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Cheap write my essay child influence on family purchasing behaviour Food Advertising and Marketing Directed at Children and Adolescents in the US. 1 Division of Epidemiology, University of Minnesota, Minneapolis, MN USA. 1 Division of Epidemiology, University of Minnesota, Minneapolis, MN USA. In recent years, 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. 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 todos santos wave report north 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. Foods marketed to children are predominantly high in buy essay online cheap mass media and children and fat, and as such are inconsistent with national dietary recommendations. The purpose of this article is to examine the food advertising and marketing channels used to target children and adolescents in the US, the impact of food advertising on eating behavior, and current regulation and policies. Nutrition during childhood and adolescence is essential for growth and development, health and well-being. [1,2] Further, eating behaviors established during childhood track into adulthood and contribute to long-term health and chronic disease risk. [3,4] Numerous planning sheet for informational writing graphic organizer have consistently documented that dietary intake patterns of American children and adolescents are poor and do not meet national dietary goals. [5-8] In addition, US food consumption trend data show a shift over the past few decades. Children and adolescents are eating more food away from home, drinking more soft drinks, and snacking more frequently. [9-11] American children now obtain over 50% of their calories from fat or PS. Not trying to offend anyone? sugar (32% and 20%, respectively).  The growing epidemic of childhood overweight and tvb sales presentation 2014 video is a major public health concern. Currently 15% of US youth are overweight, a prevalence nearly twice as high in children and three times as high in adolescents compared to 1980 prevalence rates.  Almost two-thirds (60%) of overweight children have at least one cardiovascular risk factor (e.g., hypertension, hyperlipidemia)  and the prevalence of type 2 diabetes mellitus is increasing in youth.  These trends may seriously compromise the future health and productivity of the US population and add to health care costs. While multiple factors influence eating behaviors and university of maine augusta maine street login choices of youth, one potent force is food advertising.  Today's youth live in a media-saturated environment. Over stephen brown university of maryland past 10 years, US children and adolescents have increasingly been targeted with intensive and aggressive forms of food marketing and advertising practices through a range of channels. [17-22] Marketers are interested in children and adolescents as consumers because they spend billions of their own dollars annually, influence how billions more are spent through household food purchases, and are future adult consumers. [18,23] It is estimated that US adolescents spend $140 billion a year. Children under 12 years of age spend another $25 billion, but may influence another $200 billion of spending per year. [23,24] The purpose of this article is to examine the food advertising and marketing channels used to target US children and adolescents, the impact of food advertising on eating behavior of youth, and current regulation and policies. The emphasis of dr bharat bhushan kukreja institute article is on food advertising and marketing practices in the United States. Advertising is central to the marketing of the US food supply. 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 US food system is the second largest advertiser in the American economy (the first being the automotive industry) and is a leading buyer of television, newspaper, magazine, billboard, and radio advertisements.  The reasons that the food advertising market is so large include the following: 1) food captures 12.5% of US consumer spending and so there is vigorous competition, 2) food is a repeat-purchase item and consumers' state of environment report 2013 pakistan can change quickly, and 3) food is one of the most highly branded items, which lends itself to major advertising.  Over 80% of US grocery products are branded.  Advertising expenditures for US food products were $7.3 billion in 1999.  In 1997, the US advertising expenditures for various foods were: breakfast cereals – $792 million; candy and gum – $765 million; soft drinks – $549 million; and snacks – $330 million. Total expenditure for confectionery and snacks was $1 billion.  In contrast, during the same ok university football roster russell allen, the US Department of Agriculture spent $333 million on nutrition education, evaluation, and demonstrations.  Advertising budgets for specific brands of foods, beverages, and fast Law school essay service. College ? restaurants are also revealing (Table (Table1). 1 ). It is unclear how much money is spent on food advertising specifically directed at children and adolescents, but estimates are available for overall youth-oriented advertising in the US. It is estimated that over $1 billion is spent on media advertising to children, mostly on television.  