ABSTRACT
Advertising Campaigns targeting children have considerably increased in the recent times. Even though advertisements are considered as a useful tool in marketing to convey about products and services to the people, there has been considerable debate on the exploitation of children by deceiving advertisements. The persuasive factor in advertisements is believed to be enticing young children to purchase the products that are promoted. Several studies have pointed out that advertisements targeting children have increased considerably in the recent decades because of the potential role of children in family purchase decisions. The aim of the paper is to study the role played by children in family purchase decisions because of the influencing impact of advertisements.
Keywords: Advertisements, Purchase Decision, Children's Preference, Television Advertisement, products.
Received : 21st February 2019
Accepted : 15th February 2019
Published : 25th March 2019
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