IMPACT OF TELEVISION ADVERTISING ON PURCHASE BEHAVIOUR OF CHILDREN BETWEEN THE AGES OF 10-15 YEARS

IMPACT OF TELEVISION ADVERTISING ON PURCHASE BEHAVIOUR OF CHILDREN BETWEEN THE AGES OF 10-15 YEARS

ABSTRACT

The major purpose of this study was to determine the impact of television advertising on purchase Behaviour of children between 10-15 years. Television advertising is a highly ubiquitous and lively medium that can reach a mass audience at a time by emotion the television is the best used for broad exposure and product demonstration advertising and also where some identify is important.However, the research work will be treated in five chapters.
Chapter one is the introduction of the work where the problems were identified six research questions and three hypotheses were stated to guide the work.
Chapter two involved the review of related literature quoting the various professionals ideas on the issue while my own perspective was also stated.
Chapter three involved the sources of data for the study the sample size and the statistical tool were used to analyzing the data.
Chapter four dealt with proper analysis of research question and hypothesis with percentage, frequency and hypothesis statistical tools.
Chapter five is the summary of the work the conclusion of findings from the data analysis in chapter four.

CHAPTER ONE

1.0 INTRODUCTION
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 function perform by other media. in addition it exclude every other messages or attraction at the point of exposure. Advertising combine 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 the 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 once television also has played an immense role in the transformation and has become so pervasive and influential in to day. Television advertising has grow from nothing to the point where it challenges news papers as the nations leading advertising medium the reasons for the growth are not difficult to understand because television advertising sells product creatively.
Edwards and brown (1959:250) 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 may 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 (1976:3) organized customers groups have held that children are easily manipulated by advertising techniques and lack the ability to read advertising message in printed media. Televisions 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 on the purchasing behaviors of children between the ages of 10-15 years. It will also establish the relationship between television advertising and improved purchase response of children to advertised product.

IMPACT OF TELEVISION ADVERTISING ON PURCHASE BEHAVIOUR OF CHILDREN BETWEEN THE AGES OF 10-15 YEARS