EXAMINING MEDIA SCHEDULING STRATEGIES: INFLUENCE ON CHILDREN'S PREFERENCES FOR CONFECTIONARY PRODUCTS IN THANJAVUR DISTRICT

Abstract

Advertising has become a lucrative industry, with several sectors such as magazines, cable TV, newspapers, and other media, non-media, and communication companies relying heavily on advertising revenue for their survival. This study was done to assess the influence of media scheduling on the advertising of confectionery items. The researchers conducted this study to assess the influence of media scheduling on the advertisement of confectionery products. The study aims to achieve the following objectives. The objectives of this study are: (i) to provide a detailed description of the socio-economic characteristics of the participants, (ii) to determine the extent to which media scheduling of advertisements affects them, and (iii) to analyse the effects of media scheduling on advertisement impact.  The researcher employed a convenient sampling approach to gather data in the study area. When collecting data, researchers make sure to include families with children who consume confectionery items. The study area for this research is the city of Thanjavur, which is limited to 175 samples. The researcher utilised percentage analysis to provide the socio-economic profile of the sample respondents. Additionally, the chi-square test was employed to identify the components that influence the amount of media scheduling for advertising confectionary products.  This study determined that the media chosen by the manufacturer was highly successful. However, it is recommended that the manufacturer modify their media scheduling in the future depending on preferences and testing. Ultimately, the decision lies in the hands of the manufacturer..

Key words: Advertisement, Media Scheduling, Confectionary Products and Impact of Advertisement.