Food Marketing to Children and Youth Threat or Opportunity? (2006) / Chapter Skim
Currently Skimming:
4 Food and Beverage Marketing to Children and Youth
4 Food and Beverage Marketing to Children and Youth
Pages 133-225
The Chapter Skim interface presents what we've algorithmically identified as the most significant single chunk of text within every page in the chapter.
Select key terms on the right to highlight them within pages of the chapter.
From page 133... ...
An overview is provided of the marketing environment, including a profile of food and beverage companies and retailers, full serve and quick serve restaurants, and trade associations. It discusses food, beverage, and meal product development, the implications of the evolving purchasing power of American children and youth, and the general marketing strategies, tactics, and messaging used by industry.
|
From page 134... ...
To assess the degree to which new food and beverage products have been targeted to children and youth across various product categories, the committee also conducted an analysis of trends in the proliferation of children's products using ProductScan®, a large commercial database of products (Marketing Intelligence Service, 2005) that has tracked new product introductions in the U.S.
|
From page 135... ...
· Promotion (e.g., advertising, consumer promotion, trade promotion, public relations) Figure 4-1 shows one approach to a graphic representation of the elements that influence a marketing strategy: defining the target market, determining the marketing mix to meet the needs of that market, and assessing Competitive Marketing Mix Variables Product Place Political - Social Cultural Legal Target Market Promotion Price Economic Technological FIGURE 4-1 Elements of a marketing strategy and its environmental framework.
|
From page 136... ...
. With food and beverage products, product development can be part of the branding process, as with many prepared entrees, baked goods, savory snacks, confectionery, and carbonated soft drinks (CSDs)
|
From page 137... ...
building brand awareness and brand loyalty among potential consumers, and (2) creating perceived value by persuading consumers that they are getting more than the product itself (e.g., social esteem, peer respect)
|
From page 138... ...
. Companies usually spend as much of their marketing budgets on trade promotion as on expenditures for advertising and all other consumer-oriented sales promotion, combined (Boone and Kurtz, 1998; GMA Forum, 2005)
|
From page 139... ...
. Food and beverage companies market to African American family preferences.
|
From page 140... ...
. Magazine Publishers of America estimates that 15 percent of teens ages 1219 years are African American, and are a major influence on youth culture, spending 6 percent more per month than the average U.S.
|
From page 141... ...
Embedded Marketing Strategies Embedded marketing strategies blend commercial content with programming or editorial content, or other lifestyle experiences, to add brand exposure and avoid resistance to direct advertising. Product placement, or brand placement, is an embedded marketing technique that refers to the inclusion of a corporate or brand name, product package, signage, or other trademark either visually or verbally in television programs, films, video games, magazines, books, and music, or across a range of these media simultaneously (Babin and Carder, 1996; Nebenzahl and Secunda, 1993; PQMedia, 2005)
|
From page 142... ...
, and tracking consumer awareness and attitudes regarding specific product categories and specific brands (Collier Shannon Scott and Georgetown Economic Services, 2005c)
|
From page 143... ...
Yet, much of the relevant marketing research on the profile and impact of food and beverage marketing to children and youth is currently unavailable to the public, including for use in designing and targeting efforts to improve the diets of children and youth.
|
From page 144... ...
. The majority of the top 25 global food and beverage companies are also leading producers of child- or youth-specific branded food and beverage products (Food Engineering, 2004)
|
From page 145... ...
. TABLE 4-3 Selected Leading Food and Beverage Companies' Global Revenues, 2003 and 2004 2003 Revenues 2004 Revenues Company ($ billion)
|
From page 146... ...
The heightened public interest in health and wellness and increased concern about obesity presents certain marketing risks -- such as increased costs associated with developing, reformulating, packaging, test marketing, and promoting food and beverage products, as well as uncertainty related to creating and sustaining consumer demand for these new products. However, the public interest and concern also presents potentially profitable marketing opportunities not yet fully explored -- food and beverage manufacturers can compete for and expand their market share for healthier food and beverage product categories, be role models for the industry by substantially shifting overall product portfolios toward healthier products, and
|
From page 147... ...
