A review of food marketing to children and adolescents : follow-up report /
This report is a follow-up to the Federal Trade Commission's 2008 report: Marketing Food to Children and Adolescents: A Review of Industry Expenditures, Activities, and Self-Regulation. The current report compares 2006 data to 2009 data from the 44 original companies and four additional compani...
| Format: | Government Document eBook |
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| Language: | English |
| Published: |
[Washington, D.C.] :
Federal Trade Commission,
2012.
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| Subjects: | |
| Online Access: | https://purl.fdlp.gov/GPO/gpo46602 |
| Summary: | This report is a follow-up to the Federal Trade Commission's 2008 report: Marketing Food to Children and Adolescents: A Review of Industry Expenditures, Activities, and Self-Regulation. The current report compares 2006 data to 2009 data from the 44 original companies and four additional companies. Total spending on food marketing to youth dropped 19.5% in 2009, to $1.79 billion. Spending on youth-directed television advertising fell 19.5%, while spending on new media, such as online and viral marketing, increased 50%. The overall picture of how marketers reach children, however, did not significantly change. Companies continue to use a wide variety of techniques to reach young people, and marketing campaigns are heavily integrated, combining traditional media, Internet, digital marketing, packaging, and often using cross-promotions with popular movies or TV characters across all of these. Those techniques are highly effective. Consumer research submitted by the reporting companies confirms the "pester power" phenomenon -- child-directed marketing and promotional activities drive children's food requests. Children, in turn, play an important role in which products their parents purchase at the store, and which restaurants they frequent. |
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| Item Description: | Title from title screen (viewed Feb. 7, 2013). "December 2012." |
| Physical Description: | 1 online resource (356 unnumbered pages) : illustrations, charts, tables |
| Format: | System requirements: Adobe Acrobat Reader. Mode of access: World Wide Web. |
| Bibliography: | Includes bibliographical references. |