Fast Food Nation

Many studies had found that young children often

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Unformatted text preview: Appeal Quadrant Analysis to help companies develop new mascots. The technique purports to create imaginary characters who perfectly fit the targeted age group’s level of cognitive and neurological development. Children’s clubs have for years been considered an effective means of targeting ads and collecting demographic information; the clubs appeal to a child’s fundamental need for status and belonging. Disney’s Mickey Mouse Club, formed in 1930, was one of the trailblazers. During the 1980s and 1990s, children’s clubs proliferated, as corporations used them to solicit the names, addresses, zip codes, and personal comments of young customers. “Marketing messages sent through a club not only can be personalized,” James McNeal advises, “they can be tailored for a certain age or geographical group.” A well–designed and well-run children’s club can be extremely good for business. According to one Burger King executive, the creation of a Burger King Kids Club in 1991 increased the sales of children’s meals as much as 300 percent. The Internet has become another powerful tool for assembling data about children. In 1998 a federal investigation of Web sites...
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