Ready-to-Eat Cereals Cheerios General Mills Minneapolis, MN 289.7 34.5 Frosted Flakes Kellogg NA Company Battle Creek, MI 243.3 10.0 Honey Nut Cheerios General Mills Minneapolis, MN 239.6 38.3 Honey Bunches of Oats Kraft Foods Tarrytown, NY 222.8 17.8 Cinnamon Toast Crunch General Mills Minneapolis, MN 164.9 24.9 Cereal Bars Chewy Granola Quaker Oats Chicago, IL 125.7 2.8 Nature Valley Campbell Mithun Minneapolis, MN 107.6 7.1 Nutri-Grain Kellogg NA Company Battle Creek, MI 102.5 23.3 Rice Krispies Treats Kellogg NA Company Battle Creek, MI 70.5 n/a Crackers Ritz Kraft Foods Glenview, IL 232.4 12.9 Pepperidge Farm Goldfish Campbell Soup Company Camden, NJ 167.8 9.1 Premium Saltines Kraft Foods East Hanover, NJ 157.5 n/a Cheez-It Savory Kellogg NA Company Battle Creek, MI 139.8 22.2 Wheat Thins Kraft Foods East Hanover, NJ 126.2 21.9 Triscuit Kraft Foods East Hanover, NJ 108.2 16.3 Salty Snacks Lay's PepsiCo Purchase, NY 743.1 23.7 Doritos PepsiCo Purchase, NY 657.0 9.7 Tostitos PepsiCo Purchase, NY 417.0 1.3 Cheetos PepsiCo Purchase, NY 380.3 2.4 Wavy Lay's PepsiCo Purchase, NY 278.3 n/a continues 147
|
From page 148... ...
Refrigerated Orange Juice Tropicana Pure Premium PepsiCo Purchase, NY 1,149.8 31.9 Minute Maid The Coca-Cola Company Atlanta, GA 402.8 28.1 Florida's Natural Citrus World Lake Wales, FL 234.2 20.7 Refrigerated Yogurt Yoplait General Mills Minneapolis, MN 283.5 36.0 Yoplait Light General Mills Minneapolis, MN 174.4 n/a Dannon Light Dannon Company Tarrytown, NY 164.1 3.9 Luncheon Meats Oscar Mayer Kraft Foods Madison, WI 808.8 18.0 Hillshire Farm Deli Sara Lee Corporation Chicago, IL 244.0 20.1 Buddig Carl Buddig & Company Homewood, IL 138.0 0.1 Meat Alternatives Morningstar Farms Kellogg NA Company Battle Creek, MI 73.7 8.9 Boca Burger Kraft Foods Madison, WI 53.1 1.7 Morningstar Farms Grillers Kellogg NA Company Battle Creek, MI 28.2 n/a SOURCE: Reprinted with permission, from BrandWeek (2005)
|
From page 149... ...
140.1 24.6 Sierra Mist PepsiCo Purchase, NY 138.8 41.4 Total Sales Marketing Media Brand Company Name Headquarters ($ millions) Expenditures ($ millions)
|
From page 150... ...
. A variety of principles shape the marketing strategies of food retailers: penetration, to attract the maximum number of households; frequency, to engage shoppers so they will make repeat shopping trips; and spending, to encourage consumers to purchase more during each trip (ACNielsen, 2004)
|
From page 151... ...
, warehouse clubs (e.g., B.J's, Costco, Sam's) , and nontraditional outlets such as convenience stores and drug stores, which are among the fastest growing venues where shoppers purchase food (ACNielsen, 2004; Deutche Bank Securities, 2004)
|
From page 152... ...
McDonald's Burger McDonald's Corporation Oak Brook, IL 24.4 528.8 Wendy's Burger Wendy's International Dublin, OH 7.7 331.3 Burger King Burger Burger King Corporation Miami, FL 7.7 287.1 Subway Sandwich Doctor's Associates Milford, CT 6.3 287.1 Taco Bell Mexican Yum! Brands, Taco Bell Corporation Irvine, CA 5.7 194.4 Pizza Hut Pizza/pasta Yum!
|
From page 153... ...
