours only 4% of parents allow for even more than 3 hours.

Q4: Which types of channels your children used to watch?

Table no. 4.4 Options CARTOONS NEWS DAILY SOAP No. Of respondent 12 22 8 percentage 24% 44% 16%

21

EVERY

16%

EVERY 16% CARTOONS 24% DAILY SOAP 16%

NEWS 44%

Fig: 4.4 INTERPRETATION: through this figure we can clearly analyze that 44% of childrens watch news channel and 24% are interested in cartoons show 16% also watch daily soap channels and 16% of children watch every kind of channels.

Q5: Do you allow your children to sit with you while watching T.V?

Table no.4.5 Options ALWAYS VERY OFTEN No. Of respondent 4 26 Percentage 8% 52%
22

SOMETIMES NEVER

6 14

12% 28%

ALWAYS 8% NEVER 28%

SOMETIMES 12%

VERY OFTEN 52%

Fig: 4.5

INTERPRETATION: 52% of parents watch TV with their children very often, 8% of them are always be with their children while watching TV, 12% of them are sometimes sit together, but 28% of parents never allow their children to sit with them while watching TV.

Q6: Do they ever try to enquire about adult advertisements?

Table no.4.6 Options ALWAYS No. Of respondent 2 percentage 4%

23

VERY OFTEN SOMETIMES NEVER

24 10 14

48% 20% 28%

ALWAYS 4%

NEVER 28%

VERY OFTEN 48% SOMETIMES 20%

Fig: 4.6 INTERPRETATION: this can be analysed that 48%of children enquire about the adult advertisement very often, 4% of them always enquire but 20% of children sometimes try to enquire but there are also 28% of children who never try to enquire about these advertisements.

Q7: According to you what is the effect of adult advertisement on them?

Table no.4.7 Options No. Of respondent percentage

24

THEY EXPLOIT THEM

24

48%

18 THEY ARE KNOWLEDGEABLE THEY ENTERTAIN THEM NO EFFECT 2 6

36%

12%

4%

THEY ENTERTAIN NO EFFECT 4% THEM 12%

THEY ARE KNOWLEDGEABLE 36%

THEY EXPLOIT THEM 48%

Fig: 4.7 INTERPRETATION: this figure clearly shows that 48% of parents believe that

advertisements exploits the childrens mind but 36% thinks that they are knowledgeable , 12% of them thinks that they are just for entertainment, and only 4% of parents thinks that it has no effect on childrens. Q8: Do you agree that advertisements like horlicks motivate the children?

Table no.4.8

25

Options STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE

No. Of respondent 12 22 12 2 2

Percentage 24% 44% 24% 4% 4%

DISAGREE 4%

STRONGLY DISAGREE 4%

NEUTRAL 24%

STRONGLY AGREE 24%

AGREE 44%

Fig: 4.8 INTERPRETATION: 44% of parents are agree that these advertisements motivates the childrens but 24% are strongly in favour of this, but 24% of parents are neutral with this statement and 4% of parents disagree with this point and even 4% are they who are strongly disagree with it. Q9: Do you agree that overall advertisements are helpful in development of your child? Table no.4.9 Options No. Of respondent percentage
26

STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE

12 22 10 6 Nil

24% 44% 20% 12% nil

DISAGREE 12% STRONGLY AGREE 24%

NEUTRAL 20%

AGREE 44%

Fig: 4.9

INTERPRETATION: according to this figure 44% of parents agreed that advertisements helps in overall development of children and 24% are strongly in favour of this 20% gave neutral reply but 12% also disagree with it.

ACCORDING TO CHILDREN PROSPECTIVE Q1: Do you really like to watch T.V?

27

Table no.4.10 Options ALWAYS VERY OFTEN SOMETIMES NEVER No. Of respondent 10 8 32 Nil percentage 20% 16% 64% nil

NEVER 0%

ALWAYS 20%

SOMETIMES 64%

VERY OFTEN 16%

Fig: 4.10

INTERPRETATION: today is a world of television and through this figure it is clear that no one is there who doesnt watch TV at all 64% of children sometimes watch TV and 20% of them always watch TV but 16% of childrens watch TV very often.

Q2: Which channel do you prefer to watch?

28

Table no. 4.11 Options CARTOONS NEWS DAILY SOAP EVERY No. Of respondent 4 8 6 32 percentage 8% 16% 12% 64%

CARTOONS 8%

NEWS 16%

EVERY 64%

DAILY SOAP 12%

Fig: 4.11 INTERPRETATION: 64% of childrens like to watch every type of channel 12% of children are interested in watching daily soap channels and 16% likes news channels and only 8% are interested in cartoon channels.

