There are many advertising techniques used today. Food companies use an integrated approach to advertise to youth that combines traditional media, such as television, packaging, in-store advertising, sweepstakes, and the Internet. These campaigns often involve cross-promotion with a new movie or popular television program. In one year, cross-promotions tied foods and beverages to about 80 movies, television shows, and animated characters that appeal to youth. For example, characters in "Pirates of the Caribbean" appeared in ads that were shown in movie theaters and on television, product packaging, the Internet, and in-store displays. Also, the food industry created special limited-edition snacks, cereals, frozen waffles, and candies “in honor” of these movie characters. Also in cross-promotional campaigns, television ads and packaging often directed viewers to a Web site for sweepstakes and premiums, such as movie posters, character action figures, and cash. Consumers might also be directed to “advergames” (video games advertising a product), free downloads such as screen savers and ring tones, podcasts, and online video episodes known as “Webisodes.”
Reference:
Federal Trade Commission. Marketing Food to Children and Adolescents: A Review of Industry Expenditures, Activities and Self-Regulation. A Report to Congress July 2008.
