Impact of advertisement on Tweens (7-12 years) A study with specific reference to Foods and Beverages.

*Dr. Akshat Dubey

INTRODUCTION The term advertising is derived from the original Latin word adverto which means to turn the attention. Every piece of advertising turns the attention of the reader or the listeners or the viewers or the onlookers towards a product or a service or an idea. According to the New Encyclopedia Britannica, Advertising is a form of communication intended to promote the sale of a product or service to influence the public opinion to gain political support or to advance a particular cause.

Television advertising market was nearly Rs 8,674 crore in 2008 The print industry stands at nearly Rs 10,000 crore. The cinema medium contributed around 0.7 per cent of the total advertising budget in 2008. Outdoor media industry grew at 14 per cent to touch Rs 1,454 crore, Radio recorded a 40 per cent growth in 2008 to touch Rs 672 crore Internet advertising constituted only 1.7 per cent of the overall advertising spends in 2008, up from the previous years 1.4 per cent.

B] 1] Size of Advertising industry in India: Rs.16300 crore (ET 26/02/10)

2] Snack food market size: Rs.4500 crore (ET 26/02/10) Branded snack food market size: Rs.1300 crore (ET 26/02/10) 3] More than 60% of commercials promote sugared cereals, candy, fatty foods and toys. 4] Pan Cheese Pizza contains 46.6 % of fats in 2 slices of Pizza whereas a normal body intake should be of 10-20 % calories from fat. *Associate Professor at I.T.S Institute of Management Greater Noida

5] According to the new "India Media Market 2009" report from Heernet Ventures, the Indian media market is expected to grow from revenues of $9.2 billion in 2007 to $17 billion by 2012.

6] After the pulse polio ad campaign only 112 cases of lack of vaccination were reported in comparison to 1600 cases before the campaign. 7] 70% of parents agreed that the child influences them while buying products. 8] Only 2% of the amount goes into Research and development of the product but almost 50% goes into Advertising in India. 9] A leading nutritionist in AIIMS, in a Delhi survey of well-to-do schools found that about 27 per cent of school children were overweight and seven per cent obese. 10] Fast food consisted of 83% of the advertised product.

INDIAN FOOD INDUSTRY

India is the world's second largest producer of food next to China, and has the potential of being the biggest with the food and agricultural sector. The total food production in India is likely to double in the next ten years and there is an opportunity for large investments in food and food processing technologies, skills and equipment, especially in areas of Canning, Dairy and Food Processing, Specialty Processing, Packaging, Frozen Food/Refrigeration and Thermo Processing. Fruits & Vegetables, Fisheries, Milk & Milk Products, Meat & Poultry, Packaged/Convenience Foods, Alcoholic Beverages & Soft Drinks and Grains are important sub-sectors of the food processing industry. Health food and health food supplements is another rapidly rising segment of this industry which is gaining vast popularity amongst the health conscious. India is one of the worlds major food producers but accounts for less than 1.5 per cent of international food trade. This indicates vast scope for both investors and exporters. Food exports in 1998 stood at US $5.8 billion whereas the world total was US $438 billion. The Indian food industries sales turnover is Rs 140,000 crore (1 crore = 10 million) annually as at
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the start of year 2000. The industry has the highest number of plants approved by the US Food and Drug Administration (FDA) outside the USA.

India's food processing sector covers fruit and vegetables; meat and poultry; milk and milk products, alcoholic beverages, fisheries, plantation, grain processing and other consumer product groups like confectionery, chocolates and cocoa products, Soya-based products, mineral water, high protein foods etc. We cover an exhaustive database of an array of suppliers, manufacturers, exporters and importers widely dealing in sectors like the -Food Industry, Dairy processing, Indian beverage industry etc. We also cover sectors like dairy plants, canning, bottling plants, packaging industries, process machinery etc.

