Published: June 2012

ID #: 68238

Journal: Pediatr Clin North Am

Authors: Montgomery KC, Chester J, Grier SA, Dorfman L

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This article provides an overview of the growing digital media and marketing landscape, focusing on four developments that are shaping marketing strategies and techniques: 1) the growth of interactive games and increasing sophistication of augmented realities and other immersive features of digital media; 2) the rapid explosion of social media and the emergence of marketing strategies designed for those platforms; 3) the further development and proliferation of data collections and profiling techniques; and 4) the rise of smartphones and mobile marketing. It highlights techniques that are used by fast-food, snack-food, and soft drink companies to target children and adolescents. Issues raised by these developments that require further study are identified and current policy developments aimed at addressing some of these digital marketing practices are highlighted.

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