Advertising message processing amongst urban children: An Indian experience — with special reference to TV advertising

Abstract

Purpose

This study is designed to extend knowledge of cognitive processing of advertising messages by urban children in India.

Design/methodology/approach

Data were collected from 250 children aged between 7 and 12 years, drawn in the sample from five major towns of the relatively affluent western state of Gujarat (India) by using the cluster sampling approach. A simple questionnaire using three point rating scale was administered with the help of moderators. Data were analyzed using the SPSS software.

Findings

It was found that children's ability to decode and process advertising messages and to understand their intents is influenced not only by their cognitive abilities at different age strata but also by their social and personal environments. Social norms related to acceptability and appropriateness of gender behavior also influence the processing of ad messages by the children of both sexes. Other elements like likeability of the model, character or endorser, story line, slogan and the music will create liking or disliking for a particular advertisement and hence decoding of its message.

Research limitations/implications

As it was not possible to use advanced psychometric tools for the study on children, a simple three a point scale used for the purpose could have had its own limitations. Future research can benefit from further improvements in measuring techniques.

Originality/value

How children decode an advertising message and what are the sources of influence is not an actively researched topic in India. The study would therefore contribute towards better understanding of children's processing abilities and designing of effective communication strategies.

Citation

Panwar, J.S. and Agnihotri, M. (2006), "Advertising message processing amongst urban children: An Indian experience — with special reference to TV advertising", Asia Pacific Journal of Marketing and Logistics, Vol. 18 No. 4, pp. 303-327. https://doi.org/10.1108/13555850610703263