The new threat of digital marketing

Kathryn C Montgomery; Jeff Chester; Sonya A Grier; Lori Dorfman

doi:10.1016/j.pcl.2012.03.022

The new threat of digital marketing

Pediatr Clin North Am. 2012 Jun;59(3):659-75, viii. doi: 10.1016/j.pcl.2012.03.022.

Authors

Kathryn C Montgomery¹, Jeff Chester, Sonya A Grier, Lori Dorfman

Affiliation

¹ School of Communication, American University, 4400 Massachusetts Avenue, NW, Washington, DC 20016, USA. kcm@american.edu

PMID: 22643172
DOI: 10.1016/j.pcl.2012.03.022

Abstract

Because of their avid use of new media and their increased spending power, children and teens have become primary targets of a new "media and marketing ecosystem." The digital marketplace is undergoing rapid innovation as new technologies and software applications continue to reshape the media landscape and user behaviors. The advertising industry, in many instances led by food and beverage marketers, is purposefully exploiting the special relationship that youth have with new media, as online marketing campaigns create unprecedented intimacies between adolescents and the brands and products that now literally surround them.

Publication types

Research Support, Non-U.S. Gov't

MeSH terms

Adolescent
Advertising
Child
Fast Foods / adverse effects
Humans
Marketing / methods*
Mass Media*
Obesity / etiology
Social Media*