The Effect of Advertisement in Food Marketing

Published: 12th September 2011
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Marketing is defined as an activity an organization engages in to facilitate an exchange between itself and its customers/clients. Advertising is one type of marketing activity. The objective of marketing and advertising is to build awareness of products and services to drive sales the food and beverage industry in the US has viewed children and adolescents as a major market force. As a result, children and adolescents are now the target of intense and specialized food marketing and advertising efforts。

Advertising marketing executive conference Brings together many of the industry's top marketing and advertising strategists. Marketing campaigns are often directed at kids because they influence their parents' spending. Using trendy music, social media and other tools, these ads often promote snacks and other meals with low nutritional value。

Our experience is extensive in developing food advertising and food marketing programs for food manufacturers who sell to the restaurant industry. We have a keen understanding of challenges that manufacturers face when they target restaurant operators.

Multiple techniques and channels are used to reach youth, beginning when they are toddlers, to foster brand-building and influence food product purchase behavior. These food marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions, such as cross-selling and tie-ins.

Marketers believe that brand preference begins before purchase behavior does. Brand preference in children appears to be related to two major factors: 1) children's positive experiences with a brand, and 2) parents liking that brand. Food marketers are interested in youth as consumers because of their spending power, their purchasing influence, and as future adult consumers. Multiple techniques and channels are used to reach youth, beginning when they are toddlers, to foster brand-building and influence food product purchase behavior.

marketing channels and techniques include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions, such as cross-selling and tie-ins.

The purpose of advertising is to persuade, and young children have few defenses against such advertising. Older children and teens can be manipulated by the strong emotive messages in advertisements. It can be argued that children, especially young children, are a vulnerable group that should be protected from commercial influences that may adversely impact their health, and that as a society that values children, there should be greater social responsibility for their present and future health.


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