The Importance Of Creating Your Very Own Internet Marketing Plan
If you’re thinking of going into online marketing as a way to exploit the many money-making possibilities that can be found on the Internet, you will need to do through research to find the best way to reach your goal. Online marketing is a constantly evolving process, and you will need to come up with a good Internet marketing plan which will include a list of your goals and how you want to go about achieving them.
Marketing your own company, products or services online is no different from doing so offline. The only difference is the start up costs involved. When you begin work on a marketing plan or plan to build your company offline, you will need to be prepared with a huge budget that can run into the millions of dollars. With an online business, on the other hand, if you are lucky enough to start on the right foot with an ideal program, you can start bringing in a good deal of money in a couple of months without having to spend more than a hundred dollars.
Promoting products and services online can feel a bit overwhelming the first time. This is especially true if you don’t have any idea where to start first. By joining a reputable program that will provide you with the education you need, train you in the best way possible, and keep you updated on all the latest information in the world of online marketing, you’ll be able to keep your footing in an ever-evolving environment. You’ll learn all the ins and outs of search engine optimization (SEO), article marketing, online press releases, Google Adsense, and a host of other tools you can harness to hook your target demographic. A good program will even help you thresh out a sound online marketing plan to help you get on track in the most ideal way possible without your having to shell out a great deal of money.
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Having a good Internet marketing plan is the best way to go to help you implement your own online marketing business. With this plan, you can implement your strategies in the right order and apply many marketing tactics to stay one step ahead of your competitors. With a solid and feasible online marketing plan on your plate, you’re all set to go.
While laying down your marketing plan isn’t the world’s most difficult thing to do, it isn’t a piece of cake, either. You’ll need to draw down all the right moves to help you reach your goals. Once you have jotted down all your objectives for your marketing business, you need to list down all the steps you need to take to reach them one by one.
Start by making a list of your goals. Make sure the goals you want to achieve are reasonable enough that you can accomplish them in a realistic span of time before you become bankrupt. You will then need to develop strategies with which to reach these goals, using tools such as article marketing or email auto responders. With each strategy, a detailed list of tactics will need to be included to help you achieve them.
You Internet marketing plan should outline all the strengths of your online business by listing the opportunities you can make use of. However, you will also have to include all the problems you may encounter to help you find the most likely solutions possible.
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Creating A Business Plan Includes Creating A Marketing Plan
Creating a marketing plan first will develop the outline necessary for creating a business plan. That’s because the initial questions we ask and answer to establish the marketing plan give the business plan the direction it needs.
1. Who are we trying to reach and how will we reach them?
2. What is the initial and ongoing advertising expense in our budget?
3. How are we going to track the results?
Entrepreneurs have always been busy making life less arduous. From inventions designed to make work easier, to the systems that produce, expand and protect our assets, the intent is to modify everything for the purpose of simplification.
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We can add new ways of reaching our target audience but must first define who they are. When we know them, we should strive to know them better. If we know who we intend to reach it is easier to discover the best places to meet them.
If our objective is to hold a bake sale we can usually generate a small crowd with some flyers and word of mouth.
Serious long term objectives demand creating a business plan that will not only generate immediate, but ongoing attention. While this typically involves costly advertising campaigns, we can actually learn something from the old bake sale mentality.
Regardless of how we intend to get the word out, or what our budget limits are while creating a marketing plan, long term efforts need to be cumulative. As marketing momentum gains ground, the business plan can be defined and refined.
Professionals track everything. Savvy business owners don’t leave this responsibility to others. Even if the marketing is outsourced, the business owner needs to understand exactly how they’re monitoring the progress of each and every process.
If a specific marketing campaign is attracting tons of interest but generating little to no sales, it needs to be addressed. The marketing plan should feed the business plan.
There should be a balance between creating a marketing plan that costs more than the business produces, and creating a business plan that doesn’t feed enough revenue back into the marketing budget. Effectively tracking both plans will allow a business to maintain this balance.
