THE IMPACT OF TELEVISION ADVERTISING ON YOUNG CONSUMERS
Abstract One of the large-scale marketing tools is TV advertising. The aim of the article is to analyze the impact and perception of television advertising by young consumers. Material and methods The research on which this study is based was carried out on a group of 1,224 young consumers aged 9-1...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Akademia Bialska im. Jana Pawła II
2021-03-01
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| Series: | Rozprawy Społeczne |
| Subjects: | |
| Online Access: | https://rozprawyspoleczne.edu.pl/WPLYW-REKLAM-TELEWIZYJNYCH-NA-MLODYCH-KONSUMENTOW,132421,0,2.html |
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| Summary: | Abstract
One of the large-scale marketing tools is TV advertising. The aim of the article is to analyze the impact and perception of television advertising by young consumers.
Material and methods
The research on which this study is based was carried out on a group of 1,224 young consumers aged 9-12 in the city of Biała Podlaska, in the period December 2019 - January 2020.
Results
The youngest, participating in shopping, have only a slight influence on what the adults buy. Children spend too much time during the day watching TV and only commercials. As a result, their contact with television advertising blocks, eye-catching regardless of age, is inevitable.
Conclusions
Young consumers do not like advertisements broadcast there. However, they unintentionally watch advertisements, remember what has been shown in them and noticed advertised products while shopping. They do not try to persuade their parents to buy them, as the results of the research show. |
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| ISSN: | 2657-9332 |