Television advertising to young children
Children are becoming increasingly important as a focus for marketing strategies as a result of not only their increased purchasing power, but also because of the influence they exert on parental purchasing decisions. Currently, little is known about how children view television advertising message...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1834 |
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| _version_ | 1832593779043860480 |
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| author | T. Cardwell-Gardner Cardwell-Gardner J.A. Bennett |
| author_facet | T. Cardwell-Gardner Cardwell-Gardner J.A. Bennett |
| author_sort | T. Cardwell-Gardner Cardwell-Gardner |
| collection | DOAJ |
| description |
Children are becoming increasingly important as a focus for marketing strategies as a
result of not only their increased purchasing power, but also because of the influence
they exert on parental purchasing decisions. Currently, little is known about how
children view television advertising messages directed at them, or the advertising
formats that appeal to them. The purpose of this research was therefore to discover
how young children view television adverts directed specifically at them. Data was
collected by making use of eight focus groups. The findings suggest inter alia that
separate messages must be formulated for boys and girls, that messages must contain
a cleverly told story, and that the message must be relevant to them
|
| format | Article |
| id | doaj-art-7a9f3392251b482f95d444c70fdbcebe |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-7a9f3392251b482f95d444c70fdbcebe2025-01-20T08:49:56ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0119110.36615/jcsa.v19i1.1834Television advertising to young childrenT. Cardwell-Gardner Cardwell-Gardner0J.A. Bennett1University of JohannesburgUniversity of Johannesburg Children are becoming increasingly important as a focus for marketing strategies as a result of not only their increased purchasing power, but also because of the influence they exert on parental purchasing decisions. Currently, little is known about how children view television advertising messages directed at them, or the advertising formats that appeal to them. The purpose of this research was therefore to discover how young children view television adverts directed specifically at them. Data was collected by making use of eight focus groups. The findings suggest inter alia that separate messages must be formulated for boys and girls, that messages must contain a cleverly told story, and that the message must be relevant to them https://journals.uj.ac.za/index.php/jcsa/article/view/1834Childrenmarketing strategiespurchasing powerinfluenceparentaldecisions |
| spellingShingle | T. Cardwell-Gardner Cardwell-Gardner J.A. Bennett Television advertising to young children Communicare Children marketing strategies purchasing power influence parental decisions |
| title | Television advertising to young children |
| title_full | Television advertising to young children |
| title_fullStr | Television advertising to young children |
| title_full_unstemmed | Television advertising to young children |
| title_short | Television advertising to young children |
| title_sort | television advertising to young children |
| topic | Children marketing strategies purchasing power influence parental decisions |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1834 |
| work_keys_str_mv | AT tcardwellgardnercardwellgardner televisionadvertisingtoyoungchildren AT jabennett televisionadvertisingtoyoungchildren |