The character ( child) used was too big to be termed as new born.
The joker flavor gave a feeling of fear.
Target audience was restricted to children.
The centralised advertise did not worked well for indian audience.
The new born baby just ads meaning to the new outlet which is opened. The red and yellow background ads represents the mc Donalds logo. Surprised look of the baby ads the anxiety to try out and delicious flavor feeling. Target audience is not restricted .
Activates: Working executives ( IT sector, bpos, etc) House Wives ,Kids, college students,
Of All Age Groups.
Values: Keeping the INDIAN culture in mind.
Media Plan (Newspaper) News Paper (PUNE) Cost of AD (Rate* 800) No. of insertions Total cost Justification Economic Times 4,96,000 4 2,48,000 High reach, universal TA, TOI 11,14,000 4 44,16,000 High reach, demographic and geographically favorable Pune Mirror 2,50,000 4 10,00,000 Low cost DNA 6,40,000 4 25,60,000 geographically favorable.
Media Plan (Magzine) Dailies Cost of AD (per 1000) No. of insertions Total cost (Rs.) Justification New Women’s (Monthly) 1,25,000 1 dual page. 2,50,000 Low cost high reach. Femina (Fort nightly) 2,34,000 2 dual page. 9,36,000 High readership Readers Digest (Monthly) 1,89,000 1 dual page 3,78,000 Demographically favorable (student) Meri Saheli (Monthly) 1,89,000 1 1,89,000 Demographically favorable (women)low cost high reach total 99,77,000
MEDIA SCHEDULING WEEK 1 WEEK 2 1 st august - Economic Times, TOI, Pune Mirror, DNA 8 th august-Economic Times, TOI, 11 th august -Pune Mirror, DNA 1 st august - New Women, Femina, meri saheli, readers digest. WEEK 3 WEEK 4 15 th august - Economic Times, TOI, Pune Mirror, DNA 23 rd august - Economic Times, TOI, 27 th august - Pune Mirror, DNA 15 th august – femina.