These organizations often compile data on annual industry sales and consumer trends pertaining to their segments, educate manufacturers on technological advances and retailing practices, offer standards and guidelines for practice, and provide their member companies with technical research and support. A variety of trade associations represent different segments of the food and beverage industry, retail and wholesale sectors, and the restaurant industry (Table 4-7)
|
From page 154... ...
Overall Teen Rank/Item Boys Girls 1 Clothes 21 43 2 Food 30 31 3 Candy 24 34 3 Soda or soft drinks 26 32 4 Salty snacks 15 22 4 CDs or recorded music 19 18 5 Lunch 13 22 Shoes 15 16 6 7 Video games 18 5 8 Jewelry 7 15 9 Magazines 9 12 10 Ice cream 7 10 SOURCE: Reprinted with permission from the Roper Youth Report (2003)
|
From page 155... ...
. Marketing research also suggests that parents believe that their children's preferences are important in determining where food is purchased, as 21 percent of parents in one survey report that their child's preference for certain snack foods is an important factor in deciding where to shop (Yankelovich, 2003)
|
From page 156... ...
Figure 4-2a shows the year-by-year new product introductions in the ProductScan® database from 1994 to 2004 for all food products targeted to the total market and Figure 4-2b shows the year-by-year new product introductions in the ProductScan® database from 1994 to 2004 to children and youth. The number of new food and beverage products targeted to children and adolescents by
|
From page 157... ...
Figure 4-3a shows similar data for all beverage products targeted to the total market, and Figure 4-3b shows data for beverage products targeted specifically to children and adolescents. For both foods and beverages, the overall trend lines increased upward from 1994 to 2004, but as indicated by the slope of the trend lines, the growth rate in new product introductions for both food and beverage products targeted to children and youth is greater than the growth rate for food and beverage products targeted to the general market.
|
From page 158... ...
For example, for food products, the categories of candies, snacks, cookies, and ice cream accounted for 58 percent of all new products targeted to children in 19942004, compared to 27 percent of all new products targeted to the general market. For beverage products, the categories of fruit and fruit-flavored drinks accounted for 40 percent of all new products targeted to children, compared to 22 percent of all new products targeted to the general market.
|
From page 159... ...
. 100 90 80 # New beverage products 70 60 50 40 30 20 10 0 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 Year FIGURE 4-3b New beverage products targeted to children and adolescents, 1994 2004.
|
From page 160... ...
160 FOOD MARKETING TO CHILDREN AND YOUTH TABLE 4-9 Top Food Categories for New Products Targeted to Children and Adolescents, 19942004 Category Number of New Products Candies -- nonchocolate 1,407 Chewing gum 354 Snacks 265 Candies -- chocolate 236 Cereals 231 Cookies 225 Meals 171 Ice cream & frozen yogurt 168 Pasta 98 Yogurt 77 Crackers 71 Snack bars 70 Pastry 66 Desserts 55 Cheese 50 Mixes 49 Fruits 41 Sweet toppings 27 Cakes 25 Chips 25 Popcorn 25 Soup 21 Bread products 20 Jams 20 Poultry 16 Nut butters 13 Vegetables 11 Meat 11 Sauces & gravies 11 Meat substitutes 10 Catsup 10 Meal replacements 9 Fish 8 Staples 8 Baby food 6 Rice 4 Salad dressings 4 Spices 3 Nuts & seeds 2 Dairycase foods 2 Mustard 2 Sauces 2 Salads 1 Entrée mixes 1 continues
|
From page 161... ...
. TABLE 4-10 Top Beverage Categories for New Products Targeted to Children, 19942004 Category Number of New Products Fruit drinks 203 Milk, nondairy milk, & yogurt drinks 96 Beverage mixes & flavorings 60 Carbonated soft drinks 39 Bottled water 34 Sports beverages 34 Health drinks 10 Baby beverages 10 Vegetable drinks 3 Miscellaneous drinks 22 Total 511 SOURCE: Williams (2005b)
|
From page 162... ...