Social Media Tips – 3 Steps to Grow Your Business With Facebook and Twitter
When it comes to using Facebook as a social media tool, users are still looking for the proverbial needle in the haystack. With the millions of business-related Facebook users, they must strategically define their niche audience in order to target them properly. There are reports all of the Internet of Facebook being the one site more businesses are moving to even though of the over 400 million users, the numbers are skewed by businesses not admitting they are using it for marketing purposes.
Another social media site of choice is Twitter. I am often told by people that it takes them quite a while to figure out how to strategically use Twitter rather than just using it to feed their egos. Some people actually get their ego stroked by telling the world what they are doing.
I am often asked what I consider to be the best approach to tying it all together. Here is what I suggest:
Post a blog comment.
Have that automatically post to your Twitter feed, Facebook and every other social media site you have a presence on.
Go to your new blog post and ping it to every social bookmarking service you have an account on.
Edit the blog post to be an article you can submit to article directories.
When followed, suddenly your efforts seem to bring results. Professional service businesses and consultants receive the best results using LinkedIn and Twitter and they obtain greater social media related business traffic results over other sites.
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Businesses should use new media to market their business because:
1) They are still growing and do not want to fund a huge advertising budget when it can be done for free.
2) They can find business startup entrepreneurs on sites like Twitter and Facebook pretty easily.
3) What they do may take a little explanation, so they are able to give people more information than they would in an ad they pay for.
Have you continued to learn about using social media as a tool to promote your business? If so, you more than likely feel it will be a powerful marketing tool for you in the future.
If you are out to attract prospective customers and develop your online presence and exposure, you owe it to yourself and the financial future of your business to learn everything you can about social media.
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Leave a commentRole of Public Relations
Public relations play an important role in assisting businesses by forming good relationship with customers. Public relation means establishing and maintaining the relationship between an organization and its audience.
Public relation involves assessing and supervising the public attitudes and upholds common relation, understanding between public and an organization. One of the main roles of the public relation professional is to develop the channel of communication and organize understanding with proper information. Public relation is efficient in helping politicians who entice the vote, raise money, and make public image and legacy; corporations who communicate the information about their products and services to potential customers; and corporations who reach local government and legislators. Moreover, it also helps the nonprofit organization that includes school; hospitals, social service agencies etc. to enhance the support of their programs such as fund raising programs, awareness programs, and to increase patronage of their services.
Different techniques are used in today’s time to maintain public relations such as polling, opinion, and focus groups to assess public opinion. Variety of high tech techniques are combined for distributing information on behalf of their clients that includes the satellite, feeds, internet, database-driven phone banks and broadcast faxes. In all the organization, public image is must and the role of public relation experts becomes relevant in crises. In today’s time, course is present in the educational institution and as a career; it is present in government institutions and private companies that actively market the services, product, and facilities.
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Brand experience marketing means many different things to different people in the advertising industry. In other words, we can say that it means assimilation of brands into individual’s life styles by adding value to experience of the consumer’s brand by engaging rather than barge in.
The organization relationship with the stakeholders is called public affairs. People who have interest in the organization’s affair include MPs, civil servants, clients, shareholders, customers, trade association, business groups, think tanks, union and the media. Public affairs practitioner unites with stakeholders to explain the organization policies, provide realistic and arithmetical information to support the issues that affect upon the organization’s ability to operate successfully. Their work includes media communication, government relations, issue management, corporate and social responsibility information distribution and strategic communication advice. With the stakeholders, they want to influence the public policy and maintain a good reputation.
Thus, we can say that public relations are related with public affairs as well as generating among the masses.
An Effective Affiliate Marketing Plan is Essential
And effective affiliate marketing plan is essential if you wish to develop into a successful affiliate marketer. In a world full of affiliate entrepreneurs firing haphazardly and randomly across the Internet, to achieve real success you need an efficient affiliate marketing plan on the very starting, before you start promoting your products.
The massive array of merchandise obtainable, the primary thing is to not decide randomly but to take a look at the main points of each product, making sure that you are promoting the one that is the finest in its niche, and pays reasonable affiliate payments for the privilege. Attempt to see every product from a buyer’s viewpoint, and search for products with good suggestions that examined in trials effectively.
