Main Article Content
Abstract
Today advertising influences the life of every person, including children. Corporate Giants have realized that investing in marketing to adolescents and children furnish marvellous perpetual return on investment, due to children’s pester power. Children are observed to be the greatest opinion leaders when it comes to influence on family decisions on what to buy. Usually a life-time Brand loyalty is developed during a person’s adolescence. Latest channels of advertisements to youth have been growing like game advertising, mobile app advertising, search engine advertising, social media advertising etc. But the most lucrative and influential channel of youth advertisements still remain television marketing. The purpose of this research is to analyse the impact of the advertisement of confectionery products on children. Certain confectionery Brand marketing methodology of mixing surprise, fun and taste to attract children is also analysed. This research will also help to identify the various essential factors in advertisement and also the type of advertisement that influence the buying behaviour of children. Significant concerns are raised due to children’s potential vulnerability as audience which may lead to family conflicts. Data collected through questionnaire using the convenience sampling technique. The study restricted to Kottayam district only. For analysis purpose ANOVA, Composition indices, Percentage analysis are used. The finding of the study reveals that the television advertising is known as the most persuasive form of advertising. The amazing combination of visuals and the presentation of an advertisement make the children attracted to a particular product. The study focuses exclusively on the age group of below 16 and provide significant stakeholder recommendations.