. Other companies that have developed and market dairy-based products for children include Kraft Foods, which developed Twist-umsTM string cheese sticks, and The Coca-Cola Company, which manufactures SwerveTM, a milk-based beverage product consisting of 51 percent skim milk (The Coca-Cola Company, 2005a)
|
From page 163... ...
Finding: Child-targeted food and beverage products have steadily increased over the past decade, and are typically high in total calories, sugars, salt, fat, and low in nutrients. MARKETING STRATEGIES, TACTICS, AND MESSAGING Advertising and Marketing of Foods and Beverages in the United States The scope of marketing expenditures in the United States is very large.
|
From page 164... ...
As a proxy, Table 4-11 displays total advertising spending in measured media for selected categories: food and beverages including candy, and restaurants and fast food outlets. An estimated $6.84 billion was spent on advertising in the food, beverage, and candy category, and $4.42 billion was spent on advertising for restaurants and fast food for a total of $11.26 billion in food and beverage advertising (Brown et al., 2005; Table 4-11)
|
From page 165... ...
One unpublished analysis of estimated inflation-adjusted expenditures for U.S. food and restaurant television advertising from 1993 to 2004, based on Nielsen Media Research data, has suggested that real expenditures on food and restaurant advertising on television viewed by adult, child, and youth audiences have fallen over the past decade, from nearly $6 billion in 1994 to less than $5 billion in 2004 (Collier Shannon Scott and Georgetown Economic Services, 2004; Figure 4-4)
|
From page 166... ...
. Industry and marketing sources suggest that food and beverage companies and restaurants have been progressively reducing their television advertising budgets, reinvesting in other communication channels, and using integrated marketing strategies to reach consumers more effectively (Collier Shannon Scott and Georgetown Economic Services, 2005b; Deutche Bank Securities, 2004)
|
From page 167... ...
. Although expenditures on traditional television advertising for food and beverage products have slowed over the past decade, television still remains the primary promotional medium when compared to other measured media categories (Brown et al., 2005; Table 4-11)
|
From page 168... ...
. Finding: Television is the primary promotional medium for measured media marketing of food and beverage products to children and youth, but a notable shift is occurring toward unmeasured sales promotion (e.g., product placement, character licensing, in-school marketing, special event marketing)
|
From page 169... ...
. Of this, an estimated $5 to $6.5 billion was spent on televised food, beverage, and restaurant advertisements (Brown et al., 2005; Collier Shannon Scott and Georgetown Economic Services, 2004, 2005a)
|
From page 170... ...
. In 2004, the three major breakfast cereal companies-Kellogg Company, General Mills, and Kraft Foods -- collectively invested $380 million in children's advertisements in the United States (Ellison, 2005)
|
From page 171... ...
. Kool-Aid®, created in the 1920s, was promoted by two spokescharacters, the Smiling Face Kool-Aid® Pitcher, and in 1975, the Kool-Aid® Man (Hastings Museum of Natural and Cultural History, 2004; Kraft Foods, 2005b)
|
From page 172... ...
The characters are taken from a variety of media sources including film cartoons, toy creations, live-action feature films, comic and fiction books, newspaper strip cartoons, video games, and advergames (Mintel International Group Ltd., 2003)
|
From page 173... ...
Products that have used cartoon characters on packaging to promote foods include Nabisco's Dora the Explorer® crackers and cookies, Edy's Fish `N Chips® ice cream featuring Disney's Finding Nemo characters, Kellogg's Spiderman® Pop-Tarts®, and Kraft Macaroni and Cheese® with noodle shapes in SpongeBob SquarePants®, Rugrats®, and Scooby-Doo® varieties. Licensed characters have only recently been used to market healthful food and beverage products that are designed for consumption by preschoolers.
|
From page 174... ...
