TV ADVERTISING AND ITS INFLUENCE ON CHILDREN BRAND PERCEPTION RESULTS OF QUALITATIVE STUDY
The paper seeks to explore children responses towards TV commercials and brands presented. It examines the impact of advertisement on children’s perception that varies with their age. Present study was based on a focus group survey with 30 children chosen from different schools in city of Lodz. The...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Wydawnictwo SGGW - Warsaw University of Life Sciences Press
2013-12-01
|
| Series: | Polityki Europejskie, Finanse i Marketing |
| Subjects: | |
| Online Access: | https://pefim.sggw.edu.pl/article/view/1326 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832557530270662656 |
|---|---|
| author | Anna Sibińska |
| author_facet | Anna Sibińska |
| author_sort | Anna Sibińska |
| collection | DOAJ |
| description | The paper seeks to explore children responses towards TV commercials and brands presented. It examines the impact of advertisement on children’s perception that varies with their age. Present study was based on a focus group survey with 30 children chosen from different schools in city of Lodz. The study demonstrates that children have a negative opinion on the advertisements regardless of their age. However, children are exposed to the advertisements all the time and present an impressive awareness of the advertised brands, goods and commercials itself. As a result, they often create images of the products and logos in their minds based on what they saw on TV. It was noticed that older children are more independent taking also their personal experience into account whereas younger rely rather on somebody else’s comments. Although the research has reached its aims, the limitations related to the size of the interview group occurred. |
| format | Article |
| id | doaj-art-8f995df0d0f24acfb483ba480e1a5d7f |
| institution | Kabale University |
| issn | 2081-3430 2544-0640 |
| language | English |
| publishDate | 2013-12-01 |
| publisher | Wydawnictwo SGGW - Warsaw University of Life Sciences Press |
| record_format | Article |
| series | Polityki Europejskie, Finanse i Marketing |
| spelling | doaj-art-8f995df0d0f24acfb483ba480e1a5d7f2025-02-03T04:26:17ZengWydawnictwo SGGW - Warsaw University of Life Sciences PressPolityki Europejskie, Finanse i Marketing2081-34302544-06402013-12-0110(59)TV ADVERTISING AND ITS INFLUENCE ON CHILDREN BRAND PERCEPTION RESULTS OF QUALITATIVE STUDYAnna Sibińska0Uniwersytet ŁódzkiThe paper seeks to explore children responses towards TV commercials and brands presented. It examines the impact of advertisement on children’s perception that varies with their age. Present study was based on a focus group survey with 30 children chosen from different schools in city of Lodz. The study demonstrates that children have a negative opinion on the advertisements regardless of their age. However, children are exposed to the advertisements all the time and present an impressive awareness of the advertised brands, goods and commercials itself. As a result, they often create images of the products and logos in their minds based on what they saw on TV. It was noticed that older children are more independent taking also their personal experience into account whereas younger rely rather on somebody else’s comments. Although the research has reached its aims, the limitations related to the size of the interview group occurred.https://pefim.sggw.edu.pl/article/view/1326TV advertisingchildren’s perceptionconsumer behavior |
| spellingShingle | Anna Sibińska TV ADVERTISING AND ITS INFLUENCE ON CHILDREN BRAND PERCEPTION RESULTS OF QUALITATIVE STUDY Polityki Europejskie, Finanse i Marketing TV advertising children’s perception consumer behavior |
| title | TV ADVERTISING AND ITS INFLUENCE ON CHILDREN BRAND PERCEPTION RESULTS OF QUALITATIVE STUDY |
| title_full | TV ADVERTISING AND ITS INFLUENCE ON CHILDREN BRAND PERCEPTION RESULTS OF QUALITATIVE STUDY |
| title_fullStr | TV ADVERTISING AND ITS INFLUENCE ON CHILDREN BRAND PERCEPTION RESULTS OF QUALITATIVE STUDY |
| title_full_unstemmed | TV ADVERTISING AND ITS INFLUENCE ON CHILDREN BRAND PERCEPTION RESULTS OF QUALITATIVE STUDY |
| title_short | TV ADVERTISING AND ITS INFLUENCE ON CHILDREN BRAND PERCEPTION RESULTS OF QUALITATIVE STUDY |
| title_sort | tv advertising and its influence on children brand perception results of qualitative study |
| topic | TV advertising children’s perception consumer behavior |
| url | https://pefim.sggw.edu.pl/article/view/1326 |
| work_keys_str_mv | AT annasibinska tvadvertisinganditsinfluenceonchildrenbrandperceptionresultsofqualitativestudy |