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    Advertising and Promotion

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    Sreeja Vineesh Warrier
    McDonald's is launching a new worldwide balanced active lifestyle public awareness campaign called "It's what I eat and what I do...I'm lovin' it". The campaign aims to help consumers better understand energy balance and promote an active lifestyle through their website goactive.com. McDonald's will have a huge budget to target moms, families, and educate people. They will use Olympic athletes from different countries in their advertising leading up to the Winter Olympics to promote their new healthier menu options and inspire young people. The results of the advertising campaign are still being evaluated but past strategies have been very effective.

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    Advertising and Promotion

    Uploaded by

    Sreeja Vineesh Warrier
    12 views14 pages
    McDonald's is launching a new worldwide balanced active lifestyle public awareness campaign called "It's what I eat and what I do...I'm lovin' it". The campaign aims to help consumers better understand energy balance and promote an active lifestyle through their website goactive.com. McDonald's will have a huge budget to target moms, families, and educate people. They will use Olympic athletes from different countries in their advertising leading up to the Winter Olympics to promote their new healthier menu options and inspire young people. The results of the advertising campaign are still being evaluated but past strategies have been very effective.

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    McDonald's is launching a new worldwide balanced active lifestyle public awareness campaign called "It's what I eat and what I do...I'm lovin' it". The campaign aims to help consumers better understand energy balance and promote an active lifestyle through their website goactive.com. McDonald's will have a huge budget to target moms, families, and educate people. They will use Olympic athletes from different countries in their advertising leading up to the Winter Olympics to promote their new healthier menu options and inspire young people. The results of the advertising campaign are still being evaluated but past strategies have been very effective.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    12 views14 pages

    Advertising and Promotion

    Uploaded by

    Sreeja Vineesh Warrier
    McDonald's is launching a new worldwide balanced active lifestyle public awareness campaign called "It's what I eat and what I do...I'm lovin' it". The campaign aims to help consumers better understand energy balance and promote an active lifestyle through their website goactive.com. McDonald's will have a huge budget to target moms, families, and educate people. They will use Olympic athletes from different countries in their advertising leading up to the Winter Olympics to promote their new healthier menu options and inspire young people. The results of the advertising campaign are still being evaluated but past strategies have been very effective.

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    Download as PPT, PDF, TXT or read online from Scribd
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    You are on page 1of 14

    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) 2) 3) 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

    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

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