Hand in Hand

1. Hand in Hand • Scholsser makes the connections between the success of Walt Disney and Kroc and suggests throughout the chapter that they Kroc has in some ways to thank Disney for McDonald's huge success. • http://www.mouseplanet.com/8764/Disney_and_McDonalds • “The terms of the 10-year McDonald's-Disney agreement which officially expired on January 1, 2007 called for McDonald's to pay about $100 million in royalties to Disney and to conduct about a dozen promotions a year for Disney films, videos, TV properties and theme parks.”

2. “Your trusted friends”Fast Food Nation In this chapter, the author paints a visual images of a tour around the Ray A. Kroc University and uses it as an introduction to Kroc’s and Walt Disney’s path to success.

3. Our innocent children • Scholsser takes us through the decisions of what brought Kroc such huge success. One of the main ideas was deciding to sell to use our children as the primary bait. • http://voices.yahoo.com/children-advertising-1504869.html • Through many techniques, advertisers move into the world of children at a very young age. "Marketers plant the seeds of brand recognition in very young children, in the hopes that the seeds will grow into lifetime relationships" ("How Marketers").

4. What is Synergy? • Kroc brings to light that another step in McDonald’s success is their very carefully planned out advertising. • http://www.youtube.com/watch?v=sU3FLxnDv_A • “We articulate where we are and where we want to be”

5. Education with a side of large fries please • In little of their sales, Burger King takes it a step further and begins to place signs on buses and school stadiums in schools that are in need for funding which in return leads to nearly triple in sales • http://www.education.com/magazine/article/fast-food-school-cafeterias/ • “The only way to keep the lunchroom running, then, is to keep students buying. And when brand-name items appear on the menu, “the kids will line up a mile long,” said Amy Hedrick, the food service supervisor in the Scotts Valley Unified School District in California.”

6. Vocabulary continued • Nixon: Richard Milhous Nixon was the 37th President of the United States, serving from 1969 to 1974, when he became the only president to resign the office. • Nostalgic: experiencing or exhibiting nostalgia, a sentimental or wistful yearning for the happiness felt in a former place, time, or situation. • Emotional Branding: Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand (or product) that cannot fully be rationalized. Emotional brands have a significant impact when the consumer experiences a strong and lasting attachment to the brand comparable to a feeling of bonding, companionship or love. • Federal trade commission: The Federal Trade Commission is an independent agency of the United States government, established in 1914 by the Federal Trade Commission Act. Its principal mission is the promotion of consumer protection and the elimination and prevention of anticompetitive business practices, such as coercive monopoly. • “Our friend the atom“ show: “Our Friend the Atom" is a 1957 episode of the television series Disneyland describing the benefits of nuclear power. • Brandweek: First published in 1986 as Adweek's Marketing Week, the publication changed its name in 1992 after facing a legal threat from the UK's Marketing Week magazine. Brandweekcoverd the world of marketing from big-budget ad campaigns to under-the-radar guerrilla efforts. The publication is part of the AdweekMedia Group of magazines owned by The Nielsen Company. It published 46 print issues a year in addition to Brandweek.com and a series of e-mail newsletters focusing on shopper, digital, Hispanic and green marketing. It was merged into Adweek in 2011. • Screen Cartoonist Guild: The Motion Picture Screen Cartoonists Guild, then known as the Hollywood Screen Cartoonists, held their first union meeting in 1937. A formal constitution was drafted in 1939, and the name Screen Cartoonists Guild (SCG) was adopted. In 1940, William Littlejohn became the Guild's president. After their first year as a union, the SCG represented cartoonists at Metro-Goldwyn-Mayer (MGM) and the Walter Lantz Studios. The Guild then consisted of approximately 115 members. Through successful collective bargaining, the SCG was able to significantly raise the average wage paid to the industry's animators. • McDonald’s Brothers: Richard and Maurice McDonald, early American fast food pioneers, who established the first McDonald's restaurant at 1948 North E Street and West 14th Street in San Bernardino, California in 1940

7. Critical Questions? • How has advertising changed today? • Do we have Kroc and Walt Disney to blame for the consequences of fast food today in our society? • Is advertising to children ethical?