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Unformatted text preview: l commercials featuring a talking chihuahua were the most popular fast food ads. The kids in
the survey also liked Pepsi and Nike commercials, but their favorite television ad was for Budweiser.
The bulk of the advertising directed at children today has an immediate goal. “It’s not just getting kids to whine,” one marketer explained
in Selling to Kids, “it’s giving them a specific reason to ask for the product.” Years ago sociologist Vance Packard described children as
“surrogate salesmen” who had to persuade other people, usually their parents, to buy what they wanted. Marketers now use different terms
to explain the intended response to their ads — such as “leverage,” “the nudge factor,” “pester power.” The aim of most children’s advertising
is straightforward: get kids to nag their parents and nag them well.
James U. McNeal, a professor of marketing at Texas A&M University, is considered America’s leading authority on marketing to children.
In his book Kids As Customers (1992), McNeal provides...
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This note was uploaded on 02/25/2014 for the course MGMT 120 taught by Professor Litt during the Spring '08 term at UCLA.
- Spring '08