FOOD MARKETING TO CHILDRENAND ADOLESCENTS: ACTIVITIES, EXPENDITURES, AND NUTRITIONAL PROFILES

FOOD MARKETING TO CHILDRENAND ADOLESCENTS: ACTIVITIES, EXPENDITURES, AND NUTRITIONAL PROFILES

CONTENTS

PREFACE

Chapter 1 A REVIEW OF FOOD MARKETING TO CHILDREN AND ADOLESCENTS: FOLLOW-UP REPORT

EXECUTIVE SUMMARY

A. Background and Overview

B. Dollars Spent on Marketing to Youth

C. Nutrition in Marketing to Youth

D. Methods of Promoting Food and Beverages to Youth

E. Trends in Youth Food and Beverage Consumption

F. Summary of Industry Progress

1. The Food and Beverage Industry

2. Media and Entertainment Companies

I. INTRODUCTION

II. EXPENDITURES FOR MARKETING FOOD TO YOUTH

A. Introduction

B. Expenditures Analyzed by Food Category

C. Expenditures Analyzed by Promotional Activity Groups

1. Traditional Measured Media: Television, Radio, and Print

2. New Media: Websites, Internet, Word-of-Mouth, and Viral Marketing

3. Packaging and In-Store Marketing

4. Premiums

5. Other Traditional Promotional Activities: Product Placements, Movie Theater, Video, and Video Game Advertising, Character or Cross-Promotional License Fees, Athletic Sponsorships, Celebrity Endorsement Fees, Events, and Philanthropic Marketing Expenditures

6. In-School Marketing

7. Use of Cross-Promotions and Celebrity Endorsements

III. NUTRITIONAL PROFILE OF FOODS MARKETED TO YOUTH

A. Introduction

1. Methodology for Computing Nutritional Averages

Expenditure Weighting

2. Scope of Nutrition Analysis

3. Average Nutritional Content for All Foods, Excluding Quick-Service Restaurant Foods

B. Nutritional Profile by Food Category

1. Breakfast Cereals

2. Drinks

3. Dairy Products

4. Snacks

5. Prepared Foods

6. Candy and Frozen Desserts

7. Quick-Service Restaurant Foods

C. Impact of CFBAI Program

IV. FOOD MARKETING ACTIVITIES DIRECTED TO YOUTH

A. Introduction

B. How Companies Market Foods and Beverages

1. Cross-Promotions

Ice Age: Dawn of the Dinosaurs

Night at the Museum: Battle of the Smithsonian

2. Other Marketing Activities

Anatomy of an Advergame

C. Market Research on Youth Audiences

1. Brand Awareness and General Advertising Appeal

2. Specific Marketing and Promotional Techniques

3. Other Consumer Research

4. Research Targeting Sub-Populations

D. Marketing by Gender, Race, Ethnicity, or Income Level

V. ASSESSMENT OF FOOD COMPANY INITIATIVES

A. Developments since the 2008 Report

1. Children’s Food and Beverage Advertising Initiative

2. “Better for You” and Reformulated Food Products

3. Healthy Lifestyle Initiatives by Food Companies

4. Media and Entertainment Company Initiatives

5. Competitive Foods and Beverages in Schools: The Alliance for a Healthier Generation School Beverage and Competitive Food Guidelines

6. Other Initiatives

B. Trends in Youth Food and Beverage Consumption Compared to Trends in Food Marketing Directed to Youth

1. Fruit and Vegetables

2. Dairy Products

3. Breakfast Cereal

4. Beverages

5. Restaurant Foods

6. Consumption Differences by BMI Level

CONCLUSION

APPENDIX A. DATA AND RESEARCH METHODS

A. Marketing Expenditures and Activities

B. Nutrition Data

C. Company Objections to Special Order Criteria

D. Data Purchased from Third Parties

E. Data from Survey of Media Companies

APPENDIX B. FEDERAL TRADE COMMISSION ORDER TO FILE SPECIAL REPORT

APPENDIX C. EXPENDITURE AND NUTRITION TABLES

APPENDIX D. ANALYSIS OF ONLINE AND MOBILE MARKETING

I. Online Display Advertising

A. Methodology

B. Results

II. Online Social Media

III. Food Company Websites

IV. Mobile Advertising

End Notes

Chapter 2 CHILDREN‟S FOOD ENVIRONMENT STATE INDICATOR REPORT, 2011

BEHAVIORAL INDICATORS

POLICY AND ENVIRONMENTAL INDICATORS

The Child Care Facility Food Environment

The School Food Environment

The Community Food Environment

Data Sources

Behavioral Indicators

Policy and Environmental Indicators

End Notes

INDEX

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