Integrated Marketing Communications and Power Imbalance: The Strategic Nature of Marketing to Children and Adolescents by Food and Beverage Companies

Harrison, Paul J.; Jackson, Michaela

doi:10.1007/978-1-4614-5511-0_3

Cited by 5 publications

(3 citation statements)

References 66 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Marketers use location wise advertising technique in order to concentrate their segmented consumers. However, the literature of mobile marketing is very limited and does not cover its all the sides and channels (Harrison, Jackson 2013;Munsell et al 2015). It is evident that there are more than a million apps are available for the android and apple smartphones, so it would be wise decisions for companies to opt this strategy for their advertisement and brand awareness (Romaniuk et al 2017).…”

Section: Smartphones: Smart Era Of Marketing Communicationmentioning

confidence: 99%

Interactive Digital Media and Impact of Customer Attitude and Technology on Brand Awareness: Evidence From the South Asian Countries

Ahmed

Vveinhardt

Štreimikienė

2017

Journal of Business Economics and Management

View full text Add to dashboard Cite

The purpose of this study is to investigate the role of interactive digital media channels such as social media, email marketing, and mobile marketing in creating the brand awareness. We have assimilated three behavioral factors including perceived value, trust, and word of mouth as mediating factors, and the Internet and smartphone as moderating variable. Total 2565 responses have been taken to investigate the role of digital media channels, and impact of mediating and moderating variables on the brand awareness. This research has used SEM-based multivariate approach including exploratory factor analysis, confirmatory factor analysis, and conditional process technique for examining the direct and indirect influence of variables. The results of the study exhibited that the interactive digital media channels have a positive and significant direct impact on brand awareness. Results further revealed that the perceived value, trust, and word of mouth as mediating factors, and the Internet and smartphone as moderating variables have a significant and influential impact in a relationship of interactive digital media tools and the brand awareness.

show abstract

Section: Smartphones: Smart Era Of Marketing Communicationmentioning

confidence: 99%

Interactive Digital Media and Impact of Customer Attitude and Technology on Brand Awareness: Evidence From the South Asian Countries

Ahmed

Vveinhardt

Štreimikienė

2017

Journal of Business Economics and Management

View full text Add to dashboard Cite

show abstract

“…Regarding age, Harrison and Jackson (2013) explain how children and adolescents react towards some food and beverage companies announcing healthy products in an integrated communication framework.…”

Section: Nfs 443mentioning

confidence: 99%

Packing decision for low fat aliments: a review

Vila‐López

Boluda

2014

Nutrition &Amp; Food Science

View full text Add to dashboard Cite

Purpose – The purpose of this paper is to give some recommendations about how to design a low fat food aliment packaging. Design/methodology/approach – A review of previous studies that have analysed food packaging decisions considering personal and product influences was done. Findings – For low fat foods, a good or a poor performance is not sufficient; you have to perform better than those competitors whose competitive capacity is strong enough to influence strategic decision taking. Low fat products must be focused to a particular target. A product of these characteristics cannot be launched for all the markets at the same time, and under the same conditions. Some personal factors do really affect food buying process: socio-demographic characteristics (age, gender, income and education), involvement, time pressure or motivation. A possible recommended target for law fat aliments could be: an old/medium age women, with a medium/high economic position, educated, involved in food buying and worried about health. Some packaging factors also affect food buying process: colours, graphics, size, shape, typography. In this regard, a package for a low fat aliment could be designed including a picture on the label showing the benefits of the product (i.e. a healthy heart), with green colors, medium/small sizes and natural shapes, without sophistications. An umbrella brand for different firms acting in this market could be created, to facilitate their healthy products identification. Originality/value – Personal variables and product characteristics are mixed together to give some recommendations of how an ideal low fat food package should be designed.

show abstract

“…Advertising can quickly capture people's attention and significantly influence their preferences [1][2][3][4][5]. Aware of this power, food companies address much of their efforts to attract the attention of a vulnerable and easily influenced public, such as children [6][7][8][9]. One of the most widely used tools in pursuing that purpose is the packaging of food products.…”

Section: Introductionmentioning

confidence: 99%

“Marketing through Claims”: A Cross-Sectional Analysis of Child-Targeted Food Packaging Claims within the Spanish Market

Arraztio-Cordoba,

Montero-Simo,

Araque-Padilla

2023

Nutrients

View full text Add to dashboard Cite

Food advertising, especially on packaging, impacts children’s choices. Food companies make different claims on packaging as a marketing techniques to make their products more appealing, enhancing their perceived healthiness, even in unhealthy products. Although the use of some claims is regulated, there are legal loopholes that could confuse young consumers and that concern global authorities. To shed light on the matter, it is necessary to have a comprehensive understanding of the performance of all types of claims made by food companies in food products targeting children. We examined 458 products from Spanish markets in two periods through a cross-sectional content analysis. Our findings reveal that existing policies are working due to the decrease in nutrition claims, but there is a growth in soft claims that are unregulated and potentially confusing and attractive to children. Considering that most of the products analyzed are unhealthy, this emphasizes the importance of implementing stricter regulations to create a healthier and more reliable food environment for children.

show abstract

Integrated Marketing Communications and Power Imbalance: The Strategic Nature of Marketing to Children and Adolescents by Food and Beverage Companies

Cited by 5 publications

References 66 publications

Interactive Digital Media and Impact of Customer Attitude and Technology on Brand Awareness: Evidence From the South Asian Countries

Interactive Digital Media and Impact of Customer Attitude and Technology on Brand Awareness: Evidence From the South Asian Countries

Packing decision for low fat aliments: a review

“Marketing through Claims”: A Cross-Sectional Analysis of Child-Targeted Food Packaging Claims within the Spanish Market

Contact Info

Product

Resources

About