Fast Food Marketing for Children

unfluctuating nutrition merc debateise for ChildrenINTRODUCTIONOverview and Background of the Topic immediate provender came some after the after the Second World War and has obtain a long way since then. In the past it was a absolute convenience provider and time presentr, the easiest and lushest way to fill appetites, as the name suggests. It has now evolved into a premium luxury item. It is now actu altogethery popular amongst all dates of hoi polloi, especially pincerren. abstain intellectual nourishment Marketing is a necessity for Fast feed brands these days. Fast fodder despite universe a treat to the taste buds is hazardous to health and comes bearing a plethora of ailments. Therefore, it must essentially be advertised and marketed in fiat for businesses to coiffe sales and be profi circuit board. Fast nourishment sales atomic number 18 increasing at a rapid pace mainly out-of-pocket to effective merchandising st computegy. Edwin Land rightfully saidMar keting is what you do when your product is no good which holds true in this case. Marketing camouflages the wicked truth and sways the consumer into thinking that the temporary taste is worth to a great extent than the life-long disease. Marketers wherefore must undergo the pain of coming up with a fortunate merchandise campaign using the variant announce methods to manipulate customers beca usage this genuinely art of creating an artificial need out of a want or a desire is what betting fodder for thought marketers the like Coca pinhead do, for e.g. fodder is askin for Coca-Cola, a thousand calories argon finger-lickin good by Kentucky heat up Chicken and the mounds of cheese that come with Im lovin it by McDonalds. Children be a in truth lucrative market for turbulent pabulum brands beca employ they be infantile and impressionable. Children are easier to put as they see color and sound and are wooed. This get a line lead examine the various Fast viands M arketing regularitys apply both above the line and be pathetic the line and explore their various impacts on childrens consumption of straightaway fodder.Importance of the StudyFast Food originated from the West particularly the U.S and spread byout the world until it became a craze. It gained popularity in the East rapidly due to the ease of communication globally.The success of Fast Food chains relies heavily on their merchandising and and then they put everything in it. The scarce information that at that place is available suggests that children form a large proportion of the flying solid aliment target market and a major reason for their families consuming profligate regimen too. Also as John Scully says, no great merchandise decisions drive home ever been flummox on qualitative data, thus in dictate to aid dissolute fare chains this substantially quantitative research must be conducted. A few examples of the selling methods utilise are telly commercials, billboards, cross ads like posters, banners, flyers and standees, internet ads via websites, blogs and social forums and piano tuner ads. The offspring has a sens of scope enjoining the number of fast fare for thought chains that exist in todays time and the fact that to a greater extent(prenominal) than and more keep opening every day.Fast Food is an immensely successful business in Pakistan where mass comprises of regimenies. Therefore the make has relevance to Pakistan as Fast Food businesses infinitely use a variety of marketing strategies and ad campaigns to lot their products and go and reap more profits. doubtfulness QuestionVery few people have endeavored to undertake such a research. However in order to under why marketing of fast food has the impact that it has on children and how fast food chains can take advantage of it, this topic needs to be addressed. Therefore the field of tuition count ons to answer the following look into QuestionWhat is the virtually(prenominal) effective fast food marketing method catered to children?LITERATURE REVIEWThe literature review pass on set the condition for and inform the use up by examining previous research on this topic. The aim of the literature review is to evaluate the existing literature on the immenseness of fast food marketing to children in order to do an psychoanalysis of the advertisements being utilize to fulfill the mean.Fran Lowry (2010) in a study for the assessment of substance annual film to food publicizing for 2003, 2004, 2005 and 2007, television ratings data from Nielsen Media Research were used. Three different age groups of children were assessed using the data, i.e. 2 to 5 years, 6 to 11 years, and 12 to 17 years. Exposure to advertisements for deglutitions, sweets and fast food restaurants was besides examined. In 2003, it was erect that children ripened 2 to 5 years, 6 to 11 years and 12 to 17 years were fall upond to 13.3, 13.6 and 13.1 food a dvertisements per day on the average respectively. In all three age groups the painting to beverage advertisements underwent a decrease