Question no. 1 a. What are the issues and problems radio/program identified?

Global obesity pandemic: Childhood obesity is increasing worldwide at rates of epidemic proportion, this problem now increasingly aects develped countries. Recent studies suggest that rapid globalization and urbanization account for signicant shifts in dietary patterns and physical activity levels that tend to increase risks for obesity in children. Industrialized agro-food systems established by global corporations have made cheap calorie-dense foods, fats, and oils widely available across the world and have caused what researchers call a nutrition transition. This new global diet has led to increases in fat consumption worldwide. Children Food Advertising:

Todays children, ages 8 to 18, consume multiple types of media (often simultaneously) and spend more time (44.5 hours per week) in front of computer, television, and game screens than any other activity in their lives except sleeping. Research has found strong associations between increases in advertising for non-nutritious foods and rates of childhood obesity. Most children under age 6 cannot distinguish between programming and advertising and children under age 8 do not understand the persuasive intent of advertising. Advertising directed at children this young is by its very nature exploitative. Children have a remarkable ability to recall content from the ads to which they have been exposed. Satelite from outside

how to limit the xposure to advertising? world health organization at world heaklth assembly approved message to member state that how to limit marketing of junk food to kids. its not NGO doing this issues but now a high agenda policy to limit marketing. but there are also satelites channels coming outside from the country (UK) and most of the UK setlites channels are gloing outEurope. when you see that in Europe they have banned any kind of advertising for children at the age of 12 in sweden so there is a problem of adds coming from setlites and cable and through sports channels that shows junk food to children at sweden. so its an international problem rather national problem Member states should cooperate to reduce the impact of cross-border marketing b. Role of marketers and marketing in this regard. Food and beverage advertising targeted at children influences their product preferences, requests, and diet.

The food and beverage industry has resolved to self-regulate their marketing to children, but this has not resulted in significant improvement in the marketing of healthier food (i.e., fruits, vegetables, whole grains, low-fat or non-fat milk or dairy products, lean meats, poultry, fish, and beans) to children. Almost three out of every four foods advertised to children falls into the unhealthy categories that contribute to the obesity epidemic.

Food ads on television make up 50% of all the ad time on childrens shows. These ads are almost completely dominated by unhealthy food products (34% for candy and snacks, 28% for cereal, 10% for fast food, 4% for dairy products, 1% for fruit juices, and 0% for fruits or vegetables). Children are rarely exposed to public service announcements or advertising for healthier foods.

Marketers adopting wide platforms: We also see regulations on other medias which are unaddressed by the regulations, for example; in game advertising, peer-peer marketing where youngster encourage to consume stuff. Marketing of food to children on the internet is even more complex since the boundaries between content and pure advertising is often less clear than on television. The majority of food brands advertised to children on TV is also promoted on the internet and often includes online games which are heavily branded, i.e. advergames.

Exploiting children - those that marketed kids meals were more likely to include toy and other giveaways, and less likely to feature the food products sold at these chains. Between 2009 and 2010, when the scientists conducted their analysis, nearly all of the fast food ads 99%that were aired nationally on childrens TV channels such as Cartoon Network and Nickelodeon, were from McDonalds and Burger King, and 70% of them included toy giveaways, frequently linked to child-friendly movies, to promote their product. That means that the toys may actually hold more allure for younger consumers than the food itself. While thats certainly a boon for corporations, it may not be so benign for kids, who could end up developing life-long unhealthy eating habits. Emotional connection with children - Research shows that when companies are promoting brand-oriented messages to children, [kids] make very long-lasting and deeply held emotional connections to the brand, says Andrew Cheyne, a researcher at the Berkeley Media Studies Group. So this form of marketing allows for kids to make lifelong brand preferences at a very early age. Not only are the fast food companies making lifelong customers out of children, but they have the ability to go after the childrens children as well through intergenerational brand preferences. This form of marketing is a very serious concern

Spreading messages Websites also contain other brand-related content such as television commercials, media tie-ins, promotions, viral marketing and website membership opportunities. Viral marketing is used to encourage children to talk to one another about a brands website by emailing friends in the form of an e-greeting or invitation and inviting them to visit the site.

Advergames can provide a more highly involving and entertaining brand experience than what is possible with conventional media.

One study has shown that children find it harder to recognize advertisements on websites than they do on television; 6 year olds only recognized a quarter of the ads, 8 year olds recognized half of the ads, and 10 and 12 year olds recognized about three quarters of the ads.

