engleski

TV advertising to children: Single, multiple repeated and multiple diverse ad exposure

This study was designed to examine whether children as ad viewers respond differently to varying degrees of repetition and to repetitive as opposed to varied sets of ads. An experiment was conducted in order to test differences among 4 groups of primary school children exposed to a different advertising stimulus. The results confirmed that advertising does influence brand preference and brand desire ; that multiple advertisement exposure does not lead to increased brand recollection, brand preference or brand desire ; and that varying the advertisements does not increase the effect on brand recollection, brand preference or brand desire. It can be concluded that advertising is a powerful tool that should be used consciously and responsibly. All stakeholders (advertisers, policy makers and parents) are warned to accept their responsibility in terms of protecting children from harmful advertising. If advertising to children is used for the right purpose, it is a good learning tool which leads to increase awareness as well as preference change. Still, advertisers are advised to spare the money in regards to both extensive media buying and too much media production, as excessive advertising as well as varying advertising might not yield additional effects.

TV advertising, children, repeated ad exposure

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