McDonald's Offers Happy Meals for Good Grades
Going Like Sixty — December 10, 2007 — Marketing
References: inventorspot
More advertising in schools, or less? All over the U.S., administrators are having to answer this question.
"Earlier this month, the Campaign for a Commercial-Free Childhood demanded that McDonald's immediately stop advertising on children's report cards," Inventor Spot said.
McDonalds not only smeared their branding all over report cards at a Florida elementary school, it also offered free Happy Meals to students who received good reports, that included their grades, attendance and attitude.
Budgets are being cut, and a big company like McDonalds comes forward to pick up the tab for an expense in return for a marketing message. Is putting a message on report cards going too far?
"Earlier this month, the Campaign for a Commercial-Free Childhood demanded that McDonald's immediately stop advertising on children's report cards," Inventor Spot said.
McDonalds not only smeared their branding all over report cards at a Florida elementary school, it also offered free Happy Meals to students who received good reports, that included their grades, attendance and attitude.
Budgets are being cut, and a big company like McDonalds comes forward to pick up the tab for an expense in return for a marketing message. Is putting a message on report cards going too far?
Trend Themes
1. Advertising in Schools - Schools may need to find alternative ways to generate revenue, while advertisers may find new channels to market their products.
2. Marketing to Children - Companies may need to balance the ethical considerations of marketing to impressionable minds against their bottom line objectives.
3. Corporate Sponsorship - More companies may explore ways to support schools through sponsorships, while schools may need to find ways to maintain academic integrity while accepting funding.
Industry Implications
1. Education - School administrators and marketers alike must carefully navigate the ethical implications of advertising in schools.
2. Fast Food - Fast food companies may find new opportunities to reach young consumers through non-traditional channels, such as report cards, while also engaging with local communities through sponsorships.
3. Marketing and Advertising - Marketers may need to be aware of the potential backlash from aggressive advertising tactics in sensitive areas and may need to explore more creative ways to connect with target audiences.
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