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Cadbury when promoting abides to the following marketing codes: 5 Copy, sound and visual presentation will accurately represent all material dimensions of products

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Introduction

The 'marketing mix' is the term used to describe the combination of different activities necessary for a product to be successful. It is often described as 'the 4 P's' i.e. 1 PRODUCT = the good or service sold by the organisation; 2 PRICE = the way in which the selling price is decided; 3 PROMOTION = how customers are made aware of the product; 4 PLACE = how the product is sold and 'delivered' to the final customer. Cadbury when promoting abides to the following marketing codes: 5 Copy, sound and visual presentation will accurately represent all material dimensions of products advertised, including taste, size, content and nutrition and health benefits. 6 All our advertising will be truthful, accurate and well substantiated. Health benefit claims will have a sound nutritional basis and comply with applicable government regulations. 7 Our advertising will reflect moderation in consumption and portion sizes appropriate to the social and cultural setting portrayed. ...read more.

Middle

(Also see: Advertising to children) 15 We will not advertise during or adjacent to a programme if the content of our advertisement is derived from or associated with that programme. For example, we will not use broadcast or print media personalities (live or animated) to sell products, premiums or services in a way that obscures the distinction between programme or editorial content and commercial promotion. Commercials and advertisements featuring characters from programmes or publications primarily directed to children should not be adjacent to programmes or articles in which the same personality or character appears. 16 We will not show children under eight years in advertisements and promotions aimed at children. 17 We will not have any visual reference of children under eight years on company-owned vending equipment. 18 Our advertising will not misrepresent the potential benefits from the consumption of a product such as status or popularity with peers, sporting success or intelligence. 19 Our advertising to children will not create a sense of urgency or price minimisation. ...read more.

Conclusion

25 When using fictitious or real characters to promote our products, which are in the treat and occasional consumption range, we will not use such characters to promote inappropriate consumption. 26 Our products will be represented in a way to encourage the sound use of the product, with a view towards proper nutritional development of the child and development of good nutritional practices. 27 We will, where appropriate, capitalise on the potential of advertising to influence behaviour by developing advertising that supports positive and beneficial social behaviour including sensible consumption, friendship, kindness, justice, honesty, generosity and respect of others, and in so doing expose children to the benefits of constructive advertising approaches. 28 Prior to release, all advertisements and promotions to children will be reviewed at an early stage for the appropriateness of the activity and then checked against this code before being signed off by business unit general managers. In addition, there will be a periodic review of business unit activity by regional and global management to ensure that interpretation of the code is aligned locally, regionally and globally. ...read more.

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