Your effective affiliate marketing plan wants of not only goal specific merchandise, but it wants to focus on products which are simple to advertise the, particularly in a social perspective. This implies that you would be able to implement your affiliate marketing plan on the social sites with a clear conscience, knowing that you’re not selling one thing purely for the money however that you’re getting behind an affiliate marketing product that gives genuine worth in your customers. An efficient affiliate marketing plan should involve social media, and be straightforward to jot down articles about, press releases and weblog posts.
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Another factor to search for what the product is its after sales service, as a result of this could secure future clientele for your online business because their earlier experience with you has been a constructive one. Remember, you fairly often only get one shot to satisfy your clients, so an effective affiliate marketing plan must goal those products that won’t solely satisfy prospects to carry them back again and again for more products.
An effective affiliate marketing plan is one which establishes you as an knowledgeable in a selected niche, and that beneficial properties you prospects over the long haul. In case you are to develop into a profitable affiliate marketer, it’s worthwhile to guard your status and just be sure you always function honestly and ethically, instead going for a quick buck and the one off sale! Consider me, there are millions of individuals out there attempting to advertise merchandise that they know are usually not effective or less efficient than a competitor, as a result of they’re concentrating on the money they will moderately than on the surface and worth they will present for his or her customers.
So if you want to make money at home online, you must make an effective affiliate marketing plan at the start, before you begin promoting products. That manner you may promote complementary merchandise so that if somebody buys a product from you, they may even be open to buying one other product within the same area of interest as a result of their first expertise was a pleasant one. Remember, your intention in this enterprise will not be simply to make money but to determine himself as a reputable, trustworthy and reliable marker, thereby building a long-term and effective enterprise for yourself and your family. So begin with an efficient affiliate marketing plan, and built in direction of lengthy-term beneficial properties, nice reputations and a lifetime of passive income since you implemented the suitable plan on the start.
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Human Rights Situation in Nigeria in the Eye of the International Community
That the International community considers human rights situation frightening in Nigeria even in the face of democracy currently being enjoyed in the nation is not surprising after all at least to key observers. If for anything, the Nigerian government has failed to put certain factors right so that its citizens can enjoy certain natural priorities and necessities of life available to mankind.
It is as a result of this development that amnesty international still scores the nation very low in this regard and believes that it may certainly take time before an improvement is recorded in the nation as far as human rights in Nigeria is concerned and only a very sincere leaders will bring about this. Criminal justice system in Nigeria is indeed nothing to write home about in Nigeria and this has taken a negative toll on the nation’s perceived promotion of human rights, and as they say only he who wears the shoes feels the pain, so we Nigerians know better.
Human rights is one area that I have always wanted to write about, maybe not to crave in the indulgence of the Nigerian government but to let the whole world know just how it is and what should be done for the simple reason that the Nigerian government know better than I do, after all, in any nation the government of that country is the most briefed and the case of Nigeria is not an exception.
I begin this write-up by establishing that as some of the most brilliant people ever made by God, Nigerians know their rights but have not enhanced it because there is no money, the people are extremely too poor to do this, so the government take advantage of this, the wealthy therefore assert their dominance over the poor thus extending the gap between the rich and the poor in the country. The Agencies of the government are the tools used to actualize this. Like the Bible puts it “money answereth all things.” Without money what can the righteous people of Nigeria do but watch and pray that they may not fall into temptation, and when temptation comes they nothing but plead their guiltless course, such is the way of life of Nigerians.
The Legal Aids Council in Nigeria at present is having about 91 lawyers in Nigeria and one is left to wonder how 91 free lawyers can serve about 150 million impoverished people of Nigeria including even our politicians who also love free things. I therefore conclude that Legal Aids Council does not exist in Nigeria, and since this happens a suspect simply walks his way into the prisons where he either gets sentenced or awaits trial. People cannot represent themselves in courts so they sometimes plead guilty to avoid money “wahala” as we put here.
