social marketing for health & nutrition comt 492/592-001
TRANSCRIPT
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Social Marketing for Health & Nutrition
COMT 492/592-001
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Overview
research methods and type of information gathered by marketers for advertising campaigns targeted to children and teenage youth.
advertising techniques, styles, and channels marketers use to reach young consumers.
how current knowledge of market research methods, strategies, and techniques can be used --within a social marketing framework--to encourage healthful eating habits among children and teenage youth.
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Background The advertising industry aggressively seeks
to understand, anticipate, and influence the perceived needs and desires of young consumers.
Marketers gain a wealth of information about children and teenagers.
$16.1 million spent on children’s research by marketers in 1990
Family Economics and Nutrition Review, Fall 1998 v11 i4 p31 How Marketers Reach Young Consumers: Implications for Nutrition Education and Health Promotion Campaigns. Vivica Kraak; David L. Pelletier.
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Background
Much research exists that assesses the specific influence of television advertising on children's food- and nutrition-related decisions and behavior over the past two decades.
Few studies or reviews, however, have attempted to examine the presence of commercialism in promotional mediums such as school lesson plans, movies, magazines, games, and kid's clubs
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Research Question
How can we use the research methods marketers use to gain information about young consumers to design targeted marketing campaigns?
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Concepts & Terms
The Center for the Study of Commercialism describes commercialism as "ubiquitous product marketing that leads to a preoccupation with individual consumption to the detriment of society"
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Methods
focus groups, written or telephone surveys, individual or group interviews, picture drawing, story-telling, secret ballot, and observational field studies.
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Strategies
1) keep their efforts child-focused. 2) ask children the right questions and select
appropriate outcome measures (e.g., product recognition, attention level or in-store behavior, likability rating, verbal recall, and conventional indicators of product preference).
3) keep corporate attention focused on children's needs (using seminars, qualitative interviews, and periodic testing of products).
4) complement intuition with theory
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Caution against using adult methods
Using conventional focus groups with children, for instance, can lead to "follow-the-leader" group dynamics. – Keep boys & girls separate
– Keep kids within 2-year age span
– Make sure they are unacquainted with each other
– Moderator can be a trained peer
– collect information in familiar surroundings such as in schools, at summer camps, or at sporting events
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Kid-friendly research
surveys must be engaging and user-friendly– "through-the-book" magazine method, television diary,
and product questionnaire– card sorts and cartoon figures
have children draw pictures – to learn about how children perceive the shopping
experience. storytelling and secret ballot
– useful for children who may not express themselves well verbally
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More kid-friendly techniques
Observational field studies– Find out parent-child interaction– Gives more accurate picture of what influences
children's consumer behavior than will verbal interviews
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Advertising styles, techniques, and channels
market segmentation; television advertising; sales promotions at schools, stores, and sporting
events; multimedia exposure; celebrity endorsement; kid's clubs; product placement; advertorials
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Advertising techniques
Retailers, manufacturers, wholesalers, the media, schools, and corporate donors are creating mutually beneficial partnerships
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Market segmentation
Although marketers usually segment young consumers into three age categories (2- to 5-year-olds, 6- to 11-year-olds, and 12- to 17-year-olds), there is agreement that large gaps exist in understanding young consumers' behavior and the existing age categories may be initially helpful but are arbitrary
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Market segmentation
The ability to understand and depict cultural nuances and the use of appropriate language are the two greatest challenges faced by marketers and educators– McMoms, a program that targets bilingual
mothers of children ages 2 to 7, inserts bilingual response cards into its "Happy Meal" boxes. In return, mothers receive Spanish language newsletters and promotions
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TV ads
In a 3-hour setting, a child may watch 30 minutes of advertising, and may be exposed to 22,000-25,000 ads per year
Marketers now targeting children on prime-time slots or through radio, when youth are likely to watch with parents…– to take advantage of young people's power to
influence family purchases
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Sales promotions
Sales promotions need to capture target audience’s attention– occur at rock concerts, beaches, malls, and
sports events; in stores; and schools. – used to motivate children and teens to make
purchases at places they or their parents regularly shop
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Cross-selling
cross-selling, the practice of combining promotional efforts to sell a concept, product, or service. – Disney has marketing agreements with Coca-
Cola, Proctor & Gamble, Kraft, McDonald's.
