Book Description

Children today live in a multimedia and global era. There are around four hundred and seventy six television channels, along with a number of FM channels in India. It is this culture of a child growing up, right from birth to the high school stage and on... being continuously exposed to this media which has impacted all the decision making in their lives. This exposure makes the young student identify the various product brands and their specifications, this being enough to play the role of convincing decision –makers i.e. parents in the family. The imperative reason with marketers to catch them young is the surplus income they have. The significance of advertising grows steadily as brands depend intensively on media for various marketing objectives such as increasing sales, disseminating product knowledge and awareness to the consumer. Advertising also plays a crucial part in determining the ever changing norms of society. And thereby the focus being on the negative as well as positive effects of advertising. Advertising is criticized of encouraging materialism and over consumption, of stereotyping, of causing us to purchase items for which we have no need, of taking advantage of children, of manipulating our behaviour, using vulgarity to sell and generally contributing to the downfall of our social system. The second chapter in the book attempts to provide an insight into its concepts and various research that has been already undertaken globally. The research being first of its kind , the subsequent chapters provide an empirical and statistical evidence to buying behaviour, spending pattern, students attitude, behaviour towards advertising and general impact of advertising on students as researched. This would provide significant information to the advertisers, advertising agencies, research scholars and students in general . I am grateful for the presence of Gods' grace in the due course of presenting this book. I wish to place on record the gracious advice provided by Prof. K.B.Subhash, data analysts from Tata Institute of Social Science (Mumbai) and ICSSR (Surat). I want to thank the students, Principals and managements of the various educational institutions across Goa for providing me valuable inputs and their precious time. It would be impossible, to skip mentioning the support and encouragement from a lot of people. First and foremost my wife and children, mother, siblings and in-laws whose untiring support and encouragement have contributed to making of this book. Last, but not the least, I wish to place on record the courteous and creative help provided by Sara Book Publishing in publishing the book