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It's Child's Play: Advergaming and the Online Marketing of Food to ...

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then enter the codes online to get free Nintendo game tips. In. another example children are encouraged to collect postokens ...

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It's Child's Play: Advergaming and the Online Marketing of Food to Children Executive SummaryPage 1EXECUTIVE SUMMARYPage 2INTRODUCTION3METHODOLOGY3KEYFINDINGSUseOf TheInternetToMarketFoodToChildren4Advergam es6BrandExposureAndAdvertisingClaims8Viral Marketing10SweepstakesAndPromotions12Telev isionAdvertisingOnline14MembershipsRegistr ationAndMarketingResearch16MediaTieins18In centivesForProductPurchases20Customization 22ExtendingTheOnlineExperienceOffline24Nut ritionInformation26EducationAndAdvercation 28WebsiteProtectionsForChildren30CONCLUSIO N32APPENDICESFoodBrandsIncludedInTheStudy3 4WebsitesIncludedInTheStudy35Page 33Over the past 20 years rates of childhood obesity in this country have increased dramatically. In this context policymakers and others have raised questions about the impact of food marketing on children. Despite widespread attention to the rapid growth of the Internet as an advertising and marketing tool very little empirical evidence has been available as to the nature and extent of online food marketing to children. The study presented here is an attempt to fill that gap. This study is the first systematic analysis of the content of online food marketing to children. It covers topics such as advergaming viral marketing branded entertainment promotions downloads and media tieins.Within the past year a number of efforts have been initiated by business government and consumer advocacy groups to review the practice of online food marketing to children. However to this point these groups have had to rely primarily on anecdotal evidence in their treatment of the issue. The purpose of this research is to obtain an accurate depiction of one key aspect of online food marketing to children: corporate or branded websites that either target children directly or contain content that would likely appeal to children age 12 and under. Using data from Competitive Media Reports (CMR) researchers identified the top food brands advertised to childr ...

Source: www.kff.org

 

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