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

Contents
List of Tables ...................................................................................................................................v
List of Figures .............................................................................................................................. vii
Executive Summary ................................................................................................................ ES-1
I. Introduction .............................................................................................................................1
A. Background: Marketing, Self-Regulation, and Childhood Obesity .................................1
B. Conducting the Study ........................................................................................................3
1. Marketing Expenditures .............................................................................................4
2. Marketing Activities and Other Information Requested by the Special Order ..........5
C. Role of the FTC Study .......................................................................................................6
II. Expenditures for Marketing Food to Children and Adolescents ........................................7
A. Introduction .......................................................................................................................7
B. Expenditures Analyzed by Food Category ........................................................................8
C. Expenditures Analyzed by Promotional Activity Groups ...............................................12
1. Traditional Measured Media: Television, Radio, and Print .....................................15
2. New Media: Websites, Internet, Digital, Word-of-Mouth, and Viral Marketing.....17
3. Packaging and In-Store Marketing ...........................................................................18
4. Premiums ..................................................................................................................19
5. Other Traditional Promotional Activities ...............................................................20
6. In-School Marketing ................................................................................................23
7. Use of Cross-Promotions and Celebrity Endorsements ...........................................24
III. Food Marketing Activities Directed to Children and Adolescents ...................................27
A. Introduction .....................................................................................................................27
B. Specific Promotional Activities .......................................................................................28
1. Cross-Promotions and Third-Party Licensed Characters .........................................28
2. Brand Recognition Activities ...................................................................................38
3. Other Promotional Activities ....................................................................................39
4. In-School Marketing ................................................................................................51
C. Target Companies’ Market Research on Child and Teen Audiences ...............................54
D. Marketing Directed to Children or Adolescents by Gender, Race, Ethnicity, or
Income Level ...................................................................................................................57
1. Television, Print, Radio, and Internet .......................................................................57
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