- McDonald's -

Targetting the consumer

Posted by: Ben ( UK ) on June 03, 1997 at 15:09:45:

In Reply to: Re: Practice what you preach posted by Georgia M on May 05, 1997 at 15:44:53:

> Q: Why does McDonalds exist??? A: to supply for demand.
> If there was no market for ground beef burgers and fries,
> there would be no McDonalds.

True. But demand can be manufactured by advertising and gimmicks (obviously) so McDonald's (and others like them) have actually created
a demand for their products (at the expense of our diet).

> Why aren't the customers targeted more than the providers??
> They are the ones providing the income for the resturants.

Er? What do you think the leafleting campaign is all about?
The leaflets are targeting the consumers in an attempt to eductate
them and counter the propaganda campaigns (advertising) of the
suppliers.

> the world we live in today is dictated by economy, not some
> demi-god who decides how the world should eat, dress etc.

That is a rather simplistic way of looking at things (I guess you
believe in free market economics as well). What we eat and wear is
not decided by us - it is decided by the producers and the marketing
people. Why do you think people drink Coca-cola? Is it better than
fruit juice? Why do people wear Nike, or Calvin Kline? It's not because
people need or want them - it's because advertising and the 'fashion' created by mass media (influenced by advertising) dictates what is popular. You might think that advertising doesn't affect you - but then
why do companies like McDonald's spend billions of dollars on it?
It works - you buy stuff you don't need or really want. You are just a
consumer cog in the profit machine. Successful business does look for a
market, it creats one.



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