Q3: Do you watch advertisements?

29

Table no.4.12 Options ALWAYS VERY OFTEN SOMETIMES NEVER No. Of respondent 2 30 12 6 percentage 4% 60% 24% 12%

ALWAYS 4% NEVER 12%

SOMETIMES 24% VERY OFTEN 60%

Fig: 4.12 INTERPRETATION: as we can see from this figure that except 12% of children every one watch , 60% watch it very often, 4% of children always watch advertisements but 24% of children sometimes watch advertisements.

Q4: Which kind of advertisement do you prefer to watch?

30

Table no.4.13 Options BEAUTY PRODUCTS BABY PRODUCT FOOD PRODUCT PRODUCT SHOWING BRAND AMBESSEDOR 8 28 8 16% 56% 16% No. Of respondent 6 percentage 12%

PRODUCT SHOWING BRAND AMBESSEDOR 13%

BEAUTY PRODUCTS 12% BABY PRODUCT 17%

FOOD PRODUCT 58%

Fig: 4.13

INTERPRETATION: major parts of childrens i.e. 58% watch advertisements related to food which are spoiling their food hobbits, 17% are interested in watching advertisements related to baby products and 12% also watch advertisements of beauty products. Q5: What is the average duration of watching T.V? Table no. 4.14

31

Options LESS THAN 1 HOUR 1 TO 2 HOURS 2 TO 3 HOURS MORE THAN 3 HOURS

No. Of respondent 8

percentage 16%

28 8 6

56% 16% 12%

MORE THAN 3 HOURS 12% 2 TO 3 HOURS 16%

LESS THAN 1 HOUR 16%

1 TO 2 HOURS 56%

Fig: 4.14

INTERPRETATION: 56% of children spend 1 to 2 hours for watching tv 16% watch for less than 1 hour and another 16% from 2 to 3 hours but 12% of childrens watch TV for even more than 3 hours.

Q6: Do you hide from your parents that you watch TV?

32

Table no.4.15 Options ALWAYS VERY OFTEN SOMETIMES NEVER No. Of respondent 4 12 8 26 percentage 8% 24% 16% 52%

ALWAYS 8%

VERY OFTEN 24% NEVER 52% SOMETIMES 16%

Fig: 4.15

INTERPRETATION:

Major part of children i.e. 52% doesnt hide from their

parents that they watch TV but there are some ratios i.e. 8% who always hide , 16% who sometimes hide from their parents and 24% who very often watch TV by hiding from their parents.

Q7: Do you think advertisement influence you positively? Table no.4.16

33

Options STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE

No. Of respondent 6 22 12 6 4

percentage 12% 44% 24% 12% 8%

STRONGLY DISAGREE 8% STRONGLY AGREE 12%

DISAGREE 12%

NEUTRAL 24%

AGREE 44%

Fig: 4.16

INTERPRETATION:

44% of children agree and 12% are strongly agree that

advertisement is good and it influences us positively but 12% of children are disagree and 8% are strongly disagree that these advertisement doesnt influence us positively.

Q8: Do you agree that advertisements like of horlicks motivate you? Table no.4.17
34

Options STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE

No. Of respondent 10 8 28 2 2

percentage 20% 16% 56% 4% 4%

DISAGREE 4%

STRONGLY DISAGREE 4%

STRONGLY AGREE 20% AGREE 16% NEUTRAL 56%

Fig: 4.17 INTERPRETATION: Most of the children i.e.56% gave neutral decision but 16% are agreed and 20% are strongly agree that these advertisements motivate the children 4% also disagree and another 4% are strongly disagree that those advertisements not as such helps in motivating them.

4.2STATISTICAL ANALYSIS

35

1H0: There is no significant relationship between the TV Channels preferred by parents and children. Regions PARENTS CHILDREN Total Cartoons N % 16 10% 4 10% 20 Daily soap N % N % 22 15% 2 4.5% 8 15% 6 4.5% 30 8 Chi- Square: 38.736, DF-3, Table Value 7.81 News Every N 10 32 42 % 21% 21% Total 50 50 100

From Table presented above, it is evident that a majority of parents preferred their children to watch news or cartoon channels but childrens like to watch every type of channels. Chi square value also supports the same by rejecting the 1Ho. Since the calculated value of chi square is greater than tabulated value at 5% Level of significance, hence we reject the null hypothesis in favour of alternate hypothesis and conclude that there is a significant relationship between the TV Channels preferred by parents and children.

