Date post: | 25-Jan-2015 |
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How Effective are Television Advertisements
on Children
Advertising to Children
Hana AlAmro Sohayla Rashwan
2
Presentation Outline
Act 1: Informational (Intro + Research)
Act 2: Sample Characteristics & Tactics
Act 3: Primary Data Analysis
Act 4: Conclusions & Recommendations
Act 5: Limitations
3
Mass-promotional tool
No immediate
response/demand
“One-way” form of
M.C.
Advertising : An Introduction
4
Advertising Philosophy
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Doi
ng
F
eelin
g
T
hin
kin
g
Hierarchy of Effects
5
Different Advertising Styles
1. Print
2. Outdoor
3. Broadcast
4. Public Service
5. Celebrity
6. Guerrilla
6
Purpose of Advertisements
7End of Act 1
Advertising to Children
1 Bil l ion US Dollars Stacked
8
“The research goal is to investigate the variables used in children’s advertisements as persuasive
tactics”
Research Purpose
9
Objectives
To define and describe persuasive tactics used in advertisements
To explore which of those used in children’s advertisements effectively
To explain the impact of each tactic on children’s mental abilities
To list which tactics are most used in children’s advertisements
To discover which tactic beholds the maximum effect on children
To discover which tactic beholds the minimum effect on children
To provide a foundation of information to further research the turn-over rate inflicted by those adverts
10
Sample Characteristics
Age: 7-11
Gender: Boys & Girls
Life cycle stage: Children
Income: From 3000 SR & more
Race: All races
Nationality: Mixed
Family size: All family sizes
Demographic Segmentation
11
Sample Characteristics
Social class: from Upper middle to Skilled
working (A class to C2 class)
Activities
Interests
Opinions
Psychographic Segmentation
12
Children’s Advertising Tactics
The Bribe
The Game
Big Claim
The Promise
Super Person
The Cartoon
Special Effects Repetition
The Music
The Humor
The Story
End of Act 2
13
Data Analysis
FemaleMale
Category
46
53
Pie Chart of Gender
Qualifying Measures
14
87654321
40
30
20
10
0
No. of TVs
Perc
ent
2.24.4
2.2
6.6
2.2
24.4
40
17.7
Histogram of Number of TVs
Data Analysis Qualifying Measures
15
TrueFalse
70
60
50
40
30
20
10
0
Monitors
Perc
ent
66.6
33.3
Percent within all data.
Chart of Parental Monitoring
Data Analysis Qualifying Measures
16
YesNANo
70
60
50
40
30
20
10
0
Responds
Perc
ent
64.0
4.6
31.2
Chart of H0
Percent within all data.
Data AnalysisH0: Children in this Age group cannot defend themselves against
Persuasive Tactics
Higher-Level Hypotheses
17
YesNot_SureNANo
60
50
40
30
20
10
0
Responds
Per
cent
1.5
20.321.8
56.2
Percent within all data.
Chart of H1-A
Strongly_AgreeNANeutralDisagreeAgree
30
25
20
15
10
5
0
Responds
Perc
ent
1.5
14.0
25
29.629.6
Percent within all data.
Chart of H1-B
Data Analysis
Higher-Level Hypotheses
H1: Children In This Age Group Do Not Fully Comprehend The True Purpose Behind Those Adverts
18
SometimesOftenNeverNANeutralAlways
40
30
20
10
0
Responds
Perc
ent
1.9
9.6
13.4
19.219.2
36.5
Percent within all data.
Chart of H2-A
Mid-Level Hypotheses
Data AnalysisH2: The Game Tactic Used In Adverts Affects Children
19
SometimesOftenNeverNeutralAlways
35
30
25
20
15
10
5
0
Responds
Perc
ent
12.5
17.117.1
20.3
32.8
Percent within all data.
Chart of H2-B
Mid-Level Hypotheses
Data AnalysisH2: The Game Tactic Used In Adverts Affects Children
20
SometimesOftenNeverNANeutralAlways
35
30
25
20
15
10
5
0
Responds
Perc
ent
5.75.7
11.5
15.3
28.8
32.6
Chart of H3
Percent within all data.
Mid-Level Hypotheses
Data Analysis
H3: The Big Promise Tactic Used In Adverts Affects Children
21
Strongly_DisagreeNADisagreeStrongly_AgreeNeutralAgree
60
50
40
30
20
10
0
Responds
Perc
ent
3.83.8
15.317.3
55.7
Chart of H4
Percent within all data.
3.8
Mid-Level Hypotheses
Data Analysis
H4: The Special Effects Tactic Used In Adverts Affects Children
22
Strongly_AgreeNANeutralDisagreeAgree
60
50
40
30
20
10
0
Responds
Perc
ent
1.53.16.2
35.9
53.1
Chart of H5
Percent within all data.
Mid-Level Hypotheses
Data Analysis
H5: The Repetition Tactic Used In Adverts Affects Children
23
SometimesOftenNeverNANeutralAlways
35
30
25
20
15
10
5
0
Responds
Perc
ent
3.13.1
7.8
17.1
34.334.3
Chart of H6
Percent within all data.
Mid-Level Hypotheses
Data Analysis
H6: The Music Tactic Used In Adverts Affects Children
24
SometimesOftenNeverNANeutralAlways
50
40
30
20
10
0
Reponds
Perc
ent
3.13.16.2
20.323.4
43.7
Chart of H7
Percent within all data.
Mid-Level Hypotheses
Data Analysis
H7: The Story Tactic Used In Adverts Affects Children
25Ultimate Hypotheses
NAMostNeutralLeast
35
30
25
20
15
10
5
0
McDonald's Kids' Meal
Perc
ent
15.3
30.7
26.926.9
Chart of H10
Percent within all data.
Data Analysis
H10: The Most Used Tactic In Children’s Adverts Is The Bribe Tactic
End of Act 3
26
Conclusions
Advertising tactics to persuade children
Understanding these tactics
Comprehending the true propose
27
Implications
Business managers & policy makers
28
Recommendations
For the Marketing Field
I. Most suitable techniques
II. Techniques proved of optimum benefit, can be
expanded
III. Mind ethics and morals
29
Recommendations
For the Household
I. Attention of parents
II. Screening of children desires
III. Communication of true purposes of T.V. ads
30
Recommendations
For Future Researchers
I. Expandable into numerous areas, lack of studies
II. Real-life examples of tactics
III. Children’s immediate response
IV. The turn-over rate
V. Outline of moral regulations
End of Act 4
31
Limitations
Time Constraints
Final outcomes of the research
Fiscal year break for local schools
Quality and error level of the research
32
Limitations
Budget Constraints
Target sample based in Riyadh
More accurate results for respondents
33
Limitations
Procedural Errors
Initial survey design was complicated proved by
pre-test
Key mistake during data interpretation due to
deference of data types
34
Limitations
Others
Refusal of survey distribution
Low Online survey turnover
Substitute plans
End of Act 5
35
ONE MORE THING…
Sohayla RashwanHana AlAmro
For Ms. Rafia GulzarMs. Suraiya S. Ali
Dr. Mohammad Mounir
Appreciating Your Time & Attention