TY  - GEN
AU  - SARAF, VIKAS
AU  - JAIN, N C
TI  - Children and parents's interest in TV advertisements: Elucidating the persuasive intent of advertisements
PY  - 2013///
KW  - MARKETING
N2  - Parents' control over the amount and type of TV programs viewed by their children is a direct form of mediation. The presence of a parent as a viewing partner provides further opportunity for mediation of a program and advertising content. Parentsand children may exchange comments and views regarding content showed in advertisements- chidren may ask questions which the parents would answer and issuing of instructions may take place
ER  -