Attitude of Mothers towards TV Ads:A Comparison of Working and Homemaker Mothers

Purpose: To study the attitude of working and homemaker mothers towards TV advertising its effect on their children. Methodology: Self structured questionnaire convenience sampling technique was used for data collection. The Sample comprises 400 (age: 25 to 45 years) children 8 16 years). response generated regarding 32 statements related different aspects measured a five point Likert Scale. Findings: Factor Analysis revealed dimensions while 7 dimensions. Both find ads informative is more liberal favorable than mothers. While, are bothered about being persuasive materialistic; homemakers featuring adult content unhealthy eating habits worrisome. Research limitations: Although there possibility applicability conclusions other parts country, no such general beyond respondents Punjab claimed. sample selected urban economically stronger population. Value Paper: This useful both ad-makers policy-makers. have indelible influence as they most impressionable segment viewing So, should be that achieve higher sales but also leave positive impact young minds.