Publisher:INST SUPERIOR ENTRE DOURO & VOUGA, RUA ANT CASTRO CORTE REAL, SANTA MARIA DA FEIRA, AVEIRO 4520-909, PORTUGAL
Series Info:INTERNATIONAL JOURNAL OF MARKETING COMMUNICATION AND NEW MEDIA;Volume: 9 Issue: 17 Pages: 48-71
Type:Article
Keywords:Advertising
,
Children Attitudes
,
Product Placement
,
Sports’ Brands
Abstract:
The study aims to investigate children’s attitude towards different advertising formats
including TV ads, in-movie product placement and in-game advertisements, using a
web-based between subjects’ experimental design among a sample of Egyptian
children aged between 6 to 13 years. Children’s attitude development by advertising
efforts is considered under investigated in literature particularly in Arab cultures and
as they are considered as powerful influencers to parents’ purchase decisions, the
study contributes to a better understanding of children’s attitudes that will guide
mangers in making wiser advertising budget allocation. The results showed that there
is a significant different impact of the investigated advertising formats on children’s
attitude towards sports brands with higher cognitive, affective and behavioral
responses resulted from the exposure to traditional video advertising compared to in-
movie product placement and in-game advertisements