2017
DOI: 10.1017/aae.2017.1
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Targeted Advertising in the Breakfast Cereal Industry

Abstract: Abstract. We examine the relationship of product characteristics of ready-to-eat breakfast cereal and targeted television advertising to specific consumer segments. We compile a unique data set that includes brand-packaging characteristics, including on-box games, nutrition information, and cobranding. We find that the relationship of television advertising and a cereal's brand-packaging characteristics varies by target audience. Our results provide insight into understanding how manufacturers strategically ut… Show more

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Cited by 4 publications
(2 citation statements)
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References 37 publications
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“…In recent years, there has been a growing trend suggesting that breakfast cereals have become an essential food item for consumers with busy lifestyles (Berning and Rabinowitz, 2017). As a result, consumption of breakfast cereals has contributed to the growth and development of the South African (SA) breakfast cereal industry, which has been fuelled by local companies like Alpen Food Company, FUTURELIFE, Ambassador Foods and Premier Foods (Sponsor, 2019).…”
Section: Introductionmentioning
confidence: 99%
“…In recent years, there has been a growing trend suggesting that breakfast cereals have become an essential food item for consumers with busy lifestyles (Berning and Rabinowitz, 2017). As a result, consumption of breakfast cereals has contributed to the growth and development of the South African (SA) breakfast cereal industry, which has been fuelled by local companies like Alpen Food Company, FUTURELIFE, Ambassador Foods and Premier Foods (Sponsor, 2019).…”
Section: Introductionmentioning
confidence: 99%
“…There has been an increased effort by the food industry to promote breakfast foods towards children, especially high-sugar RTE breakfast cereals [ 16 , 17 ]. Examples of promoting cereal consumption include television advertisements during children’s programs [ 18 , 19 ], brand mascots (e.g., Kellogg’s Tony the Tiger), and cartoon media to influence children’s choices [ 20 ], as well as displaying nutrient content and health claims on breakfast cereal packaging.…”
Section: Introductionmentioning
confidence: 99%