Loading...
Marketing to children: The premium effect
Stuart, Helen Joyce Kerr, Gayle
Stuart, Helen Joyce
Kerr, Gayle
Citations
Altmetric:
Author
Abstract
Researchers are interested in the marketing of unhealthy food items to children, particularly as childhood obesity rates appear to be rising (Margery, Daniels and Boulton, 2001). While television advertising, fast food websites devoted to children and parental attitudes to children’s consumption of unhealthy food have been examined in depth, little research has been conducted on the effect of premiums on children’s food preferences (Pettigrew and Roberts, 2006). This paper reviews the small amount of research on premiums in the context of marketing of fast food to children, and discusses the possible implications in terms of interpretations of the Australian Association of National Advertisers’ (AANA) Code of Ethics and the Responsible Children’s Marketing Initiative by the Australian Food and Beverage Industry.
Keywords
Marketing Communication, Children, Premiums, Advertising Regulation
Date
2009
Type
Conference item
Journal
Australian and New Zealand Marketing Academy Conference
Book
Volume
Issue
Page Range
1-7
Article Number
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
Collections
Relation URI
DOI
Event URL
Open Access Status
Open access
License
File Access
Controlled