ROLE OF TV ADVERTISEMENT IN INFLUENCING, PROCESSING & UNDERSTANDING OF ADVERTISEMENT MESSAGE AMONG CHILDREN AND ITS IMPACT ON BUYING BEHAVIOUR

The present research aims to study the children and parents behaviour with respect to exposure of television advertisement. 300 children between age group 8-12 years were taken as sample randomly drawn from various Indian cities. Various aspects of buying behaviour & television viewing pattern were taken into consideration. The result reveals that television advertising makes huge impact on children’s buying behaviour. And advertisement music, slogans, celebrity models influences the children buying behavior drastically. The other aspects of children buying behavior were also explored.