food marketing

Question 1

what is ironic about a class survey on the impact of food advertising?

Answer 1

people think food advertising affects other’s food choices but not their own

Question 2

what are the two main problems with food marketing?

Answer 2

1. catering to children

2. massive amount (exposed to TV)

Question 3

what are the three parts of the Newest Generation of marketing?

Answer 3

1. stealth marketing
2. guerilla marketing
3. viral marketing

Question 4

what are the different types of food advertising?

Answer 4

• “Learning” With Food (M&Ms Math!)
• Product Placement (i.e. in movies, on baby bottles)
• The Internet and Adver-gaming (child-targeted websites i.e. happymeal.com, banners)
• Toys (Co-branding, i.e. McDonalds play-sets)
• Celebrity Endorsements
• Character Licensing (i.e. SpongeBob)
• Mobile (Cars, i.e. RedBull)
• Schools (fundraisers, logo explosion, vending machines, special events)
• Sports Sponsorships
• Original Icons (Ronald McDonald)
• Appealing to Men (Burger King, Pepsi Max, Hungry-Man XXL, Dr. Pepper 10)

Question 5

does marketing work?

Answer 5

• YES, 6 of top 10 recognized brands by teenagers are food industry
• Coca Cola – World’s 2nd most recognized word
• McDonalds – 2nd biggest icon in world after Santa, recognized by 96% of American children

Question 6

what is the step-by-step impact of food marketing?

Answer 6

• Food marketing ⇒ Awareness, Attitudes, Preferences, Purchase ⇒ Consumption!

Question 7

summary of food marketing?

Answer 7

• Massive amounts
• Many different types (and more coming)
• Stealth Trends
• Parental control is Eroding
• Highly negative impact

Question 8

what can be done to combat pervasive food marketing?

Answer 8

1. Industry self-regulation
2. Government regulation
3. Legislation
4. Litigation
5. Public pressure for change