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Some ponderings over Marketing world, some comments, and yes... the pyaas for the gyan !
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McDonald now advertising in Report Cards!
Tuesday, November 20, 2007

With the consumer mind being bombarded with so much of ad communication these days, the BTL (below the line) ad campaigns have gained quite a lot of popularity among th advertisers. Also the campaigns have started attracting the complete set of consumption chain i.e. from consumer to the decision maker. Thats why you will find ads of McDonald's happy meals being targeted at parents in India rather than the children themselves. Positioning is that such an outing of a happy time is best enjoyed by kids with McD's Happy Meal. To face the competetion, McD is also one company which has a high focus on BTL campaigns.

But this one may still surprise you. McD picked up the $1,600 cost of printing report-card jackets for the 2007-2008 school year in Seminole County, Florida, in exchange for a Happy Meal coupon on the card's cover(see picture). With 27,000 elementary school kids taking their report-card jackets home to be signed three or four times a year, that's less than 2 cents per impression.

The issue came to light last week when Susan Pagan’s daughter, Cathy, a fourth-grader at Red Bug Elementary School, brought home her report card and wanted to get a free Happy Meal because she earned good grades.Pagen told her daughter, "Our family does not eat at fast food chains," Pagan said. "And, now I’m the bad guy."

Pagan said she complained to school officials in an e-mail about the advertising and received a telephone call from Superintendent Bill Vogel. She said he told her that she was the only person who complained and he noted that McDonald’s offers some healthy alternatives.

The Campaign for a Commercial-Free Childhood is demanding that McDonald’s immediately stop advertising on children’s report cards. “This promotion takes in-school marketing to a new low,” said Susan Linn, director of CCFC and a psychologist at Judge Baker Children’s Center. “It bypasses parents and targets children directly with the message that doing well in school should be rewarded by a Happy Meal.”

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posted by Jas @ 10:12 PM,

2 Comments:

At December 13, 2007 11:23 PM, Blogger Pilot-Pooja said...

OMG!
This is unbelievable..
looks like ad-fever is too high in their minds!

 
At December 19, 2007 5:44 PM, Blogger Jas said...

well thats america, everything is commercialised from report cards to toilet papers! :)

 

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