The Impact of Television Advertising on Young Customers – The Case of Jalandhar City

An average Indian youngster has seen approximately seen 3,50,000 commercials till the age of 18 and has spent 2500 to 3000 hours in doing so which incidentally is more than the time spent on his/her educational career. This input is enough to effectively change the behavior of any youngster. The paper focuses on measuring this impact of television advertising on youngsters. The youngsters represent a sizeable segment of the Indian society, with 70% population being lesser than 40 years of age