Advertising

A paid public presentation and promotion of ideas, goods, or services by a sponsor that is intended to bring a product to the attention of consumers through a variety of media channels such as broadcast and cable television, radio, print, billboards, the Internet, or personal contact.

Advertising Campaigns

A group of advertisements, commercials, and related promotional materials and activities that are designed to be used during the same period of time as part of a coordinated marketing plan to meet specified advertising objectives.

Advertising Intensity

The ratio of a food’s share of advertising to its share of consumers’ disposable income.

Audience Fragmentation

When a target group, such as a television viewing audience, watches a greater diversity of television programming and divides its attention and screen time across many media platforms.

Away-From-Home Foods

Foods categorized according to where they are obtained, such as restaurants and other places with wait service; quick serve restaurants and self-service or take-out eateries; schools, including child-care centers, after-school programs, and summer camp; and other outlets, including vending machines, community feeding programs, and eating at someone else’s home.


Baby Boomer

The term is most often used to refer to people born during the post-World War II baby boom, 1946–1964, which was a period of increased birth rates relative to preceding or subsequent generations.

Balanced Diet

The overall dietary pattern of foods consumed that provide all the essential nutrients in the appropriate amounts to support life processes including growth and development in children without promoting excess body fat accumulation and excess weight gain.

Behavioral Branding

A strategy used by social marketing programs to create brands that individuals associate with a specific behavior or lifestyle. Examples include the VERB™ campaign, which encourages tweens to associate VERB™ with physical activity, and the truth® brand, which represents an aspirational antismoking brand for teens that builds a positive image of youth as nonsmokers, cool and edgy, and rebellious against the tobacco industry.

Body Mass Index

Body mass index (BMI) is an indirect measure of body fat calculated as the ratio of a person’s body weight in kilograms to the square of a person’s height in meters.



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