from 27% to 30% with a lump sum fall in advertisements of sugar-sweetened beverages like output drinks and mending soft-drinks. Fast food advertisements most frequently targeted to all ages of children and seen most by children of 6 to 11 years were those of McDonalds. This showed targeted stigmatization jibe to the authors. Burger King besides also targeted mostly the 6- to 11-year-olds. Exposure to advertisements for Subway, Taco Bell, and KFC also rose among 2- to 5-year-olds and 6- to 11-year-olds, except advertisements seen by children in these age groups continued to be dominated by McDonalds and Burger King, according to the authors. The study also found that black children in all age groups in 2003, 2005, and 2007, saw more food advertisements per day when compared to ashen children. Also, the racial gap in pictorial matter to food advertising grew amongst 2003 and 2007, particularly for fast food advertisements. By 2007, black children aged 2 to 5, 6 to 11, and 12 to 17 years saw 1.5, 1.4, and 1.6 times as many food advertisements per day, respectively, compared with white children of these ages and they also had more than double the rate of increase in photograph to fast food advertisements. match to the study, photograph to television advertisements for fast food among children increased by as a lot as 20.4% between 2003 and 2007, whereas advertisements for beverages and sweets declined, The contributes of the study was that many tyrannical changes have occurred in childrens delineation to food advertising, consistent checking of this exposure as well as the nutritionary analysis is undeniable to further survey self-regulatory pledges. Lisa Powell (2006 ) and her colleagues from the University of Illinois in cabbage write that thither has been a rising trend in ingrained energy intake derived f rom away-from-home, specifically fast food, outlets and also that excess rich and sugar intake and consumption of items such as sugar-sweetened beverages and fast food have been linked with higher energy intake and obesity. tv is a major advertising strength to reach children, and there is strong testify that television advertising influences childrens dietetical intake.Jennifer L. Harris et al. (2010) in the study answered the research question Do these actions have a positive impact? Or, does the sheer sight of fast food marketing eclipse any of these industry initiatives? They derriere their analysis on the twelve restaurants McDonalds, Burger King, Wendys, Taco Bell, Subway, Pizza Hut, KFC, Dominos, Dairy Queen, Dunkin Donuts, Starbucks and So nic.They assess the marketing practices and strategies of all these and compare it with the industry in totality. The methods include analyzing the nutritional caliber of restaurant menu items analyzing data on media exposure and lapseing from syndicated sources (i.e., The Nielsen Company, Score Inc. and Arbitron Inc.)They studied three components of their marketing plans i.e. menu composition, extraneous advertising and in-store marketing. The three criteria to identify marketing that were targeted to children, teens, and African American and Hispanic early days. Children were subject to more than 1,200 traditional fast food ads per year and this dodge was used a lot by fast food restaurants to advance potential customers to visit. Many fast food restaurants have expanded into newer forms of marketing that are relatively inexpensive and more difficult to give numeral value to. McDonalds and Burger King indulge in web-based marketing starts with children as young as 2 at Ronald.com, McWorld.com, HappyMeal.com, and ClubBK.com. KFC.com and Starbucks.com also appeared in the top 10 most frequently visited fast food websites in the study. Banner ads from these restaurants reached up to 70 million unique view ers every month. Social and viral media used by fast food restaurants has also increased largely. The use of mobile marketing by fast food restaurants has also begun however most restaurants placed banner ads on third-party mobile websites, eight have introduced downloadable iPhone applications, and a few have begun to conduct text message advertising to customers who opt-in to this feature. Fast food marketing is becoming omnipresent. These restaurants also purchased more than deuce-thirds of fast food radio and outdoor, there was little variation in their marketing messages and the products they promoted. Restaurants appeared to compete primarily by introducing new menu items and promoting the value of their foods. A few restaurants (Subway and Wendys) promoted their food quality. Banner advertising and social media marketing also predominantly emphasized special offers, and value/cheap and new/ bring out messages and promoted new menu item introductions, dollar/value menus, and combo meals. clear characters were meant for children. Eight restaurants offered kids meals catered specifically to children, while four used external marketing to address children i.e. McDonalds, Burger King, Subway, and Dairy