Learning Objectives: Describe the effects of information literacy and advertising on youth. Describe the similarities and differences between traditional marketing methods and online advertising, especially as it relates to tobacco products.
Abstract: Audience: Tobacco Control Community involved with media literacy, youth, and youth initiation.
Key Points: The Internet is a marketer’s dream, especially when it comes to reaching young people. Kids today have tremendous buying power; and with the Internet fast becoming an integral part of kid-culture, it’s not surprising that marketers are looking for ways to capitalize on this. The Internet’s interactive nature permits companies to create online environments where advertising is seamlessly integrated with graphics, games and activities. These virtual playgrounds aim to foster brand recognition and loyalty. Marketers also capitalize on the Internet’s potential for collecting personal data from young people through registration forms, online quizzes and surveys. Webwise for Tobacco takes the next step and discusses methods teach youth about the aspects of advertising, branding, and targeting that the tobacco industry and others have done to continue to reach this audience.
Educational Experience: Presenters will provide key information on the Web-based tools available through the Office on Smoking and Health on media literacy for the Internet. These will include educational opportunities, materials and resources.
Benefits: The participants will learn how these Web-based tools can be used by schools or other groups working with youth to discuss targeting of youth, advertising, consumerism
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