Impact of Animated Advertisement on Product preference of the children

Abstract

his study focuses on analyzing the impact of animated advertisements on the product preferences of
children. It aims to understand how the use of animated characters in advertisements influences
children’s buying behavior, product-brand association, and brand preference, with a special focus on a
selected brand.
Design:
The research design adopted for this study is quantitative and the research type is causal in nature.
Methodology:
The respondents of the study were pre-primary school children from 22 different schools located in
various areas of Multan, Pakistan. A total of 440 questionnaires were distributed, and the response rate
was 100%. The collected data were analyzed using descriptive statistics, correlation, and regression
analysis.
Findings:
The results indicate that animated television advertisements significantly influence children’s buying
behavior. The liking of animated spokes-characters has a notable effect on product and brand character
recognition, product-brand character association, and brand preference. The study confirms that children
are highly responsive to animated advertisements, which in turn affect their product demands, brand
recall, and influence overall sales.

Originality of Work:
This research is particularly valuable as it addresses a gap in the literature on animated advertising
targeted at children in Pakistan, where limited empirical research exists. It contributes new insights into
the causal relationship between animated advertisements and children’s consumer behavior.
Keywords:
Animated Advertisements, Children’s Buying Behavior, Brand Preference, Product-Brand Association,
Consumer Behavior, Pakistan