Effectiveness of Animated Spokes Character in Advertising Targeted to Kids

Komal Shuja, Mazhar Ali, Munazzah Mehak Anjum and Abdul Rahim

MPRA Paper from University Library of Munich, Germany

Abstract: The purpose of the study was to find the effectiveness of using animated characters in advertising targeted to kids. The research design was quantitative and its research type was causal. The respondents of the study were ‘Pre-primary school going kids’ from nine different schools belonging to different areas of Karachi, Pakistan. Data was analyzed through Classification Regression Tree (CRT).The findings of this research study reveal that liking of the animated spokes character has a significant effect on product and brand character recognition, Product-Brand Character Association and brand preference. The majority of earlier related studies have been descriptive in nature. This study has used relatively advanced measurement technique like CRT thereby making methodical contribution. It is especially useful considering the paucity of research studies on advertising targeted at kids in Pakistan.

Keywords: Children Buying Behavior; Animated Character; Advertising Effectiveness; Brand Preference; Brand Association; Brand Recall; Brand Recognition (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2016-08-27
New Economics Papers: this item is included in nep-edu and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://mpra.ub.uni-muenchen.de/73362/1/MPRA_paper_73362.pdf original version (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:73362

Access Statistics for this paper

More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter ().