Effects of Advertising Appeals on Children Choice of Infant Food Products in Calabar.
Author(s)
Dr. Ezekiel maurice Sunday , kajang Joshua Lane ,
Download Full PDF Pages: 13-21 | Views: 950 | Downloads: 258 | DOI: 10.5281/zenodo.3445902
Abstract
This paper has the objectives to determine the effects of advertising on children choice of infant food products, the awareness of mothers as major purchasers of infant food products on the effects of advertising appeals on infants in their demands and requests for infant food products, the implications of children exposure to advertising messages and the extent of efforts in bringing about positive influences on the children in the interests of advertisers and consumers. A survey design was used. The sample size was 104 pupils registered both public and private schools in Calabar municipal and south council in Calabar Cross River State. The results were very revealing as there were significant effects of advertising appeal on children (p<0.05), mothers were aware or not ignorant of advertising appeal on their children (p<0.05), children remember advertising messages faster and better than their subject lessons taught them at school, children do not know the dangers of consuming excess confectionaries (p>0.05) and there were reasons to believe that advertisers would adhere to the standard of good messages by placing warning information on the dangers of excess consumption of infant food products
Keywords
Infant food, advertising media and promotion
References
i. Aaker, D.A., Batra, R. and Myers J. G. Advertising Management, New Delhi; Prentice-Hall, 1998
ii. Armstrong, M. G., and Brucks, M. "Dealling with children's advertising: Public policy issues and alternatives. New York: Journal of public policy and marketing, (1998)
iii. Assael, H. Consumer behaviour and marketing action (6th Edition) Cincinnati: South Western College Publishing, 1998
iv. Bahn, K.D. "How and when do brand perceptions and preferences first form? A cognitive development investigation". Journal of Consumer Research, 13 (2), (1986), 23-54
v. Belch, G.E. and Belch, M. A. Advertising and promotion, an integrated marketing communication perspective (5th Edition). New York: Me Graw Hill, 2001.
vi. Berkowitz, E.N., Kervin, R.A., Hartly, S.W., and Rudelins, W. Marketing (6th Edition) Boston; Me GrawHill/Irwin, 2000
vii. Bovee; C.L. and Thill, J. V. Marketing. New York: Me Graw Hill, Inc, 1992
viii. Driscoll, M. P. Psychology of learning for instruction. Needham Heights, M. A.: Allyu and Bacon, 1994
ix. Enis, B.M., Spencer, R.D., and Webb, R.D. "Television advertising children: Regulatory versus competition perspectives." Journal of advertising. 9 (1) (1980)
x. Etzel, M. J., Walker, B. J., and Stanton, W. J. Marketing (12th Edition). Boston: Me Graw Hill Irwin, 2001
xi. Faber, P. J. "School for sale," Advertising Age, 25, (1999), 22-26.
xii. Federal Trade Commission (FTC) Staff report in advertising. Washington D.C: Government Printing Office, 1978.
xiii. Goldberg, M.E. and Gron G. J. (1977). Children's reaction to television advertising: An experimental approach. New York Journal of Consumer Research. 1 (9), (1978)
xiv. Ibid. Some unintended consequences of television advertising to children. New York: Journal of Consumer Research, 5 (1978),
xv. Ibid. Behavioural evidence of the effect of televised food messages on children. New York: Journal of consumer research. 9 (9), (1982),
xvi. John, D. R. Consumer socialization of children: A retrospective look at twenty five years of research. Journal of consumer research, 26, (1999), 183 – 213.
xvii. Hawkins, D. I., Best, R.J., and Coney, K.A. Consumer behaviour: Building marketing strategy. New York: McGraw Hill Companies Inc, 2001.
xviii. Hite, R.E and Eck, R. Advertising to children: Attitudes of business verses consumers. New York: Journal of Advertising Research, 10, (1987).
xix. Kolter, P., Saunders, J., Armstrong, G., and Wong, V. Marketing (2nd European Edition). London: Prentice Hall, 1999
xx. McNeal, J. U. (1998). Tapping the three kids markets. New York: American Demographics, 1999
xxi. O'Neil, M. Teen-agers reshaping American eating habits. The New York Times on the Web, 1998
xxii. Palan, K. L. and Wilkes, R. E. (1997). Adolescent parent interaction in family decision making. New York: Journal of Consumer Research, 24 (9), (1999).
xxiii. Perachio, L.A. How do young children learn to be consumers. New York: Journal of Consumer Research, (1992).
xxiv. Ryder, M. G. Marketing insights: Contemporary Canadian cases. Applied Business Series. Toronto: Harcourt Brace and Company, 1994
xxv. Rubin, R. S. The effects of cognitive development on children's responses to television advertising. New York: Journal of Business Research, (1974)
xxvi. Sale, R. Lions among Lambs. Promo Magazines February, (1999), 46-51
xxvii. Solomon, R. R. Consumer behaviour. (Fifth Edition). New Jersey, Prentice Hall. Inc., 2002
xxviii. Ward, S. (1980). Consumer socialization; in Harold H. Kassarjian and Thomas S. Robertson (ed). Perspectives in Consumer Behaviour, 1980.
xxix. Wright, J. S., Warner, D. S., Winter, W.L.Jr. and Zeigler, S. K. Advertising. (Fourth Edition), New Delhil: Tata McGraw Hill Publishing Company Ltd, 1978
xxx. UNICEF, UNICEF Information sheet on Nutrition. UNICEF Nigeria, 2006
Cite this Article: