ReviewarticleInteractiveFoodandBeverageMarketing:TargetingAdolescentsi - PDF document

ReviewarticleInteractiveFoodandBeverageMarketing:TargetingAdolescentsintheDigitalAgeKathrynC.Montgomery,Ph.D.,andJeffChester,M.S.W.SchoolofCommunication,AmericanUniversity,Washington,D.C.CenterforDigitalDemocracy,Washington,D.C.ManuscriptreceivedDecember17,2008;manuscriptacceptedApril14,2009Becauseoftheiraviduseofnewmediaandtheirincreasedspendingpower,adolescentshavebecomeprimarytargetsofanew‘‘MediaandMarketingEcosystem.’’Digitalmediaresonateparticularlywellwithmanyofthefundamentaldevelopmentaltasksofadolescencebyenablinginstantaneousandconstantcontactwithpeers,providingopportunitiesforself-expression,identityexploration,andsocialinteraction,andfacilitatingmobilityandindependence.Sixkeyfeaturesofinteractivemedia—ubiquitousconnectivity,personalization,peer-to-peernetworking,engagement,immersion,andcontentcreation—areemblematicofthewaysinwhichyoungpeoplearebothshapingandbeingshapedbythisnewdigitalculture.Theadvertisingindustry,inmanyinstancesledbyfoodandbeveragemarketers,ispurposefullyexploitingthespecialrelationshipthatteenagershavewithnewmedia,withonlinemarketingcampaignsthatcreateunprecedentedintimaciesbetweenadolescentsandthebrandsandproductsthatnowliterallysurroundthem.Majorfoodandbeveragecompanies,includingCoca-Cola,McDonald’s,BurgerKing,andKentuckyFriedChicken(KFC),haveincorpo-ratedtheseelementsintotheirinteractivemarketingstrategies,posingparticularriskstoadolescents,whoarenotbeingaddressedinthecurrentU.S.policyandself-regulatoryregimens.However,recentandemergingneuroscienceandpsychologicalresearchonadolescentssuggestsaneedtorevisitthetraditionalapproachtoregulationofadvertising.Despitethegrowthofinteractivemarketing,academicresearchontheimpactofdigitaladvertisingonchildrenandyouthremainsunderdeveloped.Additionalresearchandpolicyinitiativesareneededtoaddressthegrowinghealththreatfacingyouthinthedigitalmarketplace.2009SocietyforAdolescentMedicine.Allrightsreserved.Keywords:Internet;Advertising;PolicyToday’sadolescentsaregrowingupatthecenterofanex-plodingdigitalmediaculture.Accordingtoa2007surveybythePewInternet&AmericanLifeProject,‘‘93%ofteensusetheInternet,andmoreofthemthaneveraretreatingitasavenueforsocialinteraction—aplacewheretheycansharecreations,tellstories,andinteractwithothers.’’’Inmanyways,teenagersarethedeningusersofthisnewculture,avidlyembracinganexpandingarrayofWebsitesanddigitaldevices,andforginganewsetofculturalpracticesthatarequicklymovingintothemainstream.TheyareespeciallyenthusiasticparticipantsinonlinesocialnetworkssuchasMySpaceandFacebook,whichareamongthefastest-growingplatformss.Ithasbeenreportedthat55%ofyouthbetweentheagesof12and17havecreatedaproleonasocialnetworkingsitesite.Adolescentsarealsoprimarytargetsfordigitalmarketingeting.Acombinationoffactorshasmadethemparticularlyvaluabletointeractivemarketers,includingtheirroleas‘‘earlyadopters’’ofnewmediapracticesandtheirsteadilyrisingspendingpower.IntheUnitedStates,12–17-year-oldshadsome$80billioninincomein2007,withparentsspending$110billionmoreforthemon‘‘keyconsumercate-goriessuchasapparel,food,personalcareitems,andenter-tainment.’’Itispredictedthatby2011teenincomewillhavegrownto$118billionbillion.A2008marketresearchsurveyfoundthat58%ofyouthbetweentheagesof13and17yearshavemadeapurchaseonline,spendingan *Addresscorrespondenceto:KathrynMontgomery,Ph.D.,SchoolofCommunication,AmericanUniversity,4400MassachusettsAvenue,NW,Washington,D.C.20016.E-mailaddress:kcm@american.edu1054-139X/09/$–seefrontmatter2009SocietyforAdolescentMedicine.Allrightsreserved.doi:10.1016/j.jadohealth.2009.04.006 JournalofAdolescentHealth45(2009)S18–S29 averageof$46permonth,withmorethanaquarterofteensspending$50ormoremore.Foodandbeveragecompaniesareplayingaprominentroleinthedigitalmarketingarena,developinginteractiveadvertisingcampaigns,manyofwhicharetailoredspecicallyforadolescentsandyouth.Themajorbrands—includingCoca-Cola,McDonald’s,BurgerKing,andKFC—areemployingapanoplyofdigitalmarketingpracticesacrossavarietyofplatforms—socialnetworks,videogames,mobileservices,onlinevideos,instant-messaging,andevenvirtualworldsworlds.Inits2005report,FoodMarketingtoChildrenandYouth:ThreatorOpportunity?,theInstituteofMedicineacknowl-edgedtheincreasinglyimportantrolethattheInternetandothernewmarketingpracticesareplayinginpromotingfoodandbeverageproductstochildrenandadolescents.Howeverthereportalsonotedtheseriouslackofresearchondigitalmarketinginthepeer-reviewedliterature(resultinginpartfromtheproprietarynatureoftheresearchwithinthemarketingindustryitself)lf).Therehavebeenonlyafewstudiesofonlinefoodmarketingpracticesintheyearssincethereportwaspublished[8,11–17].Themostrecentreviewsofresearchonchildren,youth,andadvertisingincludedescriptionsofsomeInternetmarketingtechniquesques–20].However,eventhoughadolescentsareatseriousriskforobesity,foodmarketingtothisagegrouphasnotreceivedthesamelevelofscholarlyattentionthathasbeenfocusedonyoungerchildrenchildren.Althougharobusteldhasemergedtostudydigitalmediainteens’personal,social,andpoliticallives,academicresearchontheroleofmarketinginyouthdigitalcultureremainsseriouslyunderdevelopedd.Inthefollowingpages,wewillbrieyexplainthecentralrolethatadolescentsareplayinginthegrowthofanew‘‘MediaandMarketingEcosystem’’’.Wewilldiscussthewaysinwhichdigitalmediatapintotheadolescentexpe-rience,andwillthenidentifysixkeyfeaturesthatareemblematicofthewaysinwhichyoungpeopleinteractwithdigitalmedia.Wewillshowhowmajorfoodandbeveragecompanieshaveincorporatedthesefeaturesintotheirinteractivemarketingstrategies,andwilladdressseveraldevelopmentsintheadvertisingindustrythatareinuencingthefuturedirectionofinteractivemarketing.WewillreviewtheresearchframeworkbehindthecurrentU.S.policyandself-regulatoryregimensconcerningchildren’sadvertising,pointingtoseveralrecentandemergingareasofresearchthatsuggestaneedtorevisithowpolicymakersandindustryleadersregardadolescentsinthemarketplace.Finally,wewillcallforresearchandpolicyinitiativestoaddressthegrowinghealththreatfacingyouth.Ouranalysisisbasedonalargerqualitativestudythatweconductedin2007,aswellasourongoingexaminationoftheinteractivemarketplace.Theoriginalstudy,alongwithup-datedanalysisanddocumentationofcontemporaryinterac-tivefoodmarketingpractices,isavailableonline.Althoughtheprimaryfocusofthisarticleisonthedigitalmarketingstrategiestargetedatadolescents,theactualcategoriesinmuchofthedigitalmarketinglandscapereectanevolvingconceptualizationofwhatisconsideredtheyouthmarket.ManyofthecurrentWebsitesandonlineplatformsaredirectedatbroaddemographiccategoriesencompassingchil-dren,teens,andyoungadultss.Wehavereliedonabodyofindustrymarketresearchfocusedonthe13–17demographicgroupandhavebasedouranalysisondigitalmarketingstrategies,Websites,andinteractiveplatformsknowntotarget,ortobeattractiveto,largenumbersofteens[8,12,28–30]Tracking‘‘Cyberteens’’Digitalmediaresonatestronglywiththefundamentaldevelopmentaltasksofadolescenceadolescence–.Teensareusingavarietyofnew-mediaplatforms—includingsocialnetworks,instantmessaging,interactivegames,mobilephones,andvirtual,three-dimensionalenvironments—foridentitydevelopment,peerrelationships,learning,andcivicengagementent–.‘‘Society’straditionaladolescentissues—intimacy,sexuality,andidentity—haveallbeentransferredtoandtransformedbytheelectronicstage,’’notemediascholarsKaveriSubrahmanyamandPatriciaGreeneld.‘‘Amongthehallmarksofthetransformationaregreaterteenautonomy,thedeclineofface-to-facecommunication,enhancementofpeer-grouprelationsatthepossibleexpenseoffamilyrelations,andgreaterteenchoice’’’.Socialnetworkingsitesareparticularlyattunedtotheadolescentexperience,andsincetheirdramaticriseinpopu-larity,socialnetworkshavespawnedaburstofacademicresearch,muchofitfocusedonhowtheseplatformsareaccessedandusedbyadolescentscents–.AsDanahBoydobserves,onlinenetworksprovideauniqueforumwherebyyouthcannegotiatetheirsocialrelationships,exploretheirownidentities,andformcommunities.Onlineenvironmentsalsograntyoungpeopleasignicantmeasureoffreedom,allowingthemto‘‘participateinunregulatedpublics,’’andthustranscend‘‘adult-regulatedphysicalspacessuchashomesandschools’’’.SincethelaunchoftheWorldWideWebinthemid-1990s,theadvertisingindustryhaspaidparticularlycloseattentiontothisspecialrelationshipthatadolescentshavewiththeInternet.Agrowingnumberofadvertisingagencies,marketresearchrms,andtrendanalysiscompanieshavebeenmonitoringhow‘‘Cyberteens’’areincorporatingdigitalmediaintotheirdailylives,andaredevelopingmarketingstrategiestailoredtokeypsychosocialneedsofadolescence[5,42,48–50].Theinteractivenatureofdigitaltechnologiesmakesitpossibleformarketresearchtobewovenintothecontentofnewmedia,offeringmarketerstheopportunitytoremaininconstantcontactwithteensandcreatingafeed-backsystemfortherenementofmarketingtechniques.In2008,theFinnishcompanySulaketappedintothehugeinter-nationaluserbaseonitsvirtualworld,HabboHotel,toconductitssecondGlobalYouthSurvey.The2-month-longpollsurveyed58,486teensin31countries,gleaninginformationandinsightsonmediausagepatternsandbrandK.C.MontgomeryandJ.Chester/JournalofAdolescentHealth45(2009)S18–S29 