Post 1991 economic reforms in India, marketers started using television media to reach the children through advertising. The growing trend in advertising towards children in India is due to the growth of nuclear family structure, dual income households, parent's guilt due to spending less time with the children, increase in consumer socialization activities, and increase in media consumption. Literature related to children advertising in India is either focused on advertising effects on children or influence of children in ...
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Post 1991 economic reforms in India, marketers started using television media to reach the children through advertising. The growing trend in advertising towards children in India is due to the growth of nuclear family structure, dual income households, parent's guilt due to spending less time with the children, increase in consumer socialization activities, and increase in media consumption. Literature related to children advertising in India is either focused on advertising effects on children or influence of children in family purchase decisions. This book provides information on impact of television advertising on children in family purchase decision making along with other socialization factors. This book explains the important consumer socialization factors among the children, the relationship between the demographic factors and understanding about the advertisements and purchase requests, and identification of children role in different stages of family purchase decision making process through the parent's perceptions. Analysis and findings provides insights for the marketers in designing marketing communications targeted towards the children.
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Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
PLEASE NOTE, WE DO NOT SHIP TO DENMARK. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Please note we cannot offer an expedited shipping service from the UK.