Cartoon Endorsement

Prepargond by Fariha Tazin, Lecturer, Faculty of Business Studies (Marketing) Proposed name CARTOON ENDORSEMENT Efficacy on Kids Market Abstract Kids ar bombarded with conglomerate forms of promotional activities by marters of food products. Todays babys atomic number 18 very much aware of the fashion trend and whos eer has taken them to market has been observed the merchandising power of the popular sketch characters. The purpose of this research subject field go away be to find step forward whether draw strengthens children to buy more or non. Qualitative research nestle will be ingestiond to carry knocked out(p) this research require.This study will set out to find the amount of work out that cartoon endorsers be in possession of on children. As there have been few donnish literatures on the topic of the effectiveness and usefulness of cartoon arcsecond in the field of publicize, It has been set as the main goal of this research studies to explore the weigh t of cartoon endorsement as a promotional technique 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 even his soap covered in cute 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 concept has been derived from the idea of eminence endorsement. The retailing segment is displaying immense business potential for these younger segments. retail for kids, be it branded or unbranded, has emerged as a tremendous market in Bangladesh.The kids retail market is immense, with a huge variety visible(prenominal) in the clothing, accessories and footwear sections. Some of the products that are functional in the kids accessories segme nt include fashion accessories, watches and even kids designer jewellery, not to mention toys, books, games, electronics, education aids. Dora the Explorer, Mickey Mouse and all the other staples of daybreak TV are part of the worlds greatest gross revenue team because when theyre on the package, kids start yelling for it. 2. Aim to understand the effect of Cartoon endorsement on kids market. . Objective a. To find out that whether there is a relationship amid cartoon endorsement and the acquire 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 negative outcome of this marketing that so-and-so badly affect children? 5. Literature ReviewAdvertisers often choose celebrities who are naturally attrac tive allowing them to stand benefit both from the status and physical appeal of different celebrities (Singer 1983). Most of the advertisements which get on air dispel characters that are attractive. It has been observed that consumers often form positive opinions about much(prenominal) 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 change magnitude the purchase intents (Friedman et aI. 976 Petroshius and Crocker 1989 Petty 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 derriere in a supermarket environment. 6. Methodology The data will be calm using the questionnaires. For this purpose different school, neighborhoods and shopping malls will be visited to take in the data. This research will be conducted by taking the perspective of the put ups that how they their children behaves when they encounter the cartoon endorsed product.The sample size for carrying out this research consisted of 50 respondents. 6. 1 Data entreaty a) Primary Data accretion In this research study the primary data will be collected through survey questionnaires. For this purpose questionnaires will be distributed to those parents whose children lies amidst the ages of 3 to 8 years. So it is possible to define that age separate of children who are dependent on their parents for buying decisions. b) Secondary Data Collection Secondary data will help us in find the various dimensions of the variables under study.The secondary 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. Conclusion Young children, in particular, have difficulty in distinguishing between advertising and reality in ads, and ads send word 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 childrens attention through various means like TV, Magazines, Stickers, etc. Obviously attracted children by the marketing practices get adversely affected most of the time. I expect this research to modify to debates of the idea will be to find out the relationship between the cartoon endorsement and children impulse 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, Cartoon characters influence kids online, Health Revelations, 2009-2010 cited July. 16, 2010, available from World Wide weathervane http//healthrev elations. com/2010/07/16/cartoons-endorse-food/ a. AsimTanvir, IMPACT OF CARTOON ENDORSEMENT ON CHILDREN IMPULSE purchase OF FOOD A PARENTS PERSPECTIVE 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. none 6, 15-18 c. Gardner, M. P. & Rook, D. W. 1988. Effects of impulse purchases on consumers emotional states. Advances in Consumer Research. Vol. 15, 127-130 d. Bardia Yousef hakimi & Abed Abedniya & Majid Nokhbeh Zaeim . , Investigate the Impact of Celebrity 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, 3rd edition, Englewood Cliffs, untried Jersey Pren tice-Hall, Inc