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This writer will not go into the area of people abuse of people’s rights in the country because it is a very long story. Police in Nigeria still extract confessional statements from suspects even in local and state police stations in the country according to transparency international. Need we state that this use of this very method is known to all no matter how we want to pretend about it? The difference is just that no one is visibly willing to delve into this area for the fear of incurring the wrath of the police. Bail in Nigeria is supposed to be free but the police still collect money before suspects are released and our government does nothing about it while this undermines the fundamental human rights of Nigerians, as pointed out earlier in this work, Nigerians have learnt to accept this as their fate because the resources to pursue the usual rigorous litigations in the Nigerian courts of law are lacking. The police station should have a place people freely walk in to acquire or give free information but in my country Nigeria, the fear of police stations is the beginning of wisdom.
The Bill in National Assembly on detention has been lying idle since 2006, with no one laying emphasis on it simply because it concerns the welfare of mostly the ordinary masses of the country. It is for this reason that I commend the efforts of the Lagos State Government which has decreed that anywhere in Lagos where the police are taking statements from suspects, camera must be present, and maybe in the presence of suspects lawyers too. This will no doubt reduce drastically the any fowl play on the part of the police and give individuals confidence in the police.
Again, our police stations must be computerized so that the challenges of the future as well as the present can be met with, files in police stations should be electronically documents and this must also be extended to our law courts to avoid the a “certain Mr. James Onanefe Ibori” saga where another court had to seat up to the highest level to determine who was convicted by same court with legal operational business in the country, which to me is a very funny development. Recently, the Economic and financial Crimes Commission reportedly announced that the files of Ex-governors standing trials were missing, only electronic propelled files can avoid this.
Corruption is one area Nigerians have not fared well either, corruption in Nigeria is systemic and Transparency methodology is clearly incapable of perceiving Nigeria according to Rev Iloh as reported in the Vanguard, 14 October 2008. Corruption bites hard in Nigeria. Religion has not helped Nigeria as millions troupe to churches and mosques yet transformations elude the country.
Obasanjo, the former president of the country invented the Economic and Financial Crimes Commission (EFCC) an idea which for the first time created the fear of looting the nation’s treasury for the first time but we did not see the Commission function up to the average as jail sentences handed down to convicts were rather amusing and senseless. A big fish who stole the nation’s money in billions only end up serving between two and three months jail sentence while a frustrated unemployed youth who snatches a 3310 nokia phone goes in to serve three years imprisonment usually after spending more than 2 years in detention perhaps with his file missing.
The news of people in high places in Nigeria who steal in billions and are never convicted at all but faced with unending trials often encourage the youth to work hard and steal some monies too in dollars go to jail return and enjoy these monies. What kind of societies is our government building?
Prison conditions in Nigeria is not different as people waiting to be executed stay in detention for between 7-9 years according to Transparency International, again need we deny this fact? Several cases will establish this fact to the extent that one of your friends or relatives may have been a victim now or in the past. Prisons should be rehabilitation centers and not punishment rooms where correctional forms of reforms should be carried out. This was at its height in decades of military rule in Nigeria where the regimes had hoped to teach civilians as well as khaki men hard lessons.
Interestingly many of the once victims of this ugly developments when freed and returned to fruitful positions especially in this present democratic dispensation forgot their ugly experiences to the neglect of the bad prison conditions and continued life as usual, unmindful of Ibusa people in Delta State of the country’s adage that “the broom used in sweeping out the first wife is waiting for the second wife.” A situation which connotes our prisons as places where criminals visit and return to become harder and even more dangerous to the communities must be avoided.
The Nigerian government should do something today to make the Nigerian society more meaningful and useful to the international community. Nigerians certainly are not the worst rogues as characterized by the outside world, however only a good promotion of the social development of the society will return to the lost glory to the nation and greatly advance our society.
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Posted in Internal Communications | community, human, international, Nigeria, Rights, Situation | Leave a commentPublic relations as part of a marketing function
The days of public relations playing second fiddle to other marketing disciplines are long gone. PR is increasingly firmly embedded into the best marketing campaigns right from the start – whether it is delivered by an in-house team or a PR agency.
