Proceedings of 10th Asian Business Research Conference
6 - 7 October 2014, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-62-7
Impact of Advertising Messages on Children’s Brand Recall and
Recognition: An Experiment Study in India
Ruchika Sharma
In the past decade there has been an explosion of research that has examined children’s
understanding of TV advertisements. However, it is evident from the literature review that no
studies in this area have covered advertising messages and its impact on children’s brand recall
and recognition. Copywriters use various creative devices to lure the consumers and very
impressionable consumers such as children face far more drastic effects of these creative ways of
persuasion. On the basis of Piaget’s(1952) theory of cognitive development as a theoretical basis
for predicting/ understanding children’s response and understanding , a quasi-experiment was
carried out for the study, that manipulated measurement timing and advertising messages(familiar
vs. unfamiliar) keeping gender and age group as two prominent factors. With an aim to study
impact of taglines on children’s brand recall, recognition, likability of taglines and their
understanding of relevance of taglines, a total of hundred and fourteen children from 8-12 age
group and eighty seven from 13-16 age group participated in the experiment. The study revealed a
stronger relation between brand recall and recognition among elder children. However, gender
seemed to have no significant effect on the variables. The results of likability of taglines and effect
of taglines on children’s brand recall are contrary to each other.
Key words: Advertising, Children as Consumers, Brand Recall, Recognition, Taglines
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Ruchika Sharma, Lecturer, Department of Humanities and Social Sciences, Birla Institute of technology and
Science, Pilani, Pilani-333031, email: Ruchika@pilani.bits-pilani.ac.in, Phone no- 01596 515858