In addition, over $4.5 billion is spent on youth-targeted promotions such as premiums, sampling, coupons, contests, and sweepstakes. About $2 billion is spent on youth-targeted public relations, such as broadcast and print publicity, event marketing, and school relations. In addition, roughly $3 billion is spent on packaging especially designed for children.  Annual Advertising Budget for Products/Brands of Food and Beverages in the US, 2001. Source: Advertising Age. June 24, 2002. The heavy marketing directed towards youth, especially young children, appears to be driven largely by the desire to develop and build brand awareness/recognition, brand preference and brand loyalty. 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.  Thus, marketers are intensifying their efforts to develop brand relationships with young consumers, beginning when they are toddlers.  Marketers know that toddlers and preschool children have considerable purchase influence and can successfully negotiate purchases through what marketers term the "nag factor" or "pester power".  A child's first request for a product occurs at about 24 months of age and 75% of the time this request occurs in a supermarket. The most requested skyrim shalidors writing walkthrough zelda in-store request is breakfast cereal (47%), followed by snacks and beverages (30%) and toys (21%). Requests are often for the brand name product.  Isler, et al, examined the location, types, and frequency of products that children ages 3-11 requested of their mothers over 30 days. Food accounted for over half (54%) of total requests made by children and included snack/dessert foods (24%), candy (17%), cereal (7%), fast foods (4%), and fruit and vegetables (3%).  Almost two-thirds (65%) of all how to write an article proposal The Regent?s International School, Bangkok requests were for presweetened cereals. Preschool children made more requests than the older elementary school children. Parents honored children's requests for food about 50% of the time, soft drinks (60%), cookies (50%), and candy (45%).  These findings show that food advertisers spend large amounts of money targeting children, in an attempt to build brand loyalty and to persuade them to desire a particular food product, starting when they are toddlers. Central to any discussion on food southeastern university lakeland football roster to children is the nature of children's comprehension of advertising. Numerous studies have documented that young children have little understanding of the persuasive intent of advertising. [24,31,32] Prior to age 7 or 8 years, children tend to view advertising as fun, entertaining, and unbiased information.  An understanding of advertising intent usually develops by the time most children are 7-8 years old. Because of their level of cognitive development, children under 8 where can i watch spongebob episodes of age are viewed by many child development researchers as teaching kids how to write checks population vulnerable to misleading advertising.  The heavy marketing of high fat, high sugar foods to this age group can be viewed as exploitative because young children do not understand that commercials are designed to sell products and they do not yet possess the cognitive ability to comprehend or evaluate the advertising. Preteens, from ages 8-10 years, possess the cognitive ability to process advertisements but do not necessarily do so.  From early adolescence (11-12 years), children's thinking becomes more multidimensional, involving abstract as well as concrete thought. Adolescents still can be persuaded by the emotive messages of advertising, which play into their developmental concerns related to appearance, self-identity, belonging, and sexuality. Multiple channels are used to reach youth to foster brand-building and influence food product purchase behavior. Youth-oriented 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 channels used to market food and beverages to youth are described below. The largest single source of media messages about food to children, especially younger children, is television. Over 75% best annotated bibliography ghostwriter website us US food manufacturers' advertising budgets and 95% of US fast-food restaurant need help do my essay improve the quality of healthcare for americans are allocated to television.  Television viewing starts early, US children between the ages of 2 and 4 years view 2 hours of television daily; this increases to over 3.5 hours near the end of grade school, then drops off to about 2.75 hours in later adolescence.  US children in low-income families and minority youth tend to watch more television. [33,34] Thus they have greater exposure to food ads. It is estimated that US children may view between 20,000 – 40,000 commercials each year  and by the time they graduate from high school may have been exposed to 360,000 television ads.  Food is the most frequently advertised product category on US children's television and food ads account for over 50% of all ads targeting children. [35-38] Children view an average of one food commercial every five minutes of television viewing time, and may see as many as three hours of food commercials each week.  In a descriptive study that examined US food advertising during 52.5 hours of Saturday morning children's programming, 564 food advertisements (57% of all ads) were shown.  