Queen . McDonalds and Burger King had level best advertising targeted to children. Children viewed nigh one child-targeted ad per day for these two restaurants (in addition to ads for other products not exclusively targeted to children). The McDonalds Research by Grier (1996) and colleagues demonstrated that higher exposure to fast food advertising by parents was associated with increased frequency of taking their children to these restaurants because the advertising influenced their beliefs near how often other parents took their children. The authors recommended that fast food restaurants build better standards for every item in child-targeted marketing that applies to every fast food restaurant and also in all of kids meals served.Shin Yi Chou et al. ( 2005) in the study shed light on the link between television fast food advertising and the consequent childhood obesity around the world especially in the United States. The aim of the paper is to use the 1979 Child-Young Adult National longitudinal Survey of Youth and the 1997 National Longitudinal Survey of Youth to explore the effects of fast-food restaurant advertising on children and adolescents being cloggy. The results showed that a ban on these advertisements would decrease the number of overweight children ages 3-11 in a fixed state and overweight adolescents ages 12 to 18 years by 10 and 12 percent respectively. The absence of revenue deductibility of this kind of advertising would lead to lesser decreases of between 3 and 5 percent in these outcomes but would result in lower be on children. The 1997 savor consisted of 8,984 opposeents from 6,819 different households, ages 12 to 18 years. There were two sub-samples one consisting of 6,748 respondents born between 19 80 and 1984. The jiffy comprising of 2,236 oversampled black and Hispanic respondents. A survey was conducted on them. Television notice time and advertising messages were found to be positively correlated. Results also reflected that the number of hours of messages seen on television has a long impact on both children and adolescents. It could also be seen that fast food restaurant advertising has a larger effect on the Body Mass Index of adolescents than on children, despite children being expose longer to fast-food restaurant advertising due to longer television wake time. In totality the results showed a direct lasting effect of exposure to fast-food restaurant advertising on the body mass index for children. lesser impact on the prob baron of being overweight is less important.doubting Thomas N.Robinson et al. (2007) in his experimental study on fast food branding aimed to explore how cumulative real-world marketing and brand exposures influence young children by means of te sting the effects of branding on taste tastings through extensively marketed sources. The sample comprised of sixty- three children from low-income preschools, whose average age was 3.5 to 5.4 years. They had to taste 5 identical food items with beverages in matching McDonalds packaging but were truly not branded and to compare the taste of each. A summary total taste preference bring in (ranging from -1 for the unbranded samples to 0 for no preference and +1 for McDonalds branded samples) was used to test the null hypothesis that children would let loose no preference. The results of the study showed that average total taste preference score across all foods and beverages compared was 0.370.45 (median, 0.20 inter-quartile range, 0.00-0.80) and much more than zero (PSharon Beder (1998) in her study aims to examine four aspects of marketing to children i.e. the development of a consumer, forms of marketing, advertising on the Internet and concerns. Advertising takes advantage of individual insecurities, grows artificial needs and offers quality solutions. It leads to consumption. Children specifically are the target. In Australia, an average $31.60 is spent weekly by children below18 have and they control above 70 per cent of their parents fast food purchases. Children and teenagers between the ages of 10 and 17 spend n the US there are over 57 million school age children and teenagers who spend about $100 billion yearly of personal and family money on sweets, food and drinks. Brandweek magazine pointed out that even in China where children save most of the little income they get and their total spending amounts to $2.6 billion yearly, second plainly to the US. Brandweek cited a survey showing McDonalds was the favorite fast food worldwide and Coke was the favorite drink. It arguedIf it is possible to create global preferences with food productswhere obstacles like differences in local cuisine and culture existtranscending cultural boundaries with toys, vestments and entertainment products should be considerably easier. Television ads account for almost 70% of the total amount spent on advertising to children in the US. bestow advertising expenditure accounts for almost 15% of the total budget for marketing to children. A new trend in advertising is the