Role of Innovative advertisement and Creative Marketing among Children in Chennai city

Abstract

Advertising has become an important integral part of our daily life and play a major role for any organisation in this competitive world. In fact, it is beneficial for both the buyer as well as the seller as it creates awareness and assist about a new product or service available in the market. Similarly, in case a product is not doing well in the market, the business firm uses the advertisement as a persuasive communication and creative marketing techniques to reach the consumer in turn creating a demand for their products. It not only has an influence on the buyer but the consumer too as a pervasive influence on children and adolescents. Studies also estimate that children between the ages of 6 and 11 spend on an average 28 hours a week watching television and are exposed to as many as 20,000 commercials in a single year on television alone and are also increasingly being exposed to advertising on the Internet, magazines, and in schools. This phenomenon is labelled as "pester power", which means little children pester their parents to buy things for them that they desire. So Promoting product to children has now become an integral part of growing up, as companies started realizing that investing in marketing to children and adolescents delivers instant and as well as future dividends. The channels to reach youth have grown, often puzzling the distinction between entertainment and advertising. In this study by the workgroup on Role of Innovative advertisement and Creative Marketing among Children highlight and focus on the impact of Television advertisement on Children, media preference of children and the extent to which the children influence the buying decision of parents. Researcher also suggest the avenue for future research on understanding effects of advertising exposure, the problems associated with advertising in newer media, and how researchers, parents, and practitioners might be able to mitigate the most deleterious advertising effects. Recommendations for key stakeholders is also suggested by researcher in this paper.