The most promising sub-sectors includes -Soft-drink bottling, Confectionery manufacture, Fishing, aquaculture, Grain-milling and grain-based products, Meat and poultry processing, Alcoholic beverages, Milk processing, Tomato paste, Fast-food, Ready-to-eat breakfast cereals, Food additives, flavors etc. The Indian food market is estimated at over US$ 182 billion, and accounts for about two thirds of the total Indian retail market. Further, according to consultancy firm McKinsey & Co, the retail food sector in India is likely to grow from around US$ 70 billion in 2008 to US$ 150 billion by 2025, accounting for a large chunk of the world food industry, which would grow to US$ 400 billion from US$ 175 billion by 2025. Private investment has been one of the key drivers for growth of the Indian food industry. The 'India Food Report 2008', reveals that the total amount of investments in the food processing sector in the pipeline for the next three years is about US$ 23 billion.

The government has received around 40 expressions of interest (EoI) for the setting Reliance Industries Ltd has invested US$ 1.25 billion in a dairy project. Focusing on India as a rapidly growing market, US soft drinks giant PepsiCo would

up of 10 MFPs with an investment of US$ 514.37 million.

pump in an estimated US$ 152.30 million to set up four new food and beverages projects by 2012.
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Geneva-based food service chain Global Franchise Architects (GFA) aims to open

250 stores around the world by March 2010, of which 100 will be in India.

The new trade policy places increased focus on agro-based industries.

Food processing industries have been put in the list of priority sectors for bank

lending. The Centre has also announced a series of new initiatives which include a separate policy at the state level, thrust on contract farming and making the sector taxfree.

The government plans to open 30 mega food parks by the end of the 11th five year Fruit and vegetable processing units have been completely exempted from paying Automatic approval for foreign equity up to 100 per cent is permitted for most of Items like fruits and vegetables products, condensed milk, ice cream, meat Excise duty on ready to eat packaged foods and instant food mixes has been Excise duty on aerated drinks has been reduced to 16 per cent from 24 per cent. The Ministry of Food Processing Industry would assist in the setting up of more

plan (2007-2012).

excise duty.

the processed food items.

production have been completely exempted from Central Excise Duty.

brought down to 8 per cent from 16 per cent.

food processing units so that the industry could create 10 million jobs by 2015, according to Mr Subodh Kant Sahai, Union Minister for Food Processing. Looking ahead According to the India Food and Drink Report Q3 2008 by research analysis firm Research and Markets, by 2012, Indias processed food output is likely to grow by 44.2 per cent to touch US$ 90.1 billion, Packaged food sales will increase by 67.5 per cent to reach US$ 21.7 billion.
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On a per capita basis, per capita packaged food spending is expected to grow by 56.5 per cent to US$ 18.06 by 2012. Moreover, according to a FICCI-E&Y study on the Indian food industry, investment opportunities in the Indian food industry are set to shoot up by a huge 42.5 per cent to US$ 181 billion in 2015 and to US$ 318 billion by 2020.

45 per cent increase in TV advertising of 'food & beverages' sector during 2009 compared to 2008. High advertising share of 'beverages' brands in overall 'food & beverages' TV ad pie during 2009. 'Coca Cola India Ltd' was the number one advertiser of 'food & beverages' on TV during 2009.

'Cadburys Bournvita Plus Plus' occupied the top position among the new 'F&B' brands advertised on TV during 2009. 'Food & beverages' sector had 14 per cent share in overall TV ad volumes during 2009. 45 per cent increase in TV ad volumes of 'F&B' sector during 2009 compared to same period in 2008. With 35 per cent share 'beverages' led the overall advertising of 'food & beverages' sector on TV followed by 'ready to eat' and 'confectionary' categories with 22 per cent and 19 per cent share re Compared to 2008, 'beverages' category observed highest growth of 53 per cent in its TV ad volumes followed by 'ready to eat' and 'confectionary' categories at the second and third place respectively during 2009.spectively during 2009

During 2009, 'Coca Cola India Ltd', 'Cadburys India Ltd' and 'Pepsi Co' were the top three a'Cadburys Bournvita Plus Plus', '7 Up Nimbooz' and '7 Up Natural Lemon Flavour' were the top three new 'F&B' brands advertised on TV during 2009.

During 2009, four brands of 'confectionary' and two brands of 'milk and related products' category made it to the top 10 list of new 'F&B' brands advertised on TV.dvertisers of 'F&B' sector on TV.

