University Research: Advertising's Influence on Teenagers' Bad Habits

This research proposal investigates the impact of advertising on teenagers' acquisition of bad habits. It begins with an introduction highlighting the vulnerability of teenagers to advertising due to their limited experience and the increasing use of digital media by marketers. The problem stat...Read More

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author Note

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Topic- The impact of advertising on acquisition of bad habits by teenagers
1.1 Introduction
This proposed research project is based on the investigation on the impact of
advertising on acquisition of bad habits on teenagers. It has been identified that teens are the
most crucial demographic for markets and their preference of brands are still gelling as they
have money spend and exert a strong influence on their parents’ spending. It is particularly
noted that almost 45% of teens now have access to internet and marketers are leveraging
trend in their marketing strategy (Schudson 2013). It has been identified that myriad of
criticism about the role of advertising in the society emerged today. Critics tend to argue that
teenagers particularly vulnerable to advertising as they have limited experience and
knowledge to understand and evaluate the persuasive advertising appeals in critical manner
(Melgar and Elsner 2016). So, the purpose of the study is to investigate and analyse the
impact of such advertising attempts on the acquisition of bad habits of teenagers. This
research report discusses how the investigation and analysis is supposed to be conducted in
the study.
1.2 Problem Statement
It has been identified that rapid pace of marketing strategies are somewhere
affecting teenagers’ behaviour. It is certain that teenagers are not highly experienced about
the marketing attempts made in today’s digital platform. Teenagers are highly exposed to
digital media; businesses tend to track the regular activities of teenagers and shape their
advertising strategies (De Mooij 2018). This means that brands or the marketers know what
strategy or content influence teenagers’ behaviour and their purchasing decisions. However,
Hellman et al. (2013) on a contemporary human behaviour study has mentioned about due to
such planned attempt of advertising is badly affecting teenagers’ social behaviour.

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1.3 Research Aim and Objectives
The aim of the study is to understand the how today’s advertising strategies are creating
the impact on teenager’s social habits. Following are the fundamental objectives of meeting
the stated aim.
 To critically analyse the behavioural aspects of teenagers
 To critically investigate advertising attempts made by marketers to create impact on
teenagers’ behaviour
 To understand the impact of advertising on acquisition of bad habits of teenagers
1.4 Research Questions
 What are the major behavioural aspects of teenagers?
 How are marketing strategies developed by marketers to create impact on teenagers’
behaviour?
1.5 Methodology
In order to investigate and analyse the impact of advertising strategies on the
acquisition of bad habits of teenagers, secondary research method would be an effective
choice. As the research focus on the broader context –teenagers’ behaviour, thereby,
secondary data would help to consider long series of cases and events related to advertising
attempts and teenagers’ habits. Intepretivism research philosophy would be selected as it
helps to derive broader theoretical insight about the research context. Likewise, inductive
research approach would be selected as it helps to derive theoretical insight at the end after
the observation

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References
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Hellman, M., Demant, J., Rolando, S., Rossetti, S., Wothge, J., Gosselt, J. and Bujalski, M.,
2013. Above the message and beyond reach: persuasion knowledge by a European teenage
beer commercial audience. Young, 21(4), pp.387-405.
Melgar, L. and Elsner, R., 2016. A review of advertising in the 21st century. International
Journal of Business Administration, 7(4), pp.67-78.
Schudson, M., 2013. Advertising, the uneasy persuasion (RLE Advertising): Its dubious
impact on American society. Routledge.