Department of Management Studies, Bhavan's Vivekananda College of Science, Humanities & Commerce, Secunderabad, A.P, India.
Online published on 30 March, 2012.
A comparative study of school children, intermediate (junior college) students, post-graduate students, working men and women and housewives was conducted in the twin cities of Hyderabad and Secunderabad, India, to understand their television viewing habits and whether these groups differ in any way in their ability to recall brands and key brand differentiating messages from advertisements. Findings of the study showed that school children(age group 12–14 years) are better receptors of advertising messages than any of the other categories of respondents.
Brand Recognition, Clutter, Day-after-brand recall (DAR), Key message recall (KMR), One-way Analysis of Variance (ANOVA)
