Does Television Advertising Make A Difference

Does Television Advertising Make A Difference: A Critical Literature Review


Despite the advancement in technology and growth in digital market, television is still the main avenue for advertising food products. Globally, television food related advertisements promote food products such as sugary cereals as well as beverages. In the recent times, television advertising is threatened by digital advertising and hence the aim of this study was to discuss whether television advertisements make a difference in marketing with focus marketing to children. The study was based on AIDA and hierarchy of effects models of advertising. Descriptive research design was used in the study influenced by qualitative research methods. Systematic literature review research strategy was used whereby data was collected from a wide range of references with relevant information. The study findings indicated that television commercials attract attention of children and influence their consumer behaviours as well as promoting their food preferences.


Table of Contents


1.1      Overview.. 5

1.2      Statement of Problem and Identification of Variables. 6

1.3      Significance of the Problem.. 6

1.4      Research Objectives. 7

1.5      Definitions. 8

1.6      Assumptions and Limitations of the Research. 8

1.7      Research Justification. 9

1.8      Organization of the Dissertation. 9


2.1      Introduction. 10

2.2      Framework for the Literature Review.. 10

2.3      Children and TV Food Advertisements. 13

2.4      Marketing Techniques and Consumer Behaviours. 14

2.5      Effects of TV advertisements on Food Preferences among Children. 16

2.6      Chapter Summary. 16


3.1      Determination of Research Design. 18

3.2      Research Design. 18

3.3      Data Collection. 19


4.1      Demographics of the Population. 21

4.2      Impacts of Television Advertisements on Children Attention. 21

4.3      Effects of Food Television Advertisements on Consumer Behaviours of Children. 22

4.4      TV Advertisements Promote Food Preferences among Children. 23

4.5      Summary. 23


5.1      Summary. 24

5.2      Conclusion. 24

5.3      Recommendations. 25

5.4      Implications and Limits of Generalizability of Findings. 26





    • Overview

It is widely recognized that free and independent media is imperative for democracy and society. Despite that media independence can be jeopardized in various ways and directions, the recent studies both academically and in business field have shown that commercial media biases is an important concern (Faraday, Vijayalakshmi, Vasantha, Kanchana & Lawrence 2016).  Does Television Advertising Make A Difference. The conflict between the audiences and advertisers regarding the media contents and the target market is the main source of media biases. For instance, the media may prefer that the advertisers do not critically report about their products.

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  • Implications and Limits of Generalizability of Findings

This study reinforces the application of television advertising strategy in marketing to influence the consumer behaviours of the audiences. Despite that there is a strong believe that television advertising will be overtaken by digital advertising following the increased use of the internet by customers and consumers, this study shows that television commercials have strong impact on the consumer decision and buying patterns.  Does Television Advertising Make A Difference

This study has several possible limitations. The main limitation of the study is that it does not quantitatively describe the difference made by television advertising. The above analysis does not enable the researcher make strong generalization on whether television advertising makes a difference.




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Hierarchy of effects model