"Interactive Food & Beverage Marketing" (PDF)

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Marketing is one of the least understood aspects of the new digital media culture.As a consequence, its role in the health and wellbeing of young people has remained largely under the radar of most policymakers, educators, health professionals, and parents. 24 Interactive Food & Beverage Marketing | Setting the Stage
Interactive Food & Beverage Marketing | Setting the Stage Redefining Marketing in the 21st Century ith a new “dot-com boom” underway, individual companies and industry-wide consortia are engaged in a veritable arms race, funding a variety of research and development initiatives in the U.S. and abroad, aimed at creating an arsenal of new interactive marketing technologies. 85 For example, the Advertising Research Foundation’s (ARF) Council on Youth Marketing has been set up to “expand industry knowledge of how to best communicate with, and market to, children and teens,” to “review and stimulate research to measure youth’s media consumption patterns, and to relate these to effective marketing communications.” 86 Established in 1936, ARF is the premier think tank for the ad industry. With members from major global corporations, ad agencies, media companies, research organizations, and universities, ARF publishes the Journal of Advertising Research, and is involved in studying the latest research trends and ideas and in “setting the research agenda that meets advertiser needs for advanced learning.” 87 Food and beverage companies belonging to ARF include Cadbury Schweppes, Nestlé, Taco Bell, Coca-Cola, Con Agra, Frito-Lay, Kellogg’s, Kraft, McDonald’s, PepsiCo, and Procter & Gamble. 88 W 25
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107 According to NMS Communications
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152 “Food and Drink,” Yahoo! Me
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207 Stanley, “Video Games;” Bet
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255 Shields, “Nickelodeon Launche
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Appendix: Multicultural Marketing i
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“We wanted to communicate the Sni
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African Americans are more likely t
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“Pepsi has been a teen brand, and
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McDonald’s has been a leader in w
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