preferencesforfastfood,beverages,mobileservices,andotherproductss.Marketersarealsocloselymonitoringhowspecicracialandethnicgroupsusenewmediamedia–.TheDigitalMarketingParadigmTheadvertisingindustryhasplayedaparticularlyinuen-tialroleinthegrowthanddevelopmentofdigitalmediacontentandservicesservices.Advertisingagencies,marketresearchrms,andnew-mediacompaniescontinuetoworkcollaborativelywithmajoradvertisers(withsignicantrepre-sentationfromfoodandbeveragecorporations)todeveloptechnicalstandardsforallnewmediadeliveryplatforms—includingmobile,onlinegaming,video,andsocialnetworks—thatembodyacommonsetofpracticesdesignedtoensuretheefcacyofadvertisingising.Theseinitiativescombineresearchfromabroadrangeofdisciplines,includingsemantics,articialintelligence,auctiontheory,socialnetworkandbehavioralanalysis,datamining,andstatisticalmodelingmodeling.Anumberoftheseresearchanddevelopmenteffortsarefocusedoninteractivemarketingtechnologiesdesignedforadolescentsandyouthyouth.Theformsofadvertising,marketing,andsellingthatareemergingaspartofthenewmediadepartinsignicantwaysfromthemorefamiliarcommercialadvertisingandpromotionintelevision.Intoday’sdigitalmarketingsystem,advertising,editorialcontent,measurement,andcontentdeliveryhavebeenintertwinedd.Throughouranalysisofthemajortrendsandpracticesindigitalmarketing,wehaveidentiedsixkeydeningfeaturesofboththedigitalmediaenvironmentandinteractivemarketing:ubiquitousconnectivity,personalization,peer-to-peernetworking,engagement,immersion,contentcreation.Wewillbrieyexplainthesefeaturesbelow,illustratinghoweachhasbecomeintegraltothestrategiesusedbyfoodmarketerstotargetadolescentsandyouthinthedigitalmedia.Ubiquitousconnectivity.Youngpeoplearegrowingupduringaperiodwhenthedigitalmediaarerapidlyapproach-inganytime/anyplaceconnectivity.Althoughconcernsaboutadigitaldivideremain,thereisgrowingevidencethatonlineaccessisincreasinglyavailabletomostadolescents,includingAfrican-AmericanandHispanicyouth.Forexample,Hispanicyouthareavidusers,or,astheindustryexplains,a‘‘signicantsub-market’’formobilecommunica-tions,andarecentstudyreportedthatmorethan90%ofAfrican-Americanteenswereonline,spendingsome26hoursaweekontheInternetInternet.Thegrowthofresi-dentialbroadbanduse,theemergenceofthe‘‘mobileWeb’’andwirelessnetworks,andarangeofservices,suchasinstantmessagingandtexting,havecreatedan‘‘always-on’’Internetexperience.Marketersaredesigningcampaignsthattakeadvantageofyoungpeoples’constantconnectivitytotech-nology,theirmulti-taskingbehaviors,andtheuidityoftheirmediaexperiences.This‘‘360strategy’’isoneofthecoreprinciplesofcontemporaryyouthmarketing,aimedatreachingviewersandusersrepeatedlywherevertheyare—incyberspace,listeningtomusicviaaportableplayer,orwatchingtelevision.Interactivemarketersarenotjusttappingintothesenewpatternsbutarealsoactivelyculti-vatingandpromotingthemtofosterongoingrelationshipswithbrands.Teensareengagingwithagrowingrangeofadvertising-supportedandothercommercialdigitalactivi-ties,fromonlinevideostosocialnetworkstogaming.Forexample,instantmessageservicesarebuildingcommunica-tion‘‘environments’’aroundparticularbrands,encouragingindividualstousethemasawayofdeningwhotheyaretotheirfriendsandacquaintancess.Internet-enabledcellphonesarefuelingthedramaticgrowthofnewservices,includingmobilevideoandmobilesocialnetworks,manyofthemadvertising-based.Manyfood,beverage,andquick-servicerestaurantcompaniesintheU.S.—includingCoca-Cola,BurgerKing,Pepsi,KFC,andMcDonald’s—areusingvariousformsofmobilemarketing,suchastextmessaging,electroniccoupons,andvideo‘‘mobisodes,’’topromotetheirproducts.Increasingly,mobileuserswillbereceivingtargetedelectronicpitches,basedontheirprolesandactualstreetlocationsions.Growingconsolidationwithintheentertainmentmedia,advertising,andtechnologyeldsfurtherenhancestheabilityofcompaniestodeployavarietyofadvertisingandbrandpromotionstrategiesacrossawidespectrumofmediaprop-erties,allofthemdesignedtobuilduserawarenessofapartic-ularbrandorproductproduct.Personalization.Thisgenerationofyoungpeoplehasgrownusedtocustomizingandpersonalizingtheirinteractivemediaexperiences.ThiscanincludeassemblinganindividualplaylistonanMP3player,creatingapersonalproleonasocialnetworkingsite,ordesigninganavatartorepresentoneselfinvirtualonlineworldslds.Asoneglobalmarketresearchstudyreported,‘‘youththriveonself-directed,self-programmedusageoftechnologyandmedia,’’activelyseeking,choosing,andmodifyingproductsandservicesthat‘‘suittheirmoodsanddesires’’’.Whereasearliergenerationsturnedtoconventionalmediatodealwiththeirmoodsandexploretheiridentities,today’steenagershaveanunprecedentedarrayofpowerfulnewdigitaltoolstohelpthemwiththeseprocessesses–.Forexample,socialnetworkingplatformsprovideanaccessible,user-friendlytemplateforcreatingandexpressingone’spublicandprivatepersonaincyberspaceerspace.Teenagerscanusethesetoolsonadailyorevenminute-by-minutebasisforconstantatten-tionto,andadjustmentsin,theirpersonalimagesimages.Thisincreasingpersonalizationoftechnologyhasalsocreatednewopportunitiesfordigitalmarketers.Marketresearchhasshownthatmembersoftheso-called‘‘MyMediaGeneration’’aremorereceptivetoadvertisingthatistailoredtotheirspecicneedsandinsertedintothesepersonalizedmediaexperiencesexperiences.Behavioraltargeting—aformofdatabaseor‘‘customerrelationship’’marketing(CRM)—enablescompaniestodevelopunique,long-termrelationshipsK.C.MontgomeryandJ.Chester/JournalofAdolescentHealth45(2009)S18–S29 withindividualcustomers.Itsgoalistocreatepersonalizedmarketingandsalesappealsbasedonacustomer’suniquepreferences,behaviors,andpsychologicalprole.Behavioraltargetinghasbecomeacorestrategyofcontemporaryyouthmarketing,alinchpinofmanydigitalmediacampaigns—notonlyonline,butalsooncellphones,videogames,andothernewplatformss.Socialnetworkingsitesareparticularlyeffectiveforbehavioraltargeting.Digitalmarketersarecloselytrackingthecontentthatyoungpeoplepost,theirverbalandnonverbalbehaviors,andeventheirpsychologicalstatesofmindmind–78].Asitsmediakitforadvertisersexplains,‘‘MySpaceuserswanttosharepersonalinformation—it’safundamentalpartofhowtheyexpressthemselvesandconnectwith.Thefreelyexpresseddatainauser’sproleoffersmarketersmoreauthentic,powerful,anddirecttargetingbeyondcommonproxymethods.’’Thecompany’s‘‘hyper-targeting’’planoffersitsadvertisingclientsa‘‘detailedproleofeachuserandtheirfriends,includingage,gender,locationandinterests,’’providingaccesstoitslargeteenageuserbasebase.‘‘Foradvertisers,it’sthepotentialforalevelofintimacythattheycouldneverhavedreamedof20yearsago,’’explainedoneMySpaceexecutiveecutive.Recentinnovationsintechnologyandsoftwarehavecreatedasophisticatedandrapidlyevolvingdatacollectionapparatus,includingthegrowinguseof‘‘personalizationengines’’forbehavioraladvertising.Bycompilingdemo-graphicdata,purchasinghistory,andresponsestopastadver-tisingmessages,digitalmarketerscancreateandreneadvertisingmessagestunedpreciselytothepsychographicandbehavioralpatternsoftheindividual.Advertisingexecu-tivesforsomeofthelargestfoodandbeveragecompaniesfrequentlyspeakoftheimportanceofsuchbehavioraltarget-ingtotheireffortsefforts.Forexample,theMyCokeRewardsprogramencouragesconsumerstousespecialpersonaliden-ticationnumber(PIN)codesfromCokeproductstogoon-lineandaccessaWebsitewheretheycanearnavarietyofrewards,suchasdownloadableringtones,sports,andenter-tainment.AccordingtoCoca-Cola’stechnologicalpartnercompany,FairIsaac,this‘‘next-generation’’promotionis‘‘themostsophisticatedexampleofhowbrandscanutilizecodepromotionstocapturebehavioralandpsychographicinformationaboutconsumers’’’.Peer-to-peernetworking.Inplaceofthetop-down,one-to-manyrelationshipthatcharacterizesthetraditionalmedia,theInternetprovidesamoredemocraticandparticipatoryforumforpeer-to-peercommunication.Foryears,companieshavepurposefullysoughtoutthemostinuentialyoung‘‘connectors’’withintheirsocialgroupsandencouragedthemtopromotebrandsamongtheirfriendsfriends.Withthegrowthofdigitalmedia,peer-to-peermarketing(sometimescalled‘‘buzz,’’‘‘word-of-mouth,’’or‘‘viral’’marketing)hasbecomeastapleamongyouthadvertiserss–.Today’smarketresearcherscontinuetorenetheirabilitytoidentifyandcultivate‘‘inuencers.’’Forexample,a2006ethnographicmarketresearchstudyof10,000youngpeoplefoundthatbetween15%and20%ofrespondentsfellintothecategoryof‘‘BrandSirens,’’describedas‘‘super-inuential’’individualswhocan‘‘haveaprofoundnetworkeffectonmarketingthroughtheirabilitytoinuencefriendsandfamilyviaword-of-mouth,viralvideoandapplicationssuchasinstantmessagingandblogs’’’.ParticipatoryWeb2.0platformsarefurtherenhancingmarketers’abilitytoknowthenatureandextentofanindivid-ual’ssocialrelationshipsandtoexploitthemtoencouragebrandpromotion.Onlinemonitoringcanidentifythemostinuentialpersoninasocialnetwork—sometimescalledthe‘‘Alpha’’user—andthenenlistthatindividualtohelptransmitthebrandmessagee.Anentireinfrastructurehasemerged—fromspecialtyadvertisingagenciestotrackingandmeasurementservicesto‘‘third-partydevel-opers’’—