The Impact Of Television Adverts On Children

Project and Seminar Material for Mass Communication

The Impact Of Television Adverts On Children


The main problem of this study to find out if television advertising has any impact in the shaping of children’s behaviors. This study is not extraordinary that it will not have any problem. And before there will be need for a research work, a problem must be involved.

This project subject divided in five chapter, which include chapter One on Introduction, Background of the study, Statement of problems, Purpose and objective of study, Research Questions, Statement of Hypothesis, Significance of the study, Scope and limitations of the study, Definition of terms.

While chapter two deal with literature review and some others relevance of the subject matters. Chapter three deals on research methodology, Research Design, Source of Data, population of the study, Sampling procedure, Determination of the , sampling size, Method of Questionnaire Distribution, and Method of Data analysis. Chapter four is about presentation of data and analysis of data and finally, chapter five deal on summary of the project, conclusion and recommendations then bibliography.

Table Of Contents

Preliminary Page(s)

  • Title page
  • Approval page
  • Dedication
  • Acknowledgement
  • Abstract
  • Tables of contents

Chapter One

1.0 Introduction

  • 1.1 Background of the study
  • 1.2 Statement of problems
  • 1.3 Purpose and objective of study
  • 1.4 Research Questions
  • 1.5 Statement of Hypothesis
  • 1.6 Significance of the study
  • 1.7 Scope and limitations of the study
  • 1.8 Definition of terms
  • 1.9 References

Chapter Two

2.0 Literature Review

  • 2.1 Advertising
  • 2.2 Advertising objectives
  • 2.3 Qualities of Advertising
  • 2.4 Functions of Advertising
  • 2.5 Advertising Media
  • 2.6 Media strategy \ selection
  • 2.7 Relationship between advertising and other promo tools sales promotion
  • 2.9 Categories of sales promotion
  • 2.10 Major consumer promotion
  • 2.11 Trade promotion
  • 2.12 Form of trade promotion
  • 2.13 Sales force promotion
  • 2.14 Benefit of sales promotion
  • 2.15 Public relation and publicity
  • 2.16 Types of publicity
  • 2.17 Qualities of publicity
  • 2.18 Function of public Relation and publicity
  • 2.19 Personal selling
  • 2.20 Quality of personal selling
  • 2.21 The role of personal selling
  • 2.22 Forms of advertising
  • 2.23 Television advertising
  • 2.24 Characteristics of T.V advertising
  • 2.25 Limitation of T.V advertising
  • 2.26 Cost of T.V advertising
  • 2.27 Cost per thousand
  • 2.28 Gross rating points
  • 2.29 Evaluation of T.V advertising effective
  • 2.30 Consumer behaviour
  • 2.31 Influencial factors behaviour
  • 2.32 References

Chapter Three

3.0 Methodology

  • 3.1 Research Design
  • 3.2 Source of Data
  • 3.3 The population of the study
  • 3.4 Sampling procedure
  • 3.5 Determination of the sampling size
  • 3.6 Method of Questionnaire Distribution
  • 3.7 Method of Data analysis

Chapter Four

4.0 Presentation and Analysis of Data

  • 4.1 Introduction

Chapter Five

5.0 Summary of Findings, Conclusion and Recommendation

  • 5.1 Summary of findings
  • 5.2 Conclusion
  • 5.3 Recommendation
  • Appendix
  • Bibliography
  • Questionnaires

Chapter One


1.1 Background of the study

Television is an important development in the advertising world. It is the fastest growing advertising medium. The unique quality of television lies in its ability to combine many of the functions performed by other media. In addition it excludes every other messages or attraction at the point of exposure. Advertising combines vision and audio with Movement .It has the power to arrest attention.

Television advertising is a highly ubiquitous and Lively medium that can reach a mass audience at a Time by emotion, the Television is the best used for broad exposure and product demonstration advertising and also where some identify is important.

The television audience is broad while family and varied by the time of day but of course reaches almost every one. Television also has played an immense role in the transformation and has become so pervasive and influential in to day. Television advertising has grow from nothing to the point where it challenges news papers as the nations leading advertising medium the reasons for the growth are not difficult to understand because television advertising sells product creatively.

Edwards and Brown (1959) television brought not only sound but also sight and motion into the customer’s home probably because of the added attraction of sight and motion television became the principle advertising medium of many national advertising in a short space of time. The reach of television is unequaled in the history of man; no other single advertising medium reaches as many people on a simultaneous basis as television does. In this era of mass media, television is the most popular medium for reaching the mass audience.

According to BUSKIRK (1976), organized customers groups have held that children are easily manipulated by advertising techniques and lack the ability to read advertising message in printed media. Television as the newest and fastest growing of all major media is probably also the most versatile. It makes its appeal through both the eye and ear. This means that products can be demonstrated as well as explained. It offers considerable flexibility in terms of the time of massage presentation.

The study will therefore focus on the impact of television advertising on the behaviors of children. It will also establish the relationship between television advertising and improved response of children to advertised products.

1.2 Statement Of The Problem

The main problem of this study to find out if television advertising has any impact in the shaping of children’s behaviors. This study is not extraordinary that it will not have any problem. And before there will be need for a research work, a problem must be involved.

Therefore, this research work is carryout to empirically investigating the relationship between timing, duration, policy of the organization and the effects of television advertising on children behavior between the ages of 10-15 years.

