The relationship between Preschool Children Exposure to Advertising on their Specialized T.V. Channels and their Purchasing Behavior

Document Type : Original Article

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Professor, Faculty of Post Graduate Studies of Childhood, Ain Shams University

Abstract

T.V. advertising is considered one of the most important marketing tools as it influences large sample of audiences despite their interests or their cultural backgrounds. T.V. plays a key role in children daily life, and advertising is one of the messages that children likes and love to watch.
This study seeks to answer the following question: What is the relationship between preschool children exposure to advertising broadcasted on their specialized channels and their purchasing behavior?
This study depends on Cultivation theory in addition to AIDA model which explain the relationship between watching advertising and purchasing decision, this study uses a questionnaire to collect data from a random sample of parents to children age 4-6 years old.
The main results show that 50% of the children watch on regular bases their specialized channel, and 35% of these children also watch advertising on their channel.
Furthermore, the results revealed that there is significant relationship between children exposure to advertising and their purchasing behavior.

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