This is about McDonalds' advertising

1. Target Audience
Demographic Psychographic Behavioral
Kids, Students,
Family, Busy adults
Life style : Mc Rice,
Seenisambol
Burgher
Kid’s Party

2. Advertising Objectives
• Perception
• Cognition
• Association
• Persuasion
• Behavior
• Affective

3. Message to be Communicated
• Product: Quality product with taste.
• Price: At low price (Value for
Money)
• Place: Island wide which has over
300 outlets.
• Promotions: Available benefits and
offerings

4. Creative Concept
ADUMA MILATA
RASA WIDINNA
(Conditions Apply)

5. Media Objectives
How many heads to be
captured
Reach
Frequency X
How many time
advertisement to be
shown

6. Media Objectives
Why Reach………
 Objective is enhance customer base for 250+
outlets
Popular brand name
(No need to remind)
Growth stage in PLC

7. Media Objectives
How to achieve………
1. Television
ITN Hiru Swarnawahin
i According to the
coverage
Punchi
Walaww
a
AtapattamaSri
Gauthama
Viewership
ITN : Punchi
walawwa/
Atapattama

8. Media Objectives
How to achieve………
2. Radio
Sirasa
fm
Hiru
fm
Sha fm
Peak Time
Sirasa fm- Pirith hours
Hiru fm- DJ Ara &
Pasbara
Sha fm- Bus travellers

9. Media Objectives
How to achieve………
3. Newspaper
Daily Newspaper
Weekend Newspaper
 Irida Lankadeepa
 Sunday Observer
X

10. Media Strategy
• Media Mix
Three Months Advertising Campaign with 70
million budget
Media Types Rs : mln
TV 35
Radio 15
Press 5
Movie Theaters 6
Bill Boards 8
Internet based Ads 1
Total 70

11. Media Types Channel Programs
Time
Duration of
the Program
Frequency Time
TV
ITN Punchi
Walawwa
8.30-9.00 pm Mon to Fri 1*5=5
1.2
minutes
Atapattama
7.30-8.00 pm Wed =2
30
seconds
Sirasa Swapna
8.00-8.30 pm
Mon to Fri 1*5=5 1
minutes
Radio
Hiru FM DJ Ara &
Pasbara
7.00-10.00
am
Mon to Fri
2*5=10
30
seconds
Press
Irida
Lankadeepa
Second Page
(half page full
color ad,
8*27cm)
Sunday
Observer
Second page
(half page full
color ad,
8*27cm)

12. Media Strategy
• Theater/ Movies
Areas - Colombo, Kandy, Galle, Kurunegala
Theaters – Savoy, Impala, Liberty, Empire
• Out of Home Media
Bill boards – Mass classes
Universities
Educational Institutes
Schools
Bus Halt Branding
Distance Boards
• Internet based Advertising