Stuart, H. J & Kerr, G. (2009). Marketing to children: The premium effect. Australian and New Zealand Marketing Academy Conference,Dr Dewi Tojib. 1-7. Melbourne, Australia: Australian and New Zealand Marketing Academy.
Researchers are interested in the marketing of unhealthy food items to children, particularly as childhood obesity rates appear to be rising (Margery, Daniels and Boulton, 2001). While television advertising, fast food websites devoted to children and parental attitudes to children’s consumption of unhealthy food have been examined in depth, little research has been conducted on the effect of premiums on children’s food preferences (Pettigrew and Roberts, 2006). This paper reviews the small amount of research on premiums in the context of marketing of fast food to children, and discusses the possible implications in terms of interpretations of the Australian Association of National Advertisers’ (AANA) Code of Ethics and the Responsible Children’s Marketing Initiative by the Australian Food and Beverage Industry.
Open Access Conference Paper