Children are a part of three distinct consumer markets. First, they have their own money and buy things that are targeted to them. Second, children influence their parents’ spending. Parents give in to influence from kids on many choices. This is known as parental yielding. Lastly, kids grow up and become adults, but they may stay loyal to the brands they loved when they were young. This McDonalds ad addresses two of the three parts of the child’s influence on the market. With the offer of the toy and the general happiness that apparently comes from the McDonalds experience, children prompt their parents to take them to McDonalds and get them a happy meal. Just as important as parental yielding is the focus on the future market by giving children a positive experience at the restaurant resulting in brand loyalty that lasts into adulthood and will hopefully create a cycle in which the adult then brings their children to McDonalds.
The targeted audience of this commercial is obviously young girls around the ages of 4 to 7, ideally any nationality but honestly, the Barbie is Caucasian and the non Caucasian is barely visible; almost outcast honestly. So with this ad, the audiences most attracted will more then likely be young Caucasian girls.
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