The marketing of foods and non-alcoholic beverages to children Essay

The marketing of foods and non-alcoholic beverages to children. Setting the research agenda - Essay Example 182-84). In that context, four issues in marketing that need more research to help correct where the problem is and save the children from childhood conditions arise, which include: This paper analyses the article on the basis of the four issues, which includes supporting the available evidences. According to Hastings (2003), in the UK, children are exposed to widespread advertising, and the advertised diet does not meet health standards recommended by healthcare experts (p. 5). In the same perspective, a study by Kelly, Baur, Bauman, King, Chapman, and Smith (2011) noted that sport sponsorship by food firms is extensive and investment of the industry in this marketing is enhanced. Companies in this group include KFC, and McDonalds amongst others. According to Hastings, McDermott, Angus, Stead and Thomas (2006), corporate sponsorship of organizations and events represents a kind of food and beverage where children are highly exposed. According to IEG sponsorship report (2010), sponsorship represents the fastest expanding kinds of marketing with industry spending on the entire sponsorship promotions augmenting by 22% from 2007 to a worldwide value of US$46.3 bil lion. It further indicates that this growth in spending on sponsorship surpasses that of other sales and advertising promotions. Kelly and colleagues (2006) sought to explain why children are very exposed and found in the study by Story and French (2004) that children are Key stakeholders in their parents’ choices. Story and French (2004) found that children are seen by the food industry as a pivotal market sector, as they influence their own purchases and their parents. According to them, developing brand loyalty at that young stage of life also looks for guaranteeing lifelong product purchases. Therefore, it is necessary for the food and beverage companies to advertise to children as they are Key stakeholders. However,