The Mind of a Fool_Where The Junk Manufacturer Reaps Heavy

Organizations around the globe use the theory of consumer behavior to achieve a kind of strategy in marketing that will increase their sales volume. Therefore, they have learnt along the years their target market lies within the environment of the consumer be it their family, diverse cultures and the media. In the fast food industry, aggressive marketing is done in such a way that the consumer spends heavily. The marketing department here tends to concentrate their advertisements on children who in turn influence parents to place that twist into their budget. Because of this, the consumption of fast food is growing and capturing markets from both the developed and developing world.(Gantz 2007)

Who would miss the 1999 Burger King strategy that saw to it them experience a double sales volume. This is a promotion launched where children got free Teletubbies with purchases made for their junk food. Now Teletubbies, a then highly ranked kid’s show, was so popular that children around the world wanted to get a hold of their favorite character be it Tinky Winky, Po to Laa-Laa. Children pestered their parents for these items and hence the marketer had once again smiled all the way to the bank as close to fifty million dolls were up for grabs. (Gantz 2007)

Other noticeable advertisement strategies could include chewing gums with packages that come with pop star pictures and temporary tattoos stickers. Here, gum masters like Wrigley’s tend to target teenagers who want to be identified with their favorite stars. Mac Donald’s has also used such a strategy through signing deals with trending stars like Justin Timberlake and basketballer Yao Ming to help market their products in both local and international markets.

To conclude, it is considerate to state that although these companies are reaping through such promotion, they tend to ignore the fact that they are obsessing the future generation. This is because their marketing tactics tend to manipulate consumers into adopting unhealthy expenditure patterns regardless of the harm they do to their health.

Reference

Gantz, W. Schwartz,N. Angelini,J and  Rideout,V.(2007). Food for thought: television food advertising to children in the United States. Kaiser Family Foundation.