Children Advertisements and Effects on Family Purchasing Behavior Article Summary 1.https://s3.amazonaws.com/academia.edu.documents/55…2.at least 100 wor

Children Advertisements and Effects on Family Purchasing Behavior Article Summary 1.https://s3.amazonaws.com/academia.edu.documents/55…2.at least 100 words. G.J.C.M.P.,Vol.3(2):9-17
(March–April,2014)
ISSN: 2319 – 7285
CHILDREN ADVERTISEMENTS AND THEIR EFFECTS ON FAMILY
PURCHASING BEHAVIOUR: A STUDY OF CANNANLAND, OTA NIGERIA
Dr. Oluwole Iyiola & Joy Dirisu
Department of Business Management, College of Business and Social Studies,
Covenant University, Ota, Ogun State, Nigeria.
Abstract
The average American is exposed to 61,556 words from mass media each day which works out to just under 4,000
words per waking hour, about 60 words per waking minutes per person per day (Herbig and Kramer, 1994).
Advertisements are everywhere. In recent years, the number of television (TV) advertisements, directed towards kids (18
months to 12 years old), has increased tremendously. Kids as young as 18 months recognize product logos. This fact is
not lost on advertisers, who spend over $15 billion yearly pushing products and services aimed at children. Kids now
watch an average of 40,000 TV commercials a year (Bigda, 2005). As a primary market, kids have considerable spending
power: children between the ages of 4 and 12 are estimated to have spent $29 billion in 2000 (McDonald and Lavelle,
2001). Kids are also taken very seriously as a future market; hence, the emphasis is on building brand loyalty with the
hope of creating a lifetime customer.
Television (TV) advertisements have become a part of children daily lives. The questions now are: Why are so
many television advertisements directed towards kids? How do kids react to these advertisements? How do they go about
getting the product in the market? How do these TV advertisements modify the behavior of kids as consumers? and what
role should parents play in their children’s TV watching behavior?. Questionnaire were distributed to 100 households in
Cannanland, Ota, Nigeria (a University community), only 90 were useable. Chi square statistics were used to analyse the
data; p
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