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Effectiveness of Animated Spokes-Character in Advertising Targeted to Kids

Author

Listed:
  • Shuja, Komal
  • Ali, Mazhar
  • Anjum, Munazzah Mehak
  • Rahim, Abdul

Abstract

The purpose of this study is to find the effectiveness of using animated characters in advertising targeted to kids. The research design is quantitative and its research type is causal. The respondents of the study are ‘Pre-primary school going kids’ from nine different schools belonging to different areas of Karachi, Pakistan. Data is analyzed through Classification Regression Tree (CART). The findings of this research study reveal that liking of the animated spokes character has a significant effect on product and brand character recognition, Product-Brand Character Association and brand preference. The majority of earlier related studies have been descriptive in nature. This study has used relatively advanced measurement technique like CART thereby making a methodical contribution. It is especially useful considering the paucity of research studies on advertising targeted at kids in Pakistan.

Suggested Citation

  • Shuja, Komal & Ali, Mazhar & Anjum, Munazzah Mehak & Rahim, Abdul, 2018. "Effectiveness of Animated Spokes-Character in Advertising Targeted to Kids," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 2(2), pages 31-47.
    • Handle: RePEc:zbw:espost:194566
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    File URL: https://www.econstor.eu/bitstream/10419/194566/1/animated%20published%20paper.pdf
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    References listed on IDEAS

    as
    1. Bahn, Kenneth D, 1986. "How and When Do Brand Perceptions and Preferences First Form? A Cognitive Developmental Investigation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(3), pages 382-393, December.
    2. Ali, Mazhar, 2016. "Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 17(4), pages 916-932.
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    More about this item

    Keywords

    Children Buying Behavior; Animated Character; Advertising Effectiveness; Brand Recall; Brand Recognition; Brand Preference; Brand Association;
    All these keywords.

    JEL classification:

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

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