25 Sept 2011 - BBC Radio 4 - The Food Programme: Food ads and children Sheila Dillon explores the issue of advertising junk food to children, and how companies have changed their marketing since the banning of the showing of food advertisements during children's television programmes four years ago. Ofcom banned advertisements for junk food, high calorie, fat, sugar and salt in 2007. Last year, Ofcom reviewed their ban and proudly announced that children saw 40% fewer of those ads in 2009 than in 2005 (as per programme mentions) but the question is how important and successful are Ofcom's rules on advertising? Because several other band of statisticians tell us that over a third of children under 12 are now overweight or obese, up nearly a percentage point in one year. The National diet and nuitrition Survey shows that 96% of children don't get enough fruit and veg and are still eating massively too much sugar, fat and salt, all part of what The Lancet last month called The Global Obesity Pandemic, caused by our obesigenic environment - that's food available everywhere, all the time, leading to massive over-eating. The effect of regulations have been little evaluated. Programm is merely focusing on UK-based studies or the resaerch available at public domain that concentrate on advertising on TV of food products to children age from 2-15. Little resaerch is done on socio cognitive process of persuasion which are more or less similar to diverse promotional channle exposure toward children. Programe argued that advertising alone has a general influnece but that cant be islotaed fom other factors that also contribute as persuasive factors. Effect of Adverts bans: effectivness of food advertising regulation stands next to effectivness of banning food advertising because few countries now have a ban on food adverts toward chikldren.

Question no 2. Reputatin and credentials of Commentors in programm. The researchers and commentors in programme are: Emma Boyland Dr. from Biopsychology Research group from Liverpool University. Research interest are in the effct of food promotion on chikdren Her recent publication in 2013 is related to eating behavior and food preferences in

children. She is been resarching since the ofcom regulation. Member of association for the study of Obesity. UK health forum charitable allince of professional and public interests org working to reduce the risk of avoidable non-communicable diseas by developing public health policy and supported its advocacy and information provision o Jane Langdon (deputy chief executive Officer) is director of policy, responsible for managing the UKHFs portfolio of policy research and advocacy o Tim Lobstein director of Policy and program international association for the study of obesity Task Force. The National Diet and Nutrition Survey (NDNS) is a programme of surveys designed to assess the diet, nutrient intake and nutritional status of the general population aged 18 months upwards living in private households in the UK. The NDNS is jointly funded by the Department of Health in England and the UK Food Standards Agencyi and carried out by a consortium of three organisations: National Centre for Social Research (NatCen), MRC Human Nutrition Research (HNR) and the University College London Medical School (UCL). The global obesity pandemic with the collaboration of WHO center of obesity at Australia - shaped by global drivers and local environment to increase in obesity in almost all the countries due to changes in global food system which is producing more processed, affordable, and effectively marketd food then before. This over consumption leads to obesity. the urgency for evidence-creating policy action, with a priority on reduction of the supply-side drivers. Ofcom is an independent regulatory and competition authority for the UK communications industries. It restricted amount of advertising on UK TV broadcasting channels. To ensure viewres are not exposed to exxcesive amount of adverts. Sheila Dillon - from Hoghton, Lancashire. She has been a food journalist for almost three decades, beginning work as an editor and writer at the New York based magazine, Food Monitor. For 20 years she has worked on The Food Programme, first as reporter, then producer and now presenter. Her investigative work has won many awards including the Glaxo Science Prize, Caroline Walker award and several Glenfiddich Awards,

Question no. 4 a. Do u agree with the argument in the programme? I dont comply with the argument because there are certain factors which are responsible for causing obesity rather focusing advertising as a culprit of childrens unhealthy diet, however marketing communications must meet the ethical standards at international and national level.