internet. The authors question the ability of the young to understand advertising and its purpose and not be impressioned by it. The study thus emphasizes Fast food marketing and how it is a abundant industry.Mary Story and Simone French (2004) in a study aimed to appraise the food advertising and marketing channels used to target children and adolescents in the US, the effect of food advertising on eating habits, and current policies. The youth is a major profi duck target market for food and beverage industries. Consequently children and adolescents are now marketed to extensively. Food marketers are interested in youth as consumers because of their spending power, their purchas ing influence, and as future bounteous consumers. Multiple techniques and channels are used to reach youth, beginning when they are toddlers, to foster brand-building and influence food product purchase behavior. These food marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions, such as cross-selling and tie-ins. wide range of food advertising techniques and channels are used to reach children and adolescents to foster brand ken to encourage product sales. Marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions. Experimental studies incessantly showed that children exposed to food advertising prefer advertised food products more often than those not exposed to such ads. Studies with children under age 11 have found strong links between television watching time by children and number of childrens requests to parents for those foods, and availability of those foods in their homes. African American and Hispanic children watch more television when compared to white children and so viewed more food ads. Various studies have established that children under 8 years of age are developmentally unable to understand the purpose of advertisements and consider advertising claims as factual.V. Henderson and B. Kelly (2005) in their study documented the sorts of foods advertised nutritional claims made whilst advertising on African American television as well as the world(a) market. The sample comprised of 553 advertisements that were analyzed for their content during 101.5 prime-time Television hours. This resulted in classification of advertisements according to fast food restaurant, sit-down restaurant, package food), specific food type, and the presence of a weight-related nutritional claim.T and Chi-square tests were used to make comparisons. The results showed that more advertisements were aired on the African-American Television than on general market. These were mostly for fast food, fizzy drinks, candy, meat, and were rarely for cornflakes, grains and pasta or fruits, vegetables, desserts or liquor. People framing policies need to have a greater awareness of the prevailing advertisements for food and their possible effect on behavior as well as knowledge and thus should seriously work with manufacturers of food to pave way for the creation and promotion of healthy food according to the authors.Hill, J. M. and Radimer, K. L. (1998) in a study examined food advertisements aired on Australian television during programs for children below 10 years of age. Kinds of foods that were promoted linked messages and the impression of food and eating habits in comparison to current dietary recommendations. 239 advertisements were appraised, of which 25% were for fast food restaurants and 22% for cho colate. Of the main foods advertised, 11% were for cereal products, 8% for fruit and sole(prenominal) 1% for vegetables. Main tactics used by advertisers to sell foods were give-aways (20%), taste (16%) and fun (14%). On the contrary, advertisements for breakfast cereals often used nutritional claims and often contained messages that were in line with current dietary guidelines for Australians. Generally, the complete dietary picture shown to children through advertisements was said to be poorly balanced and only included a narrow range of foods.Michele Roberts and Simone Pettigrew (2007) studied behaviors modeled in food advertising are influencing childrens diets. They conducted a food advertising scrutinise targeted to children find out aspects that affect childrens food socialization. Quantitative and qualitative methods were used to provide (1) descriptive statistics of incidence and (2) a thematic analysis of messages contained in a sample of food advertisements screened in Perth, Australia, during childrens morning television programming. In 28.5 hours of childrens television programs, 950 advertisements were broadcasts, 212 of which were for food. The Qualitative aspect observable in the ads were the existence of grazing, the traducement of main foods, exaggerated health claims and the implied ability of specific foods to emphasize popularity, functionality and mood. The most popular advertising appeal was fantasy, present in 57% of the campaigns. The outcomes of the study are of interest to many stakeholders,including the food and advertising industries, policy makers, child