Development of an Advertising Campaign for Mcdonald's
Introduction
Whenever we see the newspaper or magazine, turn on the Television, or see the poster on building, we are confronted with advertisement. The commercial advertising is everywhere in our life. Advertising adopts a variety of appeals to cause customers’ cognition for the brand such as emotional appeals. (Vestergaard&Schroder, 1985) Therefore, excellent advertising campaigns will deeply strong the influence of product or brand in consumer’s mind. Finally, it can increase the sales of product and take the expected market share. In this essay, it will develop an advertising campaign for McDonald’s. In the first part, it will give a brief description of the McDonald’s and its products, target audience. The second part will display message objective. The third part will do a specific media selection. The fourth part will advance a creative strategy, and then in the fifth part I will evaluate the effectiveness of this strategy. At the end, a conclusion will be given.
About McDonald’s
McDonald’s is the world’s largest fast food shop chains. The business of McDonald’s began in 1940, opened by brothers Dick and Mac McDonald in San Bernardino, California. The previous mascot of McDonald’s was a chief whose name was ‘Speedee’. In 1963, he was replaced with Ronald McDonald. Today, ‘McDonald’s is the leading global foodservice retailer with more than 31,000 native restaurants serving more than 58 million people in 118 countries each day. More than 75% of McDonald's restaurants worldwide are owned and operated by independent local men and women.’ (McDonald’s official website)
McDonald’s is like a myth for restaurant industry. This fast-food kingdom mainly operates by hamburgers, sales of hamburgers more than 200 million one day. The annual revenues can arrived at 15 billion US dollars. All of the McDonald’s restaurants are hung in dazzling golden yellow double-arched M signboard. The management standards of McDonald’s have three letters, ‘Q. S. C’, which
Whenever we see the newspaper or magazine, turn on the Television, or see the poster on building, we are confronted with advertisement. The commercial advertising is everywhere in our life. Advertising adopts a variety of appeals to cause customers’ cognition for the brand such as emotional appeals. (Vestergaard&Schroder, 1985) Therefore, excellent advertising campaigns will deeply strong the influence of product or brand in consumer’s mind. Finally, it can increase the sales of product and take the expected market share. In this essay, it will develop an advertising campaign for McDonald’s. In the first part, it will give a brief description of the McDonald’s and its products, target audience. The second part will display message objective. The third part will do a specific media selection. The fourth part will advance a creative strategy, and then in the fifth part I will evaluate the effectiveness of this strategy. At the end, a conclusion will be given.
About McDonald’s
McDonald’s is the world’s largest fast food shop chains. The business of McDonald’s began in 1940, opened by brothers Dick and Mac McDonald in San Bernardino, California. The previous mascot of McDonald’s was a chief whose name was ‘Speedee’. In 1963, he was replaced with Ronald McDonald. Today, ‘McDonald’s is the leading global foodservice retailer with more than 31,000 native restaurants serving more than 58 million people in 118 countries each day. More than 75% of McDonald's restaurants worldwide are owned and operated by independent local men and women.’ (McDonald’s official website)
McDonald’s is like a myth for restaurant industry. This fast-food kingdom mainly operates by hamburgers, sales of hamburgers more than 200 million one day. The annual revenues can arrived at 15 billion US dollars. All of the McDonald’s restaurants are hung in dazzling golden yellow double-arched M signboard. The management standards of McDonald’s have three letters, ‘Q. S. C’, which