. Recently, Nickelodeon announced that it has begun licensing its popular cartoon spokescharacters, SpongeBob SquarePants® and Dora the Explorer®, to produce companies for promoting fruits and vegetables such as carrots and spinach, although it will still be used on less healthful branded processed food products (Smalls, 2005b)
|
From page 175... ...
Finding: The use of child-oriented licensed cartoon and other fictional or real-life spokescharacters has been a prevalent practice used to promote low-nutrient and high-calorie food and beverage products. Use of such characters to promote more healthful foods, particularly for preschoolers, is relatively recent.
|
From page 176... ...
Media Use Patterns Television. Television advertising has been the largest media carrier of food and beverage marketing to children and adolescents.
|
From page 177... ...
. Although television viewing remains the vehicle through which children and youth spend a significant amount of their discretionary recreational time, they are also now using other types of electronic media, including video games, DVDs, computers, and wireless devices that provide access to the Internet (Rideout et al., 2003, 2005; Roberts et al., 1999, 2005; Rubin, 2004)
|
From page 178... ...
spent significantly less time TABLE 4-13 Percentage of Time Children and Youth Report Using Budgeted Screen Time for Different Types of Media by Age Television Video/Movies Video Games Audio Computers Print (%)
|
From page 179... ...
While older teens also spent more time on computers, they spent less time using video games than children ages 810 years (Roberts et al., 2005)
|
From page 180... ...
The data presented in this section provide a background to these estimates and support the view that children are heavily exposed to commercials. What is not reflected in the available data are children's long-term exposure to other forms of marketing techniques in television programming such as product placement in children's programs, product placement in adult television shows that children may co-view with their parents, and product placement in videos and DVDs viewed by children and adolescents.
|
From page 181... ...
The first analysis is based on 4 weeks of Nielsen Monitor-Plus/Nielsen Media Research data for 1977 and 2004 examining children's programs and adult prime-time programs, advertisements, and audiences (e.g., children ages 211 and 1217 years) (Ippolito, 2005)
|
From page 182... ...
, which increased from 2,000 in 1977 to 6,023 in 2004 (Ippolito, 2005) .10 The second analysis is also based on Nielsen Media Research data and measured total food, beverage, and restaurant commercials viewed per child from 1993 to 2004 (Collier Shannon Scott and Georgetown Economic Services, 2005b)
|
From page 183... ...
. In general, about half of all commercials during children's television programming have consisted of food and beverage products, primarily comprised of RTE sweetened breakfast cereals, candy, CSDs and sweetened drinks, and QSRs (Gamble and Cotugna, 1999)
|
From page 184... ...
. Virtually all studies find limited commercial advertising of healthful food and beverage products to children and youth such as for fruits or vegetables.
|
From page 185... ...
There are limited data for determining the types of food and beverage advertisements seen by children and youth of different racial and ethnic groups. Two content analysis studies found that food advertisements aired on prime-time television programs directed to African American households feature more high-calorie and low-nutrient food and beverage products than prime-time programs intended for white audiences (Henderson and Kelly, 2005; Tirodkar and Jain, 2003)
|
From page 186... ...
. Other Marketing Strategies Newer marketing approaches directed at children are beginning to appear in Internet applications and video games, including advergames.
|
From page 187... ...
. In-school commercial activities related to food and beverages include product sales, direct advertising, indirect advertising, and marketing research on students (GAO, 2000; Palmer et al., 2004; Story and French, 2004)
|
From page 188... ...
. Recent media attention about food and beverage marketing practices to children has led companies to change their school programs.
|
From page 189... ...
