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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 Advertising Paid non-personal communication Sales Promotion- Buckle Incentives to buy Publicity

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retail promotion mix
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

promotional objectives
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
positive store image
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 togenerate a positive store image.
promotional objectives5
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
steps in retail adv campaign
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
  • 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.
selecting advertising objectives
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
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
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
selecting the media to use
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
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
Evaluating the results
  • Advertising Effectiveness
  • Results are still be collected.
  • Looking at past strategies - - - new campaign will be very effective.