Toddler milk advertising in Australia: Infant formula advertising in disguise?

被引：25

作者：

Berry, Nina J. ^{[1
]}

Jones, Sandra C. ^{[1
]}

Iverson, Don ^{[1
]}

机构：

[1] Univ Wollongong, Ctr Hlth Initiat, Wollongong, NSW, Australia

来源：

AUSTRALASIAN MARKETING JOURNAL | 2012年 / 20卷 / 01期

关键词：

D O I：

10.1016/j.ausmj.2011.10.011

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The Marketing in Australia of Infant Formula: Manufacturers' and Importers' Agreement prevents manufacturers and importers from advertising infant formula. However, toddler milks, which share brand identities with infant formula, are advertised freely; and recent research suggests consumers fail to distinguish between advertising for infant formula and for toddler milk. This study examined whether Australian parents recalled having seen advertisements for 'formula'. Most respondents (66.8%) reported seeing an advertisement for infant formula, with those who had only seen non-retail advertising more than twice as likely to believe that they had seen such an advertisement as those who had only seen retail advertising. This suggests that toddler milk advertisements are functioning as defacto infant formula advertisements in Australia. (C) 2011 Published by Elsevier Ltd. on behalf of the Australian and New Zealand Marketing Academy.

引用

页码：24 / 27

页数：4

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