1.3 Purposes And Objective Of Study

The purpose of this study is assess the impact of television advertising on children between 10-15 years of age. Then the specific objectives are as follows:

  1. To establish the effect of television on the behavior of children between 10-15 years.
  2. To identify the basic factors of consideration in advertising to children between 10-15 years.
  3. To identify the problems advertisers usually encounter in advertising to children between 10-15 years.
  4. To find out if television advertising can influence the behaviors of the children between the age of 10-15 years
  5. To determine Children’s response towards advertising.
  6. To establish the cost implication of advertising to children between the age of 10-15 years.
  7. To recommend the best method of carrying out children advertising in order to maximize of impact.

1.4 Research Questions

This investigation is seeking solution from following question:

  1. Is there significant relationship between aesthetic programming and behavior of children?
  2. Does heavy advert budget impact anything on children behavior?
  3. What is the effect of multiple placements on behavior of children between the ages of 10-15 years in Owerri?
  4. How does timing in television advert affect children behaviour?
  5. Does motion in television advert creates any impression on children behaviour.
  6. How does colour television advert effect children behaviour?

1.5 Statement Of Hypothesis

  • HO: there is a significance relationship between aesthetic Programming and children behaviour.
  • HO: Heavy advert budget does not impact on the behaviour of children
  • HO: there is no effect on multiple and timing on the behaviour of children between 10-15 years

1:6 Significance Of The Study

This work would be of good help to the advertisers to know the extent of the impact of aesthetic programming heavy advert budget timing and multiple placements on the behaviour of children. This study will be useful to company’s that produce and advertise for children who will benefit for up coming student who will advertisers on retailed areas it will also be useful to advertising agents and media planner in planning their adverts.

1.7 Scope And Limitation Of Study

For an in depth treatment of this topic the study should have covered the children between the ages of 10-15 years in Imo state. The researcher can not possibly cover all the children between this age ranges in Imo state within the time period of this study and as a result this researches is limited to children within this age range that live in Owerri metropolis.

The questionnaires were not giving proper attention by the respondents they find it difficult to co-operate or even answer questions in the questionnaires as some in depth problem into their secrecy. Some did not care to return the questionnaires while other intentionally avoided the researcher. It was difficult tracking down the respondents in other to collect answered questionnaires despite all the techniques employed in this work; the researcher still experienced interviewers bias.

1. 8 Definition Of Terms


A person enduring favorable or unfavorable cognitive evaluations emotional feeling and action tendencies towards some objects.


Group of people exposed to any of the media but more usually associated with television or radio.

Consumer Behaviour:

Young human beings of either sex between the ages 10-15 years.


the qualitative value of an exposure through a given medium.


These represent the entire vehicle used in reaching targeting through Newspapers, radio or television.


Is one unique medium that combines sight sound and movement hence the name audiovisual.

Chapter Five

Discussion Of Findings, Conclusion And Recommendation.

5.0 Introduction

In this chapter, the researcher will discuss on his findings from the previous chapter. This chapter also includes conclusion and recommendation; the purpose of this research is to find answer to the identified research questions.

5.1 Summary Of Findings

The first research question was on the significance relationship between aesthetic programming and children purchase behaviour. This question was answered on table 4.9 where it revealed that there is a great relationship between aesthetic programming and purchase behaviour. Also question 7 and 9 covers the same subject matter and it was answered on table 4.3 and 4.4 where it shows how musical programmes and motion programmes creates much on purchase behaviour.

The second research question centered on the impact of heavy advert budget on children purchase behaviour. This question was answered on table 4.10 where it was made clear that heavy advert budget impacts much on children purchase behaviour.

The third question wanted to know if multiple placements affect the purchase behaviour of children between the age of 10 –15 years.

This is depicted on table 4.11 where it revealed that multiple placements have a lot to do with children purchase behaviour.

The fourth research question was centered on how timing in television adverts affects children purchasing behaviour. This is revealed in table 4.12 where it proves that timing affected much on the purchase behaviour of children. Also question 5 and 13 covers the same subject matter. The questions where answered on table 4.2 and 4.6 that shows the reaction of children time spend on any interesting TV advert programmes.

Finally questionnaires 12 and 13 where answered on table 4.8 and 4.7 where it shows they value message and the appreciation of other media as a means of advertising.

5.2 Conclusion

From the research analysis and interpretation so far, children should be considered in executing any promotion programme with much interest on television advertising.

The analysis based on aesthetic (beautiful) programming and children purchase behaviour shows that more than half (63.43) of the children were affected by aesthetic programming.

The function of aesthetic programming has a lot role to play towards purchase behaviour. It also confirms that aesthetic programming is major part of purchase decision.

Also the analysis reviewed that multiple placements affects their (children) purchase decision in television advertising. The result from the question, which centered on multiple placements. Therefore we conclude that multiple placements goes a long way in affecting their (children) purchase decision.

However, proper attraction should be given to media used for advertising especially television because the analysis showed that children attached more value on television media than any other media.

5.3 Recommendation

After analysis the data on the impact of television advertising on purchasi behaviour of children, the researcher wishes to offer the following recommendations.

Government should be very serious in checking the type of advert that goes in for the targeted audience (children) and ensure that only good adverts that will deliver what is required and also achieve better result.

The marketing firms which uses advertising should understand that children are the most targeted audience towards television and advertising, so they should be careful in organizing any advertising to maximum of good and better performance they should know the exact time their audience are available to be reached wish the programmes, for instance, if their prospect are school children. Again their advertisement should be such truthful and interesting.

Finally, further studies should be conducted on other local government areas as well as conduct such study using other media.

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