Marketing Food to Children and Adolescents - Federal Trade ...

More documents

Recommendations

Info

Marketing Food to Children and Adolescents Dollars (in millions) 250 200 150 100 50 0 Carbonated Beverages Restaurant Foods Figure II.17: Reported Child Marketing Expenditures and Portion Using Cross-Promotions Breakfast Cereal Juice & Noncarbonated Bevs. b. ce l e b R i T y en d o R s e m e n T s The companies were asked to provide both the fees paid to celebrities to serve as endorsers, as well as the expenditures for marketing campaigns that involved the use of a celebrity endorsement in other promotional categories, such as in television advertising. 54 As shown in Appendix Table C.4, the companies spent a total of $26.8 million on youth-directed promotions featuring celebrity endorsers, representing 1.7% of all youth-directed spending. Thus, implementation of celebrity endorsements represented a much smaller part of youth-directed marketing than did the implementation of character licenses and other cross-promotions. The dairy promoters reported the largest expenditures on teen-directed campaigns featuring celebrity endorsements, which totaled $13.9 million (including $275,000 in endorsement fees), and represented 44% of all celebrity endorsement costs for the reported dairy products. Companies marketing candy and frozen desserts reported more than $5 million for use of teen- directed celebrity endorsements (including $1.3 million in fees), accounting for nearly 97% of all marketing that used celebrity endorsements for the reported candy/frozen dessert brands. Additionally, QSRs reported $1.9 million for youth-directed celebrity endorsements (including $402,000 in endorsement fees), accounting for 56% of all use of celebrity endorsements for the reporting QSRs. Appendix Table C.4 contains detailed data on expenditures for each age category for marketing using celebrity endorsers. Snack Foods Candy/Froz. Desserts 26 Prepared Foods & Meals Uses Cross-Promotions No Cross-Promotions Baked Goods Dairy Products Fruits & Vegetables
Food Marketing Activities Directed to Children and Adolescents III. Food Marketing Activities Directed to Children and Adolescents A. Introduction In response to the Special Order, the Commission received thousands of samples and descriptions of advertising and promotional activities from the 44 target companies. These samples covered the entire spectrum of advertising and promotional categories covered by the Special Order: television, radio, and print advertising; company-sponsored websites, ads on third-party Internet sites, and other digital advertising, such as email and text messaging; packaging, labeling, point-of-purchase displays and other in-store marketing tools; advertising and product placement in movies, videos, and video games; premium distribution, contests, and sweepstakes; cross-promotions and celebrity endorsements; marketing activities in schools; viral and word-of-mouth marketing; sponsorship of events, sports teams, and athletes; and philanthropic activity tied to branding opportunities. The companies provided samples for those activities for which they had reportable expenditures, as discussed in Section II, as well as for activities that met the Commission’s criteria for marketing directed to children and adolescents but for which there were no reportable expenditures. In some cases, particularly for new media such as the Internet, promotional activities may have required little or no financial investment in order to reach the intended audience. Broadly speaking, nearly every food product category engaged the full spectrum of advertising and promotional activity formats. One exception was the fruits and vegetables product category, which tended not to use the traditional media of television, radio, and print. Fruit and vegetable companies did, however, use licensed characters and marketed them in much the same way as other food and beverage companies: via company websites, in-store displays, and product packaging. Third-party licensed characters and company proprietary “spokescharacters” – animated versions of animals, people, or even the food itself – were used heavily in marketing to children, but also were used to reach teens. Celebrity endorsers, on the other hand, were almost exclusively employed in advertising directed to teens and “tweens” (those between the ages of 8 or 9 and 13 or 14). For the most part, other promotional activities reported were used to reach both children and teens. 55 The responses to the Special Order show that product marketing campaigns directed to youth typically are fully integrated: a child might first see an ad on television for a food product; 27
Page 1: FEDERAL TRADE COMMISSION Marketing
Page 4 and 5: Report Contributors Bureau of Consu
Page 6 and 7: Appendices 2. Athletic and Other Ev
Page 9: List of Figures Figure II.1: Report
Page 12 and 13: Marketing Food to Children and Adol
Page 98 and 99:
Marketing Food to Children and Adol
Page 100 and 101:
Page 102 and 103:
Page 104 and 105:
Page 106 and 107:
Page 108 and 109:
Page 110 and 111:
Page 112 and 113:
Page 114 and 115:
Page 116 and 117:
Page 118 and 119:
show all

Marketing Food to Children and Adolescents - Federal Trade ...

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?