Posted at 10.14.2018
Consumers make buying decisions every day, therefore marketers need to build up their strategies by understanding consumer behaviour. That's, when, why, how, and where people do and don't purchase products. The fundamental issue refers to how consumers react to the various marketing stimuli employed by an organisation.
To achieve this, organisations undertake extensive research regarding the romantic relationship between marketing stimuli and consumer response. As a result, the marketing stimulus enters the consumers mind and produces an designed response. (textbook)
The modern marketing issue to be reviewed concerns advertising "junk" foods to children and its contribution to weight problems. Marketing strongly influences children's food tastes, requests, and utilization. Because of this, the issues these advertisements are the cause of fatness and ultimately have to be prohibited arise. Marketing to children is scarcely new, however recent methods are more extreme and pervasive than ever before. By understanding consumer behavior, marketers intentionally focus on children who are too young to comprehend and differentiate advertising from the reality, thus desiring the product without proper knowledge. (http://www. educacionenvalores. org/spip. php?article876)
There are a number of affects on consumer behaviour that marketers make an effort to understand, in an attempt to gain insight in to the motivations that drive ingestion preferences. However, the most significant ones in accordance with children will be the psychological influences, particularly motivation and conception.
"A motive is a need that is sufficiently pressing to steer the person to seek satisfaction of the necessity. " Many marketing companies actually utilize psychologists and other interpersonal scientists to be able to carry out desire research on children to effectively make a desire for the product. Through commencing this research, marketers established that through the use of children's cartoon people, such as SpongeBob SquarePants and Shrek, they are easily able to manipulate children into desiring the product.
Because of the use of visual images that are appealing to children, it isn't entirely that children actually want to consumer the merchandise, but rather are attracted to the characters for their knowledge and acceptance of them. This results in young children consuming excessive amounts of high-calorie, low-nutrient junk food which can finally lead to years as a child obesity, which is usually to be talked about in further fine detail.
The second influence is perception. Notion refers to just how people perceive what's going on around them and exactly how they respond based on their perceptions of the situations that they end up. Different perceptions are formed by differing people and one of these perceptual processes is selective visibility. Research indicates that people are more likely to notice stimuli that relates to an up-to-date need. As a result, children are exposed to hundreds of "junk food" adverts daily, nonetheless they will probably only notice and react to stimuli that again, displays cartoon "spokes personas" that they recognise and desire. (textbook)
In addition, marketers also incorporate a amount of different methods to induce children and create and keep maintaining desire. An effective strategy is the use of collectable toys schemes, which takes a number of buys in order to get the whole set in place. Other strategies include tournaments, placing games and activities on presentation and so forth.
Children represent an extremely important demographic as they seriously influence their parents' buying decisions. This identifies the strategy of "pester-power. " Pester-power is a online marketing strategy, where by advertising the product, children will nag their parents in to purchasing the product that the usually wouldn't normally buy. (http://www. media-awareness. ca/english/parents/marketing/marketers_target_kids. cfm)
Advertisement constantly surrounds and draws in children, however, the contribution of television set food advert to childhood overweight has turned into a major societal matter and as a result, there has been a demand constraints or outrights bans on tv set "junk food" advertisements targeted at children. The Coalition of Food Advertising to Children seeks to enhance the health of Australian children by phoning for analysis of all tv food advertising during programs where children aged 0-12 accocunts for a substantial proportion of the taking a look at audience. Furthermore, drink and food advertisements shouldn't exploit children's inexperience and innocence. The predominant announcements aimed to children are related to having fun, being cool and the meals being tasty. This is re-enforced by advertising representing young children consuming and enjoying the merchandise which relates right to the young audience looking at. (http://www. youngmedia. org. au/mediachildren/03_03_ads_food. htm#food)
It is believed that advertisements sometimes of children enjoying occurs for a price of 30 per hour, or 75 per day. Because of this, if a kid watches the average amount of tv set, which is 2 time and 30 minutes every day in Australia, this equals to around 22000 per year. In addition, typically 34% of the full total ads on tv set is food advertising. Ultimately, Australia registered the highest amount of food ads each hour, exposing its children to more "junk food" than the US, UK and New Zealand. (http://www. youngmedia. org. au/mediachildren/03_03_ads_food. htm#food)
Currently there are limitations on advertisement arranged from the Australian Broadcasting Specialist (ABA). The laws require that advertisements may not mislead/deceive children, give wrong nutritional information, and must effectively represent the product.
