The Impact of Television Advertising on Behavior of Children from Low Income Families of Pakistan

Research On

 The Impact of Television Advertising on Behavior of Children from Low Income Families of Pakistan

Submitted To:

Dr. Imran Hanif

Submitted By:

Aymen Batool(MBKM-13-06)

Aqsa Rasheed (MBKM-13-54)

MBA(B&F) 6th  Semester Morning

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 Institute of Banking & Finance

BZ University Multan

Abstract:

        Television has become widespread media nowadays all over the world. There are thousands of channels that people watch every day. Television is source of media that is watched more as compared to others. Due to this reason marketer also got an opportunity for their product to be advertised through this media. This caused a fierce competition between products and televisions got crowded with ads of different products. Media space got too expensive but still agencies buy it because that gives them considerable payback. Agencies spend billions of rupees on advertisements per year. Nearly every person of any age is targeted through advertisements i.e. businessman, sports athlete, household women, old aged people, adults and children too.Children, we know the future generation of our society is targeted by different advertisements of which some have positive effect and some have negative effect on their behavior. Besides high income families which are able to get the product advertised, the large population of Pakistan lies below the high income. So children of those families also get affected by the advertisements and affect their behavior. By interviewing mothers of few families, it was concluded that they are not in favor of advertisements which target children specifically. There is positive relation that advertisements affect the behavior of children ultimately causing certain negative aspects which their parents do not want to happen.

Key words: Children, Advertisements, Parents, Television, Behavior

Introduction:

        Marketing and advertising support the economy by promoting the sale of goods and services to consumers.Today advertisement plays an important role in persuading customers to purchase products and services. Every company wants to achieve the highest market share for which they use different ways to attract customers of different segments of the market.Due to tough market nowadays, companies need to promote their products in such a way that maximum customers get interested.

        In this research we will discuss the impact of the television advertisements on the children from low income families of Pakistan.Not only adults, parents, employees get influenced by advertisements but children too.Research has shown that children hold a certain power as consumers, and their influence on family purchases goes beyond the selection of toys and cereals. According to a researcher, two recent trends have increased the interest in child consumers. First, income of children and their power to influence parent’s purchases have increased with time. Second, although increase in channels led to smaller audiences for each channel, digital interactive technologies opened routes to target children. By influencing behavior and decision making of parents, they are considered as future adult consumers because in near future they will switch from being children to adults. Children enjoy watching advertisements and get easily attracted compelling their parents to buy them. But in case of low income families and especially in case of Pakistan, this may ultimately have different result as compared to developed countries. Inflation, unemployment, increased population, higher children per parent etc are some of the factors which influence the behavior of parents.