IMS Manthan (The Journal of Mgt., Comp. Science & Journalism)

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Animated Television Commercials: Impact and Future


Affiliations
1 Amity School of Communication, Amity University, Noida, Uttar Pradesh, India
     

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This research is based upon the animated commercials which are done Fast Moving Consumer Goods' (FMCG) sector targeted towards children and young adults at large. The goal of this study is to assess the current scenario of animated advertisements on TV and evaluate its impact on the young consumers. It main focus is to analyze how animation art displays the function and effectiveness in the advertisement communication. This has been done through primary data by collecting a sample of 50 people from Delhi and NCR. Also, secondary data is taken by examining the research papers, articles, websites, periodicals based upon animated television commercials. The research aims at assessing the animated advertisement in molding purchasing decision of consumers and its future growth with the hope to be useful as a reference for specific application in the animated industry.

Keywords

FMCG- Fast moving consumer goods, Animercials- Animation + Commercials, Low Involvement Products-Those products and services which have a low cost and requires less time in making purchase decisions, Celebrity Endorsements-Those commercials which include celebrities that are used for endorsing a product or service, Brand Recall Value-Ability to recognize and remember a particular brand as and when a particular product class is mentioned.
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  • Marketing Management by Kotler (11th edition)

  • Mass Media Research by Roger D. Wimmer and Joseph R. Dominick

  • PITCH- Volume IX Issue 5, February 2012, Page 12, 13, 14,16 Animation and Gaming Report by ASSOCHAM and Deloitte Internet

  • http://www.digitalmediafx.com/Features/animatedadvertising01.html

  • http://www.exchange4media.com/news/story.aspx?Section_id=1&News_id=41692

  • http://toostep.com/debate/are-ads-heading-towardsanimation-cartoon


Abstract Views: 285

PDF Views: 2




  • Animated Television Commercials: Impact and Future

Abstract Views: 285  |  PDF Views: 2

Authors

Tanu Bhargava
Amity School of Communication, Amity University, Noida, Uttar Pradesh, India

Abstract


This research is based upon the animated commercials which are done Fast Moving Consumer Goods' (FMCG) sector targeted towards children and young adults at large. The goal of this study is to assess the current scenario of animated advertisements on TV and evaluate its impact on the young consumers. It main focus is to analyze how animation art displays the function and effectiveness in the advertisement communication. This has been done through primary data by collecting a sample of 50 people from Delhi and NCR. Also, secondary data is taken by examining the research papers, articles, websites, periodicals based upon animated television commercials. The research aims at assessing the animated advertisement in molding purchasing decision of consumers and its future growth with the hope to be useful as a reference for specific application in the animated industry.

Keywords


FMCG- Fast moving consumer goods, Animercials- Animation + Commercials, Low Involvement Products-Those products and services which have a low cost and requires less time in making purchase decisions, Celebrity Endorsements-Those commercials which include celebrities that are used for endorsing a product or service, Brand Recall Value-Ability to recognize and remember a particular brand as and when a particular product class is mentioned.

References