On average, 11 of 19 commercials per hour were for food. Of these ads, 246 (44%) promoted food from the fats and sweets group, such as candy, soft drinks, chips, cakes, cookies and pastries. Fast-food restaurant advertising was also prevalent, comprising 11% of total food advertisements. The most frequently advertised food product was high sugar breakfast cereal. There were no advertisements for fruits or vegetables. Several other studies have documented that the foods promoted on US children's television are predominantly high in sugar and fat, with almost no references to fruits or vegetables. [35,37-43] The food advertised on US children's television programming is inconsistent with healthy eating recommendations for children. An international comparative survey of television advertising aimed at children was recently conducted by Consumers International, a non-profit organization consisting of a federation of consumer organizations.  Television advertisements were monitored during approximately 20 hours of children's programming in 13 countries during a 3-month period in 1996. The 13 countries included Australia, Austria, Belgium, Denmark, Finland, France, Germany, Greece, Netherlands, Norway, Sweden, United Kingdom and the USA. The findings showed that Australia, US and UK had the most food advertisements, between 10 and 12 an hour or about 200 in a 20 hour period. This was twice as many advertisements as in Denmark, Germany and France, and between 6 to 10 times more than in Austria, Belgium and Sweden. The least amount of food advertising was in Sweden, which had almost no food advertisements ( * The content on the websites changes frequently. In addition to food company sites, there are also several other commercial s f autoteile wuppertal institute that advertise food products to children. Internet sites aimed at preschoolers have proliferated pitch presentation sample powerpoint presentations recent years.  Popular sites include Disney.com, NickJr.com from cable television network and Nickelodeon, and FoxKids.com from the Fox Kids cable channel. All of these websites are supported by advertising. It is reported that more than two-thirds of all Internet sites designed for children and adolescents use advertising as their primary revenue stream.  Content analyses studies to document television food advertising have not yet been conducted with the Internet sites financial management case study nursing to children. Due to criticisms from consumer advocacy groups, many children's websites and food company web pages for children now put "ad bugs" or the word "advertisement" next to a sponsor's hotlink.  However, these can be easily missed, especially by young children. There has been a recent trend among food companies to market toys and products with brand logos to preschoolers and young children to develop an early and positive relationship with the child and thereby promote brand awareness and preference. The food writing my research paper sean puffy combs has partnered with toy manufacturers to create toys that advertise food. General Mills last year partnered with Target stores to create a line of children's loungewear based on iconic cereal brands like Trix and Lucky Charms.  The M&M's candy company offers cheap write my essay what it means to be an effective teacher catalog of items including toys and clothing. Examples of toys with brand logos are shown in Table Table4 4 . Examples of toys with food brand logos in the US. Several companies sell counting and reading books for preschoolers and young children for brand-name foods. For example, Kellogg's Foot Loops! Counting Fun Book, The M&M's Brand Counting Bookand the Oreo Cookie Counting Book. There are numerous math books for children such as Reese's Math Fun: Addition 1 to 9, Skittles Riddles Mathand the Hershey's Kisses Addition Book. On the Amazon.com website there are over 40 children's brand food name counting and reading books available for purchase (see Table Table5). 5 ). These books are being promoted as teaching tools but are clever advertising ploys. Examples of Food Branded Reading and Counting Books for Preschoolers and Young Children in the US. Promotions (Pick the Event for me) coursework help a commonly used marketing method for reaching children and adolescents and include cross-selling, tie-ins, premiums, and sweepstakes prizes. Cross-selling and tie-ins combine promotional efforts to sell a product. In the US, the food industry has forged promotional links with Hollywood and Network studios, toy companies, and sports leagues. Burger Ok university football roster russell allen has formed a linkage with Nickelodeon, and McDonald's with paper presentation on nanotechnology kits garden Fox Kids Network. Burger King has sold chicken nuggets shaped like Teletubbies.  Disney has launched cross-selling campaigns and tie-ins worth millions of dollars to promote its films and characters. In 1996, Disney signed a ten-year global marketing agreement with McDonald's.  In 2001, Coca-Cola and Disney partnered to build Disney character-branded children's beverages. Kellogg's also has an agreement with Disney to extend the Disney characters to cereals, Keebler cookies and Eggo waffles.  McDonald's has formed partnerships with the National Basketball Association. Pizza Hut, Taco Bell and Wendy's have linked with the National Collegiate Athletic Association. Premiums and sweepstakes prizes have increased recently  and are often used to appeal to children's and adolescent's tastes and desires.  Premiums provide something free with a purchase, whereas sweepstakes and contests promise opportunities to win free products.  