Master in Bussiness Administration
Impact of marketing activities (specially adverting) on children is very important and sensitive issue for the society and marketers. We explored with sample from 07 different schools 330 children and 107 parents to come up with practical insight of advertising influence on children memory and behaviour in Pakistani context. Our results showed interesting findings that ads do not impact negatively to children memory and behaviour. It enhances the knowledge of children and the ads targeted to children are not effective, for effective positioning of children related products marketers should target the parents and include ethical orientation along with environmental knowledge to influence the buying behaviour of parents. Our study provided several key market insights and suggestions for practitioners and future researchers of marketing field.
Introduction
The consumer in this era is in target of massive media attacks effectively planned, and enlighten with glamour as per the emotions, needs, wants and demands of the consumers. Marketers and companies are spending billions of dollars on consumer research and to know the important factors involved in consumer decision making. While talking about the marketing mix now a days marketers main focus is on designing persuasive messages/commercials to attract the target customers. Because the major chunk of the population and among all consumption of household a considerable portion is of children products. So marketers are focusing and trying to attract and influence the children by designing ads that are considerably attractive for children and persuasive enough for their emotional attachment with the product. While common notion is that the mother is the targeted customer for marketers of baby European Journal of Social Sciences – Volume 12, Number 4 (2010)
664
care industry. This notion is quit logical but now media and marketers are succeeded enough to generate emotional
Introduction
The consumer in this era is in target of massive media attacks effectively planned, and enlighten with glamour as per the emotions, needs, wants and demands of the consumers. Marketers and companies are spending billions of dollars on consumer research and to know the important factors involved in consumer decision making. While talking about the marketing mix now a days marketers main focus is on designing persuasive messages/commercials to attract the target customers. Because the major chunk of the population and among all consumption of household a considerable portion is of children products. So marketers are focusing and trying to attract and influence the children by designing ads that are considerably attractive for children and persuasive enough for their emotional attachment with the product. While common notion is that the mother is the targeted customer for marketers of baby European Journal of Social Sciences – Volume 12, Number 4 (2010)
664
care industry. This notion is quit logical but now media and marketers are succeeded enough to generate emotional