During 2009, advertising of 'F&B' brands on national and regional channels was in the 'Tamil Nadu', 'Andhra Pradesh' and 'Karnataka' were the top three states in advertising of

ratio of 51:49.

'F&B' brands on regional channels during 2009.

TWEEN POWER
Thats the new word doing the rounds in corporate boardrooms and marketing strategy meetings. The 8-to-12-year-old, who is still a child, and not yet a teenager, but with awareness now about many adult issues, and aspiring to a teenager lifestyle. When the Barbie goes out, and Lizzie McGuire and Hanna Montana come in. When lullabies go silent, and rock n pop pipe up. In the US, tweens bought $50 billion worth of stuff in 2005, and their parents spent another $171 billion on buying them more stuff. In India today, the tween is more aware, more informed, more demanding than ever before. Couple that with rising household incomes, and increased tendency to expiate parental guilt over not spending enough time with the kids by splurging on them, the tween market is booming and is expected to grow exponentially. And not only are they fast emerging as consumers corporates can target independently, market surveys clearly indicate that they are also playing a major role in making brand purchase decisions for the household, in product categories that are not childrens products by any stretch of the imagination: from consumer durables to cars and homes. As a result, marketers of diverse product categories are trying to find ways to capture the attention of two very distinct audiences through one message. They must appeal to the adult purchaser, as well as to the tween who could end up influencing that purchase. No wonder so many TV commercials feature tweens. Asian Paints has them, HDFC Standard Life has them, Surf Excel, Maruti Esteem, SBI Infrastructure Fund, Airtel, Radio Mirchi, Ira Diamond Jewellers ha Crocs Inc, a US-based footwear major that sells in more than 40 countries, has a wide variety of products that cater to all age groups. Says Mark Langhammer, MD, Crocs India: The youth today are more intelligent than ever. They are aware of trends tech, fashion or otherwise. Moreover, their attitudes are changing with respect to new mediums and services that are constantly entering the market and fighting for their unrivalled attention.
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In a young country like India, children have become a very important audience for us, he adds. The company is in the process of setting up base in India and is planning to aggressively promote their goods to tweens. We want to attract kids attention through some unconventional methods of advertisinglike direct contact programmes where they get an opportunity... Where does their pocket money go? Despite the growing sophistication of the tween generation, and their aspirations to be like their older siblings, the vast majority of their pocket money still goes to confectionery, carbonated drinks and snacks. Euromonitor International's report reveals that tweens spent some US$18.2 billion on confectionery in 2004, representing over 17% of total sales in this market. They spent a further US$8.9 billion and US$5.0 billion on carbonated drinks and sweet and savoury snacks, respectively. These products are usually impulse purchases bought through convenience stores on the way to and from school, or from vending machines.

