期刊名称：Arabian Journal of Business and Management Review
电子版ISSN：2223-5833
出版年度：2012
卷号：1
期号：7
出版社：Sohar University, Oman and American University of Kuwait
摘要：The study aims to analyze "Effectiveness of celebrity endorsed confectionary products on children with special reference in city of Coimbatore."The objective of the study is to know the children's awareness of celebrity endorsed confectionary Products & their advertisements. (2) To study the impact of celebrity endorsed confectionary Products on children.(3) To know whether is thereany connection between TV watching habit of children and their medium of study or not.Thestudy is based on the primary data collected 300(150 children and 150 parents) from Coimbatore region with the help of a structured questionnaire. Thefindings of the study states that confectionary products are concerned children sometimes insist their parents to purchase those products for them. As far as confectionary products are concerned, children are influenced more by television advertisements and celebrity endorsed products than by the other medium of advertising
