Impacts of Television Advertising of Food and Drink Products to Children in the U.K

By

Abstract

In this study we try to explore the concept of “Influence of advertisement of food and drink on children” in a holistic context. The main focus of the research is on “The influence of advertisement made on the children by seeing advertisement on television“. The research also analyzes many aspects of “Food and drink advertisement on television and how these advertisements influence children and how children force their parents to buy particular product” and tries to gauge its effect on “parents` buying behavior”.

Table of Contents

Chapter 1 Introduction5

Outline5

Aims and Objectives8

Chapter 02 Literature Review11

Introduction11

Memorandum by the British Heart Foundation (RTA 1)12

Food and drink advertisement on Television14

Television Advertisement and Health consciousness15

SPECIFIC COMMENTS - UNDER 16s children16

Awareness of television Advertisement18

Children influence on Advertisement19

Effectiveness of children influence21

Children food advertisement campaign21

From the perspective of children's health22

Parents and Television Advertisement23

Psychological Explanation of Advertisement of Food and Drink26

Focus of Marketers on teen as target Audience28

Evidence for the Committee29

Related literature33

Food marketing and packaging to children34

Influence of Packaging on advertisement36

Psychological impact of television advertising on children37

Chapter 03 Methodology55

Research Design55

Primary Research55

Research limitations57

Reliability58

Validity58

Selection of Sampling59

Sample data collection and demographics59

Sample Size60

Timeframe61

Implications62

Chapter 04 Data Analysis63

Questionnaire63

Data Analysis64

Statistical Analysis73

Chapter No 05 Findings Conclusions and Recommendation89

Conclusion92

Recommendations95

References96

Appendices122

Article122

Related Pictures126

Chapter 1 Introduction

Outline

This research focuses on the various aspects of “impacts of television advertising of food and drink products to children in the U.K and comprises of the following chapters:

Introduction

Current shifts in food trends have led to changes from normal, day to day food marketing to a focus on healthy food marketing, hence impacting on consumers' behavior. The impact of the change is more apparent on consumer perception, tests and needs, including change on products (foods) that are being manufactured and their subsequent positioning (Blackman, 2005). This subsequent advertisement has increased the demand of such food in children. This research will elaborate the increased consumer awareness of and demand for healthy foods and information on the content of the foods they consume. It is now common for packaging and communications to contain tags such as ''less than 5 percent fat” or ''with no added sugar” as marketers look to reassure consumers that their offerings will have no negative impact on consumers and their family's health. Television advertising remains the principal medium for promoting food and beverages to children (Federal Trade Commission 2008), however marketing campaigns using new media, have been observed to be growing (Calvert 2008; Harris, Operand et al. 2008). These new media include: Internet, computer games, videogames, television programs, movies, DVDs, supermarkets, children's magazines, billboards, bus-shelters, schools, sporting clubs, and mobile phones (Hawks 2007; Schor and Ford 2007). Marketing campaigns invariably integrate a number of marketing media simultaneously in order to achieve wide brand recognition and appeal (Shade and Grimes 2005). Supermarket sales promotions represent an important medium for marketing food and beverages to children. In 2002, more money was spent on supermarket sales promotions in the United States (US$234 billion) than was spent on television advertising (US$212 billion ) (Hawks ...