Children TV Advertising Strategy Research

China has the largest population in the world,as well as that of kids. As a result, the market of children's products is huge and has great prospect. Especially, children's products are expendable and often need to repurchase.However, in the purchasing process, parents'opinions are decisive, because the children's products usually affect the majority of the family's expenses. If we know parents'attitude towards Children TV Advertising (CTA), and then make CTV that they like subsequently, which will not only benefit for the advertisers, the medium, the advertising agency and the target audience, but also for expanding the research in CTV theory.This research is on the basis of the questionnaire survey and then combines literature analysis and case study method. This paper first investigates and then analyses parents'attitude towards Children TV Advertising (CTV). In the sample, parents are of 6-12 year's old children. Then, explores their attitude towards CTV on the cognition, the emotion and the behavior topotasxis level whether has the correlation with their age, family location and the education level. The conclusion is the following:①p arents watch CTV occasionally.②parents are doubtful to the CTV.③parents like the CTV in the medium level.④Parents like the CTV story best played by parents and children together.⑤parents will buy the product occasionally after watching the CTV.⑥parents'attitude towards CTV on the cognition, the emotion and the behavior topotasxis level has the correlation with their age, family location and the education level.Second, the article proposes the corresponding effective communication strategies from the attention-degree, credibility-degree and reputation-degree, according to the results obtained from the investigation.The improvement of CTV attention-degree depends on the following measures:①sponsor television program, such as sponsoring brand news programs and advertising by them ingeniously, sponsor entertainment programs and participation in the combination of program content and development.②TV drama implantation, such as dialogue implantation, plot implantation, and image implantation. The improvement of CTV credibility-degree depends on the following aspects:①strengthening the credibility of Advertising Endorsers;②the attention to the impartiality of disseminator;③Selecting unique USP;④eliminating the concerns of consumers.CTV reputation-degree can be enhanced through showing humanistic care of human, society and nature, and also through showing relationship, friendship, love, homesick and nostalgic mood in the emotional and rational way.