At one time it was common, even for major brands, to simply throw the latest advertising campaign at its PR company and say ‘can you draft a press release on that, please’. And while this does still happen, the best campaigns have good PR thinking, news angles, stunts and ongoing media content opportunities built in from the start.
‘Integrated’ may be an over-used word in the PR and marketing industry but its popularity is justified.
As the scope of a marketing campaign becomes more fragmented by the wealth of media options available – direct, print, online, broadcast, social etc – it becomes increasingly important that you deliver the right message to the right audience at the right time.
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In order to ensure that the public relations activity is not playing catch-up or isn’t slightly off message thanks to timing, it needs to sit within the marketing campaign from the start.
This makes it crucial that organisations at least have a PR consultant within their marketing function who can bring a below the line perspective to your plans. As well as delivering a crucial aspect of any campaign, a decent PR person should be able to identify the potential media pitfalls of any strategy.
Far too many campaigns have launched in the past and backfired thanks to a lack of decent media relations knowledge – Dixons ‘last place you want to go’ was always a strapline likely to be derided by journalists. Once the criticism begins and the ads get pulled from print slots and online advertising, who is called in to draft statements, handle calls and clean up the mess? The PR department.
There shouldn’t be a disconnect – if you still see your marketing team as separate to your PR function then you are missing opportunities and wasting time. The best teams even have a direct line and understanding of the management and HR functions.
After all, if you are saying one thing while the business does another then it’s only a matter of time before your marketing team is asking a PR consultant to step in and straighten things out.
Find out how a public relations agency integrates activity with digital marketing and communications.
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Social Media Plays an Important Part in the Distribution of News and the Power of the Masses
The Iranian government may have last year succeeded in having tight control of the information reaching most news media, but information had been spreading on Twitter (you could type in #Iran election into the search box for the latest updates). Whether this is always accurate highlights one problem with such news, in that not all sources can be proved to be reliable.
When Michael Jackson died in June 2009, again the power of social networking came to the fore. First the story was reported on US celebrity gossip site TMZ, and then online conversations began about it hours before the death was announced on traditional news programmes such as on the BBC, which had to make rigorous checks about the validity of the story before it could be broken.
Another example of the power of the social media is the recent Facebook campaign to end a long-running Christmas chart domination by Simon Cowell’s stars, The X Factor winners. In this campaign thousands of people joined a group encouraging them to buy Rage Against The Machine’s track ‘Killing in the Name.’ The campaign worked; Cowell’s empire was temporarily toppled, and Rage Against The Machine were holders of the UK’s official Christmas number one single in 2009. Proof that social networking can be used in a rebellion against popular culture, as well as being an informant to the masses.
Heard it through the grapevine
How the news spread of Michael Jackson’s death at music festival Glastonbury illustrates how gossip sites work in conjunction with face-to-face gossip. Vanessa Collu, onboard sales senior sales executive at the BBC, describes how she first heard the news at the festival: “On Thursday night at Glastonbury we started hearing people shouting ‘Michael Jackson is dead’ around the site, and then became aware that various stalls were playing his songs. The news gradually spread around the festival by word of mouth from people who were checking their Twitter and Facebook accounts, so social media played a major part in ensuring the news was quickly shared around.”
There is no doubt that social media resources are changing the way that people access news, and James Poulter, digital strategist at Ogilvy PR, goes on to say that social media is the most important development for the PR industry since the invention of newswire services. Poulter says that social networks are being integrated into everything he does, from using Twitter for media relations, keeping clients in the loop via wikis and blogs, to creating full-service digital campaigns of a global scope. He adds: “We are not only witnessing an evolution or upgrade of the internet but a revolution in how people engage with media and communicate with one another.”
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The way that social media allow interaction with audiences means that the days of talking ‘at’ people are long gone. Mark Mellor, managing director at communications consultancy Firefly, says he wouldn’t dream of launching a client’s new service or product without engaging the relevant blog communities and forums, or holding an event without drawing attention to it via blogs and tweets. Mellor says the current main social networking applications are Facebook and Twitter and discusses how such networks mean everything is live and immediate. He adds, “…there are no deadlines anymore, no embargoes, information is instant. This can be good and bad. In raw terms, it means we’re more in tune with audiences, events and issues than ever before, but on the other hand it means we’re always on.”
