1. Advertising and Promotion McDonald’s New Campaign
Kelsey Hawkins
Steven Killian

2. 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

3. 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
Macy’s

4. Positive Store Image
Dee 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-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

6. 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

7. McDonalds
New 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 active
Focus on Moms and Families
Educate 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 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

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 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

13. Evaluating the results
Advertising Effectiveness
Results are still be collected.
Looking at past strategies new campaign will be very effective.

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