Fundraising activities · Short-term sales of candy, pizza, cookie dough, and other products by parents, students, or both to benefit a specific student population or club Direct Advertising Advertising in schools, in · Billboards and signs in school corridors, sports school facilities, and on facilities, or buses school buses · Product displays · Corporate logos or brand names on school equipment, such as marquees, message boards, scoreboards, and backboards · Advertisements, corporate logos, or brand names on posters, book covers, and student assignment books Advertisements in school · Advertisements in sports programs, yearbooks, publications school newspapers, and school calendars Media-based advertising · Televised advertisements aired by Channel One or commercial stations · Screen-saver advertisements, corporate logos, or brand names on computers Samples · Free snack foods or beverages Indirect Advertising Industry-sponsored · Teaching materials and nutrition education kits educational materials from food companies that incorporate the sponsor's products or promote the sponsor's brand · Nutrition information produced by trade associations (e.g., dairy, meat, egg, sugar association) Industry-sponsored · Pizza Hut's Book-It program, McDonald's McSpellIt contests and incentives Club Industry grants or gifts · Industry gifts to schools that generate commercial benefits to the donor Marketing Research Surveys or polls · Student questionnaires or taste tests Internet panels · Use of the Internet to poll students' responses to computer-delivered questions Internet tracking · Tracking students' Internet behavior and responses to questions at one or more websites SOURCES: GAO (2000)
|
From page 190... ...
Emerging marketing practices often blur the line between product and content through practices such as product placement in movies, television programs, websites, or games; viral marketing; information collection from youth as they spend time on Internet websites; interactions with online dialogues; and video news releases (Gardner, 2000; Mazur, 1996)
|
From page 191... ...
. The Internet and Websites The Internet is a form of measured media that provides many opportunities for marketers to reach children and adolescents about food choices.
|
From page 192... ...
. Some evidence shows that the amount of money spent on product placement for food and beverage products may be substantial.
|
From page 193... ...
The inclusion of branded beverage products into popular songs is emerging as a new type of product placement. Certain media and entertainment companies actively seek brand-spot placements on their CDs and DVDs while a growing number of industry sponsors seek product placements in hip-hop lyrics and music videos (Holt, 2004; Kaikati and Kaikati, 2004)
|
From page 194... ...
. Food marketers are increasingly building brand awareness and loyalty through product placement through video games on CD-ROMs, consoles, or the Internet (Freeman, 1998)
|
From page 195... ...
A new form of technology will provide a one-click ordering opportunity from the television screen for all products including food and beverage products (Children Now, 2005;
|
From page 196... ...
Most cell phones are now able to process data services such as text messaging, information, Internet access, and entertainment. The Mobile Marketing Association has established a voluntary code of conduct for wireless marketing campaigns.
|
From page 197... ...
. Finding: Food and beverage marketing is increasingly delivered through integrated vehicles other than the traditional television advertising (e.g., Internet, event sponsorships, outdoor media, kid's clubs, video games,
|
From page 198... ...
COMPANY AND INDUSTRY GUIDELINES AND POLICIES Self-Regulation: Children's Advertising Review Unit Mindful of the need for responsible practices in marketing food and beverage products to children and youth, the industry has developed its own program of self-regulation that has two basic elements: (1) a code of practice, representing a set of ethical guidelines that provide oversight for the content of advertising activities, and (2)
|
From page 199... ...
. CARU's guidelines are formally supported by many food, beverage, and QSR member companies, including General Mills, Kellogg Company, Kraft Foods, McDonald's Corporation, Nestlé, and PepsiCo (CARU, 2003b)
|
From page 200... ...
prohibit paid product placement on children's programming; and (6) use third-party licensed characters appropriately in children's advertising.
|
From page 201... ...
In terms of expanding market share, some companies are taking advantage of consumer interest in nutrition and health by developing and promoting new food and beverage products, and reformulating existing products, to meet specific nutritional guidelines. Several are also creating new packaging to reduce portion sizes of certain products, supporting community health and wellness initiatives, promoting nutrition education and physical activity in schools, initiating consumer research to develop more effective ways to convey nutrition information, and delivering information about more healthful company products to consumers.
|
From page 202... ...
One strategy employed by several companies seeking to market more specifically on health grounds, has been the development of proprietary logos or icons that communicate the nutritional qualities of their branded products. PepsiCo uses the SmartSpotTM logo, Kraft Foods uses the Sensible SolutionTM logo, General Mills promotes 14 different Goodness Corner icons, and the Kellogg Company promotes its Healthy Beginnings Program and its Breakfast Nook logo on packages to identify their products and convey nutritional content information to consumers (Collier Shannon Scott and Georgetown Economic Services, 2005c; Friedmann, 2005; Powell, 2005; Taaffe, 2005)
|
From page 203... ...
