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Toddler Milk Advertising In Australia: Infant Formula Advertising In Disguise?, Nina Berry, Sandra Jones, Donald Iverson
Toddler Milk Advertising In Australia: Infant Formula Advertising In Disguise?, Nina Berry, Sandra Jones, Donald Iverson
Don C. Iverson
The Marketing in Australia of Infant Formula: Manufacturers' and Importers' Agreement prevents manufacturers and importers from advertising infant formula. However, toddler milks, which share brand identities with infant formula, are advertised freely; and recent research suggests consumers fail to distinguish between advertising for infant formula and for toddler milk. This study examined whether Australian parents recalled having seen advertisements for 'formula'. Most respondents (66.8%) reported seeing an advertisement for infant formula, with those who had only seen non-retail advertising more than twice as likely to believe that they had seen such an advertisement as those who had only seen retail …
It's All Formula To Me: Women's Understandings Of Toddler Milk Ads, Nina Berry, Sandra Jones, Don Iverson
It's All Formula To Me: Women's Understandings Of Toddler Milk Ads, Nina Berry, Sandra Jones, Don Iverson
Don C. Iverson
This study utilised semi-structured interviews to investigate how women expecting a first baby perceived print advertisements for 'toddler milks' in order to determine whether they function as indirect advertising for infant and follow-on formula. Examination of the marketing literature, analysis of the advertisers' websites and the advertisements themselves provided sources of triangulation. Fifteen women expecting a first baby were recruited from antenatal classes conducted by staff of the Northern Sydney Central Coast Area Health Service. These respondents clearly understood toddler milk advertisements to be promoting a range of products that included infant and follow-on formula and accepted their claims quite …
Relax, You're Soaking In It: Sources Of Information About Infant Formula, Nina Berry, Sandra Jones, Donald Iverson
Relax, You're Soaking In It: Sources Of Information About Infant Formula, Nina Berry, Sandra Jones, Donald Iverson
Don C. Iverson
Although the advertising of infant and follow-on formula products in Australia is prohibited by the Marketing in Australia of Infant Formulas: Manufacturers and Importers Agreement (1992), toddler milk is advertised without restriction. Recent research suggests that Australian mothers perceive advertisements for toddler milk to also be advertisements for infant formula. Furthermore, they tend to accept the messages they encounter in these advertisements uncritically. This study used established qualitative market research strategies to investigate what mothers, and those who influence mothers, know about formula milk products. This included exploration of commonly used sources of information, how toddler milk advertisements are interpreted …