We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

Impact of Advertising on Tweens - Essay Example

Comments (0)
The reviewed literature shows that the subject of advertising and marketing to children is quite polarized and controversial. While some authors advocate that tweens are informed young consumers and are not manipulated by ads; others claim that advertising and marketing campaigns have a deep (negative) impact on uninformed children, who should be protected from this exposure.
Download full paper

Extract of sample
Impact of Advertising on Tweens

Download file to see previous pages... On the other hand, authors such as Young(90), Roedder (1981) argue that children are nave & need protecting from exploitation. They are criticized by Gunther & Furnham (1998), Mc Neal (1999).
The opponents of advertising claim that ads make children materialistic, it stifles creativity fosters conflict between parents and their children, develops cynical attitudes. [Greenberg & Brand,1993; Liebert (1986), Pollay (1986), Churchill & Moschis (1979), Moschis & Chuchill (1979), Moschis & Moore(1982), Ward & Wackman (1971); Goldberg & Gorn (1978)]

Initial bibliography: see Appendix A

Based on the polarities found in the literature review, this research will try to present a balanced and informed view of the issue by answering the following research questions:

Does marketing/advertising impacts buying behavior and brand awareness on tweens; does it contribute to "Pester-Power"
Is consumerism and materialism reduced by restricting or removing direct exposure to advertising or marketing influences
What is the role of peer pressure - edges, persuaders, followers etc.
What is the role of parents as consumer socialization agents
At what age do children understand persuasive and /or commercial intent
How do children decode and process the sensory information delivered via the advertising medium and whether empiric models can be used to evaluate this decoding
What kind of challenges (re: advertising) does the multi channel/multi media environment present to children

Research Design

The method of research chosen for this dissertation is quantitative.
Since the focus will be primarily on the impact of TV advertising, quantitative techniques will be most useful. A questionnaire can help to measure...
[Greenberg & Brand,1993; Liebert (1986), Pollay (1986), Churchill & Moschis (1979), Moschis & Chuchill (1979), Moschis & Moore(1982), Ward & Wackman (1971); Goldberg & Gorn (1978)]
Since the focus will be primarily on the impact of TV advertising, quantitative techniques will be most useful. A questionnaire can help to measure variables such as media exposure, peer relationships and other socioeconomic factors; central to the dissertation.
The questionnaire should be administered to children in year 4-8 in a variety of schools (state, private, boarding & day) in rural, urban and suburban areas in the South of England. The children's ages ranging from 8-13 years. Children of this age were chosen, not only because within this age range they are deemed to be 'Tweens', but also this age group corresponds with Piaget's concrete operational stage of development and they would also be deemed 'cued processors' (Roedder 1981).
Research on how advertising may or may not influence children to buy or ask for certain goods and products i.e. 'Pester Power' has been carried out using various methods. ...Download file to see next pagesRead More
Comments (0)
Click to create a comment
The impact of tobacco advertising on the females
Tobacco companies are targeting women with advertising. Female smoking increased in United States when cigarette marketing targeted women in late 1960s and earlier in 1930s. This advertising was aiming to elicit an emotional response from the audiences. The consumers felt that they are buying their self-image when purchasing cigarettes.
7 Pages(1750 words)Essay
The Brand Perception Impact of Advertising for Starbucks Company
This reputation of brand depends upon the positioning and quality of brand (Azouly & Kapferer, 2003). This study is mainly aimed at the evaluation of the branding process and its effects on the advertising of Starbucks Company. Management judgment has made the location scheme after obtaining the information about buyers and their expectations because it all depends on the information of location resolution (Davies, 2003).
4 Pages(1000 words)Essay
Food Advertising and Marketing
Multiple techniques and channels are used to reach youth, beginning when they are toddlers, to foster brand-building and influence food product purchase behavior. These food marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions, such as cross-selling and tie-ins.
10 Pages(2500 words)Essay
Advertising has become necessary in business or any endeavor these days. Businesses and organizations need to get the attention of the mostly busy 21st century citizens of the world. Advertising strategies have to be well planned in order for it to be successful in
2 Pages(500 words)Essay
The use of abstract images in advertising design requirements & impact
In this increasingly fast paced and competent market place capturing the attention of the customers is a tough task and hence advertisements that are deficient in terms of reliability and sincerity are more often ignored or
10 Pages(2500 words)Essay
The impact of advertising on male consumer
The problem is that gender identity plays a role in consumption and the importance of brands, and in this decoding. Since much has been written about female consumerism, and not as much attention is paid to male consumerism, the focus of this paper is on the male consumer and how advertising shapes his consumption patterns.
17 Pages(4250 words)Essay
Study the Impact of advertising on children ( all media)
Nevertheless, there have been some developing concerns over some of the advertising that target children, which proceed through both the television and the
3 Pages(750 words)Essay
The impact of culture differences on advertising
For this reason, present-day advertising strategies are designed after consideration of cultural differences and the requirements of the local markets in which the products will be advertised. This study examines how cultural differences
28 Pages(7000 words)Essay
The impact of the Internet on the field of advertising
One of the reasons why the internet is increasingly becoming the method of choice in the field of advertising is through its effectiveness and efficiency and these have ensured that advertising companies save a lot of time. The internet has come to stir up the imagination of many advertising entrepreneurs.
5 Pages(1250 words)Essay
Impact of Advertising
It helps enhance efficiency at all levels including production, delivery system and support services. The paper attempts to explore benefits of advertisements in enhancing materialism in the society at large in the following paragraphs. Zinkhan argues, "Materialism encourages customers to buy and consume".
3 Pages(750 words)Essay
Let us find you another Essay on topic Impact of Advertising on Tweens for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us