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Application of nutritional marketing tools in press advertisements

Author

Listed:
  • Rejman, Krystyna
  • Walkowska, Sylwia
  • Halicka, Ewa

Abstract

In chosen periodicals of the food industry and so-called “women’s press,” food advertisements containing nutritional marketing messages were analysed. The frequency and type of these tools was observed and scientific value and correctness was evaluated. The study results show that most of the advertisements do not comply with current legal regulations. Producers often emphasize the presence of ingredients which are recommended from the nutritional point of view although the product’s overall nutritional value is low or controversial.

Suggested Citation

  • Rejman, Krystyna & Walkowska, Sylwia & Halicka, Ewa, 2013. "Application of nutritional marketing tools in press advertisements," Problems of World Agriculture / Problemy Rolnictwa Światowego, Warsaw University of Life Sciences, vol. 13(28), pages 1-7, December.
    • Handle: RePEc:ags:polpwa:190786
    DOI: 10.22004/ag.econ.190786
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