Food marketing toward children
The examples and perspective in this article deal primarily with the United States and do not represent a worldwide view of the subject. (June 2019) |
The United States
History of Food Marketing
Food Marketing is thought to have three historical phases including the fragmentation phase taking place before 1870–1880, the unification phase from 1880 to 1950, and the segmentation phase including 1950 and later.[3] Each phase can be distinguished by their profit margin ratio, the volume of food sold and the general characteristics of the era. The Fragmentation Phase resulted in a high margin with low volume due to divided geographic locations across the United States with little opportunity for mass distribution. Most distribution was subsequently locally based. The Unification Phase resulted in low margins and high volume and was the time that companies including Heinz, Quaker Oats, and Coca-Cola were founded and distributed across the nation. Improvements in transportation allowed for national distribution through the use of railroads. The Segmentation Phase, the most current phase that is also the most profitable, also operates on a low margin with high volume. With the advent of radio and television advertisements were able to have a farther, national reach. This allowed for food products and marketing to appeal to different demographics that were once not accessible[4][circular reference]. The Segmentation Phase also encapsulates the post-war era which had a large effect on food marketing. Along with this time came the supermarket boom in the 1960s, growth in fast food, and the food wholesale market being dominated by large companies.[5]
Food advertising
Food advertisers are the second largest buyer of television, newspaper, magazine, billboard, and radio advertisements.[6] In order to effectively reach the youth audience, marketers utilize multiple techniques and channels. Advertisers spend approximately $1 billion on television marketing that directly targets children and another $5 billion on other promotions. Online strategies are also well-developed. For example, cereal companies (the third largest food marketer to children) maintain websites that use branded techniques such as advergames, videos, site registration, and viral marketing proven successful in engaging children.[7]
Development of
At this age children are not capable of comprehending advertising and have little understanding of the intent that advertisers hold.
Television advertising
In-school marketing
In recent years, US public schools have begun to increase the amount of in-school marketing that they allow. Marketers and advertisers have been able to increase their presence in schools largely due to the fact that US public schools are financially vulnerable and in desperate need of funding.[19] For advertisers and marketers, in-school marketing reaches a large target audience and therefore is an effective way to increase sales and improve product loyalty.[19] There are thousands of schools in the US that have entered into contracts with companies that allow them to exclusively sell their products, mostly soft drinks, in their school and at school events. 92% of these schools receive a percentage of the total sales revenue. Along with this, a smaller percentage, around 40% will receive further incentives such as donated equipment if total revenues reach a specified amount as stated in their contract.[20][21]
Direct advertising
Advertisers have found ways to
Companies see this as an effective way to reach their target audience in an uncluttered environment.Indirect advertising
Ways that corporations are able to indirectly advertise to consumers in schools are commonly through incentive programs. Many schools in the US use programs that are almost always sponsored by local restaurant corporations, most commonly
Internet
The internet is a more direct and personal way for marketers to reach their young audience.
Promotions
Films often promote and market their movies in conjunction with food and beverage corporations. This is known as
Premiums are a marketing strategy that reward a purchase with something free along with it.
Product placement
Corporations will pay a fee that varies, usually somewhere between $50,000 and $100,000, in order for their product to be placed in
US regulations
The US has only a few policies in place for regulating the advertisements that are directed at children.
Television
The regulations of television advertisements to children first began in the 1970s by a children's advocacy group, Action of Children's Television. ACT advised both the FCC and FTC that it would be in the best interest of children if advertisements directed towards them were either prohibited or greatly limited.[38] 4 years later the FCC passed a law stating that only a specific amount of advertising time, 12 minutes/hour on weekdays and 9.5 minutes/hour on weekends, would be allowed to air during children's programming.[22] As a result of the Children's Television Act passed in 1990, children's advertising is limited to 10.5 minutes/hour on weekends and 12 minutes/hour on weekdays.[22]
Internet
Advertising on the internet is essentially unrestricted
Policy Outside of the US
Countries around the world outside of the United States have taken measures to improve the
See also
References
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- ^ Smith, Andrew F. (2008). Oxford Encyclopedia of American Food and Drink. pp. 501–503.
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- ^ Manchester, Alden C. "The Food Marketing Revolution, 1950-90". United States Department of Agriculture.
- ^ a b Gallo, AE (1999). "Food Advertising in the United States". America's Eating Habits: Changes and Consequences.: 173–180.
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- ^ a b c McNeal, J (1998). Tapping the three kids' market. American Demographics. pp. 37–41.
- ^ Isler, L; Popper HT; Ward S. (1985). "Children's purchase requests and parental responses: results from a diary study". Journal of Advertising Research. 27: 28–39.
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- ^ Roberts DF; Foehr UG; Rideont VJ; Brodie M (1999). "Kids, Media and the New Millennium". Kaiser Family Foundation Report, Menlo Park, CA, J Kaiser Family Foundation.
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- ^ a b c US General Accounting Office (2001). "Public education: Commercial activities in schools. Report to congressional requesters". US General Accounting Office.
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- ^ a b Schlosser, Eric (2001). Fast food nation: The dark side of the all-American meal. New York, NY: Harper Perennial.
- ^ a b c d e Linn, Susan; Courtney L. Novosat. "Calories for Sale: Food Marketing to Children in the Twenty-First Century". The Annals.
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- ^ Schlosser, Eric (2002). Fast Food Nation: The Dark Side of the All-American Meal. New York, NY: HarperCollins.
- ^ Feeny, Mark (Sep 20, 2005). "Gorilla Marketing". Boston Globe. Sec. C3.
- Campaign for a Commercial-Free Childhood. June 7, 2005.)
{{cite journal}}
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- ^ Foust, Dean and Crow (March 1, 2004). "Wooing the TiVo generation". Business Week.
- ^ Lawton, Christopher (September 12, 2005). "Pepsi Co's Mountain Dew backs film". Wall Street Journal Sec. B4.
- ^ Powell, Chris (July 28, 2003). "Get in the Game". Marketing Magazine.
- ^ Krafts, Brands. "Kraft Mac & Cheese-a-palooza+xml".
- ^ a b Campell, AJ (1999). "Self Regulation and the media". Federal Communications Law. 51: 711.
- ^ Kunkel D; Gantz W (1993). "Assessing compliance with industry self-regulation of television advertising to children". Applied Communication Research. 148: 151.
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- ^ a b Campbell, AJ (1997). "Ads2Kids.com: should government regulate advertising to children on the world wide web?". Gonzaga Law Review. 33: 311.
- ^ a b Montgomery D, Pasnik S (1996). Web of Deception. Washington, DC: Center for Media Education.
- ^ Montgomery KC. Digital kids: the new online children's consumer culture. Sage publications.
- ^ "Food Marketing in Other Countries". Foodmarketing.org. Food Marketing Workgroup.
- ^ Lev, Michael (October 9, 1990). "Gatorade Sponsoring High School Games". The New York Times.
- ^ "Food Marketing in Other Countries". Food Marketing Workgroup.