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Advertising Ethics to Children: A study of Marketers’ Approach and Parents’ Expectation in India

Ghanshyam, Nithya Mandora (2022) Advertising Ethics to Children: A study of Marketers’ Approach and Parents’ Expectation in India. Masters thesis, Dublin, National College of Ireland.

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The aim of the research is to evaluate the impact of the current advertising ethics to children on brands and parents’ expectations. To achieve this, analysis of the literature of parental expectations was done and awareness levels of brand marketers were evaluated by the researcher and advertising ethics followed by the companies was thoroughly assessed. Considering the context of the study, the researcher used qualitative research method for data collection and interviewed ten brand marketers with the knowledge of Indian advertising landscape to understand their views on the ethical practices currently being followed in the industry. Due to the nature of this research, non-probability sampling was used to recruit the brand marketers. The interviews were semi-structured in nature and narrative research design was carried out. Thematic analysis was used to analyse the collected data. This research also consists of recommendations based on the analysis, the future scope, and the limitations of the study.

Item Type: Thesis (Masters)
Tan, Eileen
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce > Marketing > Advertising
H Social Sciences > HF Commerce > Business Ethics
H Social Sciences > HQ The family. Marriage. Woman > Children
Divisions: School of Business > Master of Science in Management
Depositing User: Tamara Malone
Date Deposited: 06 Apr 2023 15:46
Last Modified: 06 Apr 2023 16:08

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