REVIEW OF LITERATURE
The effects of television advertising on young children. Karen J. Pine and Avril Nash, Psychology Dept., University of Hertfordshire, College Lane, Hatfield, Herts.U.K. Every day children are exposed to the selling messages of advertisers via the television. There is some debate in the literature over the age at which young children can distinguish television advertisements from programmes, when they can remember and want what they see and when they are able to understand that the advertiser's motive is to sell a product. Resolution of the debate has been hampered by methodological difficulties and paradigms which fail to fully capture and explain children's responses to advertisements. This study uses a novel and ecologically valid method of measuring how toy advertising affects children by studying their requests to Father Christmas, monitoring toy commercials and collecting television viewing data. Fast-Food Restaurant Advertising on Television and Its Influence on Childhood Obesity Shin-Yi Chou, Lehigh University and National Bureau of Economic Research
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Inas Rashad, Georgia State University,Michael Grossman, City University of New York Graduate Center and National Bureau of Economic Research December 2006 Childhood obesity around the world, and particularly in the United States, is an escalating problem that is especially detrimental as its effects carry on into adulthood. In this paper we employ the 1979 Child-Young Adult National Longitudinal Survey of Youth and the 1997 National Longitudinal Survey of Youth to estimate the effects of fast-food restaurant advertising on children and adolescents being overweight.The advertising measure used is the number of hours of spot television fast-food restaurant advertising messages seen per week. Our results indicate that a ban on these advertisements would reduce the number of overweight children ages 3-11 in a fixed population by 18 percent and would reduce the number of overweight adolescents ages 12-18 by 14 percent. The elimination of the tax deductibility of this type of advertising would produce smaller declines of between 5 and 7 percent in these outcomes but would impose lower costs on children and adults who consume fast food in moderation because positive information about restaurants that supply this type of food would not be banned completely from television. Marketing Food to Children:the Global Regulatory Environment WORLD HEALTH ORGANIZATION by Dr Corinna Hawkes Although formal definitions of "marketing" are very broad, for the purposes of this review the term was used to refer only to those processes that are very visible to the consumer, namely: advertising and promotion. Six marketing techniques widely used by companies to promote food to children were singled out: television advertising, in-school marketing, sponsorship, product placement, Internet marketing and sales promotions. Information about regulations governing each of these six marketing practices was obtained by conducting a thorough search of a wide range of information resources, including web sites of government ministries and industry organizations, legal databases, published books and papers, and governmental and nongovernmental reports. The data so obtained was then crosschecked against alternative sources, a process which involved personal contact with marketing experts worldwide. In all, the search process yielded verified information about marketing regulations in a set of 73 countries from all world regions, although some are less well represented than others owing to difficulties in accessing the relevant information.Although the present review is primarily concerned with regulations governing the marketing of food to children, it was recognized that a wide range of regulations have the potential to affect the techniques used to
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market food to children, including those that apply to all age groups and all products. In fact, non child-specific consumer protection laws have been used as the basis for litigation against several large food companies.Of the six techniques, television advertising is perhaps the most popular means of promoting food and beverage products worldwide and consequently has been the subject of more debate, in terms of its effects on children, than any other marketing practice. It is also the most widely regulated; 85% of the 73 countries surveyed had some form of regulation on television advertising to children and almost half (44%) had specific restrictions on the timing and content of television advertisements directed at children.Two countries and one province have banned television advertising to children.The effect of such bans on childrens diets is, however, difficult to evaluate; existing bans tend to be undermined by cross-border advertising (i.e. advertising that originates from another country) and other marketing techniques, factors which complicate evaluation. Twenty-two countries have some form of regulatory or self-regulatory clause on food advertising, but the degree of implementation of these clauses and their effect on childrens diets has likewise not been evaluated. Advertising and Children:-Broadcasting Commision of Ireland,2002 December, Dr. RuthBlandina M. Quinn The topic of Advertising and Children is a College debaters dream. Every angle, argument and theory has been studied, written about and proved in depth. Work on this area has emerged from a wide variety of sources; a sample can be illustrated as follows: Sociologists; Psychologists; Behavioural scientists; Economists; Market research; Lawyers; Advertisers; Advertising representative organisations; Childrens organisations;
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Consumers organisations; Parents organisations; National governments; European Union; United Nations. Viewed collectively, one sees that it is possible to prove anything to anyone about any point emanating from this area of activity. Where to now? The purpose of this section is to provide information rather than in-depth analysis of the subject matter. The approach taken is to introduce some of the principal areas of research and to outline the varying arguments contained therein. More specifically, the section that follows is divided into two main parts. The first part deals with emphases in current research while the second deals with the reliability of the research produced. Childrens Understanding of TV Advertising:Effects of Age, Gender and Parental Influence :Tammo H.A. Bijmolt,Wilma Claassen We investigate childrens understanding of TV advertising, that is their ability to distinguish between TV programs and commercials and their comprehension of advertising intent, using verbal and non-verbal measurements. The sample consists of 153 children, ranging from 5 to 8 years old, and their parents. Results using non-verbal measures suggest that most children are able to distinguish commercials from programs and that they have some insight into advertising intent. Results using verbal measures, however, are not as conclusive; the percentage of children who show understanding of TV advertising is substantially lower. Effects of age, gender, and parental influence are assessed using MURALS, a regression analysis method for categorical and continuous variables, and CHAID, an analysis method to detect homogeneous segments on the basis of the relation between categorical dependent and explanatory variables. The age of a child turns out to have a positive effect. The effects of gender and parent-child interaction are rather small, both for verbal as for non-verbal measures of understanding of TV advertising. A high level of parental control of TV viewing may result in lower understanding of TV advertising.
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A thematic content analysis of childrens food advertising Michele Roberts and Simone Pettigrew,University of Western Australia In an era of unprecedented childhood obesity, uncertainty exists as to whether attitudes and behaviours modelled in food advertising are influencing childrens diets. An audit of food advertising aimed at children was conducted to identify elements that may influence childrens food socialisation. Quantitative and qualitative content analysis methods were used to provide (1) descriptive statistics of incidence and (2) a thematic analysis of messages contained in a sample of food advertisements screened in Perth, Australia, during childrens morning television programming. Across 28.5 hours of childrens programming, 950 advertisements were aired, 212 of which were for food products. The qualitative themes evident in the ads were the prevalence of grazing, the denigration of core foods, exaggerated health claims, and the implied ability of certain foods to enhance popularity, performance and mood.

