Presentation on theme: "Advertising and Promotion McDonald’s New Campaign"— Presentation transcript:
1 Advertising and Promotion McDonald’s New Campaign Kelsey HawkinsSteven Killian
2 Retail Promotion Mix Promotion Generate sales by making their targeted customers aware of current offeringsAdvertisingPaid non-personal communicationSales Promotion-BuckleIncentives to buyPublicityNon-paid-for-communications of infoPersonal SellingFace to face communication
3 Promotional Objectives Long-TermInstitutional Adv.Selling the store rather than its merchandiseCreate positive store imageAlso good in short-run –Perfect ideaPublic service promotionPerceived as a good citizen w/in the communityMacy’s
4 Positive Store ImageDee Lincoln, cofounder of Del Frisco’s Double Eagle Steakhouse, paid a record $80,000 for a 1,309-pound Main-Anjou Cross-breed at Denver’s National Western Stock Show to introduce her new store and to generate a positive store image.
5 Promotional Objectives Short-TermPromotional Adv.Increase performance by using product availability or price as selling pointIncrease patronage from existing customersTrying to make customers more loyalAttracting new customersPrimary trading areaSecondary trading area
6 Steps in Retail Adv. Campaign Selecting adv. ObjectivesBudgeting for the campaignDesignating the messageSelecting the media to useScheduling of adsEvaluating the results
7 McDonaldsNew Worldwide Balanced Active Lifestyle Public Awareness Campaign“it’s what I eat and what I do….i’m lovin’ it”Help consumers better understand the concept of energy balance in their lives.Goactive.com
8 Selecting Advertising Objectives Get up to speed w/ the new trend in eating healthy and staying activeFocus on Moms and FamiliesEducate people
9 Budgeting for the campaign McDonald’s 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)
10 Designating the message Needs to be CreativeThe 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 clutterUsing Olympic AthletesAchieve the objective of advertising strategyOn the side of Happy Meals there will be educational tipsAvoid errors especially legal ones
11 Selecting the Media to Use Use celebrity from all over to promote to the target audience in each country.Destiny’s Child (USA)Guo Jingjing (China)Sarah Ulmer (New Zealand)Also use a Mom’s or “life coaches” to their own Olympic hopefuls. These role models are used to inspire young people.
12 Scheduling of adsUsing Olympic Athletes in timing for the Winter OlympicsGet name associated with best athletes in the world, will reflect their new, improved healthy menu and choices
13 Evaluating the results Advertising EffectivenessResults are still be collected.Looking at past strategies new campaign will be very effective.