Integrated marketing communications and power imbalance: The strategic nature of marketing to children and adolescents by food and beverage companies

Harrison, P and Jackson, M 2013, 'Integrated marketing communications and power imbalance: The strategic nature of marketing to children and adolescents by food and beverage companies' in Jerome D. Williams, Keryn E. Pasch & Chiquita A. Collins (ed.) Advances in Communication Research to Reduce Childhood Obesity, Springer Science & Business Media, New York, United States, pp. 33-76.


Document type: Book Chapter
Collection: Book Chapters

Title Integrated marketing communications and power imbalance: The strategic nature of marketing to children and adolescents by food and beverage companies
Author(s) Harrison, P
Jackson, M
Year 2013
Title of book Advances in Communication Research to Reduce Childhood Obesity
Publisher Springer Science & Business Media
Place of publication New York, United States
Editor(s) Jerome D. Williams, Keryn E. Pasch & Chiquita A. Collins
Start page 33
End page 76
Subjects Marketing Communications
Summary This chapter seeks to complement others in this book by highlighting the public health concerns associated with the use of the relatively new business practice of Integrated Marketing Communications (IMC) to promote energy-dense, nutrient-poor foods and beverages to children and adolescents, and the power imbalances inherent in this situation. Seeking to encourage international awareness and relevance of this issue we have attempted to take a global approach, while still recognizing the Australian context in which both authors work. To this end, we include three case studies of branded food products that target children as a means of demonstrating the reach and complexity of IMC in a contemporary marketplace.
Copyright notice © Springer Science+Business Media New York 2013
Keyword(s) Childhood Obesity
Unhealthy Food
Public Health Professional
Marketing Communication
Brand Relationship
DOI - identifier 10.1007/978-1-4614-5511-0_3
ISBN 9781461455110
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