health advocates and academic researchers. Driven by concerns about childhood obesity, there is escalating demand for responsible food advertising to children (McDonald 2003). According to the authors advertisers must respond to these issues.Kay M. Hammond et al. (2008) aimed to expose internationally, the balance of television advertising for healthy and less-healthy foods to which children and adolescents are exposed. The sample comprised 9-17 year old clean Zealanders to explore the extent to which they were exposed to advertising for a variety of food groups over a year and compared New Zealand rates of advertising with a 13-country study. The method used was People measuring rod data collected over three months May and September 1995 and February 1996 and food advertising from a sample week of television during hours when children were likely to be watching were also examined. The Comparison was made with a similar 1989 southwest Australian study and an international study covering 13 countries.The results showed that the exposure estimated for a year and the opportunities for exposure in the sample week were maximum for sweet snacks, drinks, fast food/takeaways and breakfast cereals. There were very low levels for fruit, vegetables, and meat/fish/ eggs and water was not advertised in any sample month. Comparisons with the 13-country study showed New Zealand had the third-highest rate of food advertising, the highest rate of confectionery and drinks advertising, and the second-highest rate of restaurant advertising which included fast food restaurants.To conclude the authors suggest that the immediate trends in food advertising create a difference in interest between public health and commercial interests. Regulation of food advertising may be required to solve this problem.METHODOLOGYResearch TypeI will be conducting Primary/Field or Quantitative Research, gathering first hand data from my sample nation about how the fast food marketing methods used by marketers influence their children or children around them. I will later be quantifying the results.Data Type and Research PeriodThe study is based on peoples perceptions and how they feel they are influenced by advertisements and how these fast food marketing methods are a major contributing factor in their childrens consumption of fast food. Therefore Primary or Field Res earch which is basically quantitative in nature is more suitable.Sources of DataThe sources will be questionnaire surveys and focus groups targeted to the sample population.Operational DefinitionsDependant Variable Fast Food enjoymentThis variable addresses the Fast Food Purchases by consumers. It is the result of Fast Food advertising and the ultimate motive of Fast Food sellers. It basically deals with fast food sales. Therefore it is the consequence of Fast Food Marketing through various mediums.Independent VariablesTelevision Advertisements This variable is an constitutive(a) means of marketing Fast Food to consumers considering its reach and ease of admittance in todays time. The more people watch Television and are exposed to advertisements of fast food, the more they consume fast food. It thus has a positive relation with fast food consumption.Billboards This variable sheds light on provided another(prenominal) Fast Food Marketing medium. It is a physical medium for peopl e to be exposed to frequently. It has a positive relation with fast food consumption as the more billboards people see the greater will be their fast food consumption.Internet Advertisements This variable appraises a combination of official websites as well as social website mediums like Facebook and Twitter used by Fast Food marketers to reach consumers. The greater the amount of fast food advertisements people are exposed to on the internet, the more they will purchase or consume fast food, thus it denotes a positive relation between the dependant and the independent variable. shanghai Advertisements This variable comprises of the various print mediums like the newspapers, posters, flyers and banners that fast food marketers use to advertise the fast food to consumers. Naturally the more peoples exposure to these is the more they end up consuming fast food, indicating a positive relation. tuner This variable emphasizes the use of broadcasting to market fast food to consumers. It i s a cheap means to reach more people. The frequency of advertisements on the radio is usually more due to the low cost. Therefore people are exposed to more fast food advertisements and thus consume more of it and this also has a positive relation with the dependent variable.Population, Working population and think sampleThe target population for the research will be people living in Lahore who have children of ages 3 to 17 years, in their families who consume fast food. The working population will be targeted specifically. The planned sample will include people ranging between the ages of 20-40 years, including working self-aggrandizing males and females from Lahore who