Indomie Television Commercials and Children Choice of Indomie Noodles: A Theoretical Perspective

Abstract

This paper examined television commercials and children choice of indomie noodles. The purpose of the study was to find out how television commercial influences children to put pressure on parents to purchase the product for them. The study employed critical literature review method to appraise extant literature on television commercials and children’s demand for Indomie noodles. Two theories were used to anchor the study: persuasive theory and attitude change theory. Findings from the study showed that TV commercials that are well packaged motivate children’s demand for the advertised product; TV commercials make children to put more pressure on parents to buy the product for them; it is an important marketing strategy that works when producers of children foods make use of it at strategic time. Based on the findings, we recommended that TV commercials related to Indomie instant noodles in particular should be aired at the time children are back from school so as to make the children view it and request their parents to purchase the product for them; the commercials should also say what the product is in terms of quality and taste. The paper concludes that Television commercials is key to increasing the market demand for Indomie instant noodles, hence the producers of Indomie instant noodles should not look at the short term signals of improved sales