Abstract
The purpose of this study was to explore Pakistani children's attitude toward TV advertisement, their awareness about add and influence of add on their purchase behaviour. In Pakistan, most advertising agencies now target children through advertisement especially when advertising consumer products like children's toys, chocolates, candy bars, tooth paste etc. Study shows that Pakistani children are very much aware about TV commercial's features like: truthfulness, annoyingness, taste and influencing characteristics of the ad. Their behaviour Is also different about advertised and non-advertised brands.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 693-699 |
| Number of pages | 7 |
| Journal | European Journal of Scientific Research |
| Volume | 21 |
| Issue number | 4 |
| State | Published - Aug 2008 |
| Externally published | Yes |
Keywords
- Advertising
- Children attitude
- Consumer product
ASJC Scopus subject areas
- General Computer Science
- General Mathematics
- General Materials Science
- General Agricultural and Biological Sciences
- General Engineering
- General Earth and Planetary Sciences