. The company also announced that only the products that meet the Sensible SolutionTM criteria will appear on company websites that primarily reach children ages 611 years, and it released a new line of Nabisco 100 percent whole grain cookies and crackers (Kraft Foods, 2005d)
|
From page 204... ...
. Many QSRs point out that since consumer demand is the true test of a healthier food and beverage initiative, their success is dependent upon a broader-based sustained societal effort focused on healthier choices.
|
From page 205... ...
Finding: The food retail sector has taken some steps to promote healthful products to young consumers and their families, but there are abundant opportunities to do more to promote child-oriented foods and beverages that are healthful, visually accessible, and economically affordable. Trade Associations Trade associations represent the interests of food and beverage companies, restaurants, the entertainment industry, and the advertising and marketing sector.
|
From page 206... ...
. Although the GMA also has an active Food and Health Strategy Group and it endorses stronger CARU guidelines, as noted earlier in this chapter, it has not yet developed or institutionalized formal company guidelines, best practices, competitions, incentives, or recognition programs that encourage and reward its members to develop and promote healthier food and beverage products.
|
From page 207... ...
Nickelodeon, for example, supports balanced programming, which means that advertisements for food products should depict food and beverages within a healthful lifestyle. In 2005, Nickelodeon has reportedly implemented a companywide policy to discontinue advertisements that do not meet these standards (Smalls, 2005a)
|
From page 208... ...
A number of food, beverage, and restaurant companies have developed partnerships with sports, educational institutions, or scientific institutions to promote and encourage children and youth to lead more active lifestyles (Collier Shannon Scott and Georgetown Economic Services, 2005c)
|
From page 209... ...
. Members of the coalition include the American Advertising Federation, American Association of Advertising Agencies, ANA, General Mills, Kellogg Company, Kraft Foods, PepsiCo, GMA, and the Snack Food Association (Office of the Clerk, U.S.
|
From page 210... ...
The majority of these new food and beverage products were branded products that are high in total calories, sugar, salt, fat, and low in nutrients. Television remains the primary promotional medium for measured media marketing of food and beverage marketing to children and youth, but a shift is occurring toward other sales promotion such as product placement, character licensing, the Internet, advergames, in-school marketing, and special events marketing.
|
From page 211... ...
2005b. Beverage industry announces new school vending policy: Plan calls for lower calorie and/or nutritious beverages in schools and new limits on soft drinks.
|
From page 212... ...
1981. The nature of television advertising to children.
|
From page 213... ...
May 13. Collier Shannon Scott, PLLC, Georgetown Economic Services, LLC.
|
From page 214... ...
Advertising Age (Supplement)
|
From page 215... ...
. Food and Beverage Marketing 17(6)
|
From page 216... ...
1997. Consumers' perceptions of the ethics and acceptability of product placement in movies: Product category and individual differences.
|
From page 217... ...
2005. Food advertising in the age of obesity: Content analysis of food advertising on general market and African American television.
|
From page 218... ...
2005c. Kraft Foods announces marketing changes to emphasize more nutri tious products.
|
From page 219... ...
2004b. African American Market Profile.
|
From page 220... ...
1993. Consumers' attitudes toward product placement in movies.
|
From page 221... ...
2005. Product Placement Spending in Media 2005: Executive Summary.
|
From page 222... ...
Presentation at the IOM Workshop on Strategies that Foster Healthy Food and Beverage Choices in Children and Youth. Committee on Food Marketing and the Diets of Children and Youth.
|
From page 223... ...
2001. Content analysis of children's television advertising today.
|
From page 224... ...
2005b. Product Proliferation Analysis for New Food and Beverage Products Targeted to Children 19942004.
|
From page 225... ...
2001. African Americans: Ethnic roots, cultural diversity.
|
Key Terms
This material may be derived from roughly machine-read images, and so is provided only to facilitate research.
More
information on Chapter Skim is available.