I did it my way
As well as being used by people to find out information that is not yet be being widely reported, publicists can use social networks to communicate what they want, when they want, without having to be translated by journalists in ways they do not like. Nikki Alvey, independent public relations consultant, argues that social networks aren’t just a way of bypassing journalists however, as they help to build relationships with them too. She says, “In addition to the usual PR tactics such as pitching by-lines, checking forward features lists for relevant opportunities, I can take a more proactive approach and actively seek out and track journalists – what they’re writing about, recently published works and to check out what’s going on in their lives. It enables me to get much closer to them and deliver what they need which I think results in a more positive relationship all round.”
For celebrities, the evolution of social networks has been a godsend. Ross Furlong, founder of digital PR agency Furlong PR, says that in for those in the spotlight, Twitter has become the super-fast way for some to communicate with their fan base. Furlong says that this is good news for them as they have regained control of their public image. He adds: “Rather than listen to idle speculation, you hear it from the horse’s mouth. Some personalities are particularly well suited to it. Andy Murray, dour on TV and rightly suspicious of TV interviewers, comes across far better on Twitter and on his blog.”
Me, me, me
Furlong believes that for PR professionals with celebrity clients, Twitter is a must, although he cautions: “You should probably insist that the celebrity consults with you over exact content as there’s as much potential for unintentional career suicide via Twitter as there is with any other channel. This needs to be balanced with an approach that is personal enough to be engaging. An over-sanitised approach will not be effective.”
When using Twitter for corporate PR, Furlong points out that companies had better make sure they have something good to say: “Anything less than daily content is not going to be very impactful, and therefore using Twitter asks serious questions about your website/blog content – as that is where you want your targets to go most of the time.”
Just creating a Facebook page, or writing tweets, does not mean you have nailed social networking. Marcus Childs, partner at experiential agency Amplify, says that the most powerful way to use social media is to get others to do the talking for you: “A message from your peers is far stronger than coming directly from the brand. So, identify the individuals with the most influence and reach amongst your target audience, forge a relationship and let them do the talking, while accepting that not everything will be positive.” Childs says is that it is worth considering how to use the fact that most status updates involve some sort of showing off, or as he calls it, “Facebook Envy’”. He explains: “Our greatest successes with brand social media campaigns have come from the simple premise of making the individual look good, they will work far harder for you if the end result is that their standing is being rai
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Posted in media relations | Distribution, Important, Masses, Media, News, Part, Plays, Power, Social | Leave a commentTraffic Generation Completes Your Affiliate Marketing Plan
An effective affiliate marketing plan is absolutely essential to determine your self in a long-term and viable business. As you’ll have already realized, for 1000′s of people across the Internet selling and promoting products, and some even have an affiliate marketing plan that they’ll promote you, claiming that this will provide earnings for your self and your family for many years to come.
The issue is that many an affiliate marketing plan fails because it lacks one central ingredient: the power to drive traffic. He might need the best website, the most compelling sales copy and the most effective product the world has ever seen but it’s all totally ineffective if nobody is aware of your site exists! No traffic means no guests and sales and no money, and that is the place your affiliate marketing plan can come to an entire standstill.
So as an alternative of dashing out to buy an computerized blog creator or an immediate website generator, you could study producing website site visitors and give attention to one kind of visitors generation and to you master it. That is the best affiliate marketing plan, because leaping from one technique to another will not solely make you pissed off that will cause you to lose money hand over fist while you are trying to make money in your affiliate marketing plan.
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Many gurus promote an affiliate marketing plan which revolves around paperclip, and this is usually a big pitfall for younger or inexperienced Web marketer. The great information is that there’s tons of the way which you can generate free traffic, resembling article marketing, social bookmarking and search engine optimization. These require persistence and a lot of work, however upon getting seen results from these you may have a technique that you can implement for each product you approach. The perfect affiliate marketing plan entails a considerable amount of free traffic, in addition to fastidiously crafted and targeted paid traffic.