2H0: There is no association between the advertisements and motivational factors from parents and childrens perspective. Regions Strongly agree N % 12 11% 10 11% 22 Agree N 22 8 30 % 15% 15% Neutral N 12 28 40 % 20% 20% Disagree N 2 2 4 % 2% 2% Strongly Disagree N % 2 2% 2 2% 4 Total

parents childrens Total

50 50 100

Chi- Square: 16.145, DF-4, Table Value 9.48

36

From Table presented above, it is evident that a majority of parents responded in favour of relation between advertisement and motivation, but childrens are neutral about the same. Chi square value also supports the same by rejecting the 2Ho. Since the calculated value of chi square is greater than tabulated value at 5% Level of significance, hence we reject the null hypothesis in favour of alternate hypothesis and conclude that there is an association between the advertisements and motivational factors from parents and childrens perspective.

4.3Overall analysis
Now a day each and every child like to watch TV and most of the parents allow them. Parents generally prefer that their children should watch cartoon or news channel according to their age but childrens generally watch each and every channel being shown weather it is right for them to watch or wrong they dont bother. Parents wants their children to watch TV for near about 1 to 2 hours but they even watch it for more than 3 hours in which they also watch each and every kind of advertisements that is the reason why parents sometimes doesnt allow their children to sit with them while watching TV but they watch these advertisements and want to get full information for which they sometimes enquire their parents. Some of the childrens even hide from their parents regarding TV to watch those channels movies or advertisement which are not meant for them. This is the reason why most of the parents believe that advertisement is exploiting their childrens besides giving knowledge. Some of both parents and children are agree to this point that advertisement like of cowlicks motivates them and to move forward in fact they are agree to it that ads helps in overall development of children.

5.1 Findings of the study

37

1. Every child and parents are interested in watching different advertisements now a day. 2. Childrens dont follow their parents instructions and watch the advertisements which are not meant for them. 3. Different kinds of adult advertisements are even shown on that channels which are specially for children 4. Most of the children spend maximum of their free time while watching TV by sitting at their homes only which reduces their outdoor activities. 5. Most of the parents even believe that these advertisements should be shown on proper TV as due to this they cant sit with their children while watching TV. 6. Most of the childrens enquire about the advertisements from their parents. 7. These advertisements are exploiting their mind. 8. Somewhere these advertisements also make aware about different activities which are necessary. 9. There is some kind of advertisements like of horlicks which even motivates the children to move forward. 10. Some parents also believe that these advertisements help in overall development of children. 11. Some advertisements also influence the mind of the children negatively. 12. Some childrens also watch TV by hiding from their parents.

5.2 CONCLUSION
38

The degree of impact of advertising on adults may be problematic but the outcome is devastating for children. . The child rarely facing oriented towards the television set, younger children tend to pay more attention throughout them. The influence of the media on the psychosocial development of children profound, it is important for the parents to know their child's exposure to media and provide guidance on age-appropriate use of all media including television, radio, music, video games and Internet. The objective of the report is to explore both the beneficial and harmful effects of media on children's mental and physical health and to identify how the advertising industry can be regulated by formulating unified laws to prevent the over-exposure of children to the advertising world. Parents may restrict the channels that children view or the times that children watch television. But parental control is obviously

weaker if children have access to television independent of their parents, The underlying concern about television advertising is whether it ex- ploits children, and this exploitation is sometimes described in emotive terms In this context, advertising is seen negatively with the criticism that advertising persuades children to buy products they do not need and spend money they may not have. Product advertising places an emphasis on possessions and on aspiring to a certain lifestyle.

5.3 SUGGESTIONS
39

The influence of the media on the psychosocial development of children profound, it is important for the parents to know their child's exposure to media. They should provide guidance on age-appropriate use of all media including television, radio, music, video games and Internet.

Product advertising places an emphasis on possessions and on aspiring to a certain lifestyle. This is especially the case for branded products where the emphasis of the advertising is on purchasing not just a product but a product with a particular label, children can recognize brands and logos before they can read.

Parents should keep proper vigil on their childrens when they are watching TV There should be a time limit for children for watching TV.

5.4 Future directions of the study.

Through this report the perspectives of both parents as well as childrens have been studied to find out their views regarding advertisement and their effects. Sample size of 50 childrens and 50 parents has been taken. For further study sample size can be increases. In this study only a particular region is taken but more regions can be analysed for further study. The age group which is defined under this study i.e. 8 to 16 years childrens less than or more than this age group can be analysed.

40