Is pester power dead?

Date of publication: January 30, 2005

Author: Neil Samson

Abstract:

This paper provides a unique insight into the response of food manufacturers, retailers and advertisers to key challenges that affect marketing to children in 2005. These include the possible banning of food advertising to children, concerns over foods with high levels of fat, sugar and salt, and the need for manufacturers and marketers to take some responsibility for children's health. The paper features new research, involving a series of eleven in-depth interviews with prominent international and UK professionals from the food manufacturing, retailing and advertising industries, to ensure that the insights are up-to-date in this growing and important debate.

Neil Samson

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