'Cartoon Endorsement\r'

'Prep ard by: Fariha Tazin, Lecturer, Faculty of business organisation Studies (Marketing) Proposed Title: CARTOON ENDORSEMENT: Efficacy on Kids Market Abstract: Kids be bombarded with various forms of promotional activities by marketers of food products. Today’s banters argon very much aware of the fashion rationalize and who’s ever has taken them to market has been sight the marketing power of the popular reckon characters. The solve of this seek consider allow for be to ensure away whether resume strengthens shaverren to buy much or non. Qualitative research approach will be used to carry prohibited this research subject field.This study will set out to find the come up of influence that animated cartoon endorsers have on children. As there have been few academic literatures on the topic of the effectiveness and usefulness of cartoon mug in the field of advertising, It has been set as the main(prenominal) goal of this research studies to explo re the weight of cartoon phiz as a promotional proficiency in Bangladeshi markets. 1. Introduction: A child wakes up in his Disney character pajamas, rolls out of his Barney sheets, his toothbrush, toothpaste and perhaps eve his soap covered in wanted licensed characters.Gathering up his Pokemon cards and strapping on his Doraemon backpack, he heads off to school. But the Commercialism does not stop even in the schoolyard. Leveraging the endorsement of products by popular cartoons, as a marketing practice, is a common phenomenon. cartoon endorsement invention has been derived from the idea of celebrity endorsement. The retailing segment is displaying gigantic business potential for these younger segments. Retailing for kids, be it branded or unbranded, has emerged as a severe market in Bangladesh.The kids retail market is immense, with a huge variety operational in the clothing, accessories and footgear sections. Some of the products that are available in the kid’s a ccessories segment include fashion accessories, watches and even kids’ designer je nearlyery, not to mention toys, books, games, electronics, education aids. Dora the Explorer, paddy field Mouse and all the other staples of morning TV are part of the world’s great sales team †because when they’re on the package, kids flummox yelling for it. 2. Aim: to examine the effect of sketch endorsement on kids market. . Objective: a. To find out that whether there is a relationship between cartoon endorsement and the buy behavior of children. b. To analyze the benefits of having cartoon endorsement on products. 4. Research Questions: a. How retailers use cartoons on their variety of products? b. How kids respond to these endorsed products? c. How unbranded products are having benefited from this Cartoon endorsement of children market? d. Is there any ostracize outcome of this marketing that preserve badly match children? 5. Literature Review:Advertisers often choose celebrities who are physically attractive allowing them to get benefit twain from the status and physical appeal of different celebrities (Singer 1983). nigh of the advertisements which get on air contain characters that are attractive. It has been observed that consumers often form positive opinions about(predicate) such characters. Apart from this, it is seen that attractive communicators are doing well in changing the beliefs of the consumers (Baker and Churchill 1977; Chaiken 1979; Debevec and Kernan 1984) and increasing the get intents (Friedman et aI. 976; Petroshius and Crocker 1989; slight and Cacioppo 1980) as compared to those characters that are unattractive. In one of the study by Story and French revealed that 75% of the purchase requests take place in a supermarket environment. 6. methodological analysis: The data will be peaceful utilise the questionnaires. For this purpose different school, neighborhoods and shopping malls will be visited to collect the data. This research will be conducted by taking the perspective of the parent’s that how they their children behaves when they get a line the cartoon endorsed product.The s angstrom unitle size for carrying out this research consisted of 50 respondents. 6. 1 Data aggregation a) primary winding Data Collection In this research study the primary data will be collected finished survey questionnaires. For this purpose questionnaires will be distributed to those parents whose children lies between the ages of 3 to 8 years. So it is practicable to define that age group of children who are low-level on their parents for buying decisions. b) Secondary Data Collection Secondary data will help us in determining the various dimensions of the variables under study.The subaltern data for this research study will be collected from different journals, books, researches and websites. Mostly the data will be collected from previously published journals and researches. 7. goal Young c hildren, in particular, have difficulty in distinguishing between advertising and reality in ads, and ads can distort their view of the world. Additionally children are unable to evaluate advertising claims. Children represent an important demographic to marketers because they have their own purchasing power, they influence their parents buying decisions and theyre the adult consumers of the future.Marketer tries to draw children’s attention through various means like TV, Magazines, Stickers, etc. apparently attracted children by the marketing practices; get adversely stirred most of the time. I expect this research to hand to debates of the idea will be to find out the relationship between the cartoon endorsement and children liking buying behavior, more specifically that whether those products are bought more impulsively by the children which have their favorite cartoon characters on them.References: Edward Martin, â€Å"Cartoon characters influence kids” [onlin e], Health Revelations, 2009-2010 [cited July. 16, 2010], available from World Wide web: http://healthrevelations. com/2010/07/16/cartoons-endorse-food/ a. AsimTanvir, ” extend to OF CARTOON ENDORSEMENT ON CHILDREN IMPULSE acquire OF FOOD: A PARENT’S prospect” The Institute [online], VOL 4, [cited JUNE, 2012], available from World Wide Web: http://www. ijcrb. webs. com. html b. Bellenger, D. N. , Robertson, D. H. & Hirschman, E. C. 1978. Impulse buying varies by product. Journal of Advertising Research. Vol. 18. No. 6, 15-18 c. Gardner, M. P. & Rook, D. W. 1988. make of impulse purchases on consumers’ affective states. Advances in Consumer Research. Vol. 15, 127-130 d. Bardia Yousef hakimi & Abed Abedniya & Majid Nokhbeh Zaeim . , â€Å"Investigate the Impact of reputation Endorsement on Brand Image” European Journal of Scientific Research, ISSN 1450-216X Vol. 58 No. 1 (2011), pp. 116-132, © EuroJournals Publishing, Inc. 2011 , available from the : http://www. eurojournals. com/ejsr. htm e. Aaker, D. A and Myers, J. G (1987), Advertising Management, tertiary edition, Englewood Cliffs, New Jersey: Prentice-Hall, Inc\r\n'