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Multi-media
TV more expensive, less efficient Children increasingly exposed to different
media• Radio, magazines and newspaper sections written
for youth, and Internet
• School media (critiqued as “commercialization”)
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Celebrity endorsement
Heroes, heroines, and role models– McDonald's - Michael Jordon – Pepsi - Michael Jackson– Products are costly and celebrities are slick– Children contend not only with the celebrity
appeal in TV and magazine but also with peer pressure from friends who see the same commercials.
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Kids clubs
A kid's club establishes an ongoing relationship with its members by providing membership cards and participatory activities that are dependent on spending money– Research shows they are effective at building
brand loyalty
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Product placement
Advertisers pay $10,000 - $1 million to display brand name products in movies, with the price increasing if an actor uses a product – Burger King & Teenage Mutant Ninja Turtles
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Implications
Regulation– critics say "unfair" marketing indicates a need for
government regulation, particularly to protect younger children who may not have the cognitive abilities to discern fact from an advertisement
Effective nutrition and health promotion message– Health educators can apply what has been learned from
market research to create more effective messages Create partnerships
– with stakeholders who are also concerned about the influence of commercialism
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Lessons
Health educators have focused on psychological, cognitive and dietary messages
Consumer-oriented models emphasize how young consumers view the world and function within it.
Consumer behavior research and communications research can provide useful information on children's and parents' attitudes, perceptions, and behavior and provide information on media channels that can best reach targeted groups.
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Social Marketing
Social marketing is explicitly based on marketing principles.
It provides a framework and guidelines that health educators can use systematically to address problems related to health behavior.
Social marketing is most often used to: – disseminate new information to individuals, – offset the negative effects of a practice or promotional
effort by another organization or group, – motivate people to move from intention to action
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Keys to success?
It offers benefits people want, reduces barriers people face, and persuades instead of just informs
It is not about selling preformulated ideas about desirable nutrition habits.
It is about creating food and nutrition concepts that conform to a particular target group's expressed desires, values, and tendencies
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5 Marketing “P’s”
Product: this may be defined not only as a service but also as an idea, concept, social cause, or behavior change;
Place: the distribution channels that will be used to get the product or messages to the target audiences;
Price: the social, behavioral, psychological, and geographic costs for the consumer to adopt a behavior; and
Promotion: the communication tools used to increase acceptance and use of a product, tools such as advertising, public relations, and consumer incentives.
Politics is added as a fifth "P" that evaluates the political environment within which a campaign functions
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Barriers
Barriers to young consumers' ability and desire to change their food- and nutrition-related decisions and behavior include– nutritious foods not being readily available at
home, in school, and in other settings;– misperceptions about healthful eating; – aggressive promotion of unhealthful foods
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Research
these and other barriers and benefits children and teenage youth believe influence their ability to eat more healthfully;
what they think will make healthful eating more fun, exciting, entertaining or rewarding; and
the concepts and vocabulary that are needed when designing and pre-testing nutrition and health promotion messages targeting different age groups
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Findings
Exposure to commercials for healthful nonsugared foods did not always lead to increased consumption of healthful foods but appeared to reduce further consumption of sugared foods
use the appropriate vocabulary; move quickly; and have the right location, set, props, music, wardrobe, and colors reflecting a desirable lifestyle or product
Separate nutrition messages were the most effective short-format messages in terms of children's verbalized snack selections.
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Conclusions
Use multiple and reinforcing communication channels and approaches
Knowledge is necessary but insufficient to influence attitudes, decisions, and behavior of young consumers
Educators must use the knowledge gained from marketing and communications research
Work collaboratively with potential allies and stakeholders