1. Introduction media marketing, banner ads on websites and product Children constitute an important target market segment placements (A common sense media research brief nowadays and this has prompted researchers & 2014). Intensive digital marketing campaigns for fast marketers to direct their attention to study the influence food, snacks, and sweetened beverages combine an of marketing strategies on children. Children are integrated set of digital practices designed to engage attracted towards the strategies used by marketers to children and youth continuously. The six concepts that promote their products and it ultimately affects the constitute unique features of digital media and marketing buying behaviour of children. Changing technology, are Ubiquitous connectivity, Engagement, User- family structures, family income, purchasing power, generated Content, Personalization, Social graph and parents' education etc are changing the parents and Immersive environments. Advergame is also one of the child's perspective of purchasing. In the modern media emerging tools of digital marketing having all of the environment children usually spend most of their leisure above characteristics. time in playing games, watching TV, surfing on the internet which makes them more critical and 2. Literature Review knowledgeable, thus leading to changes in purchasing Advergames are the electronic games used to promote a preferences and intentions. In the past the main product, brand etc available on company websites and on commercial place to sell to children through social media sites in which the commercial messages are advertisements is Television but the trend is now present in the form of online games.Moore(2006) changed with the advancement of technology. The Advergames are the game format in which advertising commercial sites are new marketplace for children which message ,logos and trade character etc are embedded. include advergames, viral marketing, mobile ads, social Advergames can be defined as “an immersive mix of A STUDY OF EFFECTIVENESS OF ADVERGAMES ON CHILDREN Shefali, Research Scholar (ankushefali@gmail.com) Guru Gobind Singh University, Dwarka, New Delhi Dr. Vijita Singh Aggarwal, Associate Professor (vijitaaggarwal@yahoo.com) Guru Gobind Singh University, Dwarka, New Delhi Abstract In the modern media environment children usually spend most of their leisure time in playing games, watching TV, surfing on the internet which makes them more critical and knowledgeable thus, leading to changes in purchasing preferences and intentions. Advergames are new and emerging tool of Digital marketing used to entice adults and children to play in branded environments. The paper aims to determine the effectiveness of advergames on young children on the basis of modified hierarchy of effects model. A qualitative research was done on controlled group of young children. Also this paper provides a first opportunity to do this kind of research in an Indian context. A qualitative research was conducted in the private computer classes in the Gurgaon region. The sample population consisted of controlled group of 15 children in the age group of 5-8 years who could use internet and could also respond to simple paper and pencil surveys. An experiment performed over young children by providing them the computers to play KFC game online for certain minutes so as to check their response after game playing on the basis of attention, recognition, liking, preference, intention and choice. Finally it was concluded that advergames are very effective in influencing children buying behaviour as majority of them are able to retain character in their mind showed in the game and KFC is the brand which is preferred over other brands by the children but not for consumption purpose. KFC is the brand, which is preferred over other brands by the children but not for consumption. Keywords: Advergame, Digital Marketing, Online games, Internet, Online marketing. 137 BVIMSR’s Journal of Management Research Vol. 7 Issue - 2 :October : 2015