Impact of Television on Children R.K. Gupta, D.P. Saini, U. Acharya and N. Miglani Department of Pediatric Medicine, Sir Padampat Mother and Child Health Institute, SMS Medical College, Jaipur Television viewing has a great impact on various aspects of child's life. This study was carried out at Sir Padampat Mother & Child Health Institute, Jaipur (Rajasthan). The aim was to study the effects of television viewing on a child's eating habits, general physical health, physical activities, interest in study and school performance. Only 250 children of 3-10 years age groups were studied for a period of nine months (January 1992 to September 1992). Average duration of television exposure to an individual child was 18.5 hours per week in the study. Significant changes were observed in a childs' eating habits, weight, physical activity, sleep pattern, interest in study and general physical health. Increase in weight was observed in 19.6% children suggesting that the television viewing may predispose to childhood obesity. In 30.4% cases decrease in physical activity was found, 18.4% children showed decreased interest in study, while 10% children showed decrease in school performance, and sleep pattern was disturbed in 24% children.
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Medical problems were found in 11.6% children. Significantly two children had precipitation of fits on television viewing. (Indian J Pedlatr 1994; 61 153-159) Priming Effects of Television Food Advertising on Eating Behavior Jennifer L. Harris, John A. Bargh, and Kelly D. Brownell Yale University Health advocates have focused on the prevalence of advertising for calorie-dense low-nutrient foods as a significant contributor to the obesity epidemic. This research tests the hypothesis that exposure to food advertising during TV viewing may also contribute to obesity by triggering automatic snacking of available food. Impact of T.V Advertisements on Buying Pattern of Adolescent Girls Nidhi Kotwal, Neelima Gupta and Arjee Devi Government College for Women, Parade, Jammu, Jammu and Kashmir, India Television and advertising together present a lethal combination and has become an integral part of modern society .It is the most convenient route to reach not only adult consumers but also the adolescents. Adolescents are manipulated by advertisement promise that the product will do something special for them which will transform their life. The present study was conducted on 100 adolescent girls, studying in class 9th-12th, to know the impact of T.V. advertisement on their buying pattern. The results revealed that advertisements played a vital role in introducing a new product in the family list & making better choice during shopping. Majority of the respondents after watching an advertisement wanted to buy the new brand introduced in the market, they were disappointed when they were not allowed to buy products of their choice and were of the opinion that T.V. advertisements helped them to make better choice during shopping. The girls utilized their pocket money received every month for shopping. The main items purchased from the pocket money were- food, cosmetics, gifts and cards. They mostly went to shopping with parents .The girls planned their shopping after discussion with family members. In purchase of food items, stationary, cosmetics and toiletries, the girls were influenced by T.V. advertisements. In case of clothing they were guided by fashion, friends and boutiques. The respondents preferred to buy branded and standardized products which are more advertised on Television.

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OBJECTIVE OF THE STUDY

To find out the positive and negative impact of advertisement on children. To find out the impact of advertisement on the psychological aspects of children. To find out how much advertisement affects the buying pattern of children To find out the effect of advertisement on the behavioral aspects of children. To find out the effect of advertisement on the eating habits and health of children.

