Lesson%205:%20The%20Art%20and%20Science%20of%20Junk-Food%20Marketing

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Lesson 5 The Art and Science of Junk-Food
Marketing

• Venue for Marketing to Students

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Student Question

How do food manufacturers market their product to
teenagers?
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Answer

• Several ways, through television commercials,
  online, in schools and on food products

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Venues for marketing to teens

• Companies market to teens wherever they spend
  their time
• In schools
• On the Internet
• On cell phones
• In video games

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Venues for marketing to teens

• Homes
• Schools
• Child-care settings
• Grocery stores
• Shopping malls
• Theaters
• Sporting events
• Airports

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Types of Marketing to Youth

• Television commercials
• Product placement
• Internet advertising
• Advergames
• Social media
• In school advertising
• Texting
• Movies
• Partnerships

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FOOD FOR THOUGHT

• The fast-food industry spent more than 4.2
  billion on marketing and advertising in 2009!

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Television Commercials

• Still the most widely used method of marketing
  foods to teens
• 75 of US food manufacturers' advertising budgets
• 95 of US fast-food restaurant budgets

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Television Commercials

• Kids view between 20,000 40,000 commercials
  each year
• By the time they graduate from high school, they
  are exposed to an estimated 360,000 television
  ads

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Television Commercials

• 44 from the fats and sweets group
• Candy
• Soft drinks
• Cookies
• Chips
• Cakes and pastries

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Television Commercials

• 11 to fast food advertising
• Most frequently advertised is high sugar cereals
• Limited exposure to fruit and vegetable
  advertisements or NONE!

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International Study

• Australia, US and UK had the most food
  advertisements geared towards youth
• Between 10 and 12 an hour
• Approximately 200 in a 20 hour period
• A nutritional analysis showed that typical
  advertisements were
• High in fat 62
• High in sugar 50
• High in salt 61

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Kids Shows Promote Unhealthy Foods

• Willy Wonka and the Chocolate Factory movie and
  High Fructose Corn Syrup Commercials

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Integrating Directly into a TV Show

• Brands in the storyline
• Product is sitting on a counter or table in the
  room
• Fully integrated into a show through commercials,
  audio and videos.

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Example American Idol and Coca-Cola

• Coke paid 26 million in advertising costs
• Used commercial time to roll-out new products
  (e.g. vanilla cokes).
• In the first season, they created a good luck to
  Kelly and Justin ad that was played before the
  announcement of the winner.
• After Kelly Clarkson won, they ran a
  congratulatory commercial for her for about a
  week.

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Example American Idol and Coca-Cola

• Red Room
• Instead of a green room waiting area for talent
• Had pictures of coke on the walls
• Coke coolers
• Coke branded internet kiosk
• Pinball machine
• Coke ribbon on couch

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Example American Idol and Coca-Cola

• Cokes in the background during interviews
• Nationwide radio promotion that gave away tickets
  to American Idol and passes to the red room

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Example American Idol and Coca-Cola

• Coke branded drinks on judges table 

Photo courtesy Ray Mickshaw/FOXL-R Judges Simon
Cowell, Paula Abdul and Randy Jackson
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Internet Advertising

• Advertising to teens is changing rapidly due to
  the increase in technology
• The time that youth spend on the computer has
  increased by 63 since 2004

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Internet Advertising

• Food marketers are taking advantage of this
  trend by
• Pop-up banners and ads online
• Food brand websites
• Online videos
• Advergames or advertising games
• Virtual worlds
• Social media 

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Examples of food marketing websites

• Pepsi
• Entire front page advertise the X-factor
  television show
• Cross-marketing to Pizza Hut on this site
• Check out their website www.pepsi.com

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Pepsi and the X-Factor

• There is a Pepsi pulse where individuals can
  tweet about the hosts and contestants
• See interviews with the host
• Share your opinion on the Pepsi sound-off page
• See the Pepsi performance of the week
• Sweepstakes for the final show

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MARKETING APPROACHES

• Internet
• Which sites are most commonly visited among
  teens?
• Dominos
• Pizza Hut
• McDonalds

• Banner ads are placed on youth websites.
• Dominos
• Sonic
• McDonalds McCafe
• Wendys

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Advergames

• Advertisement Games
• 2008, marketers spent 403 million on advergame
  advertising
• Expected to reach 681 million by the year 2013
• Food company websites targeted to teens usually
  contain numerous advergames

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Advergames

• Advertisement Games
• General Mills has a website called Millsberry
• Advertise as free online games
• Games allow youth to interact with their brand
• Blurs the line between advertising and
  entertainment

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Social Media

• Approximately 70 of youth aged 14-24 use social
  networks
• It is a new and creative way to reach teens
• Blurs the line between content and advertising
• Encourages youth to send marketing messages to
  their friends through YouTube, Facebook, and
  other social media

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Example Social Media

• Youth can follow Pepsi on twitter to receive
  prizes and obtain coupons
• They can read food manufacturer blogs to hear
  about promotional events

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In School Advertising

• Food marketing in schools can be extensive and
  includes
• Advertising in the cafeteria
• School billboards
• Team sponsorships

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In School Advertising

• Channel one is a television program shown in
  about 12,000 schools that reaches approximately
  eight million students
• Common advertisements on these broadcasts are
• Soda
• Fast foods
• Chips
• Candies

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In School Advertising

• Primarily for the sale of soft drinks from
  vending machines and short-term fundraising sales
• About 20 of US high schools offer brand-name
  fast foods, such as Pizza Hut, Taco Bell, or
  Subway

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Food Fact

• A beverage contract with one US school district
  has the potential to generate up to 1.5 million
  per year

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Example of School Marketing Teachers car
marketing

• A large multinational food company tested an
  advertising campaign in 2001
• Paid ten elementary school teachers in
  Minneapolis, MN, US to drive cars to school
• Cars advertised Reese's Puffs, a sweetened cereal
• Cars had a vinyl ad on them

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Example of School Marketing Teachers car
marketing

• Teachers earned a 250 monthly stipend for their
  efforts as "freelance brand managers"
• Campaign was supposed to last from early August
  through the first month of classes in September
• Cancelled due to public protest

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Texting

• Teens send an average of 3,000 texts a month
• Cell phone companies use a GPS (Global
  Positioning System) to identify where teens are
  located and then send texts for area food
  establishments
• Teens can also text codes to food establishments
  to win prizes

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Movies

• Incorporating brands into movies
• Fees are variable depending on the relative
  prominence of the placement
• Costs usually around 50,000 to 100,000
• Teens can also text codes to food establishments
  to win prizes
• May be placed as a backdrop "prop" or integral
  part of the script

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Movies

• Product placement first gained attention in 1982
• Movie E.T., The Extra Terrestrial
• Incorporated Reeses pieces (peanut butter
  candy) into the film
• Increased sales by 65 in one month!