Alex Molnar Marketing in Schools: Little Educational or Nutritional Content Presentation at the Wellcome Trust Frontiers Meeting Environmental and Behavioural.

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Presentation transcript:

Alex Molnar Marketing in Schools: Little Educational or Nutritional Content Presentation at the Wellcome Trust Frontiers Meeting Environmental and Behavioural Determinants of Childhood Obesity May 29, 2009

More information at 2/5 Marketers Are Interested in Schools 1.Why Marketers Want to Reach Children: Children have buying power. 2.Marketing Problem: Children are hard to reach outside of school. Children are a fragmented market. Advertising environments outside of school are cluttered. 3.Marketing Solution: Schools provide a relatively uncluttered ad environment, where children of all ages are a captive audience.

More information at 3/5 Types of Marketing in Schools 1.Sponsorship of Programs and Activities 2.Exclusive Agreements 3.Incentive Programs 4.Appropriation of Space 5.Sponsored Educational Materials 6.Electronic Marketing 7.Fundraising

More information at 4/5 Products Most Heavily Marketed to Children 1.Food: a.Soft drinks and other beverages ($639,226,000) b.Restaurant foods ($293,645,000) c.Snack foods, candy and frozen desserts ($256,407,000) d.Breakfast cereal ($236,553,000) 2.Entertainment 3.Toys 4.Popular books

More information at 5/5 Remedies to Address Food Marketing in Schools 1.Statutory or regulatory prohibition 2.Balancing tests (benefits vs. harm) 3.Mandatory adoption review process