Marketing Food to Children and Adolescents - Federal Trade ...
Marketing Food to Children and Adolescents - Federal Trade ...
Marketing Food to Children and Adolescents - Federal Trade ...
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<strong>Food</strong> <strong>Marketing</strong> Activities Directed <strong>to</strong> <strong>Children</strong> <strong>and</strong> <strong>Adolescents</strong><br />
research submitted by another company indicated that ads with a strong national market also<br />
perform well among Hispanics. Some research <strong>to</strong>ok note that product promotions involving<br />
certain licensed characters have higher awareness or performance ratings among Hispanics<br />
<strong>and</strong> African Americans than do other promotions. Market research also examined the relative<br />
performance of television commercials, cross-promotions, other advertising campaigns, <strong>and</strong><br />
promotional concepts among girls versus boys, observing certain themes, images, characters,<br />
modes of participation, <strong>and</strong> prizes with particular gender appeal.<br />
D. <strong>Marketing</strong> Directed <strong>to</strong> <strong>Children</strong> or <strong>Adolescents</strong> by Gender,<br />
Race, Ethnicity, or Income Level<br />
The target companies were also required <strong>to</strong> report on any promotional activities <strong>and</strong><br />
expenditures in 2006 that were directed <strong>to</strong> youth of a specific gender, race, ethnicity, or income<br />
level. Several of the 44 companies reported that certain promotional campaigns <strong>and</strong> techniques<br />
were directed <strong>to</strong> general audiences, including youth, of a particular gender, race, or ethnicity, <strong>and</strong><br />
some companies reported on specific campaigns directly targeting youth of a particular gender,<br />
race, or ethnicity. No companies reported targeting their promotions specifically based on<br />
income level. 87<br />
The range of marketing activities reported included Spanish-language advertising on<br />
television <strong>and</strong> radio, in print media, <strong>and</strong> on the Internet; athletic <strong>and</strong> other event sponsorship;<br />
as well as packaging, in-s<strong>to</strong>re, premiums, character licensing, school-related marketing, <strong>and</strong><br />
philanthropic endeavors. Approximately half of the companies stated they did not market based<br />
on gender, race, or ethnicity. Fifteen companies were able <strong>to</strong> calculate a specified amount of<br />
expenditures earmarked for targeting youth of a particular gender, race, or ethnicity, <strong>and</strong> those<br />
numbers <strong>to</strong>taled approximately $28.6 million. Other companies reported relevant marketing<br />
activities based on gender, race, <strong>and</strong> ethnicity, but stated they were unable <strong>to</strong> allocate the<br />
expenditures. A few companies also submitted market research <strong>and</strong> media placement guidelines<br />
that examined issues related <strong>to</strong> gender, race, <strong>and</strong> ethnicity.<br />
1. Television, Print, Radio, <strong>and</strong> Internet<br />
In 2006, some companies reported television advertising directed <strong>to</strong> Hispanic or African-<br />
American youth audiences. For example, two packaged food companies reported Hispanic-<br />
directed television advertising for certain breakfast cereal br<strong>and</strong>s, <strong>and</strong> one also reported breakfast<br />
cereal television advertising directed <strong>to</strong> a general African-American audience, including youth.<br />
Another company reported a television advertising campaign for a snack chip br<strong>and</strong> directed <strong>to</strong><br />
African-American adult women that, based on advertising placement, resulted in expenditures<br />
57