IDEAS home Printed from https://ideas.repec.org/p/pra/mprapa/22699.html
   My bibliography  Save this paper

Advertising Message Processing Amongst Urban Children: With Reference To TV Advertising in Pakistan

Author

Listed:
  • Zain, Ul Abideen
  • Farooq, Waqas

Abstract

The current study extends the knowledge of cognitive processing of advertising messages by urban children in Pakistan. Data were collected from 230 children in age bracket 7 - 12 years, drawn by using the cluster sampling approach. Structured questionnaire using three point rating scale was used. Data analysis showed that children’s capability to understand, decode and process advertising messages is directed not only by their own cognitive capabilities at different age levels but also through societal and personal backgrounds. Some communal and social customs related to tolerability and aptness of human behavior also manipulate the processing of advertising messages by children of either sex. Some other factors including the model liking, role played, story, and jingle will not only influence liking or disliking of some specific advertisements and therefore its decoding. At this age group, it was not appropriate to use advanced psychometric techniques for study, so, a simple three a point scale was used for data collection. Further research may explore other insights by using development in measuring tools and techniques. How advertising messages are decoded by children and which are important sources of persuading and influencing is a topic not explored much in Pakistan. Therefore, the study would add some insights for good understanding the children’s capabilities to process and ultimately scheming valuable communication approaches.

Suggested Citation

  • Zain, Ul Abideen & Farooq, Waqas, 2009. "Advertising Message Processing Amongst Urban Children: With Reference To TV Advertising in Pakistan," MPRA Paper 22699, University Library of Munich, Germany, revised 15 Jan 2010.
  • Handle: RePEc:pra:mprapa:22699
    as

    Download full text from publisher

    File URL: https://mpra.ub.uni-muenchen.de/22699/2/MPRA_paper_22699.pdf
    File Function: original version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Gorn, Gerald J & Florsheim, Renee, 1985. "The Effects of Commercials for Adult Products on Children," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 962-967, March.
    2. Roedder, Deborah L, 1981. "Age Differences in Children's Responses to Television Advertising: An Information-Processing Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(2), pages 144-153, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sabrina Bruyneel & Laurens Cherchye & Sam Cosaert & Bram De Rock & Siegfried Dewitte, 2020. "Verbal Aptitude Hurts Children’s Economic Decision Making Accuracy," Working Papers ECARES 2020-22, ULB -- Universite Libre de Bruxelles.
    2. Iris Vermeir & Dieneke Sompel, 2014. "Assessing the What Is Beautiful Is Good Stereotype and the Influence of Moderately Attractive and Less Attractive Advertising Models on Self-Perception, Ad Attitudes, and Purchase Intentions of 8–13-Y," Journal of Consumer Policy, Springer, vol. 37(2), pages 205-233, June.
    3. van Reijmersdal, Eva A. & Rozendaal, Esther & Buijzen, Moniek, 2012. "Effects of Prominence, Involvement, and Persuasion Knowledge on Children's Cognitive and Affective Responses to Advergames," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 33-42.
    4. Yann Verhellen & Caroline Oates & Patrick Pelsmacker & Nathalie Dens, 2014. "Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge," Journal of Consumer Policy, Springer, vol. 37(2), pages 235-255, June.
    5. Margurite Hook & Stacey Baxter & Alicia Kulczynski, 2018. "Antecedents and consequences of participation in brand communities: a literature review," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 277-292, July.
    6. van Reijmersdal, Eva A. & Rozendaal, Esther & Hudders, Liselot & Vanwesenbeeck, Ini & Cauberghe, Veroline & van Berlo, Zeph M.C., 2020. "Effects of Disclosing Influencer Marketing in Videos: An Eye Tracking Study Among Children in Early Adolescence," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 94-106.
    7. McDaniel, Stephen R. & Heald, Gary R., 2000. "Young Consumers' Responses to Event Sponsorship Advertisements of Unhealthy Products: Implications of Schema-triggered Affect Theory," Sport Management Review, Elsevier, vol. 3(2), pages 163-184, November.
    8. Reifurth, Katherine R.N. & Wear, Henry T. & Heere, Bob, 2020. "Creating fans from scratch: A qualitative analysis of child consumer brand perceptions of a new sport team," Sport Management Review, Elsevier, vol. 23(3), pages 428-442.
    9. Abideen, Zain Ul & Salaria, Rashid M., 2009. "Effects of television advertising on children: with special reference to pakistani urban children," MPRA Paper 22321, University Library of Munich, Germany, revised 30 Apr 2010.
    10. Livingstone, Sonia & Helsper, Ellen, 2004. "Advertising foods to children: Understanding promotion in the context of children's daily lives. A review of the literature prepared for the Research Department of the Office of Communications (OFCOM)," LSE Research Online Documents on Economics 21757, London School of Economics and Political Science, LSE Library.
    11. De Jans, Steffi & Hudders, Liselot, 2020. "Disclosure of Vlog Advertising Targeted to Children," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 1-19.

    More about this item

    Keywords

    Advertising; Cognitive Processing; Communication; Pakistan; Children;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:22699. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Joachim Winter (email available below). General contact details of provider: https://edirc.repec.org/data/vfmunde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.