REVIEW OF THE LITERATURE ON THE EFFECTS OF MARKETING ACTIVITIES ON CHILDREN

Given that certain marketing efforts have been developed expressly to target and appeal to youngsters, these advertising may have an impact on the way that young people think or change their view of what they desire. However, although certain marketing methods, such as those taught in a health and social change communication programme, are intended to promote good social change, others are intended to encourage negative conduct in children. Anyone interested in learning more about the many ways children have been influenced by advertising in the media need look no further. This paper is an attempt to collect information from the prior researches and relevant studies conducted in the area of children's influence on family buying behaviour so that the important variables for the study could be identified and analyzed.