PUBLICACIONES

The effects of TV unhealthy food brand placement on Children: Its separate and joint effect with advertising

ISI: The effects of TV unhealthy food brand placement on Children: Its separate and joint effect with advertising

RODRIGO URIBE B., ALEJANDRA FUENTES-GARCÍA.

2015 - Appetite - Vol. 91, Pp. 165-172

Abstract

This paper examines the effect of unhealthy food brand placement on children across different age groups (9, 12 and 15 year-old children). Results show that both brand awareness, and the behavioral disposition (toward junk food and McDonald's) increased when children were exposed to this marketing technique (in comparison with the control group). In the case of age, older groups (12-15) performed better in brand awareness, but scored lower in behavioral disposition than the 9-year-old group. Moreover, the joint use of advertising and placement (synergy) increased the effect of these communication tactics on children. Results are discussed in terms of previous results of the studies providing evidence of the influence of promotional tools of junk food on children.

Keywords

Product placement; synergy; children; food marketing; advertising

¿Quieres seguir leyendo? [Accede a la publicación completa]

MKTG BEST premia la trayectoria del profesor Pedro Hidalgo

El académico de la Universidad de Chile ha desempeñado importantes funciones en la Facultad de Economía y Negocios, donde ha contribuido a la formación de varias generac...

Marketing Estrategia Clave para agregar valor a tu negocio

Marketing Estrategia Clave para agregar valor a tu negocio 0 shares Marketing Estrategia Clave para agregar valor a tu negocio EDUCACION 2 semanas atrás Equipo de Prensa OBSE...

Todos los Derechos © 2014 | Departamento de Administración - Facultad de Economía y Negocios - Universidad de Chile - Diagonal Paraguay 257, torre 26, oficina 1101, piso 11, Santiago, Chile.