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Streaming video

Title The hard sell : marketing food
Published Melbourne, Victoria : Informit EduTV, 2013
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Description 1 online resource (streaming video file) (15 min.) : digital, sound, colour
Series Food for thought ; episode 9
Food for thought ; episode 9
Summary "Following on from the first episode, this program explores the marketing of the snack sized chocolate cake bar in the months before and after its release. During these months we sit in on boardroom discussions as the marketing team plans and implements its campaign. We learn about the challenges facing food marketers, all vying for a slice of consumers' attention and spending. The reliance on sound market research, the identification of competitor products and the need to establish points of difference, are all highlighted. A graphic designer and a food stylist demonstrate the importance of artistic food presentation to promote food products, and some legal constraints affecting food product labelling and promotion are identified and explained. Targeted marketing of particular food products to niche consumer groups is extensively discussed, including a segment in which we explore the marketing of a gourmet food range overseas. This program encourages us to think about what triggers our food shopping choices, to recognise when we're influenced by marketing strategies, and to question the ethics of tactics some marketers employ in the quest to make us buy their products." -- ABC schools TV website
Credits Writer/producer: Carolyn Jones
Performer Presenter: Chloe James
Notes Rated: G
Subject Food industry and trade -- Australia.
Food -- Composition.
Nutrition -- Australia.
Food -- Australia -- Marketing.
Food -- Packaging -- Australia.
New products -- Australia -- Marketing.
Genre/Form Video recordings.
Form Streaming video
Author Jones, Carolyn, writer, producer
James, Chloe, presenter
Informit EduTV, distributor