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Attitude towards Advertisements: A Study on Tweenagers

International Journal of Marketing and Business Communication

Volume 3 Issue 2

Published: 2014
Author(s) Name: Dheeraj Nim, Simranjeet Kaur Sandhar, Tanvi Dashora | Author(s) Affiliation: Indore Institute of Science and Technology, Indore, Madhya Pradesh, India.
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Abstract

As per the research, an average viewer sees 47 advertisements a day making it 17155 advertisements in a year. Gaining an understanding of the tween-agers (children between the ages 8 and 12) attitude toward TV commercials is important to marketers for two reasons. First, these children are believed to be capable of developing psychological constructs, making comparisons, and forming impression. Second, marketers are discovering that it is a segment with immense marketing potentials. Compared to their predecessors the tween-agers are more affluent and have many choices. They have significant influence on the purchase behavior of their parents. Keeping these in view, marketers of many consumer products all over the world have targeted this segment although few of the researches are being done keeping this category in view. The present study is, therefore, targeting this group to analyze the attitude of tween-agers towards advertisements. The study focused on gender flexibility of tween-agers by classifying them as high and low gender flexible and the attitude associated with it.

Keywords: Tweenagers, Gender Flexibility, Attitude, Advertisements

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