Challenges and Opportunities for Change in Food Marketing to Children and Youth Workshop Summary (2013) / Chapter Skim
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3 Emerging Issues in Food Marketing
3 Emerging Issues in Food Marketing
Pages 13-22
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From page 13... ...
And Jerome D Williams, Prudential chair in business and interim director and research director of the Center for Urban Entrepreneurship & Economic Development in the Department of Management and Global Business at Rutgers Business School–Newark and New Brunswick, discussed marketing targeting lowincome and minority communities, which have been particularly hard hit by the obesity epidemic.
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From page 14... ...
The focus on consumers and on relationship marketing has paved the way for the emergence of integrated marketing communications. D rumwright opined that the floodgates for targeting children with integrated marketing communications were opened in 1981 when Congress eliminated the Federal Trade Commission's (FTC's)
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From page 15... ...
The campaign combines traditional mass media advertising, such as television commercials and outdoor advertising, with a host of persuasive approaches using digital media: • The Flamin' Hot Cheetos packaging, part of the integrated market ing campaign, features a cartoon spokescharacter, Chester Cheetah, who plays a key role throughout the campaign. He is portrayed as mischievous, playful, silly, and high-energy.
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From page 16... ...
For example, a promotion by Bolthouse Farms, a maker of baby carrots, featured packaging, video games, shelf signs, vending machines in schools, and television commercials, including commercial parodies that were part of an "Eat 'Em Like Junk Food" campaign. In pilot test markets, there was an approximately 11 percent median rise in baby carrot sales where the junk food packaging was available (McGray, 2011)
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From page 17... ...
Most prominently, should children and teens be protected from such marketing both online and in school? For example, the total advertising exposures created by integrated marketing communications could be limited, as could stealth marketing techniques that capitalize on emotions and tacit persuasion or on direct inducements to purchase through promotions.
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From page 18... ...
Between June and August, likes, comments, and shares increased by 110 percent for the brand.2 Montgomery also showed a video ad for Doritos that features websites, Facebook pages, tweets, markers on bags of Doritos that provide access to special web features, webcams, and other forms of social media, all in the context of a mock horror movie. The advertising campaign includes gamification, peer-to-peer interaction, and automated capture of personal data.
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From page 19... ...
Adolescent behavior, social relationships, individualized marketing and targeting processes, and brand identification all influence adolescent behavior. Montgomery believes research on brain development needs to look at the development of emotional regulation and decision making, risk taking, and impulsivity.
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From page 20... ...
Changes in the FTC's rules on children's privacy will limit the digital tracking of those under age 13. Montgomery emphasized the need to establish comparable safeguards for adolescents, and to develop a broad framework of fair marketing principles to ensure that teens growing up in this digital commercial culture will be able to make effective and conscious choices and understand their rights as consumers.
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From page 21... ...
Reviewing an annual online survey of brand "likability" conducted by the firm Smartypants,7 Williams and colleagues documented children's brand affinity scores for particular products and found that in 2009 and 2010, the top food and beverage brands among U.S. families with children aged 6 to 12 included Oreo, McDonald's, M&Ms, Doritos, Kraft Macaroni and Cheese, and Reese's.
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From page 22... ...
And an emphasis on business ethics could move companies toward a triple b ottom line -- measuring themselves based on social, economic, and environmental goals -- thus offering opportunities for companies concerned with negative effects of targeted marketing. "This [the buying power of African American and Hispanic com munities]
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