1. Lesson 5: The Art and Science of Junk-Food Marketing
Venue for Marketing to Students

2. How do food manufacturers market their product to teenagers?
Student Question
How do food manufacturers market their product to teenagers?

3. Answer:
Several ways, through television commercials, online, in schools and on food products

4. 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

5. Venues for marketing to teens
Homes
Schools
Child-care settings
Grocery stores
Shopping malls
Theaters
Sporting events
Airports

6. Types of Marketing to Youth
Television commercials
Product placement
Internet advertising
Advergames
Social media
In school advertising
Texting
Movies
Partnerships

7. FOOD FOR THOUGHT
The fast-food industry spent more than $4.2 billion on marketing and advertising in 2009!

8. 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

9. 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

10. Television Commercials
44% from the fats and sweets group
Candy
Soft drinks
Cookies
Chips
Cakes and pastries

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

12. 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%

13. Kids Shows Promote Unhealthy Foods
Willy Wonka and the Chocolate Factory movie and High Fructose Corn Syrup Commercials

14. 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.

15. 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.

16. 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

17. 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

18. Example: American Idol and Coca-Cola
Coke branded drinks on judges table 
Photo courtesy Ray Mickshaw/FOX L-R: Judges Simon Cowell, Paula Abdul and Randy Jackson

19. 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

20. Internet Advertising Social media
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 

21. 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

22. 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

23. MARKETING APPROACHES Internet Banner ads are placed on youth websites.
Which sites are most commonly visited among teens?
Dominos
Pizza Hut
McDonalds
Banner ads are placed on youth websites.
Dominos
Sonic
McDonalds McCafe
Wendys

24. Advergames 2008, marketers spent $403 million on advergame advertising
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

25. 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

26. 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

27. 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

28. In School Advertising Advertising in the cafeteria School billboards
Food marketing in schools can be extensive and includes:
Advertising in the cafeteria
School billboards
Team sponsorships

29. 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

30. 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

31. Food Fact
A beverage contract with one US school district has the potential to generate up to $1.5 million per year

32. Example of School Marketing: Teacher’s 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

33. Example of School Marketing: Teacher’s 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

34. 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

35. 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

36. Movies Product placement first gained attention in 1982
Movie E.T., The Extra Terrestrial
Incorporated Reese’s pieces (peanut butter candy) into the film
Increased sales by 65% in one month!