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Unformatted text preview: nies now plan “cradle-to-grave” advertising strategies. They have come to believe what
Ray Kroc and Walt Disney realized long ago — a person’s “brand loyalty” may begin as early as the age of two. Indeed, market research has
found that children often recognize a brand logo before they can recognize their own name.
The discontinued Joe Camel ad campaign, which used a hip cartoon character to sell cigarettes, showed how easily children can be
influenced by the right corporate mascot. A 1991 study published in the Journal of the American Medical Association found that nearly all of
America’s six-year-olds could identify Joe Camel, who was just as familiar to them as Mickey Mouse. Another study found that one-third of
the cigarettes illegally sold to minors were Camels. More recently, a marketing firm conducted a survey in shopping malls across the country,
asking children to describe their favorite TV ads. According to the CME KidCom Ad Traction Study II, released at the 1999 Kids’ Marketing
Conference in San Antonio, Texas, the Taco Bel...
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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