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食品公司市场营销活动对儿童的影响分析International Marketing To Children 

时间:2015-06-03 10:53来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
针对儿童的国际市场营销
 
在澳大利亚和国际上,儿童超重和肥胖的患病率达到了前所未有的比例。最近大多数关于儿童超重和肥胖率的研究调查从幼儿园到入学十年以来。在新南威尔士,澳大利亚表明有百分之八的男孩和百分之六的女孩超重,加起来有百分之十七的孩子肥胖超重(布斯 2006)。
 
粮食农业组织和世界卫生组织联合报告确认已经将儿童食品市场视为儿童超重和肥胖的一个可能致病因素。(世界卫生组织,2003)在品牌种类,购买行为,购买需求和食品消费习惯等方面影响着儿童的饮食偏好,(麦克尼尔在1987年委员会儿童与青少年食品营销中,2005年;黑斯廷等人;2006年)电视就是典型的电子媒介和儿童参与(林恩,2004)以及用于食品工业广告的主要来源(黑斯廷等人,2003).
 
International Marketing To Children 
 
The prevalence of childhood overweight and obesity is reaching unprecedented proportions in Australia and internationally. The most recent research on the prevalence of overweight and obesity among children, from kindergarten to school year 10 in New South Wales, Australia, indicates 8% of boys and 6% of girls are obese and 17% of both boys and girls are overweight (Booth et al., 2006). 
 
Food marketing to children has been recognized in a joint report by the Food and Agriculture Organization and the World Health Organization as a probable causal factor in childhood overweight and obesity (World Health Organization, 2003), influencing children's food preferences, at both the brand and category level, purchasing behavior, purchasing requests and food consumption habits (McNeal, 1987 Committee on Food Marketing and the Diets of Children and Youth, 2005; Hastings et al., 2006). Television is typically both the main electronic medium with which children engage (Linn, 2004) and the primary source of advertising used by the food industry (Hastings et al., 2003). Previous reviews on food marketing to children have focused primarily on television, as there is a lack of published studies on other marketing avenues. In a systematic review prepared for the UK Food Standards Agency (Hastings et al., 2003), it was acknowledged that the majority of the available research was based on television as an advertising medium, with only 5 out of 50 reviewed studies focusing solely on other marketing techniques. The collective effect of other food marketing techniques, together with television advertising, is likely to augment television advertising's effect on children's food choices and dietary intake (Hastings et al., 2003). 
 
Print media, including magazines, is one such marketing technique that has received little attention in the research arena, with few previous studies available that examine food marketing to children through children's magazines and no studies that systematically assess food marketing within this medium. Magazines are a major component of advertising expenditure by the food industry, contributing 16% of total food advertising expenditure (US $1445 million) in the USA (Center for Science in the Public Interest, 2003), and also enjoy high readership rates. A survey of Australian children's magazine readership in 2004 showed the reach of popular children's magazines among 6–13 year olds to be high, with some reaching almost 20% of the child population (McNair Ingenuity Research Pty Ltd, 2004). The circulation frequency of magazine periodicals allows for continued product exposure to an established magazine fan base. (责任编辑:BUG)


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