tofacilitatewhatisnowcalled‘‘socialmediamarketing.’’FoodandbeveragecompaniessuchasCoca-Cola,Kraft,Pepsi,andTacoBellareamongthepioneersofthisnewmarketingstrategy,whichisdesignedtotakeadvantageofthenetworkofrelationshipsandconnectionsindividualshavewitheachotheronFacebook,MySpaceandothersocialnetworkingsites[77,89,90]Digitalmarketershavedevelopedavarietyoftechniquestoencourageyounguserstocommunicatewiththeirfriendsaboutabrandoraservice,creatingsubtleformsofproductendorsementthatarespread(likeadigital-agechainletter)toavastpopulationofrecipientss.Forexample,Face-book’s‘‘socialad’’system,launchedinNovember2007,reliesheavilyonpenetratingwhatiscalledthe‘‘socialgraph,’’thecomplexwebofrelationshipsamongindividualsfacilitatedandtrackedonlinenline.Amongthe12majoradvertisersthatsignedupfortheinitialFacebook‘‘socialads’’launchwasCoca-Cola,creatingaFacebookpagethatinviteduserstoaddanapplicationtotheiraccountcalled‘‘SpriteSips,’’whichenabledthemto‘‘create,congureandinteractwithananimatedSpriteSipscharacter’’’–.These‘‘widgets’’—small,downloadableapplicationsthatallowuserstocustomizetheirpersonalpageswhilealsoservingasameansofdeliveringadvertisingandtrackinguserresponsestothoseads—areexpresslydesignedandpromotedasviraldevices,whatonecompanycalls‘‘Snag-gableAds’’thatcanbesharedacrosssocialnetworks,startpages,andblogsblogs–.Fromgames,suchasScrabulous(basedonScrabble),toentertainment,suchasiLike(whichlistsyourfavoritemusic),toGoogle’s‘‘gadget’’utility,widgetsarebecomingomnipresentdevicesintheworldofsocialnetworks.Foodandbeveragemarketershaveembracedwidgetadvertising,withPizzaHut,PapaJohn’s,Coca-Cola,Pepsi,and7-11’sSlurpeesallrecentlypromotingtheirproductsviawidgetswidgets.Peer-to-peermarketinghasmovedontoanumberofdigitalplatformspopularwithteens.Google’sYouTube,forexample,introduceditsnew‘‘buzztargeting’’product,basedonanalgorithmthatmonitorsviewingtrendsandpredictswhichvideosareaboutto‘‘goviral.’’ByexaminingK.C.MontgomeryandJ.Chester/JournalofAdolescentHealth45(2009)S18–S29 severalfactors,includingtheaccelerationofviews,designa-tionoffavorites,andrecentratingsactivity,thesysteminvitesadvertiserstotargettheiradsspecicallytothosevideospoisedtobecomepopularitemsonYouTubee.Thegrowthofpeer-to-peersocialnetworkingplatformsiscreatingwhatsomescholarsconsiderapowerfulnewformof‘‘massinterpersonalpersuasion’’(MIP).Bystructuringandtransmittinga‘‘persuasiveexperience’’atgreatspeedtomanyusers—allofwhomcanbetrackedandmeasured—attitudesandbehaviorscanbechangedonamassscalescale.Engagement.Incontrasttothepassiveexperienceofwatch-ingtelevision,theincreasinglyparticipatoryenvironmentofinteractivemediafacilitatesactiveengagement.Thisisparticularlythecaseforadolescentsandyouth,whoseenthu-siasticinvolvementwithsocialnetworks,blogs,textmessaging,andonlinevideomakesthemthemostengagedofdemographicgroupsgroups.Intheworldofdigitalmarketing,‘‘engagement’’alsorefersto‘‘theabilityofthebrandtointeractwiththeconsumer,topulltheconsumerin,tobecomepartofone’slife’’[103,104].TheAdvertisingResearchFoundation(ARF)andothershavebeenworkingwithexpertsintheeldofneurosciencetodevelopan‘‘engagementmeasurementmodel’’foridentifyingandtesting‘‘quantitativemeasuresofbehaviorandemotionfeelings’’[105,106]Asoneleadingonlinemarketingexecutiveexplainedit,engagementisthe‘‘subtle,subconsciousprocessinwhichconsumersbegintocombinethead’smessageswiththeirownassociations,symbolsandmetaphorstomakethebrandmorepersonallyrelevant.’’’Usingthisapproach,adver-tisementsarenotdesignedtoarticulatethecompelling,factualfeaturesandbenetsofproducts,butratherto‘‘seducetheconsumerintobeginningthatsubconsciouspro-cessingofthebrand’’’.Insomeways,itisanextensionofearlieradvertisingstrategies,includingthenotionof‘‘brandloyalty,’’whichforyearshasbeenconsideredacoreelementin‘‘cradle-to-gravemarketing’’[108–112]However,technologicaladvanceshaveenabledtheadver-tisingindustrytofurtherreneboththeconceptofengage-mentandthemechanismsformeasuringit[113,114]Foodandbeveragebrands,andtheiradvertisingagencies,areamongtheleadingcompaniescollaboratingonARF’sengagementinitiative[115,116].Increasingly,marketersareusingsuchtechniquesasfunctionalmagneticresonanceimaging(fMRI),eye-trackingstudies,galvanicskinresponse,andelectroencephalography(EEG)tonelyhonetheirengagementstrategiesfordigitalmarketing.Arecentstudynotedtherewere90privateneuromarketingresearchrmsintheU.SU.S.Neuroscienceisbeingusedtodevelopnewmarketingapproachesdesignedtoincrease‘‘mind-share’’forproducts,suchasfostering‘‘brand-relatedmemo-ries’’thatinuenceconsumerbehavioror.Marketersareparticularlyinterestedinresearchthataddresseshow‘‘specicpatternsofbrainactivationpredictpurchasing,’’thepotential‘‘shoppingcentersinthebrain,’’andtheneurologicalbasisofpurchasing[119–121].Coca-Cola,McDonald’s,andYumBrands(KentuckyFriedChicken[KFC]andPizzaHut),havealreadyusedsomeformofneu-romarketingresearchinanefforttounderstandthebrain’sroleintriggeringemotions,thoughts,andactions[122,123]Immersion.State-of-the-artanimation,high-denitionvideo,andothermulti-mediaapplicationsarespawninganewgenerationofimmersiveenvironments,suchasinter-activegamesandthree-dimensionalvirtualworlds,manyofwhichareattractinganincreasingnumberofteens.Inter-activegamesarethefastest-growingformofentertainment,a$9.4billionbusinessthatsurpasseseventhemovieboxofceinearnings.Ofthemorethan25million12–17-year-oldsintheU.S.,20millionaregamers,accordingtoindustryresearchch.AsresearchfromtheInteractiveAdvertisingBureaunotes,teensaretiedforthemosttimespentplayingonlineperweek(13hours)hours).In-gameadvertisinghasbecomeahighlysophisticated,nelytunedstrategythatcombinesproductplacement,datacollection,andviralmarketingtofosterdeep,ongoingrelationshipsbetweenbrandsandindividualgamers.Through‘‘dynamicproductplacement,’’adscanbeincorporatedintothegame’sstory-line,andprogrammedtorespondtoaplayer’sactionsinrealtime,changing,adding,orupdatingmessagestotailortheirappealtothatparticularindividual[126,127].In-gameadvertisingcanalsobeusedtoencourageonlineimpulsepurchases.Forexample,SonypartneredwithPizzaHuttobuildintoits‘‘EverquestII’’videogametheabilitytoorderpizza.Whenplayerstypeacommandfor‘‘pizza,’’PizzaHut’sonlineorderpageappearsappears.Three-dimensionalvirtualworldsareextensionsofonline‘‘multiplayer’’games,wherehundredsofplayerscaninteractinrealtimeontheInternet.Howeverthenewervirtualworldsarealsocomplex,multi-layeredenterprisesthatcombinemanyofthemostpopularonlineactivities—suchasinstantmessaging,interactivegaming,andsocialnetworking—intoelaboratethree-dimensionalsettingsdesignedtoengageusersforlongperiodsoftime.Oneoftheirmostpowerfulappealsistheabilityforindividualstocreatetheirownonlineidentitiesthroughavatars,whichcanthenformrelationshipswithotheravatarsinthevirtualspaces.Forexample,VirtualLagunaBeachisanonlineextensionofthepopulartelevisionseries.Throughtheirownpersonalavatars,teenscan‘‘immersethemselves’’in‘‘virtualversionsoftheshow’sfamiliarseasidehangouts’’[129,130]Advertisingitselfisbecomingincreasinglyimmersive.Interactive,‘‘rich-media’’adsarenowagrowingpartoftheadolescentonlinejourney—fromsocialnetworksandvirtualworldstoonlinevideos,games,andemergingmobileservices.Immersiveadvertisingcanalsoincorporatesophisti-catedmeasurementandtrackingtoolstocreateamoreperson-alizedexperience[131–133].Forexample,MyCoke.comavirtual,immersiveenvironmentwhere‘‘teenshangoutastheiralter-identities,or‘v-egos,’’’andare‘‘encouragedtoassociatepersonalidentitywithbrandidentity’’[134–136]K.C.MontgomeryandJ.Chester/JournalofAdolescentHealth45(2009)S18–S29 Coca-ColahasalsoestablishedapresenceinSecondLife,whereCokevendingmachinescanbeseendottingtheland-scapeofthehighlypopularthree-dimensionalvirtualworld[137–140]Contentcreation.User-generatedcontent(UGC)—whichcanincludeanymaterial(e.g.,comment,blog,socialnetworkprole,orvideo)createdanduploadedbynon-mediaprofes-sionals—isconsideredoneofthefastestgrowingformsofcontentontheInternetInternet.Foradolescents,thesenewtoolsofferparticularlycompellingopportunitiesfor‘‘self-reection,catharsis,andself-documentation’’’.Welloverhalfofallonlineteensarecreatingcontentforthethe.Thisextraordinarylevelofparticipationhascaughttheattentionofmarketers,whoreadilyencourageyoungpeopletoproduceandpromotecommercialsfortheirfavoritebrands.Thestrategyisdesignedtofosterpowerfulemotionalconnectionsbetweenconsumersandproducts,totapintoastableofyoungcreativetalentwillingtooffertheirservicesforfree,andtoproduceanewgenerationof‘‘brandadvocates.’’FortheSuperBowl,Pepsi’sFrito-LaydivisionurgedconsumerstoproducetheirowncommercialspotsforDoritostortillachipsandsubmitthemonlineinthe-‘‘DoritosSmashtheSuperBowlContest’’[143–147].PizzaHutlaunchedacontestinvitingpizzaenthusiaststocreateashortvideo‘‘demonstratingtheirdevotiontoPizzaHutPizza’’andshowingwhytheyshouldearnthetitleof‘‘HonoraryVicePresidentofPizza.’’Contestantswereencouragedtoengageinavarietyofcreativeactstoshowtheirloyaltytothebrand,suchas‘‘decoratingtheirroomwithPizzaHutmemorabilia.’’EntrantssubmittedtheirvideosonYouTube,ensuringthattheywouldbeseenbythousandsofviewers,whetherornottheywon[148,149]Byencouragingconsumerstocreateanddistributeperson-alizedadvertisingfortheirbrands,marketerscanalsoenhancetheirdatacollectionandbehavioraltrackingabilities.