This is due to the actual fact that junk food companies such as McDonald's, KFC, Pizza hut, and soda and confectionery providers such as Coca-Cola and Cadbury have around combined spending total of $165 million on advertising per yr.
However although there are rules, essentially the advertisements are still looked at, and then the product is still being accepted and demanded by children, and as stated earlier, children are usually more enthusiastic about the characters from the product. Also, marketers intentionally persuade children to consume foods made "simply for them, " in an attempt to undermine family decisions about food selections. It is because it's also convincing children that they also needs to have control over their food alternatives, and majority of enough time, "junk food" will win.
Simultaneously, the amount of Australian children who are fat or obese is rapidly increasing. Weight problems is one of the most important public health issues facing adolescents in developed countries, with recent data from Australia recommending that the merged prevalence of chubby and fatness is 25% among adolescents. (http://proquest. umi. com. ezproxy. scu. edu. au/pqdweb?index=5&did=1901777371&SrchMode=2&sid=3&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1282528282&clientId=20824)
Studies also show that once a child is overweight, it is unlikely they will reduce it as men and women, resulting in 50% of obese children carrying on to be obese in adulthood. Ultimately, the alarm estimation is that, "If putting on weight continues the road it is following, by the entire year 2020, 80% of all Australian individuals and another of all children will be over weight or obese. " (http://www. child-obesity. info/child-health/alarming-statistics-about-child-obesity-in-australia. html)
Children are targeted as never before with marketing for foods saturated in sugar, fat, salt, and calorie consumption. Therefore, restrictions on advertising to children can only have a confident impact. How can it have a negative impact? At most detrimental you will see little change, however, continuing this bombarding on children can only end in detrimental results. However, marketers claim that it's entirely the parents responsibility to made the decision what their children eat, and that there sole intent is to gain profits for the company. Instead of positioning blame on the young families, the current marketing issue must be viewed as a societal issue and addressed therefore. This is due to the fact that a lot of parents struggle to set limits on the children's' ingestion as organizations often undermine parental expert by encouraging children to nag. This is extremely effective on those parents who are time constrained due to strong work commitments. You can find mounting facts linking food advertising to children's food intake. (http://proquest. umi. com. ezproxy. scu. edu. au/pqdweb?index=9&did=773815921&SrchMode=2&sid=2&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1282527368&clientId=20824)
In a discussion with a member of family, Jan discussed the problem concerning whether or not junk food advertisements should be restricted all together. In response, she recommended that it would be highly relevant to ban all types of advertisement on tv, as majority of children watch television set when they turn up home from school. Also, although children are constantly encircled by advertising, when at home usually really the only form, in addition to the internet, is tv set, therefore it would be a huge benefit if indeed they were not exposed to the regular bombarding of the ads. Quite similar as the banning of cigarette advertisings, if the government acted this highly towards "junk food" ads, then there must certainly be only positive outcomes. Jan also concluded, "It's really no marvel why childhood over weight is increasing with the quantity of "processed foods" advertising flooding through the tv screen. "
In another conversation with a friend, Sarah, the problem was discussed whether or not she thought television set ads were a direct cause. In her response, she mentioned that it is certainly an extremely large element in the cause of childhood weight problems, however there is still the responsibility of the parents to ultimately choose what their children take in at a age. She thought that yes the advertisements gave the children the theory and desire to have the product, however at the age of 5, what child has their own money to purchase such products? If their parents will give their children an allowance, it is their responsibility to teach and monitor them on the food consumptions.
In reflection of these two views about them, it is apparent that we now have a variety of views on the issue. Many consider it's exclusively the parent's decision whilst other believe it is ultimately the duty of marketers who advertise harmful products to health.
In finish, it is however regularly shown that children subjected to advertising choose advertised products at significantly higher rates than those unexposed. As a result, there is a realistic website link between weight problems and "junk food" advertising.