World Federation of Advertisers
PANA joins global network of advertisers
The Philippine Association of National Advertisers (PANA) has joined the World Federation of Advertisers (WFA), a global network of 55 National Advertiser Associations in five continents.
WFA Bulletin Topics
Marketing Food to Children and Adolescents
A Report to Congress by the U.S. Federal Trade Commission, July 2008
As Shared by the World Federation of Advertisers (WFA)
Executive Summary
Concern about the dramatic increase in childhood obesity in the United States prompted Congress to request that the Federal Trade Commission conduct a study of food and beverage marketing to children and adolescents. The results of that study – an analysis of 2006 expenditures and activities by 44 companies – are presented here. Included are not only the traditional measured media – television, radio, and print – but also activities on the Internet and other new electronic media, as well as previously unmeasured forms of marketing to young people, such as packaging, in-store advertising, event sponsorship, and promotions that take place in schools. Integrated advertising campaigns that combine several of these techniques and often involve cross-promotions – linking a food or beverage to a licensed character, a new movie, or a popular television program – dominate today’s landscape of advertising to youth.
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The Role & Value of Advertising
Based on the WFA/UDA Study on Advertising & Economic Growth
Advertising plays an important role in today’s society. It is the driver of consumer choice and, by catalyzing market competition, helps us get better value for money. It enables innovation to be brought to market and stimulates economic growth and jobs. It funds free and independent media and an unprecedented variety of content.
Yet, these benefits and the importance of sound policies to maximise their impact are often poorly understood. WFA works to ensure all policy discussions that may impact marketing communications fully take into account the role and benefits that consumers and society derive from advertising.
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Global Media Trends 2007
(Article taken from WFA Annual Report 2007)
Simultaneous media usage
There is no longer such a thing as a captive media audience. Consumers are frequently participating in more than one form of media at any one time. 70% of UK web users, for instance, often watch TV while online. Nearly 65% watch TV while they read, and 51% of radio listeners read the newspaper while listening. The rise in multitasking among consumers mandates an integrated media approach and an increase emphasis on advertising within the most relevant and engaging content.
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