Advertising and Promotion

McDonalds New Campaign

Kelsey Hawkins
Steven Killian

Retail Promotion Mix

Promotion
Generate sales by making their targeted
customers aware of current offerings
1) Advertising
Paid non-personal communication

2) Sales Promotion-Buckle
Incentives to buy

3) Publicity
Non-paid-for-communications of info

4) Personal Selling
Face to face communication

Promotional Objectives
Long-Term
Institutional Adv.
Selling the store rather than its
merchandise
1) Create positive store image
Also good in short-run Perfect idea

2) Public service promotion

Perceived as a good citizen w/in the
community
Macys

Positive Store Image

Dee Lincoln, cofounder
of Del Friscos Double
Eagle Steakhouse, paid
a record $80,000 for a
1,309-pound MainAnjou Cross-breed at
Denvers National
Western Stock Show to
introduce her new
store and to generate a
positive store image.

Promotional Objectives
Short-Term
Promotional Adv.
Increase performance by using product
availability or price as selling point

1) Increase patronage from existing

customers
Trying to make customers more loyal

2) Attracting new customers

Primary trading area
Secondary trading area

Steps in Retail Adv. Campaign

1)
2)
3)
4)
5)
6)

Selecting adv. Objectives

Budgeting for the campaign
Designating the message
Selecting the media to use
Scheduling of ads
Evaluating the results

McDonalds
New Worldwide Balanced Active
Lifestyle Public Awareness Campaign
its what I eat and what I do.im lovin it

Help consumers better understand

the concept of energy balance in
their lives.
Goactive.com

Selecting Advertising Objectives

Get up to speed w/ the new trend in
eating healthy and staying active
Focus on Moms and Families
Educate people

Budgeting for the campaign

McDonalds has a huge budget that
allows them to target whatever
market they see as beneficial.
They are able to change their
advertising strategy as often as
they change their menu.

McDonald's is Your Kind of Place (1967)

McDonald's and You (1983)
Have you Had your Break Today? (1995)
I'm lovin' it (2003)

Designating the message

Needs to be Creative
The overall McDonald's experience portrays
warmth and a real slice of every day life. This
"image" or "reputation" advertising has
become a trademark.
3 Goals:
1) Attract attention and retain attention; be able to break
through competitive clutter

Using Olympic Athletes

2) Achieve the objective of advertising strategy

On the side of Happy Meals there will be educational tips

3) Avoid errors especially legal ones

Selecting the Media to Use

Use celebrity from all over to promote to the
target audience in each country.
Destinys Child (USA)
Guo Jingjing (China)
Sarah Ulmer (New Zealand)
Also use a Moms or life coaches to their own
Olympic hopefuls. These role models are used to
inspire young people.

Scheduling of ads
Using Olympic Athletes in timing for
the Winter Olympics

Get name associated with best

athletes in the world, will reflect their
new, improved healthy menu and
choices

Evaluating the results

Advertising Effectiveness
Results are still be collected.
Looking at past strategies - - - new
campaign will be very effective.

Sources
Mcdonalds.com
Goactive.com
Balance.mcdonalds.com