Parent’s Perception about the Stakeholders Role in Minimizing the Negative Effects of Television Advertising on Children in India

T. Mallikarjuna Raju

Abstract


This study examined Indian parent’s perception about the stakeholders role in minimizing the negative effects of television advertising on children. A survey had been conducted on 3600 parents from 6 selected cities with the aid of structured questionnaire. Children age group was 7 to 11 years. Tabulation of data was used to analyze the study results. Marketers stood top followed by School, Parents, and Government in the role of minimizing the negative effects of television advertising on children as per the Parent’s perceptions. The need of the hour is an integrated approach by involving all stakeholders in regulating the advertising to protect the children against negative effects of television advertising.

 



Keywords


Children advertising, Advertising regulations, advertising negative effects, Role of marketers, Role of Government

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