文章基本信息

标题：Pakistani childrens’ views of TV advertising
本地全文：下载
作者：Kashif, Muhammad ; Altaf, Umair ; Ali, Sajid 等
期刊名称：Market
印刷版ISSN：0353-4790
出版年度：2012
卷号：24
期号：2
页码：245-261
出版社：Faculty of Economics and Business, University of Zagreb
摘要：This qualitative study explores Pakistani children’s views regarding TV advertising and outlines the factors impacting their choice of snack brands. Thirty-six children from three schools were selected purposefully and qualitative dana was collected through focus group sessions held in schools. Findings suggest that children understand the intended message of snack brand advertisers. Diff erent variants of brands focusing on some product- and non-product related elements are considered imperative, contributing towards purchase. Children identify brandsn through jingles and cartoon characters and are well-aware of the logic behind TV advertising. This study highlighted children as knowledgeable, straightforward, fun-loving and rational consumers, all of which have some important implications for food marketers. The research is an original contribution to the work in the field of consumer socialization; it is intended to help the readers understand children’s attitude with regard to TV advertising, and identify some of the elements contributing to the choice of snack brands among children.
关键词：snack brands; advertisement; children; focus groups; Pakistan; parents