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Lecture 6

Health Sciences 1001A/B Lecture 6: Marketing of Foods and Beverages to Children

Health Sciences
Course Code
HS 1001A/B
Shauna Burke

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Part 1- Food and Beverage Marketing to Children and Youth
There are multimillion dollar industry focused on marketing food and beverage
products to children
Children are being inundated with advertisements across many diverse
Screen related sources
Tv, online games, music videos, video games, websites, social media
Other Sources
Celebrity endorsements, sponsorships, athletic events, concerts
Why target children and youths?
Children have money to spend, therefore they have buying power
Children aged 9-14 spend 2.9 billion annually
Children can influence what their parents buy, marketers refer to this as pester
power or as kidfluence.
Children can become lifelong customers. Advertising can help companies foster
brand loyalty
Children are easy targets because they see over 25 million food and beverage
ads per year on websites.
Children have less developed critical thinking skills and may not understand
persuasive messaging of ads
Children and youth's emptions and impulsivity can be manipulated to reduce
their ability to make good decisions about food.
Marketing Techniques
Food and beverage companies spend millions of dollars conduction research to
determine the most effective methods for advertising to kids
Advertisements contain several sophisticated marketing techniques and
strategies to promote products to kids
Colour meanings and associations
Images and spokescharacters
Brand names, taglines, and health symbols
Colour meanings and associations
Marketing of Foods and Beverages to Children
Tuesday, October 16, 2018
11:31 AM
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