Munich Personal RePEc Archive

"Effectiveness of Animated Spokes Character in Advertising Targeted to Kids"

Shuja, Komal and Ali, Mazhar and Mehak Anjum, Munazzah and Rahim, Abdul (2016): "Effectiveness of Animated Spokes Character in Advertising Targeted to Kids".

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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.

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