The underside line is that no affiliate marketing plan is complete without a consistent, strong strategy for producing site visitors to the site. So before you spend 1000′s of dollars investing in websites and merchandise, the most effective affiliate marketing plan involves taking the time to study ways of producing traffic, to be able to set up a long-time period and financially viable Internet enterprise that can serve you for many years into the future.
So in the event you’re starting into affiliate marketing, you should view issues with the lengthy-term establishment of your online business in mind, moderately than attempting to make a few bucks here and now. Take the time to grow the business slowly, take the time to generate free traffic, and assume lengthy and hard about laying out an efficient plan for the longer term in your Internet marketing. It would take onerous work and dedication, but the lengthy-time period rewards for site visitors technology are nicely known. Studying these strategies are early on will serve you nicely both now and into the longer term, because generating site visitors is the hallmark of an effective affiliate marketing plan.
Posted in Marketing Plans | Affiliate, Completes, generation, Marketing, Plan, Traffic | Leave a commentHow Media Drives Obesity in Children and Simple Counter Tactics
One the most important indicators of the state of health of Americans today may be the ever increasing rate of overweight and obese children. The Institute of Medicine has found that one-third of American children are either obese or at risk for obesity. The Center of Disease Control has found that, since 1980, the proportion of overweight children ages 6-11 has doubled and the number of overweight adolescents has tripled.
According to the American Academy of Pediatrics, the increase in childhood obesity represents and unprecedented burden on children’s health. “If we don’t deal with children, this could be the first generation that will live sicker and die younger than its parents,” states Dr. James S. Marks, senior vice president of the Robert Wood Johnson Foundation, which recently announced an unprecedented effort to reverse childhood obesity epidemic by 2015.
Obesity or being overweight is not only harmful to the self-esteem and mental health of youngsters in a society that places such high value on thinness, but there are serious physical health concerns as well. According to Dr. Melissa A. Kalt, Clinical Professor of Internal Medicine/Pediatrics, overweight kids are set up for premature health risks such as Type 2 diabetes, high blood pressure, high cholesterol, and even poor behavior in school like inattentiveness, disruptiveness, truancy, and low grade scores.
Some of the environmental factors that are thought to contribute to obesity are: over consumption of fast food, simple carbohydrates, soda, or other high calorie, high fat foods; larger and larger portion sizes; lack of exercise and/or more sedentary lifestyles; under consumption of whole foods, fruits and vegetables. However, what may be underlying all of these factors or at the very least exacerbating the issue is children and media.
According to the Task Force on Media and Childhood Obesity of the Federal Communications Commission, children today spend many hours each day watching television and are influenced by the programming and advertising they see.
The Kaiser Family Foundation states that young children cannot distinguish between programming content and advertising.
The U.S. Congress, Children’s Television Act of 1990 reports, by the time the average child is 18 years hold, he or she has spent between 10,000 and 15,000 hours watching television and has been exposed to more than 200,000 commercials.
Once research study documents that obesity in children increases the more hours they watch television. (Crespo, 2001)
Another research study shows that children who watch more than three ours of television a day are 50 percent more likely to be obese than kids who watch fewer than two hours. (Tremblay, 2003)
Another researcher reports that children who use a lot of media have a lower activity level which is linked to a higher rate of obesity (Vandewater, 2004)
According to the 2004 report “The Role of Media in Childhood Obesity” by the Kaiser Family Foundation, “during the same period in which childhood obesity has increased so dramatically, there has also been an explosion in media targeted to children: TV shows and videos, specialized cable networks, video games, computer activities and Internet Web sites.” And “much of the media targeted to children is laden with elaborate advertising campaigns, many of which promote foods such as candy, soda, and snacks.”
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The Advertising Coalition reports that – billion is spent annually on kids’ food advertising.
