IMPACT OF ATTRIBUTES OF TELEVISION ADVERTISEMENT ON CHILDREN’S BUYING BEHAVIOUR

In today's world advertising has become an important part of business and society. It is one of the most important promotional tool as well as the most powerful communication medium. They are targeting young children because they play an important role in parents' purchase decision. The objective of the study is to determine the various attributes of television advertisements inducing children. The sampling method used for the study is simple random sampling because here each sample has an equal chance of being selected. Data was collected from the questionnaire filled by 375 children of age group 7 to 14 residing in Ernakulam district. The methods used for the analysis include percentage analysis, t-test, and correlation using SPSS 20. The findings of the study state that attributes of advertisement play an important role in children's purchase decision, product recognition and also it creates attention and generates awareness of the product. The study concludes that attributes of television advertisement have a great impact on children's buying behavior.