Up until the beginning of the 20th century, businesses generally developed strategies to sell their products and services based on their specific characteristics or uses. While advertising was already a well-established industry by then, the idea of studying the entire process of selling — from finding out what the customer really wants to how to convince him that he really needs your product — did not take root until several academics from major universities started studying buyer and seller relationships in the early 1900s. Initial concepts of marketing were more focused on techniques to sell to as much as possible, but by the 1950s, the idea of understanding the needs of customers and the value of forging long-term brand relationships was becoming mainstream.Cradle-to-Grave Concept
The expression “cradle to grave” is used in several different contexts in business, perhaps most commonly as a description of a product’s life cycle, but in marketing and advertising, the term refers to the practice of specifically marketing to children with the hope that they will become loyal consumers of that company’s products for life.Cradle-to-Grave Branding
The concept of cradle-to-grave branding really came into into its own in the 1980s and ’90s. Industry veteran marketing consultant James McNeal, author of the book “Kids as Consumers: a Handbook of Marketing to Children” reports that while ideas about cradle-to-grave branding were generally ignored for many years, they have become the norm in the 21st-century marketing business. He points out that the only way to increase customers is to switch them from other brands or “grow” them from birth, and in our society, it is actually easier to grow customers from birth than switch them.
Importance Nagging vs. Persistence NaggingCradle-to-grave branding has gone so far that marketers use advertising to give children exact phrases for “nagging” designed to be most effective in convincing their parents to buy the company’s products. The former head of Twentieth Century Fox’s media and research department, Cheryl Idell, conducted a study demonstrating the effectiveness of “information nagging” versus “persistence nagging.” This study demonstrated that kids who explained why they wanted to buy the products instead of just repeatedly begging their parents to buy the products ended up getting what they wanted significantly more often. While this is not really all that surprising, publication of Idell’s study “The Nag Factor” has given impetus to a significant and ongoing trend of marketers providing explicit reasons for kids to explain to their parents why they need a The food industry in the United States represents a $1 trillion annual market, which is almost 10 percent of the U.S
. Gross Domestic Product. In other words, food and beverage marketing is a gold-mine opportunity for creative marketing professiona For one, foods and beverages represent consumables: these are not luxury items that marketers must convince consumers they need to have. Instead, they are essentials, and the role of marketing professionals is to convince consumers that they need one item over another. So, food and beverage marketing revolves around a number of elements that draw customers to a product.