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Originally Posted by Baraka_Guru
If we move past Marketing 101, and onto the more advanced marketing strategies and theories, we will know more about the leverage that influencers place on decision makers. Marketers know the power of the "nag factor" all too well, which is why they do indeed target children and aggressively.
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The "nag factor" is nothing until the decision maker is "sold" on the product or service. Child like themes does not mean the target is the child. Marketers would not spend million if not billions on creating a brand image if the target audience has no disposable income, no means to get to and purchase the product. The "nag factor" as you call it only has value after the decision maker is comfortable with the brand.
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Large corporations that have products and services geared towards children have the marketing to children down to a science. This isn't a figure of speech: they literally have it down to a science, and they often employ psychologists to help them figure out the best ways to influence children.
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Why don't they share this knowledge? If there was such knowledge wouldn't it be employed in our schools? Are you suggesting that a company like McDonald's has this knowledge but a company wanting to sell "healthy" food can not employ it?
McDonald's is successful (I have worked there, invested in its stock, and studied the growth of the company) because they deliver on what they promise. Marketing is nothing without execution - they excel at both.
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You'd think parents would be a bit creeped out by a red-haired clown in big red shoes who seems only able to communicate with children. I know I am. Ronald McDonald wasn't created for the parents.
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An affinity for clowns is a learned behavior. It is cultural. It is learned from adults.
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McDonald's has distinct marketing strategies for each segment of their customer base. The convenience/anywhere commercials are for adults; the "this place is really fun!" commercials are for kids.
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Now you are on to something. Perhaps, we do need to be specific. There are "kids" that are decision makers - perhaps we could segment this demographic between about 10-18. This group is not into the clown or Happy Meals, but they do have some independence, disposable income and often the means to go out and get the product. If this is the group you are talking about, I agree. I can assure you that McDonald's is not marketing to toddlers, 3, 4, 5, or 6 year-old kids. i would guess the marketing they do regarding 7, 8, 9 is more for long-term repetitive brand recognition, while still focusing on the decision maker for short-term sales.