‘‘CGM[consumer-generatedmedia],’’onemarketerexplained,‘‘isbothtimelyandrevealingofconsumerattitudesandhabits:itisavailablecontinuouslyinreal-time,andthisspontaneousvoiceoftheconsumerprovidesinsightintoconsumerfeel-ings’’’.Marketersroutinelyworkwithtrackingrmsthatconstantlymonitoruser-generatedcontentcontent.Videosproducedanddistributedonlinecanbeanalyzedusing‘‘avarietyofengagementmetrics’’thatenablemarketersto‘‘measureaconsumer’sinteractionwiththead’’’.Thestrategiesdescribedabovearebeingusednotonlybythefoodandbeverageindustrybutalsobymanyotherbrandsseekingtoreachyoungpeoplethroughdigitalmedia.Someofthesepracticesareextensionsoflongstandingstrategiesandtechniquesintheadvertisingindustry;othersareuniquetotheinteractiveenvironment.Takentogether—andviewedagainstthebackdropofthemajorchangestakingplaceintheworldsofmedia,advertising,andmarketresearch—theyrevealthecontoursofanewdigitalmarketingparadigmthatistransforminghowcompaniesengagewithyoungMajorfoodandbeveragemarketershavebeenincreasingtheirbudgetsforonlinemarketing,althoughitisstillarela-tivelymodestpercentageoftheiroverallU.S.advertisingexpenditures.TheFTCreporton2006foodandbeverageexpendituresfoundthat‘‘Newmedia—theInternet,digital(suchasemailandtextmessaging),andword-of-mouth/viralmarketing—havebecomeanimportantcomponentofpromotionalactivitiesintendedtoreachchildrenandadoles-cents’’’.In2007,Coca-Colaspent$30millionforon-linedisplayadvertising(comparedtoanoveralladvertisingbudgetof$777million).ConAgra,Mars,Pepsi,BurgerKingandYumBrandsallincreasedtheirInternetdisplayspendingin2007fromthepreviousyear.However,becauseofthenatureofInternetmarketing,actualexpendituresdonotnecessarilyreecttheimpactofanadvertisementoracampaign,especiallywhenitinvolvessocialmediamarketing,user-generatedads,andotherformsofpeer-to-peercreationandtransmission,whichareveryinexpensivetoimplement.Onlinemarketingwill,however,growasalargerpartofadvertisingbudgetss.Unlikeamoretraditionaladvertisingbuyontelevision,arelativelymodestamountofmoneycanbuymillionsofonlineadvertising‘‘impressions.’’Forexample,NielsenreportedthatjustfortheperiodofMarch2toMarch8,2009,KraftFoods,GeneralMills,andUnileverdelivered77million,62million,and54milliononlineadvertisingimpressions,respectivelyly.ANewResearchandPolicyAgendafortheDigitalAgeThedigitalmediasystemisdismantlingthealreadyweak-enedbarriersthathavetraditionallyseparatedcontentandmarketingeting.Byseamlesslyweavingtogethercontent,advertising,marketing,anddirecttransactions,onlinemediacanprovideunprecedentedaccesstoindividualconsumerdataalongwithavarietyofdirect-responseandbrand-marketingopportunities.Commercialmessagesnolongerinterruptprogramming;rather,marketingstrategiesareroutinelywovenintotheveryfabricofdigitalcommunica-tionsandeverydaysocialrelationships,andareoftenpurposefullydisguisedised.IntheInternetera,childrenandteensarenotpassiveviewers;theyareactiveparticipantsandcontentcreatorsinaninteractivedigitalenvironmentthatpervadestheirpersonalandsociallives.ThecurrentframeworkforU.S.children’sadvertisingregu-lationisbasedprimarilyonabodyofresearchontelevisionadvertising,muchofitconductedinthe1970s,duringaperiodofhighlycontentiouspublicdebate[158].Drawingondevel-opmentaltheoriesofPiaget,asubstantialnumberofstudieses-tablishedthatchildrenyoungerthan7or8yearslackthecognitiveabilitytorecognizethepersuasiveintentofadver-tisingmessages[158–163].Morerecentstudieshavefurtherrenedourunderstandingofhowandwhenindividualsdevelop‘‘persuasion-coping’’skills[164].Thisresearchcontributedtothedevelopmentofabodyofregulatoryandself-regulatorypoliciesaimedatprotectingonlyyoungchil-dren(under13yearsofage)fromunfairanddeceptiveK.C.MontgomeryandJ.Chester/JournalofAdolescentHealth45(2009)S18–S29 