Advertising to Children: How Effective are Television Advertisements on Children

How Effective are Television Advertisements

on Children

Advertising to Children

Hana AlAmro Sohayla Rashwan

2

Presentation Outline

Act 1: Informational (Intro + Research)

Act 2: Sample Characteristics & Tactics

Act 3: Primary Data Analysis

Act 4: Conclusions & Recommendations

Act 5: Limitations

3

Mass-promotional tool

No immediate

response/demand

“One-way” form of

M.C.

Advertising : An Introduction

4

Advertising Philosophy

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Doi

ng

F

eelin

g

T

hin

kin

g

Hierarchy of Effects

5

Different Advertising Styles

1. Print

2. Outdoor

3. Broadcast

4. Public Service

5. Celebrity

6. Guerrilla

6

Purpose of Advertisements

7End of Act 1

Advertising to Children

1 Bil l ion US Dollars Stacked

8

“The research goal is to investigate the variables used in children’s advertisements as persuasive

tactics”

Research Purpose

9

Objectives

To define and describe persuasive tactics used in advertisements

To explore which of those used in children’s advertisements effectively

To explain the impact of each tactic on children’s mental abilities

To list which tactics are most used in children’s advertisements

To discover which tactic beholds the maximum effect on children

To discover which tactic beholds the minimum effect on children

To provide a foundation of information to further research the turn-over rate inflicted by those adverts

10

Sample Characteristics

Age: 7-11

Gender: Boys & Girls

Life cycle stage: Children

Income: From 3000 SR & more

Race: All races

Nationality: Mixed

Family size: All family sizes

Demographic Segmentation

11

Sample Characteristics

Social class: from Upper middle to Skilled

working (A class to C2 class)

Activities

Interests

Opinions

Psychographic Segmentation

12

Children’s Advertising Tactics

The Bribe

The Game

Big Claim

The Promise

Super Person

The Cartoon

Special Effects Repetition

The Music

The Humor

The Story

End of Act 2

13

Data Analysis

FemaleMale

Category

46

53

Pie Chart of Gender

Qualifying Measures

14

87654321

40

30

20

10

0

No. of TVs

Perc

ent

2.24.4

2.2

6.6

2.2

24.4

40

17.7

Histogram of Number of TVs

Data Analysis Qualifying Measures

15

TrueFalse

70

60

50

40

30

20

10

0

Monitors

Perc

ent

66.6

33.3

Percent within all data.

Chart of Parental Monitoring

Data Analysis Qualifying Measures

16

YesNANo

70

60

50

40

30

20

10

0

Responds

Perc

ent

64.0

4.6

31.2

Chart of H0

Percent within all data.

Data AnalysisH0: Children in this Age group cannot defend themselves against

Persuasive Tactics

Higher-Level Hypotheses

17

YesNot_SureNANo

60

50

40

30

20

10

0

Responds

Per

cent

1.5

20.321.8

56.2

Percent within all data.

Chart of H1-A

Strongly_AgreeNANeutralDisagreeAgree

30

25

20

15

10

5

0

Responds

Perc

ent

1.5

14.0

25

29.629.6

Percent within all data.

Chart of H1-B

Data Analysis

Higher-Level Hypotheses

H1: Children In This Age Group Do Not Fully Comprehend The True Purpose Behind Those Adverts

18

SometimesOftenNeverNANeutralAlways

40

30

20

10

0

Responds

Perc

ent

1.9

9.6

13.4

19.219.2

36.5

Percent within all data.

Chart of H2-A

Mid-Level Hypotheses

Data AnalysisH2: The Game Tactic Used In Adverts Affects Children

19

SometimesOftenNeverNeutralAlways

35

30

25

20

15

10

5

0

Responds

Perc

ent

12.5

17.117.1

20.3

32.8

Percent within all data.

Chart of H2-B

Mid-Level Hypotheses

Data AnalysisH2: The Game Tactic Used In Adverts Affects Children

20

SometimesOftenNeverNANeutralAlways

35

30

25

20

15

10

5

0

Responds

Perc

ent

5.75.7

11.5

15.3

28.8

32.6

Chart of H3

Percent within all data.

Mid-Level Hypotheses

Data Analysis

H3: The Big Promise Tactic Used In Adverts Affects Children

21

Strongly_DisagreeNADisagreeStrongly_AgreeNeutralAgree

60

50

40

30

20

10

0

Responds

Perc

ent

3.83.8

15.317.3

55.7

Chart of H4

Percent within all data.

3.8

Mid-Level Hypotheses

Data Analysis

H4: The Special Effects Tactic Used In Adverts Affects Children

22

Strongly_AgreeNANeutralDisagreeAgree

60

50

40

30

20

10

0

Responds

Perc

ent

1.53.16.2

35.9

53.1

Chart of H5

Percent within all data.

Mid-Level Hypotheses

Data Analysis

H5: The Repetition Tactic Used In Adverts Affects Children

23

SometimesOftenNeverNANeutralAlways

35

30

25

20

15

10

5

0

Responds

Perc

ent

3.13.1

7.8

17.1

34.334.3

Chart of H6

Percent within all data.

Mid-Level Hypotheses

Data Analysis

H6: The Music Tactic Used In Adverts Affects Children

24

SometimesOftenNeverNANeutralAlways

50

40

30

20

10

0

Reponds

Perc

ent

3.13.16.2

20.323.4

43.7

Chart of H7

Percent within all data.

Mid-Level Hypotheses

Data Analysis

H7: The Story Tactic Used In Adverts Affects Children

25Ultimate Hypotheses

NAMostNeutralLeast

35

30

25

20

15

10

5

0

McDonald's Kids' Meal

Perc

ent

15.3

30.7

26.926.9

Chart of H10

Percent within all data.

Data Analysis

H10: The Most Used Tactic In Children’s Adverts Is The Bribe Tactic

End of Act 3

26

Conclusions

Advertising tactics to persuade children

Understanding these tactics

Comprehending the true propose

27

Implications

Business managers & policy makers

28

Recommendations

For the Marketing Field

I. Most suitable techniques

II. Techniques proved of optimum benefit, can be

expanded

III. Mind ethics and morals

29

Recommendations

For the Household

I. Attention of parents

II. Screening of children desires

III. Communication of true purposes of T.V. ads

30

Recommendations

For Future Researchers

I. Expandable into numerous areas, lack of studies

II. Real-life examples of tactics

III. Children’s immediate response

IV. The turn-over rate

V. Outline of moral regulations

End of Act 4

31

Limitations

Time Constraints

Final outcomes of the research

Fiscal year break for local schools

Quality and error level of the research

32

Limitations

Budget Constraints

Target sample based in Riyadh

More accurate results for respondents

33

Limitations

Procedural Errors

Initial survey design was complicated proved by

pre-test

Key mistake during data interpretation due to

deference of data types

34

Limitations

Others

Refusal of survey distribution

Low Online survey turnover

Substitute plans

End of Act 5

35

ONE MORE THING…

Sohayla RashwanHana AlAmro

For Ms. Rafia GulzarMs. Suraiya S. Ali

Dr. Mohammad Mounir

Appreciating Your Time & Attention