title: The effects of TV unhealthy food brand placement on children. Its separate and joint effect with advertising.
abstract: This paper examines the effect of unhealthy food brand placement on children across different age groups (9, 12 and 15 year-old children). Results show that both brand awareness, and the behavioral disposition (toward junk food and McDonald's) increased when children were exposed to this marketing technique (in comparison with the control group). In the case of age, older groups (12-15) performed better in brand awareness, but scored lower in behavioral disposition than the 9-year-old group. Moreover, the joint use of advertising and placement (synergy) increased the effect of these communication tactics on children. Results are discussed in terms of previous results of the studies providing evidence of the influence of promotional tools of junk food on children.
authors.affiliation: School of Business, Universidad de Chile, Diagonal Paraguay 257, Santiago, Chile.
authors.forename: Rodrigo
authors.initials: R
authors.lastname: Uribe
authors.affiliation: School of Public Health, Faculty of Medicine, Universidad de Chile, Av. Independencia 939, Santiago, Chile. Electronic address: amfuentes@med.uchile.cl.
authors.forename: Alejandra
authors.initials: A
authors.lastname: Fuentes-García
mesh_terms: D000293:Adolescent; D000367:Age Factors; D001364:Awareness; D002648:Child; D003142:Communication; D004032:Diet / Q000592:standards*; D057140:Fast Foods; D005260:Female; D005502:Food; D019649:Food Industry; D005515:Food Labeling; D005518:Food Preferences; D006262:Health; D006801:Humans; D008297:Male; D040541:Marketing; D009753:Nutritive Value; D009765:Obesity / Q000209:etiology; D013690:Television
keywords: Advertising; Children; Food marketing; Product placement; Synergy