Advertising and Promotion

McDonald’s 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
Macy’s
 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.
 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) Selecting adv. Objectives
2) Budgeting for the campaign
3) Designating the message
4) Selecting the media to use
5) Scheduling of ads
6) Evaluating the results
 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
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
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)
 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.
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.
 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