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Advertising and-promotion ppt

Advertising and-promotion ppt

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  • 1. Advertising and Promotion McDonald’s New Campaign Kelsey Hawkins Steven Killian
  • 2. 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
  • 3. Promotional Objectives
    • Lon g -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
  • 4. 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.
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. Selecting Advertising Objectives
    • Get up to speed w/ the new trend in eating healthy and staying active
    • Focus on Moms and Families
    • Educate people
  • 9. 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)
  • 10. 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
  • 11. 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.
  • 12. 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
  • 13. Evaluating the results
    • Advertising Effectiveness
    • Results are still be collected.
    • Looking at past strategies - - - new campaign will be very effective.
  • 14. Sources
    • Mcdonalds.com
    • Goactive.com
    • Balance.mcdonalds.com