In this chapter, Schlosser talks about Ray Kroc and Walt Disney’s complicated relationship as well as each man’s progress to fame. This chapter also considers profitable ways of advertising to children. Ray Kroc worked on his own marketing strategies. He would tell people he was really into show business, and not the restaurant. Ronald McDonald was inspired by Bozo the Clown. Soon Ronald began to rival Mickey in name recognition. Schlosser discusses marketing strategies for children. Marketing to children has become an art, so kids can have the urge to persuade their guardians in specific ways as well as developing customers for life. This marketing extends well beyond television ad campaigns and includes playlands, toys, and cross-promotion. McDonald’s has gone so far as to promote itself as a “Trusted Friend,” suggesting that it cares about its customers’ well-being.
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