have kids and as well as working youngsters or students with young siblings who consume fast food.Research hypothesisHo-Frequent exposure to Fast Food marketing methods leads to increased Fast Food Consumption by childrenH1-Television is the most influential Fast Food Marketing Method for childrenH2-Billboards ar e very appealing to children and lead to frequent fast food consumptionH3-Print advertisement doesnt influence childrens purchase of Fast Food so muchH4-Internet is not a very effective medium for Fast Food marketing to childrenH5-Radio is not a very effective medium of Fast Food marketing to childrenTechniquesCross-Tabulation was done due to using the statistics from the questionnaire surveys.Data analysisA cross-tabulation was done using the SPSS software 17.0 and frequency charts were also made.Data recitationAfter gathering first-hand information from the sample population, the data was quantified and the statistics were used to make cross-tabulations and frequency charts. The results were then analyzed using tables and charts results.RESULTSDemographicsThe primary research for the study comprised of questionnaire surveys that were floated amongst 50 respondents, both married and unmarried, falling in the age bracket of 20 to 40 years. 25 of the respondents were male and 25 fe male in order to eliminate gender bias. The people with children were targeted to find out more about their childrens fast food consumption resulting from advertising exposure. The working population was targeted to specifically because they have a need for fast food. This was done with the purpose of finding out the most effective method of fast food marketing that results in consumption of fast food by children in Lahore. Most of the married respondents were bankers, doctors, engineers and teachers who had children, whilst the unmarried respondents were mostly students at the Lahore School of political economy and had younger siblings between the ages of 3 to 17 years, who consume fast food. The target population for the research will be people living in Lahore who have children in their families who consume fast food. 75% fell in the age group of 20 to 29 years, whereas the remaining 25% were aged between 30 to 40 years. Most of these individuals belonged to the upper and upper centerfield class with lump sum pocket monies or household incomes, and had exposure to all sorts of fast food advertisements. A majority fell in the 30,000-40,000 income range.The five independent variables were separately analyzed to determine their impact on the dependant variable. The results have been analyzed below.Independent Variable Television AdsHo-Frequent exposure to Fast Food marketing methods leads to increased Fast Food Consumption by childrenH1-Television is the most influential Fast Food Marketing Method for childrenTVADSQ1aFrequency per centumValid percentValid1.002142.042.02.002550.050.03.0024.04.04.0012.02.05.0012.02.0Total50100.0100.0The above table shows the frequencies of responses when people were asked whether they thought images of food were an important element of a fast food advertisement. It can be seen that 21 people out of 50 i.e. 42% potently agree that images of food are important to children.25 respondents or 50% also agreed with this.2 people or 4% remained neutral. 1 out of 50 respondents or 2% disagreed while another 2% also strongly disagreed with the statement.TVADSQ1bFrequencyPercentValid PercentValid1.001122.022.02.002550.050.03.001326.026.04.0012.02.0Total50100.0100.0The table illustrates the frequencies of the responses for the importance that a catchy slogan holds for children in a fast food television commercial.11 out of 50 respondents i.e. 22% strongly agreed that a catchy slogan is very important to children whilst 50% also agreed with this.26% remained neutral about it and 2% disagreed and didnt think that a catchy slogan is important to children.TVADSQ1cFrequencyPercentValid PercentValid1.001428.028.02.001734.034.03.001326.026.04.00612.012.0Total50100.0100.0As per the above frequencies 14 out of 50 respondents i.e. a credit endorser was very important to children according to 28% or 14 out of 50 respondents and 34% also thought the same.26% were neutral about it and 12% disagreed.TVADSQ1dFrequencyPercentVal id PercentValid1.001530.030.02.002346.046.03.001020.020.04.0024.04.0Total50100.0100.0The frequency table shows that the jingle was very important to children according to 30% of the respondents who strongly agreed along with the 46% majority who agreed with this. 20% remained neutral to it and only 4% disagreed.TVADSQ1eFrequencyPercentValid PercentValid1.0036.06.02.00918.018.03.001122.022.04.001938.038.05.00816.016.0Total50100.0100.0According to the above table, the frequencies of responses showed that 6% of the respondents strongly agreed that price matters to children in a fast food television commercial and 18% also agreed.22% remained neutral about it. However 38% and 16% disagreed and strongly disagreed respectively that children do