TV ADVERTISING AND ITS INFLUENCE ON CHILDREN BRAND PERCEPTION RESULTS OF QUALITATIVE STUDY

Main Article Content

Anna Sibińska


Keywords : TV advertising, children’s perception, consumer behavior
Abstract
The paper seeks to explore children responses towards TV commercials and brands presented. It examines the impact of advertisement on children’s perception that varies with their age. Present study was based on a focus group survey with 30 children chosen from different schools in city of Lodz. The study demonstrates that children have a negative opinion on the advertisements regardless of their age. However, children are exposed to the advertisements all the time and present an impressive awareness of the advertised brands, goods and commercials itself. As a result, they often create images of the products and logos in their minds based on what they saw on TV. It was noticed that older children are more independent taking also their personal experience into account whereas younger rely rather on somebody else’s comments. Although the research has reached its aims, the limitations related to the size of the interview group occurred.

Article Details

How to Cite
Sibińska, A. (2013). TV ADVERTISING AND ITS INFLUENCE ON CHILDREN BRAND PERCEPTION RESULTS OF QUALITATIVE STUDY. The Scientific Journal European Policies, Finance and Marketing, (10(59), 643–652. https://doi.org/10.22630/PEFIM.2013.10.59.115
References

Antonides G., Van Raaij W. F., Zachowanie konsumenta. Podręcznik akademicki, Wydawnictwo Naukowe PWN, Warszawa 2003

Dennis W.: Group Value Through Children's Drawings. John Wiley and Sons, New York, NY 1966 after Azura O, Kamaruzaman J.: Brand Perception among School Children, Asian Social Science, Vol. 4 no. 7, July 2008.

Doliński D., Psychologiczne mechanizmy reklamy, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2010.

Gorn G.J., Florsheim R.: The effects of Commercials for Adult Products on Children, Journal of Consumer Research, Vol. 11, March 1985. (Crossref)

Grossbart C.: Parental Style and Consumer Socialization of Children, Journal of Consumer Research, Vol. 15,1988. (Crossref)

Jasielska A., Maksymiuk R. A.: Dorośli reklamują, dzieci kupują. Kinder marketing i psychologia, Wydawnictwo Naukowe Scholar, Warszawa 2010.

Lindstrom M.: Dziecko reklamy, Świat Książki, Warszawa 2005.

McNeal J., The Kids Market: Myths and Realities, Paramount Market Publishing, USA 1999.

Mukherjee G.: Advertisements- Shaping a Child's Future: An Indian Insight", Advertising Express, October 2007.

Piaget J.: Jak sobie dziecko wyobraża świat, Wydawnictwo naukowe PWN, Warszawa 2003.

Singh S., Kaur P.: the Impact of Advertisements on Children and Their Parents, Buying Behavior: An Analytical Study, The IUP Journal of Marketing Management, Vol. X, No. 3, 11.

Wolny R.: Metody badania rynku młodych konsumentów - problemy metodyczne, in: Metody marketingowe. Metody, tendencje, zastosowanie. Wydawnictwo Akademii Ekonomicznej im. Oskara Langego we Wrocławiu, Wrocław 2003.

Zaltman G.: Rethinking marketing research: Putting people back. Journal of Marketing Research, Vol. 34, 1997 after O. Azura, J. Kamaruzaman: Brand Perception among School Children, Asian Social Science, Vol. 4 no. 7, July 2008. (Crossref)

http://hatalska.com/2012/02/13/penetracja-smartfonow-w-polsce-dane-za-2011/ (February 2012) according to research of GFK Polonia.

http://www.medico-pedagogy.org/childrenpicturesummaryJ_Ewp.pdf

Statistics

Downloads

Download data is not yet available.