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View Diary: It's Official: Big Food Targets Kids (60 comments)

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  •  Just A Spending Example (2+ / 0-)
    Recommended by:
    cotterperson, OrangeClouds115

    You mentioned Ad Age in your post. I am looking at the most recent issue and the cover story in the print edition this week is on ad spending by major food and package goods company. I think you will find this interesting:

    Package Goods

    P&G: -19.6%
    Johnson & Johnson: -8.6%
    L'Oreal: -6.6%
    Unilever: -4.1%

    Food

    General Mills: +13.7
    Hershey (they make a lot more than candy): +13.4%
    Kellogg: +3.9%
    Kraft: -10%

    George Orwell is banging on the lid of his coffin and screaming, "1984 was a cautionary tale, you dolts, not a motivational speech!"

    by webranding on Thu Aug 07, 2008 at 07:31:17 AM PDT

    •  Ad Age spending figures (4+ / 0-)

      Thanks for posting these. Even better is the June issue where they give annual spending figures. I just found this article referencing Ad Age numbers that McDonald's alone spent more than $1.6 billion in 2005!

      •  I Want To Be Very Clear, And Very Blunt (4+ / 0-)
        Recommended by:
        CJB, cotterperson, karmsy, Larsstephens

        here. I've done hundreds and hundreds of surveys and just as many focus groups. Around 92% of adults say that advertising doesn't affect them.

        Those same people that tell me that in a focus group I will ask them what they think about the company I am working for our the product they are selling.

        For 12-15 months I will market 24/7. I'll bring them in and ask them what they think about my brand? What they said in the first focus group will be a faint memory. Now they will pretty much recite back to me just what I wanted them to think via the ads I hit them with.

        I often joke, but it is true, if you give me enough money and enough time I can make a target audience believe just about anything I want.

        I also want to stress I mentioned in another comment here I did high-tech marketing. When I say I've had clients where their target audience was actually, "Rocket Scientist" I am not joking. Worked with them.

        George Orwell is banging on the lid of his coffin and screaming, "1984 was a cautionary tale, you dolts, not a motivational speech!"

        by webranding on Thu Aug 07, 2008 at 07:46:02 AM PDT

        [ Parent ]

        •  Of course ads affect us. All of us. (4+ / 0-)

          Recently a Whole Foods opened near me.  I walked in and recognized maybe 5% of the brands they carry.  I was leary of everything else.  I actually bought brands I had never bought before but had seen advertised.  I mean, if they spend money to advertise it, it must be better, right?

          You make excellent points in your comments here, webranding.  A marketing major once told me that the main point of an ad was product recognition and that is so true.  It's natural that the companies want to target kids.  It won't stop.  Ever.  Regulations be damned.  Food, toys, clothes.  Dora is on canned corn.  You can't turn around without seeing it.  And subtleties like the Nick tween shows using "Pear" computers.  

        •  if 92% of adults said that ads don't affect them (1+ / 0-)
          Recommended by:
          Michele Simon

          then about 91% of adults are liars. If it didn't work, companies wouldn't pay so much for it. Plain and simple.

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