televisionadvertising.SomeoftheseruleshavebeenextendedtodigitalTVandtheInternet[5,165,166].Theadvertisingin-dustry’sself-regulatoryguidelinesarealsonarrowlyfocusedonchildrenundertheageof12years,asaretherecentmarketingguidelinesdevelopedbyfoodandbeveragecompa-nies[8,167,168].Althoughthismodelmayhavebeenappro-priatewhentelevisionwastheprimaryadvertisingmedium,ithaslimitedutilityforaddressingthechangingmediaandmarketinglandscape.Nordoesitprovideguidanceforunder-standingtheroleofadolescentsinthedigitalmarketplace.SomescholarsintheU.S.andEuropehavebeguntochal-lengethecognitiveframeworkthatunderliesmuchoftradi-tionalchildren’sadvertisingregulation,andtocallforabroader,moreinterdisciplinaryapproachthataddressesbothadolescentsandcontemporarymarketingstrategies[169–172].ConstancePechmannetalreviewedresearchwithintheeldsofneuroscience,psychology,andmarketingandidentiedseveralbiologicalandpsychosocialattributesoftheadolescentexperiencethatmaymakemembersofthisagegroupmoresusceptibletocertainkindsofmarketingeting.Forexample,scientistsstudyingthedevelopmentoftheadolescentbrainhavefoundthattheprefrontalcortex,whichcontrolsinhibitions,doesnotfullymatureuntillateadolescenceorearlyadulthood[173–176].Aschildrenreachpuberty,theirbodiesalsoundergohormonalchangesthatmakethemmorereceptivetostressfulenvironmentalstimuli.Asaconsequence,duringthesameperiodoftheirliveswhentheyexperienceparticularlyintenseurges,adolescentshavenotyetacquiredtheabilitytocontroltheseurges.Teensareparticularlyinclinedtoactimpulsivelywhentheyareexperiencingnegativemoodstates,whichtheydomuchmoreoftenandfrequentlywithgreaterintensitythaneitheradultsorchildren.Thisimpulsivitymayleadthemtouserisky,addictiveproductssuchasalcoholandtobacco,ortoengageindangerous,thrill-seekingactivities[177,178]Adolescentsmaybemoresusceptibletoadvertisingwhentheyaredistractedorinastateofhigharousal.Teensarealsovulnerabletopeerpressure,includinganti-socialinu-encesfromfriendsandacquaintancescquaintances.AgnesNairnandCordeliaFineciterecentresearchchallengingthenotionthatcognitivedefensesenableadolescentstoresistadver-tisingmoreeffectivelythanyoungerchildrenchildren.Theydrawparticularattentiontoahostofnewmarketingstrategies(whichincludeviralmarketing,brandengagement,adver-games,etc.)towhichadolescentsareincreasinglysubjected.Ratherthancommunicatingrationalorfactualappeals,theseresearchersargue,thesetechniquesareformsof‘‘implicitpersuasion,’’whichpromotes‘‘subtleaffectiveassocia-tions,’’oftencircumventingaconsumer’sexplicitpersuasionsion.Thesendingshaveimportantimplicationsforunder-standingthewaysinwhichadolescentsrespondtointeractivefoodmarketing.Forexample,in-gamefoodadvertiserscannowdirectpersonalizedadvertisingmessagesatthemostintensepointsinthegames—whenusersareinhighstatesofarousal—offeringimmediategraticationthroughonlinepurchasesandtriggeringmood-enhancedimpulsivebehav-iors.Byusingagrowingarrayofsophisticatedbehavioraltrackingtools,companiescanforgeintimate,ongoingrela-tionshipswithindividualteens.Thegrowinguseofneurosci-encebymarketerssuggeststhatdigitaladvertisingisincreasinglydesignedtofosteremotionalandunconsciouschoices,ratherthanreasoned,thoughtfuldecisionmaking.Campaignsthatpurposelytapintoone’sinnermostneeds,anxieties,fears,andsenseofidentitymayhaveparticularlypowerfuleffects,especiallywhencombinedwithshiftsinmood,peerinuence,andnegativeself-concepts.Inaddition,throughsocialmediamarketing,brandscaninsertthemselvesstrategicallyintothecomplexwebofadolescentsocialrela-tionships,leveragingthepowerofpeerpressuretopromotetheirsoftdrinks,candies,andsnackfoods.Asthemediamarketplacecontinuesitsrapidtransforma-tion,becomingaubiquitouspresenceinyoungpeople’slives,furtheracademicresearchisneededtounderstandfullythenature,scope,andextentofinteractiveadvertising’simpactonyouth.However,long-range,in-depth,andlongi-tudinalresearchprojectsarenotsufcientinthemselves.Thechildhoodobesityepidemicisaseriousproblemthatrequiresmoreimmediateaction.TheInstituteofMedicinecalledforanumberofresearchandpolicyinterventions,includinggovernmentfundingforresearchanddesignationofafederalagencytomonitorprogressontheissueissue.InMarch2009,CongresspassedafederalappropriationsbillthatestablishesanInteragencyWorkingGrouponFoodMar-ketedtoChildren.Withrepresentativesfromseveralfederalagencies,thegroupischargedwithstudyinganddevelopingrecommendationsforstandardsforfoodmarketingdirectedtoyouthundertheageof17years.Thisdevelopmentreectsagrowingconcernamongpolicymakersthatadolescentsneedtobeincludedintheregulatoryandself-regulatoryframeworkrk.Thereisaclearneedtoensuremoreresponsiblemarketingpracticesandtoincreasetransparencyinindustryresearchconcerningbehavioraltargetingingeneralandmarketingtoyouthinparticular.Interactivemarketing’sabilitytoreachandinuenceconsumerswillcontinuetogrow,asitfurtherincorporatesknowledgefromsemantics,articialintelli-gence,neuroscience,andmanyotherscholarlyelds.Inthefaceofthesechanges,soundpublicpolicyisallthemoreurgentnowtoprotectyouthfromincreasinglyinvasiveandmanipulativemarketingtech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