RESEARCH METHODOLOGY
HYPOTHESIS FORMULATION
(H0):-There is no effect of age and gender in the understanding of Advertisement on children (H1):-There is an effect of age and gender in the understanding of Advertisement on children. Research Design Descriptive Research Sample Frame In this research, Fast food restaurants like Pizza Hut, KFC ,Mc Donalds , Schools and District parks acted as the sample frame from which the samples were chosen in a random way. Sample Design Probability Sampling because of the following reasons: Every element in the target population or universe [sampling frame] has equal probability of being chosen in the sample for the survey being conducted. Scientific, operationally convenient and simple in theory. Results may be generalized.

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Sample Size 100 Respondents Data Collection Primary data with the help of Questionnaire Area Of Operation NCR Tools for Analysis SPSS Chi Square test FINDINGS

57% of the respondents who took this question were male.

43% of them were female.

34% of the children who took the survey were in the age group 7-9 yrs.

66% of them were in the age group 10-12 years.

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Area of Respondents Covered 28%-Old Delhi 32%-New Delhi 14%-Gurgaon 16%-Noida 10%-Faridabad

An average Indian Child watches during weekday(each day) 0-1hr-29% 1-2 hrs-35% 2-3hrs-23% 3-4 hrs-13%

During weekend the TV viewership increases None of the child watches television for any time less than 1 hour. 1-2 hrs-37% 2-3 hrs-42% 3-4 hrs-12% More than 4-9%

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An astonishing 72% of the tweens watch TV all by themselves

Those who do not watch alone are usually accompanied by Mother-43% Siblings-11% Grandparents-3% Others-43% None of them watch it with their fathers.

78% of the kids watch cartoons 13%-Serials 9%-Movies

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73% of the tweens do not like to watch Advertisements during their programmes. 27% of them liked it because they found it to be humorous or had their favourite stars (Ranbir kapoor)

84% of the children liked watching TV while having food thereby disrupting their food habits.

62% of the parents discussed about Cosmetics,Toys,Fast food with them. 38% discussed the social advertisements.

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55% of the parents said that the kids assisted them in shopping 45% of them said that they did not.

17% of them because of the Product Utility 17%-because their cartoon characters or celebrities endorse them. 36%-Because their friends have it 30%-Because they like the TV ads.

H0):-Age and gender has no effect on the understanding of advertisement in tweens. (H1):- Age and gender has an effect on the understanding of advertisement in tweens. For testing this hypothesis, Chi Square test(as a test of independence) is applied Gender/Age Male(A) Female(a) 7-9(B) 13 21 34 10-12(b) 44 22 66

57 43 100

Expectation Of AB=A*B/N A=57 B=34 N=100 A*B/N=57*34/100=19.38 Expectation Of

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Ab=A*b/N A=57 b=66 N=100 A*b/N=57*66/100=37.62 Expectation Of aB=a*B/N a=43 B=34 N=100 a*B/N=43*34/100=14.62 Expectation Of ab=a*b/N a=43 b=66 N=100 a*b/N=43*66/100=28.38 Oi 13 44 21 22 Ei 19.38 37.62 14.62 28.38 Oi-Ei -6.38 6.38 6.38 -6.38 (Oi-Ei) 40.7 40.7 40.7 40.7
2

AB Ab Ab Ab

(OiEi)2/Ei 2.1 1.081 2.78 1.43

2=(OiEi)2/Ei=8.39 Degrees of freedom=(r-1)(c-1)=(2-1)(2-1)=1 Value of 2 at 5% significance level with d.f as 1 is 3.841 2cal>2tab as 8.39>3.84,therefore null hypothesis is rejected. Thus we can say that There is an effect of Age and Gender on the understanding of advertisement in tweens

