The current practices in food advertising - the usage and effectiveness of different advertising claims

Kihan Kim, Yunjae Cheong & Lu Zheng

A content analysis and a quasi-experiment were performed to examine the current practices in food advertising, and the usage and the effectiveness of different advertising claims across two food categories (hedonic vs functional).

The current practices in food advertising: The usage and effectiveness of different advertising claims

Kihan KimMiddle Tennessee State University

Yunjae CheongUniversity of Alabama

Lu ZhengUniversity of Alabama

INTRODUCTION

One of the most fundamental questions...

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