Advertising and Promotion McDonald’s New Campaign

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Advertising and PromotionMcDonalds New Campaign

• Kelsey Hawkins
• Steven Killian

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Retail Promotion Mix

• Promotion
• Generate sales by making their targeted customers
  aware of current offerings
• Advertising
• Paid non-personal communication
• Sales Promotion-Buckle
• Incentives to buy
• Publicity
• Non-paid-for-communications of info
• Personal Selling
• Face to face communication

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Promotional Objectives

• Long-Term
• Institutional Adv.
• Selling the store rather than its merchandise
• Create positive store image
• Also good in short-run Perfect idea
• Public service promotion
• Perceived as a good citizen w/in the community
• Macys

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Positive Store Image

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

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Promotional Objectives

• Short-Term
• Promotional Adv.
• Increase performance by using product
  availability or price as selling point
• Increase patronage from existing customers
• Trying to make customers more loyal
• Attracting new customers
• Primary trading area
• Secondary trading area

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Steps in Retail Adv. Campaign

• Selecting adv. Objectives
• Budgeting for the campaign
• Designating the message
• Selecting the media to use
• Scheduling of ads
• Evaluating the results

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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

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Selecting Advertising Objectives

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

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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)

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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
• Attract attention and retain attention be able
  to break through competitive clutter
• Using Olympic Athletes
• Achieve the objective of advertising strategy
• On the side of Happy Meals there will be
  educational tips
• Avoid errors especially legal ones

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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.

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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

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Evaluating the results

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

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Sources

• Mcdonalds.com
• Goactive.com
• Balance.mcdonalds.com