Food Marketing 101
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All the secret tips and tricks the food industry uses to move products.

All the secret tips and tricks the food industry uses to move products.

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  • FOOD MARKETING 101: Food Marketing to Youth
  • Int J Behav Nutr Phys Act. 2004; 1: 3. Published online 2004 February 10. doi: 10.1186/1479-5868-1-3. Food Advertising and Marketing Directed at Children and Adolescents in the US Mary Story 1 and Simone French 1 1 Division of Epidemiology, University of Minnesota, Minneapolis, MN USA
  • Int J Behav Nutr Phys Act. 2004; 1: 3. Published online 2004 February 10. doi: 10.1186/1479-5868-1-3. Food Advertising and Marketing Directed at Children and Adolescents in the US Mary Story 1 and Simone French 1 1 Division of Epidemiology, University of Minnesota, Minneapolis, MN USA
  • Int J Behav Nutr Phys Act. 2004; 1: 3. Published online 2004 February 10. doi: 10.1186/1479-5868-1-3. Food Advertising and Marketing Directed at Children and Adolescents in the US Mary Story 1 and Simone French 1 1 Division of Epidemiology, University of Minnesota, Minneapolis, MN USA
  • Int J Behav Nutr Phys Act. 2004; 1: 3. Published online 2004 February 10. doi: 10.1186/1479-5868-1-3. Food Advertising and Marketing Directed at Children and Adolescents in the US Mary Story 1 and Simone French 1 1 Division of Epidemiology, University of Minnesota, Minneapolis, MN USA Gallo, A.E., S.W. Martinez, P.R. Kaufman, C. C.R. Handy, A, Manchester, and M. Denbaly. Food Marketing Review, 1994-1995. US. Dept. Ag. Econ. Res. Serv.,AER-743, Sept.1996.
  • Int J Behav Nutr Phys Act. 2004; 1: 3. Published online 2004 February 10. doi: 10.1186/1479-5868-1-3. Food Advertising and Marketing Directed at Children and Adolescents in the US Mary Story 1 and Simone French 1 1 Division of Epidemiology, University of Minnesota, Minneapolis, MN USA Gallo, A.E., S.W. Martinez, P.R. Kaufman, C. C.R. Handy, A, Manchester, and M. Denbaly. Food Marketing Review, 1994-1995. US. Dept. Ag. Econ. Res. Serv.,AER-743, Sept.1996.
  • Int J Behav Nutr Phys Act. 2004; 1: 3. Published online 2004 February 10. doi: 10.1186/1479-5868-1-3. Food Advertising and Marketing Directed at Children and Adolescents in the US Mary Story 1 and Simone French 1 1 Division of Epidemiology, University of Minnesota, Minneapolis, MN USA Gallo, A.E., S.W. Martinez, P.R. Kaufman, C. C.R. Handy, A, Manchester, and M. Denbaly. Food Marketing Review, 1994-1995. US. Dept. Ag. Econ. Res. Serv.,AER-743, Sept.1996.
  • Int J Behav Nutr Phys Act. 2004; 1: 3. Published online 2004 February 10. doi: 10.1186/1479-5868-1-3. Food Advertising and Marketing Directed at Children and Adolescents in the US Mary Story 1 and Simone French 1 1 Division of Epidemiology, University of Minnesota, Minneapolis, MN USA Gallo, A.E., S.W. Martinez, P.R. Kaufman, C. C.R. Handy, A, Manchester, and M. Denbaly. Food Marketing Review, 1994-1995. US. Dept. Ag. Econ. Res. Serv.,AER-743, Sept.1996.
  • Int J Behav Nutr Phys Act. 2004; 1: 3. Published online 2004 February 10. doi: 10.1186/1479-5868-1-3. Food Advertising and Marketing Directed at Children and Adolescents in the US Mary Story 1 and Simone French 1 1 Division of Epidemiology, University of Minnesota, Minneapolis, MN USA Gallo, A.E., S.W. Martinez, P.R. Kaufman, C. C.R. Handy, A, Manchester, and M. Denbaly. Food Marketing Review, 1994-1995. US. Dept. Ag. Econ. Res. Serv.,AER-743, Sept.1996.
  • Int J Behav Nutr Phys Act. 2004; 1: 3. Published online 2004 February 10. doi: 10.1186/1479-5868-1-3. Food Advertising and Marketing Directed at Children and Adolescents in the US Mary Story 1 and Simone French 1 1 Division of Epidemiology, University of Minnesota, Minneapolis, MN USA
  • They influence how billions more are spent through household food purchases, and are future adult consumers. [ 18 , 23 ] 18.Kraak V, Pelletier DL. How marketers reach young consumers: Implications for nutrition education and health promotion campaigns. Family Economics and Nutrition Review. 1998;11:31–41. 23. McNeal J. Tapping the three kids' markets. American Demographics. 1998;20:37–41.
  • 18.Kraak V, Pelletier DL. How marketers reach young consumers: Implications for nutrition education and health promotion campaigns. Family Economics and Nutrition Review. 1998;11:31–41. 23. McNeal J. Tapping the three kids' markets. American Demographics. 1998;20:37–41.
  • The primary purpose of all television advertising is to influence the attitudes and subsequent behavior of viewers. For adults, the recognition that a given piece of television content is a commercial triggers a cognitive filter that takes into account factors such as the following: (1) The source of the message has other perspectives and other interests than those of the receiver, (2) the source intends to persuade, (3) persuasive messages are biased, and (4) biased messages demand different interpretive strategies than do unbiased messages (Roberts, 1982).
  • Today's youth live in a media-saturated environment. Over the past 10 years, US children and adolescents have increasingly been targeted with intensive and aggressive forms of food marketing and advertising practices through a range of channels. [ 17 - 22 ] Marketers are interested in children and adolescents as consumers because they spend billions of their own dollars annually, influence how billions more are spent through household food purchases, and are future adult consumers

Food Marketing 101 Presentation Transcript

  • 1. Food Marketing 101
  • 2. Commercials vs real life
  • 3. KFC Famous Bowl
  • 4. Wendy’s Taco Salad
  • 5. McDonalds Sausage Burrito
  • 6. Taco Bell Nachos Bell Grande
  • 7. Wendy’s Chicken Club
  • 8. Arby’s Beef n’ Cheddar
  • 9. Insert video here
  • 10. Small group discussions
  • 11. In fact…
  • 12. Why is food marketing so huge?
  • 13. Food Marketing…
  • 14. Food Marketing…
  • 15. Food Marketing…
  • 16. They spend how much?!
  • 17. Cereal
  • 18. Soda
  • 19. Candy and Gum
  • 20. Snacks and Confections
  • 21. In contrast…
  • 22. They want your money
  • 23. Marketing to Little Kids
  • 24. Exploiting Children
  • 25. But isn’t everyone more health conscious?
  • 26. Should food marketing be regulated?
  • 27. Should food marketing be regulated?
  • 28. Should food marketing be regulated?
  • 29. “ Corporate Social Responsibility…”
  • 30. From Mickey Burgers to Tinkerbell Sweet Corn
  • 31. Will it work?
  • 32. NOW IT’S YOUR TURN TO BE AN ADVERTISER
    • Get in groups of 3-5
    • Choose a demographic (a population—i.e.: kids under 8, girls 14-18)
    • Decide on a healthy food
    • Come up with a creative ad to sell your product
    • Get ready to present to the group