Mc Donald's newest strategy: sponsoring report cards - Consumer Science
Luc Warlop on the consumerscience blog of KULeuven : "For us it seems unthinkable that companies are allowed to extend
their persuasive activities inside the walls of elementary schools,
especially if they sell what could be called vice-products. An article in Ad Age Daily reports that McDonalds sponsors school children's report cards in Seminole County, Fla.
The cover of the report card has the McDonalds logo, and (here it
gets nasty) a 'good' report gets rewarded with a gift coupon for a
Happy meal at McDonalds. From the company's perspective a very smart
move: get you message to the captive target audience (I guess kids and
parents HAVE to look at report cards), and apply two major conditioning
procedures at the same time:
- operant conditioning: the coupon is a 'reward' for performance
- operant conditioning: the coupon is a 'reward' for performance
- evaluative conditioning: the McDonalds brand is associated with a positive event (at least if the rapport is good) Mc Donald's newest strategy: sponsoring report cards - Consumer Science.
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