Prospectiv Survey Reveals Parental Opinions and Preferences about Food Marketing to Children; Parents prefer accessing targeted information via online channels rather than advertisements targeted toward children

WOBURN, Mass.--()--Feb. 15, 2006--Seventy-seven percent of parents prefer marketing of children's food products directed at them, rather than their children, according to a recent Consumer Preference Index (CPI) poll by Prospectiv, owner of Healthier.com, Eversave.com and TheKnowledgeStop.com. Not surprisingly, 93 percent of parents surveyed said marketing directed to kids influences their children's food preferences, requests and diets. For this reason, 30 percent of parents said they object to any food marketing tactics directed at their children. Prospectiv (www.prospectiv.com) provides industry-leading customer acquisition, email marketing and data analytics solutions to leading consumer brand marketers.

How then do parents want to hear about food products for their children? An overwhelming majority, 82 percent, said they'd like to use online resources including health-focused websites, email offers and newsletters tailored to their interests to find nutrition, health and fitness information for their children.

Email was the most desired source for receiving food and nutrition information, as 22 percent of those surveyed said they would prefer to receive more of this type of messaging in the future. Seventy-nine percent of parents said in addition to relevant information, they would also welcome online coupons specific to food and nutrition interests regarding their children.

This survey data comes during a time of much discussion around best practices for the marketing of food and health products.

"Targeting parents, the decision-makers for purchasing children's food products, allows marketers to get the right message to the right person," said Jere Doyle, president and chief executive officer, Prospectiv. "Building a list of consumers who have demonstrated interest in your health and food products and have agreed to receive relevant information and offers, fosters best practices and is ideally suited for brand marketers seeking to build more direct relationships with consumers. This approach allows marketers to not only promote their products and services, but to also build on and preserve their brand integrity."

Prospectiv conducted the food marketing survey online, gathering responses from over 400 parents across the United States. The survey was conducted from February 1 through February 6.

About Prospectiv's Consumer Preference Index (CPI):

Millions of active, self-profiled consumers have registered at Prospectiv's vertically-targeted online properties - Eversave.com (connects consumers with quality offers from leading brands), TheKnowledgeStop.com (premier resource for online and campus-based education and degree programs), and Healthier.com (online resource focused on health and well-being offers) - enabling Prospectiv to compile insightful survey data for advertisers and marketers. Prospectiv's 20-point data authentication, cleansing and validation process ensures the database of self-profiled consumers is current, active, and accurate in order to deliver the highest quality data to clients.

About Prospectiv:

Prospectiv provides industry-leading customer acquisition, email marketing and data analytics solutions to leading consumer brand marketers. The company's solutions enable the world's best brands to find and build profitable relationships with the right customers through expert media buying, broad media reach, proprietary technology, and comprehensive analytics. Millions of active, self-profiled consumers have registered at Prospectiv's vertically-targeted online properties - Eversave.com, TheKnowledgeStop.com and Healthier.com. Prospectiv generates more than 50 million pre-qualified responses per year on a pay-for-results basis for clients, including many Fortune 1000 companies such as Procter and Gamble, Wal-Mart, Pfizer, Dell, Nestle and Schering-Plough. Founded in 1999, Prospectiv is privately-held and is based in Woburn, Ma. Please visit http://www.prospectiv.com for more information.

Contacts

Topaz Partners for Prospectiv
Tom Francoeur, 781-388-7900 ext 205
tfrancoeur@topazpartners.com

Contacts

Topaz Partners for Prospectiv
Tom Francoeur, 781-388-7900 ext 205
tfrancoeur@topazpartners.com