Date post: | 27-May-2015 |
Category: |
Health & Medicine |
Upload: | accesstohealthyfoods |
View: | 576 times |
Download: | 3 times |
2. The problem
Why companies market
How marketing works
Examples of contemporary marketing practices
Opportunities to improve access to healthy foods through
marketing
3. The Problem:
Ubiquitous Marketing
4. They mostly market unhealthy products: 5. 68.5% of
CFBAI-advertised products are USDA Whoa foods -Children Now 2009 6.
Overall, teens are seeing more food ads Powell & Chaloupka
2011
7. The Problem:
Children as Media Consumers
http://www.cleancutmedia.com/tv-shows/tv-medias-influence-on-child-development
8. The Problem:
Children as Media Consumers
http://www.topnews.in/exposure-mass-media-affects-children-294987
9. The Problem:
Children as Media Consumers
- Kaiser Family Foundation 2010
10. The Problem:
Unhealthy Environments
http://usfoodpolicy.blogspot.com/2005/09/posters-for-mcdonalds-and-childhood.html
http://www.communityhealthpriorities.org/conversation/comments/1520/
11. Why Companies Market
Ronald.com: McDonalds Website Targeted to Preschoolers
12. Why Companies Market
The Pepsi Refresh Project
http://www.youtube.com/watch?v=Xb9Kby9_NBQ
13. Why Companies Market:
It Works!
http://agusia19.blogspot.com/2009/03/pester-power.html
14. How Marketing Works
The 4 Ps: Product
15. The 4 Ps: Product
A soda is a soda?
http://thesocietypages.org/socimages/files/2010/10/soda1.jpg
http://sugarstacks.com
16. The 4 Ps: Price
The Battle Over Taxing Soda,David Leonhardt, The New York Times,
May 18, 2010
17. The 4 Ps: Price
http://http://www.ers.usda.gov/Publications/err100/err100.pdf/socimages/files/2010/10/soda1.jpg
18. The 4 Ps: Place
Location and place targeting
Real-world behavioral targeting
Time of day
Weather
- Brightkite.com
http://au.news.yahoo.com/a/-/newshome/8704716/smartphone-stalking-dangers/4/
19. The 4 Ps: Product -
Doritos Hotel & Asylum 626
20. How Marketing Works:
Integrated Marketing Communications
Capris Suns Respect The Pouch Campaign
21. Current Marketing Practices
McWorld.com, targeted to elementary aged children
22. Current Marketing Practices
http://www.treehugger.com/happy-meal-1-year.jpg
23. What can be done?
Moving policy upstream
24. Improving Access to Healthy Foods:
Healthy Sells
ShastaCounty Wal-Mart Healthy Checkout
"Kids Make a Stand Sales were strong from the start and soonthe
Wal-Mart opened one more healthful checkout stand,along with
refrigerated "cold boxes
offering 100 percent fruit juices,
low-fat yogurt and fresh fruits and
dips such as sliced apples and peanut butter.
http://www.californiaconvergence.org/gallery/story/wal-mart-shasta-county
25. Improving Access to Healthy Foods:
Healthy Sells
South Los Angeles Los Compadres
Corner Store Makeover Project
http://www.marketmakeovers.org/mmtv/before/heac-anecdotes/los-compadres-before-pix
http://www.marketmakeovers.org/mmtv/after/heac-anecdotes/los-compadres-after-pix
26. Improving Access to Healthy Foods:
Promote Healthy Foods
General Mills Cascadian Farms:
Using Farmville to Promote Blueberries
27. Improving Access to Healthy Foods:
Stop Marketing Unhealthy Foods
Center for Science in the Public Interest Recognizes Mars as having
the best self-regulation:
No Marketing to Kids
http://www.mars.com/global/global-brands.aspx
http://cspinet.org/new/pdf/marketingreportcard.pdf
28. Improving Access to Healthy Foods:
Support Current Policy Efforts
29. Sign the Food Marketing Working Group letter, contact: 30.
Bethany Hanna Pokress at [email protected] 31. Deadline is
Monday July 11th 32. Submit comments to the
IWG:https://ftcpublic.commentworks.com/ftc/foodmarketedtochildreniwg
33. More resources available at
http://www.phlpnet.org/phlp/webinar-archive
www.bmsg.org/
www.digitalads.org
34. 35. 36. The 4 Ps: Price
http://www.yaleruddcenter.org/resources/upload/docs/what/industry/SodaTaxNEJMApr09.pdf
37. The 4 Ps: Price
Andreyeva et al, AJPH, 2010
38. How Marketing Works:
Doritos Hotel & Asylum 626
39. Policy Actions: Product
40. Regulate a product directly, including what, when, where and how products are sold. 41. Impose product standards: e.g., foods sold as a complete meal must not exceed predetermined limits for calories, fat, salt, etc. 42. Impose product labeling requirements: e.g., require chain restaurants to provide nutrition info on menus.