Precis
PRECIS
“Like me, want me, buy me, eat me”: relationship- building marketing communications in children’s magazines
Sandra Jones, Nadia Manino and Juliua Green
2009
According to the authors, food marketing to children is a multi- million dollar business. It entails different meaning thus food marketing for children requires a lot of effort and money to become perfect and catchy to every kid.
Numerous studies have showed that children are exposed to extensive advertising for products high in fat and sugar; and that marketer’s efforts to tap into the minds and culture of today’s children have created an interactive, high speed marketing environment that seems almost inescapable. Therefore, advertising foods that are not healthy is now welcomed to the market and whatever it takes to get the attention is being tapped by the advertisers.
As stated, children are a particularly vulnerable consumer group due to their limited ability to recognize the persuasive intent of advertising, which means that they are capable of buying things even they don’t necessarily need it. A good marketing strategy can pull the children to get the product. In addition, children are exposed to billions of dollars of food advertising and marketing in the media each year that makes their buying behaviour change from one to another.
According to the study the repetitive exposure to food brands can influence the children’s taste perceptions, with a study showing that children preferred the taste of a hamburger given to them in Mcdonald’s packaging over the same hamburger given to them in unbranded packaging which means that likewise in the Philippine setting if the children were given Jollibee products that Angels burger they will most likely choose Jollibee since it provides good image and nice advertisements.
Variations of promotional techniques is used to make unhealthy food products appealing to children, including bright packaging, intensely coloured and flavoured ingredient, free
“Like me, want me, buy me, eat me”: relationship- building marketing communications in children’s magazines
Sandra Jones, Nadia Manino and Juliua Green
2009
According to the authors, food marketing to children is a multi- million dollar business. It entails different meaning thus food marketing for children requires a lot of effort and money to become perfect and catchy to every kid.
Numerous studies have showed that children are exposed to extensive advertising for products high in fat and sugar; and that marketer’s efforts to tap into the minds and culture of today’s children have created an interactive, high speed marketing environment that seems almost inescapable. Therefore, advertising foods that are not healthy is now welcomed to the market and whatever it takes to get the attention is being tapped by the advertisers.
As stated, children are a particularly vulnerable consumer group due to their limited ability to recognize the persuasive intent of advertising, which means that they are capable of buying things even they don’t necessarily need it. A good marketing strategy can pull the children to get the product. In addition, children are exposed to billions of dollars of food advertising and marketing in the media each year that makes their buying behaviour change from one to another.
According to the study the repetitive exposure to food brands can influence the children’s taste perceptions, with a study showing that children preferred the taste of a hamburger given to them in Mcdonald’s packaging over the same hamburger given to them in unbranded packaging which means that likewise in the Philippine setting if the children were given Jollibee products that Angels burger they will most likely choose Jollibee since it provides good image and nice advertisements.
Variations of promotional techniques is used to make unhealthy food products appealing to children, including bright packaging, intensely coloured and flavoured ingredient, free