Title:   Marketing   Techniques
Story:   Fast-Food   Marketing   Targets   Children   -   Ethical   or   Unethical?
McDonald's   Corporation   began   as   a   barbecue   restaurant   in   1945,   and   is   now   the   world's   largest   chain   of   hamburger   fast   food   restaurants,   with   a   presence   in   about   120   countries,   and   serves   more   than   60   mn. customers   everyday.
Most   companies   use   ‘target marketing’,   i.e.,   identifying   key   or   focus   pockets   of customers   that   it   can   best   aim   its   products   and   marketing   efforts   at,   as   part   of   its marketing   strategy.   Some   businesses   target   children   as   their   favourite   end-users   and focus   their   products   and   marketing   at   them.   They   form   a   profitable   and   rewarding market   but,   in   my   view,   younger   children   are   impressionable   and   incapable   of   fully comprehending   the   implications   of   marketing   tactics,   so   it   might   not   be   ethical   to target   them.  
McDonalds   is   an   example   of   a   company   aiming   its   marketing   and   advertising   at   children,   who   will   ‘pester’   their   parents   to   go   buy   a burger.   In   fact,   conditions   are   such   in   the   United   States,   that   when   children   are   asked   to   get   ready   for   dinner,   they   say   “When   are   we   going   for   a   'Happy   Meal'?”   A   ‘Happy   Meal’   is   the   much   advertised   child   meal   at   McDonalds,   which   consists   of   a meal   packed   in   a   cardboard   box   with   a   toy.   Some   doctors   have   coined   the   term ‘Unhappy   meal’   to   bring   out   the   disadvantages   of   fast   food   in   general.
Fast   food   is   fast   being   touted   as   unhealthy,   high-fat,   and   not   nutritious   enough for   growing   children.   It   is   the   biggest   contributor   to   obesity   in   the   country.   However advertising   to   children   works,   as   their   minds   are   pliable   and   would   easily   believe   what   they see   and   hear.   That   could   be   one   of   the   reasons   why   the   American   Psychological   Association   believes...