Indian Journal of Marketing

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Analyzing the Impact of Television Advertising on Children's Food Preferences: A Study of Indian Perspective (with Special Reference to Delhi & NCR)


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Children's response to television advertising is investigated in this research paper. Children aged between 6 and 16 years were tested for their recall, recognition and understanding of novel television advertisements. Children were able to recognize scenes from the advertisements after one exposure but recall of the brand names was poor for the younger children, even after three exposures. Recall for the advertising content increased by age and number of exposures. None of the six-year-olds and only a quarter of the eight-year-olds and a third of the 16-year-olds discussed advertising in terms of persuasion. Therefore, although children remember television advertisements, their purpose is not fully understood, even by many ten-year-olds The present study seeks to examine the influence of Television Advertising on the food and beverage preferences of Kids, the influence of television advertising on food and beverage beliefs of children belonging to different age-groups and also examines the influence of Television Advertising on diet-related health outcomes and risks among children and youth considering the Indian perspective with specific focus on Delhi & NCR.
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  • Analyzing the Impact of Television Advertising on Children's Food Preferences: A Study of Indian Perspective (with Special Reference to Delhi & NCR)

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Abstract


Children's response to television advertising is investigated in this research paper. Children aged between 6 and 16 years were tested for their recall, recognition and understanding of novel television advertisements. Children were able to recognize scenes from the advertisements after one exposure but recall of the brand names was poor for the younger children, even after three exposures. Recall for the advertising content increased by age and number of exposures. None of the six-year-olds and only a quarter of the eight-year-olds and a third of the 16-year-olds discussed advertising in terms of persuasion. Therefore, although children remember television advertisements, their purpose is not fully understood, even by many ten-year-olds The present study seeks to examine the influence of Television Advertising on the food and beverage preferences of Kids, the influence of television advertising on food and beverage beliefs of children belonging to different age-groups and also examines the influence of Television Advertising on diet-related health outcomes and risks among children and youth considering the Indian perspective with specific focus on Delhi & NCR.