One study documented approximately 11 food commercials per hour during children’s Saturday morning television programming, estimating that the average child viewer may be exposed to one food commercial every 5 minutes (Kotz, 1994)
Another study found that children’s food choices were significantly impacted by which ads they saw, i.e. either an ad for fruit or an ad for candy (Gorn, 1982)
Other researchers found that for each additional hour of television viewed per day, daily servings of fruits and vegetables decreased among adolescents possibly due to television advertising (Boynton-Jarret, R, 2003)
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While many researchers and studies are still establishing the role of media in child obesity and overweight issues, (the direct link between advertising and obesity has not been officially established), the advertisers certainly know that TV ads can influence children’s and family consumer choices. For example, fast food outlets alone spend billion in television ads targeted to children. And according to “Advertising, Marketing and the Media: Improving Messages from the Institute of Medicine of the National Academies, food and beverage advertisers collectively spend billion to billion a year to reach children and youth.
So, what’s a parent to do to counteract unhealthy advertisements and the big dollars behind them? Here a few pointers on helping children be more healthy and fit:
First, educate them on the factors contributing to being overweight or obese:
1. Too much “fat foods” (fast foods, simple carbs, soda, energy drinks, cereal etc.)
2. Larger than life portion sizes
3. Not enough movement or exercise
4. Not enough whole foods (fruits, vegetables, whole wheat bread, whole grains etc.)
Second, reduce poor food choices in the home. Refuse to buy the sodas and sugar cereals or insist that these only be indulged in after a healthy meal.
Third, make whole food choices easy for them to prepare (i.e. pre washed, cut up fruits and veggies; oatmeal; smoothies; whole wheat bread; pre-cooked healthy snacks/meals like cubed chicken breast, string cheese, hard-boiled eggs, in single serving size containers. Make it tasty and easy (see green smoothie recipe below).
Fourth, encourage them to exercise (i.e. refuse to drive them to school; sign them up for sports; play with them outdoors; get a dog and go for daily walks). Make it fun.
Fifth, limit television hours per day. And teach them how they can mute the commercials or “tevo” the show and fast forward through the commercials.
And finally, teach them that being fit and healthy means eating healthy foods and exercising, in direct contrast to how television shows and advertisements portray super skinny people eating chips and drinking soda, it’s just not true. And educate them on the fact that advertisers make their money by portraying beautiful people eating junk food.
(Go for a green smoothie over a soda! Children who drink just one soft drink a day are 60 percent more likely to become obese, according to a 2001 study by Harvard University and Boston Children’s Hospital.)
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Sources:
Boynton-Jarret, R, et al, (2003) Impact of Television Viewing Patterna on Fruit and Vegetable Consumption among Adolescents, Pediatrics 112(2003)6:1321-1326
Crespo, Carlos J. et al, (2001), Television Watching, Energy Intake, and Obesity in U.S. Children, Archives of Pediatric and Adolescent Medicine, 155, 360-365
Eating Habits of Infants and Children Affect Health and Performance. HealthLink Medical College of Wisconsin. http://www.healthlink.mcw.edu/article/1031002925.html
Federal Communications Commission: Task Force on Media and Childhood Obesity. http://www.fcc.gov/obesity/
Gorn, G, et al, Behavioral Evidence of the Effects of televised Food Messages on Children, Journal of Consumer Research 9 (1982): 200-205
Kotz, K. et al, (1994), Food Advertisements during Children’s Saturday Morning Television Programming: Are They Consistent with Dietary Recommendations?” Journal of the American Dietic Association 94(1994)11:1296-1300
National Institute on Media and the Family: Media Use And Obesity Among Children. http://www.mediafamily.org/facts/facts_tvandobchild.shtml
Tremblay, M.S. et al, (2003), Is the Canadian child obesity epidemic related to physical inactivity? International Journal of Obesity, 27, 1100-1105
The Role of Media in Childhood Obesity: This Kaiser Family Foundation issue brief that reviews more than 40 studies on the role of media in the nation’s dramatically increasing rates of childhood obesity explores what researchers do and do not know about the role media plays in childhood obesity. It also outlines media-related policy options that have been proposed to help address childhood
U.S.News article “Childhood Obesity Epidemic a Long-Term Challenge” http://health.usnews.com/usnews/health/healthday/070920/childhood-obesity-epidemic-a-long-term-challenge.htm
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