From marketers perspective, there must be limitations on marketing communications which are directed at children specifically. Rather the communication should be nonmisleading and promote moderate consumption, a balance diet and a healthy life style. On the other hand, obesity is caused by multiple primary factors for example some researchers claim that Exercise level, meal habits, and exposure to advertising. Each makes contribution to childrens health and obesity. The interact ion of each element directly affects childrens health. Similarly, other factors includes 1) social environment; where family, friends habits matters a lot. 2) Physical environment; where school food policies, accessibility of the food is considered. 3) Macrosystem (societal); where mass media/advertising, culture and social norms, production and distribution system and pricing policies combined can influence the decrease and increase in the consumption level. Sheila Dillon forgot to highlight the reasons correlated with obesity while watching TV where the only emphasizes is on advertising as a key factor. Also Emma Boyland researching since ofcom regulations but her research lack following three explanations: television viewing activity reduces metabolic rates and replaces physical exercise; frequent viewing television also associated with snacking and readymade fast food consumption; lastly, viewing TV includes exposure to advertisement for fattening foods. Though there are insufficient evidence to show that TV adverts food promotions has large and indirect effects on food choices. This is basically an argument related to social, developmental psychology and consumer and marketing research where indirect effects occur. Hence there are direct and indirect factors in food choice and consumption. Where, advertising television viewing is being more general and has indirect effect that works with other variables which have a direct effect on obesity of food choice/consumption. These includes gender, cultural meaning of food, genetic obesity level, family eating habits, parents food knowledge and behavior, parental regulation of media, parental mediation of advertising, social mediation of advertising. b. Future of marketers and marketing and pursuing career. In the aforementioned aspects, future of marketing and marketers dont affected adversely because advertising exposure towards children helps in many other ways. So there are relatively few calls for bans on food advertising to children, however there are more calls for better food information and nutrition health messages. So Food companies can promote healthy foods (vegs and fruits) along with their core products and avoid regulations. Acoording to many reaserchers, Adverts are the key factors increasing in obesity level of children and marketers are doing really great despite the regulations by choosing

other media platforms and influencing children of making food consumption choices. So choosing marketing as a career isnt a debatable issue, rather its a an effective tool to persuade and convince the audience to change the behavior regardless of any product. And its framework is increasing that can be seen by its reach towatd other platform where they can engage consumers the best. programme taught the creative ways of engaging consumers/audience toward purchase behavior. On the other hand, Advertising Regulation of food does not limit on adult air time or channels. Promotion of food related products promotion is still running on adult channel.

What Food Chains can do: Whole Foods also has an extensive social media presence, where they actively engage their customers on platforms including Facebook, Pinterest, or Instagram. Covering all aspects of health and fitness, Whole Foods serves not only to provide customers with great food, but also advice on how to lead an equally great lifestyle. Whole Foods not only prides itself in selling the freshest food; they also develop extensive content for their health-conscious customers. In addition to their blog, which covers topics on healthy eating,organic farming, seafood sustainability, and going green, the grocer giant also provides resources for parents and children and those with special diets.

Lifestyle marketing: L i f e s t y l e M a r k e t i n g
Lifestyle Mark eting consists of segm enting a com plex market into niche subdivisions based on interests, attitudes, and beliefs. This marketing technique creates an enthusiastic and loyal consumer -base and establishes the brand as a valuable part of the consumers everyday life. Similar Terms:

Lifestyle Segm entation Cultural Marketing

uneathical marketing: Marlboro

Each advert in the "Don't be a Maybe" campaign ends with the command: "Be Marlboro". The campaign has been introduced across 50 countries, featuring billboards, adverts and promotional events including music concerts. The posters show young people apparently acting in radical, decisive and adventurous ways. "Maybe never fell in love Be Marlboro" runs the banner on a poster of two young people kissing in a dark street.

Walmart creates value for the customers with low cost items for customers, as well as it satisfies the needs of consumers wanting a cheap and convenient place to buy groceries and errands. However, Walmart fails to make marketing decisions considering the societal long-run interests. It is solely focusing on immediate satisfaction, but does not take into consideration the disadvantages the consumers and society will face in the long run.

In other words, Walmartand by implication, capitalismis contributing to the development of an Idiocracy. While Walmartdoesnt endanger our families, our values or our minds, it also suggests that there is no social market failure argument for subsidies and other concessions to Walmart Conmsumerism: Due to the capitalism has allowed us to flourish in newer, better ways. Day Low Prices means that some things might get cheaperDVD playerswhile the prices of high-brow things like symphony tickets remain unchanged. Postmodern consumers:
Artifacts of postmodernity include the dominance of television and popular culture, the wide accessibility of information and mass telecommunications. Today also the role of the Internet and IT is also crucial. Contemporary consumers increasingly use consumption as a way of satisfying emotional needs which means that consumption is influenced by non-rational forces such as habit, mood, emotion and impulse instead of rational calculations and planned behavior (Langeland 1999).

from local governments. So should we worry when capitalists practice capitalism? No. We should worry when capitalists practice politics.