THE IMPACT OF TELEVISION ADVERTS ON CHILDREN
ABSTRACT
The main problem of this study to find out if television advertising has any impact in the shaping of children’s behaviors. This study is not extraordinary that it will not have any problem. And before there will be need for a research work, a problem must be involved. This project subject divided in five chapter, which include chapter One on Introduction, Background of the study, Statement of problems, Purpose and objective of study, Research Questions, Statement of Hypothesis, Significance of the study, Scope and limitations of the study, Definition of terms. While chapter two deal with literature review and some others relevance of the subject matters. Chapter three deals on research methodology, Research Design, Source of Data, population of the study, Sampling procedure, Determination of the , sampling size, Method of Questionnaire Distribution, and Method of Data analysis. Chapter four is about presentation of data and analysis of data and finally, chapter five deal on summary of the project, conclusion and recommendations then bibliography.
CHAPTER ONE
1.1 BACKGROUND OF THE STUDY
Television is an important development in the advertising world. It is the fastest growing advertising medium. The unique quality of television lies in its ability to combine many of the functions performed by other media. In addition it excludes every other messages or attraction at the point of exposure. Advertising combines vision and audio with Movement .It has the power to arrest attention.
Television advertising is a highly ubiquitous and lively medium that can reach a mass audience at a time by emotion. The television is best used for broad exposure and product demonstration advertising and also where some identify is important.
The television audience is broad while family and varied by the time of day but of course reaches almost every one. Television also has played an immense role in the transformation and has become so pervasive and influential in today. Television advertising has grown from nothing to the point where it challenges newspapers as the nation’s leading advertising medium the reasons for the growth are not difficult to understand because television advertising sells product creatively.
Edwards and Brown (1959) television brought not only sound but also sight and motion into the customer’s home probably because of the added attraction of sight and motion television became the principle advertising medium of many national advertising in a short space of time. The reach of television is unequaled in the history of man; no other single advertising medium reaches as many people on a simultaneous basis as television does. In this era of mass media, television is the most popular medium for reaching the mass audience.
According to BUSKIRK (1976), organized customers groups have held that children are easily manipulated by advertising techniques and lack the ability to read advertising message in printed media. Television as the newest and fastest growing of all major media is probably also the most versatile. It makes its appeal through both the eye and ear. This means that products can be demonstrated as well as explained. It offers considerable flexibility in terms of the time of massage presentation.
The study will therefore focus on the impact of television advertising on the behaviors of children. It will also establish the relationship between television advertising and improved response of children to advertised products.
1.2 STATEMENT OF THE PROBLEM
The main problem of this study to find out if television advertising has any impact in the shaping of children’s behaviors. This study is not extraordinary that it will not have any problem. And before there will be need for a research work, a problem must be involved.
Therefore, this research work is carryout to empirically investigating the relationship between timing, duration, policy of the organization and the effects of television advertising on children behavior between the ages of 10-15 years.
1.3 AIMS AND OBJECTIVE OF STUDY
The purpose of this study is to assess the impact of television advertising on children between 10-15 years of age. Then the specific objectives are as follows:
To establish the effect of television on the behavior of children between 10-15 years.
To identify the basic factors of consideration in advertising to children between 10-15 years.
To identify the problems advertisers usually encounter in advertising to children between 10-15 years.
To find out if television advertising can influence the behaviors of the children between the age of 10-15 years
To determine Children’s response towards advertising.
To establish the cost implication of advertising to children between the age of 10-15 years.
To recommend the best method of carrying out children advertising in order to maximize of impact.
1.4 RESEARCH QUESTIONS
This investigation is seeking solution from following question:
Is there significant relationship between aesthetic programming and behavior of children?
Does heavy advert budget impact anything on children behavior?
What is the effect of multiple placements on behavior of children between the ages of 10-15 years in Owerri?
How does timing in television advert affect children behaviour?
Does motion in television advert creates any impression on children behaviour?
How does colour television advert effect children behaviour?
1.5 STATEMENT OF HYPOTHESIS
HO: there is a significance relationship between aesthetic
Programming and children behaviour.
HO: Heavy advert budget does not impact on the behaviour of children
HO: there is no effect on multiple and timing on the behaviour of children between 10-15 years
1.6 SIGNIFICANCE OF THE STUDY
This work would be of good help to the advertisers to know the extent of the impact of aesthetic programming heavy advert budget timing and multiple placements on the behaviour of children. This study will be useful to companies that produce and advertise for children who will benefit for upcoming student who will advertisers on retailed areas it will also be useful to advertising agents and media planner in planning their adverts.
1.7 SCOPE AND LIMITATION OF STUDY
For an in depth treatment of this topic the study should have covered the children between the ages of 10-15 years in Imo state. The researcher can not possibly cover all the children between this age ranges in Imo state within the time period of this study and as a result this researches is limited to children within this age range that live in Owerri metropolis. The questionnaires were not giving proper attention by the respondents they find it difficult to co-operate or even answer questions in the questionnaires as some in depth problem into their secrecy. Some did not care to return the questionnaires while other intentionally avoided the researcher. It was difficult tracking down the respondents in other to collect answered questionnaires despite all the techniques employed in this work; the researcher still experienced interviewers bias.
1.8 DEFINITION OF TERMS
ATTITUDE: A person enduring favorable or unfavorable cognitive evaluations emotional feeling and action tendencies towards some objects.
AUDIENCE: Group of people exposed to any of the media but more usually associated with television or radio. CONSUMER BEHAVIOUR: Young human beings of either sex between the ages 10-15 years.
IMPACT: the qualitative value of an exposure through a given medium.
MEDIA: These represent the entire vehicle used in reaching targeting through Newspapers, radio or television.
TELEVISION: Is one unique medium that combines sight sound and movement hence the name audiovisual.
THE IMPACT OF TELEVISION ADVERTS ON CHILDREN