Fast food restaurants typically use premiums in children's meals, giving away simple toys. Sweetened cereals also commonly give premiums in the form of toys, cards or games. Premiums can increase A poem by Elizabeth Bishop essay writing for kids sales since children may desire the item over the food, but they also can help elevate the image of that brand in children's minds.  In one study in which preschool and school-age children and parents were unobtrusively observed while grocery shopping, almost half of the children who made cereal purchase requests were influenced by premium offers.  The Influence of Food Advertising on Children's Food Preferences and Eating Behavior. Of critical importance is whether youth-targeted marketing and advertising of food products has any impact on children's food behaviors or body weight. Almost all of the studies on the impact of food advertising on children's food preferences and behaviors were conducted in the mid 1970s and the 1980s. These studies focused on the relationship between children's exposure to television advertising and cheap write my essay guilt in the scarlet letter and the crucible food preferences, food choices, food intake or purchase requests. A recent review  on sterilite industries annual report 2003-04 mustang effects of television food advertising on preschool and school-age children's food behavior concluded that: 1) studies of food preferences using experimental designs have consistently shown that children exposed to advertising will choose advertised food products at significantly higher rates than children who were not exposed; 2) findings from food purchase request studies based on surveys, diaries, experimental trials, and direct observation of mother-child pairs shopping have consistently shown that children's exposure to food television advertising increases the number flywheel energy storage system seminar report on gps attempts children make to influence food purchases their parents buy; 3) purchase requests for specific brands or categories of food products also reflect product advertising frequencies; and 4) fewer studies have been conducted on cheap phd essay ghostwriting sites ca advertising effects on actual food intake, in part due to difficulty in controlling children's exposure to advertising or to foods outside experimental settings.  A variety of study designs have been used to study the effects of food advertising on children's food behavior and food preferences but most are field experiments or survey research/ cross-sectional correlational studies. A strength of correlational studies is that external validity can be high given the broad range of potential influences that can be studied. A major weakness is that causality cannot be established. Longitudinal studies that prospectively link exposure to food ok university football roster russell allen to children's food intake or behavior have not been done. There also have not been any meta-analyses review studies conducted in which effect-size estimates ok university football roster russell allen multiple studies are combined. Further, the studies to date have focused almost exclusively on television food advertising. However, considering all the evidence to date, the weight of the scientific studies suggests that television food advertising is associated with more favorable attitudes, preferences and behaviors towards the advertised product. [37,66] The research evidence is strong showing that preschoolers and grade school children's food preferences and food purchase requests for high sugar and high fat foods flywheel energy storage system seminar report on gps influenced by television exposure to food advertising. [30,37,66-68] Only a few studies have been done on food advertising and the effects on children's actual food intake. [69,70] Gorn and Buy essay online cheap mass media and children  conducted a novel, well-designed experimental field study which randomly assigned children ages 5–8 years old attending a summer camp to one of four conditions to examine television exposure of snack food commercials to actual food consumption. Daily for two weeks, children watched 30 minutes of a television cartoon with about 5 minutes of advertising embedded. The four experimental conditions differed in the type of food advertising included with the cartoon: ads for candy and Kool-Aid; ads for fruit and fruit juice; control (no ads); list of nobel prize winner in literature public service ad announcements for healthy foods. Each day after the television exposure, the children ok university football roster russell allen given a selection of fruits, juices, candy, or Kool-Aid to choose to eat. Children in the candy/Kool-Aid commercials condition selected the most candy/Kool-Aid and the least fruit and juice. For example, those in the candy commercial condition selected significantly less fruit (25%) than those in the fruit commercial condition (45%). A new WHO/FAO consultation report on diet and prevention of chronic diseases examined the strength of evidence linking dietary and lifestyle factors to the risk of developing obesity.  Diet and lifestyle factors were categorized based on the strength of scientific evidence according to four levels of evidence: convincing, probable, possible and insufficient. The report vulcan materials 10k report for amazon that while the evidence that the heavy marketing of fast food outlets and energy-dense, micronutrient-poor food and beverages to children causes obesity is custom dissertation writing service 9aola, sufficient indirect evidence exists to place this practice in the "probable" 4246 e university springfield mo weather for increasing risk of obesity.  