SUGGESTIONS & RECOMMMENDATIONS

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The marketer should focus on the tween segment as this segment is becoming a major influencer in buying pattern of the households. Tweens by themselves are developing as a major market separate and distinct from both the kids and the teenagers and therefore there are numerous opportunities for the marketer in this segment.
The research also arrived at the fact that tween products are not easily available in the

market and on most occasions the tweens are forced to compromise amongst the options available either for kids or for teenagers, so there exits an opportunity for the marketer to push in such goods in the market catering to this segment in order to pull the demand. Parenting today is becoming an art as the research clearly indicates about the type of influence that these ads have upon the tweens in terms of their social behaviour, consumption patterns and fooding habits and also the type of products that they want to buy or they suggest for the household, parents need to be very particular about the ways of bringing up a tween as these are the impacting years for them. Another aspect of research is the clear visibility of lack of proper legislations to control the type and quality of advertisements as the existing laws are incapable or insensitive towards the psyche of the tween and totally ignore or undermine the value of tweens in todays society. Another important recommendation of the study deals with managing the effect of materialism amongst the tweens and herein also the family has to be in the forefront of dealing with such aspects and helping the child to develop and grow holistically. Another important suggestion of the study is to see that tweens dont grow too soon but through the natural process so regulation and control in terms of programmes, advertisements, and time has to kept in mind while promoting and advertising products both by the advertiser and the family.
Lastly there exists a wonderful never ending opportunity as tweens are a part of the

lifecycle process and if handled well cam be an asset to any organization.

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CONCLUSION The world belongs to kids. Kids today mean business. Marketing to kids may be your passport to growth. Companies are using this segment to rake in profits. Kids have a firmer grip over the society than what their parents ever had. Not only are they consumers in their own right, they also have a major influence over the familys purchasing power. "Kidfluence" is the direct or indirect influence kids have over family household purchases. Indirect influence means that the kids preferences are given consideration when parents make a purchase decision. The major driving force behind this sweeping change is the Advertising. Advertising has changed the way kids learn, react and behave to a large extent. On the television, too, only 18 percent of the total viewing is of the kids channels, while 80 percent still continues to be general viewing. One can imagine the vast untapped potential that lies hitherto. Advertisement is integral part of the industry which wants its product to be reached to the customer & then converts those customers into consumers. But in this process they should not forget that its their social responsibility to take care of the future of the country which are been targeted tactfully to earn profits. Parents should make the kids more aware of the surrounding so that start taking proper & logical decision. Parents should be aware that advertising is going on, and it's influencing their children more than they think. Also governments role is important here. It can do it by implementing proper food laws and harmonization of various laws into single unified law.

Bibliography
References: Books

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22 Swapna Pradhan- Retailing Management Tata Mcgraw-Hill Text & Cases 2nd Edition. Rajan Saxena -Marketing Management Tata Mcgraw-Hill 3rd Edition 2007 Chunawala S.A. Contours of Retailing Management

Management New Delhi, Prentice

Hall of India, 2003

Kothari C.R, Research Methodology New Delhi, Vishwa Prakashan, 2003 Impact of T.V Advertisements on Buying Pattern of Adolescent Girls Nidhi Kotwal, Neelima Gupta and Arjee Devi Government College for Women, Parade, Jammu, Jammu and Kashmir, India Priming Effects of Television Food Advertising on Eating Behavior Jennifer L. Harris, John A. Bargh, and Kelly D. Brownell Yale University Impact of Television on Children R.K. Gupta, D.P. Saini, U. Acharya and N. Miglani Department of Pediatric Medicine, Sir Padampat Mother and Child Health Institute, SMS Medical College, Jaipur A thematic content analysis of childrens food advertising Michele Roberts and Simone Pettigrew, University of Western Australia. Childrens Understanding of TV Advertising:Effects of Age, Gender and Parental Influence :Tammo H.A. Bijmolt,Wilma Claassen Advertising and Children:-Broadcasting Commision of Ireland,2002 December, Dr. Ruth-Blandina M. Quinn Marketing Food to Children:the Global Regulatory Environment WHO by Dr Corinna Hawkes Fast-Food Restaurant Advertising on Television and Its Influence on Childhood Obesity Shin-Yi Chou, Lehigh University and National Bureau of Economic Research Inas Rashad, Georgia State University,Michael Grossman, City University of New York Graduate Center and National Bureau of Economic Research December 2006 The effects of television advertising on young children. Karen J. Pine and Avril Nash, Psychology Dept., University of Hertfordshire, College Lane, Hatfield, Herts.U.K.

References: Internet

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23 http://mib.nic.in http://indiantelevision.com http://www.my3q.com http://mofpi.nic.in http://www.cseindia.org

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