Measuring the Impact of Advertising Effects

Part III

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Efforts to track and measure the impact of marketing strategies on youth are ever-changing, and improving methods for measurement could result in greater, more impactful evidence for policy changes. Food marketers implement a variety of strategies to gain youths’ attention and promote consumption of products among youth.

Each chapter within this section of Advances in Communication Research to Reduce Childhood Obesity is devoted to a unique tactic used to capture the influence of marketing efforts on youth. For example, analysis of traditional marketing efforts, such as print advertisements and television commercials, is ongoing and continuously evolving. This section discusses how two tactics—eye-tracking technology and nutritional content coding of advertisements—are used to estimate the impact of traditional advertising. In addition, youth are becoming progressively engaged in new media, such as the Internet and social media. As a result, young people encounter an increasing number of digital advertisements for unhealthy foods and beverages.

This section emphasizes the importance of defining characteristics of the digital arena so that we are better equipped to measure their influence on youth. In a fast-paced, constantly changing media landscape, it is essential that current forms of measurement are improved and new ones uncovered.

 

A Look Inside Part III of Advances in Communication Research to Reduce Childhood Obesity:

Chapter 8: Children's Exposure to Food and Beverage Advertising on Television: Tracking Calories and Nuteritional Content by Company Membership in Self-regulation by Powell LM, Schermbeck RM, Szczypka G and Chaloupka FJ

Chapter 9: The Role of Advertising on Attitudes and Consumption of Food and Beverage Products by Wilcox GB, Williams JD, Kamal S and Kyung OKK

Chapter 10: The Digital Food Marketing Landscape: Challenges for Researchers by Montgomery KC, Grier SA, Chester J and Dorfman L

Chapter 11: A Multi-Method Study to Understand How Youth Perceive and Evaluate Food and Beverage Advertisements by Pasch KE, Velazquez CE and Champlin SE