“It’s not just getting kids to whine”: Quoted in “Market Research: The Old Nagging Game Can Pay off for Marketers,” Selling to Kids, April 15, 1998.
Vance Packard described children as “surrogate salesmen”: See Boas and Chain, Big Mac, p. 127; Vance Packard, The Hidden Persuaders (New York: D. McKay, 1957), pp. 158–61.
44 “children’s requesting styles and appeals”: McNeal, Kids as Customers, pp. 72–75. “Kid Kustomers”: Ibid., p. 4.
“The key is getting children to see a firm”: Ibid., p. 98.
learn about their tastes: For a sense of the techniques now being used by marketers, see Tom McGee, “Getting Inside Kids’ Heads,” American Demographics, January 1997.
45 roughly 80 percent of children’s dreams: Cited in Acuff, What Kids Buy and Why, pp. 45–46.
“Marketing messages sent through a club”: McNeal, Kids As Customers, p. 175.
increased the sales of children’s meals: Cited in Karen Benezra, “Keeping Burger King on a Roll,” Brandweek, January 15, 1996.
a federal investigation of Web sites aimed at children: Cited in “Children’s Online Privacy Proposed Rule Issued by FTC,” press release, Federal Trade Commission, April 20, 1999.
“the ultimate authority in everything”: Quoted in “Is Your Kid Caught Up in the Web?” Consumer Reports, May 1997.
The site encouraged kids: See Matthew McAllester, “Life in Cyberspace: What’s McDonald’s Doing with Kids’ E-mail Responses?” Newsday, July 20, 1997.
46 “They cannot protect themselves”: Quoted in Linda E. Demkovich, “Pulling the Sweet Tooth of Children’s TV Advertising,” National Journal, January 7, 1978.
“We are delighted by the FTC’s reasonable recommendation”: Quoted in A. O. Sulzberger, Jr., “FTC Staff Urges End to Child-TV Ad Study,” New York Times, April 3, 1981.
about 80 percent of all television viewing by kids: Cited in Steve McClellan and Richard Tedesco, “Children’s TV Market May Be Played Out,” Broadcasting & Cable, March 1, 1999.
about twenty-one hours a week: Cited in “Policy Statement: Media Education,” American Academy of Pediatrics, August 1999.
more time watching television than doing: Cited in “Policy Statement: Children, Adolescents, and Television,” American Academy of Pediatrics, October 1995.
more than thirty thousand TV commercials: Cited in Mary C. Martin, “Children’s Understanding of the Intent of Advertising: A Meta-Analysis,” Journal of Public Policy & Marketing, Fall 1997one-quarter of American children: Cited in Lisa Jennings, “Baby, Hand Me the Remote,” Scripps Howard News Service, October 13, 1999.
47 annually spend about $3 billion on television: Interview with Lynn Fava, Competitive Media Reporting.
47 now operates more than eight thousand playgrounds… Burger King has more than two thousand: Cited in “Fast Food and Playgrounds: A Natural Combination,” promotional material, Playlandservices, Inc.
“Playlands bring in children”: Ibid.
about 90 percent of American children: Cited in Rod Taylor, “The Beanie Factor,” Brandweek, June 16, 1997.
“But when it gets down to brass tacks”: Sam Bradley and Betsey Spethmann, “Subway’s Kid Pack: The Ties That Sell,” Brandweek, October 10, 1994.
According to a publication called Tomart’s: Meredith Williams, Tomart’s Price Guide to McDonald’s Happy Meal Collectibles (Dayton, Ohio: Tomart Publications, 1995).
one of the most successful promotions: The story of McDonald’s Teenie Beanie Baby promotion can be found in Taylor, “The Beanie Factor.”
48 “We see this as a great opportunity”: Quoted in “McDonald’s Launches Second Animated Video in Series Starring Ronald McDonald,” press release, McDonald’s Corporation, January 21, 1999.
Ball told the Hollywood Reporter: See T. L. Stanley, Hollywood Reporter, May 26, 1998.
49 Some industry observers thought Disney: See Thomas R. King, “Mickey May Be the Big Winner in Disney-McDonal’s Alliance,” Wall Street Journal, May 24, 1996.
the McDonald’s Corporation had turned away offers: See Monci Jo Williams, “McDonald’s Refuses to Plateau,” Fortune, November 12, 1984.
“A lot of people can’t get used to the fact”: Quoted in James Bates, “You Want First-Run Features with Those Fries?” Newsday, May 11, 1997.
51 gaining it just $37,500 a year: Cited in Eric Dexheimer, “Class Warfare,” Denver Westword, February 6, 1997.
For $12,000, a company got… Within a year, DeRose had nearly tripled: Ibid.
52 “Discover your own river of revenue”: Quoted in Molnar, “Sponsored Schools and Commercialized Classrooms,” p. 28.
“if it weren’t for the acute need for funds”: Quoted in Brian McTaggart, “Selling Our Schools,” Houston Chronicle, August 10, 1997.
53 “You’ve reached Grapevine-Colleyville”: Quoted in G. Chambers Williams III, “Fliers May Be Seeing Ads on Roofs of Grapevine-Colleyville Schools,” Fort Worth Star-Telegram, March 4, 1997.
Dan DeRose tells reporters: See “The Art of the Deal,” Food Management, February 1998.
“In Kansas City they were getting 67 cents a kid”: Quoted in Constance L. Hays, “Today’s Lesson: Soda Rights,” New York Times, May 21, 1999.
“There are critics to penicillin”: Quoted in Tracy Correa, “Campus Market: Corporate America Is Coming to Fresno-Area Schools with Ads That Target Children and Their Parents,” Fresno Bee, November 9, 1998.
Thus far, DeRose has been responsible for: Voice mail from Dan DeRose.
control 90.3 percent of the U.S. market: Cited in G. Pascal Zachary, “Let’s Play Oligopoly! Why Giants Like Having Other Giants Around,” Wall Street Journal, March 8, 1999.
53 about fifty-six gallons per person: Cited in Greg W. Prince, “The Year of Living Dangerously,” Beverage World, March 15, 2000.
Coca-Cola has set itself the goaclass="underline" See Dean Foust, “Man on the Spot: Nowadays Things Go Tougher at Coke,” Business Week, May 3, 1999.
“Influencing elementary school students”: Kent Steinriede, “Sponsorship scorecard 1999,” Beverage Industry, January 1999.
54 “We at McDonald’s are thankful”: Quoted in Ernest Holsendorph, “Keeping McDonald’s Out in Front: ‘Gas’ Is No Problem; Chicken May Be Served,” New York Times, December 30, 1973.