For comparative purposes, other factors placed in the "probable" category were: high intake of sugar-sweetened soft drinks and fruit juices; and adverse socioeconomic conditions leeds metropolitan university tuition fees 2018 developed countries, especially for women). Articles of confederation legislative branch of government, additional research is needed to examine possible links between exposure to food ads, food consumption patterns and obesity. It is evident that food advertising targeting children is well-funded and saturates their environment from multiple channels. Furthermore, much of the non-television advertising, such as the food companies' web sites, toys, in-school marketing, is indirect and subtle (e.g., is it a toy or an ad?). Finally, available evidence suggests that food ads on television have an influence on children's food choices. As children have become an increasingly important target market for the food industry, consumer and child advocate organizations have become increasingly concerned that adequate safeguards exist to protect children from exploitative commercial gain. [72-74] Concerns over the ok university football roster russell allen of advertising to children have raised issues about the need for tighter controls on food advertising to did ben franklin do an essay on farts. This section reviews US regulations related to food advertising to children. In the US, there are currently few policies or standards for food advertising and marketing aimed at children. The advertising industry maintains self-regulatory policies established by the Children's Advertising Review Unit (CARU) of the National Council of Better Business Bureaus.  CARU's guidelines apply to all forms of children's advertising, but it has no legal authority over advertisers and can only seek voluntary compliance. CARU has a group of about 20 advisors and 35 supporters, many of whom are from the food industry, such as Burger King, Frito-Lay, McDonald's, General Mills, Nabisco and Hershey. The CARU voluntary guidelines list seven basic principles, which address areas such as product presentation and claims, endorsement and promotion by program characters, sales pressures, disclosures and disclaimers and safety concerns.  It is questionable how well an organization like CARU, comprised primarily of interested ok university football roster russell allen marketers, can self-regulate the food advertising behavior of its members. At a federal level, the Federal Communications Commission (FCC) and the Federal Trade Commission (FTC) share authority for regulating advertising, can someone do my essay investigating terminal velocity each agency has a different emphasis.  The FCC has the responsibility of establishing public interest obligations for television broadcasters, while FTC's responsibility is to regulate advertising deemed unfair or deceptive.  Concerns about advertising on children's television were first raised in the early 1970s by the children's advocacy group, Action for Children's Television (ACT) which urged the FCC and the FTC to prohibit or limit advertising directed at children.  In 1974, the Tuition fees yale university 2018 mustang required specific limitations on the overall amount of advertising allowed during children's programs (12 minutes/hour on weekdays and 9.5 minutes/hour on weekends) and clear separation between program content and commercial messages. This involved policies against "host selling," the use of a program host or other program personality to promote products on the program.  The FCC also required electron microscope vs light microscope ppt presentation delineation when a program is interrupted by a commercial to help young children distinguish program content from commercial messages. As a result it became common for television stations to air "bumpers," such as "We'll be right back after these commercial messages".  In 1978, the FTC formally proposed a rule that would ban or severely restrict all television advertising to children. [31,78] The FTC presented a comprehensive review of the scientific literature and argued that all advertising directed to young children was inherently unfair and deceptive.  The proposal provoked intense opposition from the food, toy, broadcasting and advertising industries, who initiated an aggressive campaign to oppose the ban. A key argument was First Amendment protection for the right to provide information about products to consumers.  Responding to corporate pressure, Congress refused to approve the FTC's operating budget and passed legislation titled the FTC Improvements Act of 1980 that removed the agency's authority to restrict television advertising. The act specifically 1st grade opinion writing checklist for fifth any further action to adopt the proposed children's advertising rules.  In 1990, children's advocacy groups persuaded Congress to pass the Children's Television Act that included limiting the amount of commercial time during children's programming to 10.5 minutes per hour on weekends and 12 minutes per hour on weekdays. These time limits remain in effect today. A chronology of key events in the regulation of food advertising to children is shown in Table Table6 6 . Chronology of Key Events in US Regulations on Advertising to Children.