Childrens Food: Marketing and innovation [Paperback]

The purpose of this book is to serve as essential reading for those innovating and marketing food products for children as well as those determined to better understand the children's marketplace in order to ensure that it is administered in a manner consistent with the long-term aspirations of society. The book begins by setting the scene and looking at the way children influence food choices within the family and the role advertising is thought to play in driving those choices. Professor Stratton of The Psychology Business (Department of Psychology, Leeds University) has world renowned expertise in the methodology of researching family dynamics and he shows which are the prime influences on the family diet. J.W. Thompson Advertising Board Director Jane Mathews then evaluates what constitutes effective advertising and reveals enduring themes within the children's marketplace. In Chapter 3, Dr Kathryn O'Sullivan of the Kellogg's company examines the nutritional importance of food under the title 'Starting the day right'. She demonstrates her expertise for introducing young taste buds to products which 'Break the fast'. Simon Lang, Senior Consultant at the Henley Centre follows by examining not only why food tastes change in children but also why family eating is itself changing and the implications for the future.1 Influences on food choice within the family.- 1.1 Introduction.- 1.2 Why food is so significant.- 1.3 Personal factors in childrens food choice.- 1.4 Social factors in childrens food choices.- 1.5 Concerns about childrens eating.- 1.6 The processes of food choice.- 1.7 Recent research into family food choice.- 1.8 Implications of the research.- 1.9 How advertising can fit into the food choice process.- 1.10 Conclusion.- References.- 2 How to make effective advertising aimed at children.- 2.1 Introduction.- 2.2 Understanding the audience better.- 2.3 Ages and stages.- 2.4 Advertising to children.- 2.5 Enduring themes.- 2.6 Executional elements.- 2.7 DealÃ(