Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar (Haryana), India.
Television commercials are one of the most extensively used advertising media. The vast majority of products meant for children are advertised on television. Television has become a primary source of information and entertainment for majority of Indian population. The reach and access of television is quite formidable. In the process children are exposed to plethora of information on various products. This not only complicates the buying decision process in children but also overburden their feeble minds. The main objective of the study is to know the attitude of the children towards television commercials. The main findings include that Television commercial believability and likeability are two main factors affecting the attitude of the school children. Gender and education have been observed as significant factors affecting television commercial taste, annoyance and the purchase of products and believability of television commercials respectively.
Believability of Television Commercials, Likeability of Television Commercials
