Advertising and-promotion


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Advertising and-promotion

  1. 1. Advertising and Promotion McDonald’s New Campaign Kelsey Hawkins Steven Killian
  2. 2. Retail Promotion Mix <ul><li>Promotion </li></ul><ul><ul><li>Generate sales by making their targeted customers aware of current offerings </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><ul><li>Paid non-personal communication </li></ul></ul></ul><ul><ul><li>Sales Promotion- Buckle </li></ul></ul><ul><ul><ul><li>Incentives to buy </li></ul></ul></ul><ul><ul><li>Publicity </li></ul></ul><ul><ul><ul><li>Non-paid-for-communications of info </li></ul></ul></ul><ul><ul><li>Personal Selling </li></ul></ul><ul><ul><li>Face to face communication </li></ul></ul>
  3. 3. Promotional Objectives <ul><li>Lon g -Term </li></ul><ul><li>Institutional Adv. </li></ul><ul><ul><li>Selling the store rather than its merchandise </li></ul></ul><ul><ul><li>Create positive store image </li></ul></ul><ul><ul><ul><li>Also good in short-run –Perfect idea </li></ul></ul></ul><ul><ul><li>Public service promotion </li></ul></ul><ul><ul><ul><li>Perceived as a good citizen w/in the community </li></ul></ul></ul><ul><ul><ul><li>Macy’s </li></ul></ul></ul>
  4. 4. Positive Store Image <ul><li>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. </li></ul>
  5. 5. Promotional Objectives <ul><li>Short-Term </li></ul><ul><li>Promotional Adv. </li></ul><ul><ul><li>Increase performance by using product availability or price as selling point </li></ul></ul><ul><li>Increase patronage from existing customers </li></ul><ul><ul><li>Trying to make customers more loyal </li></ul></ul><ul><li>Attracting new customers </li></ul><ul><ul><li>Primary trading area </li></ul></ul><ul><ul><li>Secondary trading area </li></ul></ul>
  6. 6. Steps in Retail Adv. Campaign <ul><li>Selecting adv. Objectives </li></ul><ul><li>Budgeting for the campaign </li></ul><ul><li>Designating the message </li></ul><ul><li>Selecting the media to use </li></ul><ul><li>Scheduling of ads </li></ul><ul><li>Evaluating the results </li></ul>
  7. 7. McDonalds <ul><li>New Worldwide Balanced Active Lifestyle Public Awareness Campaign </li></ul><ul><ul><ul><ul><li>“it’s what I eat and what I do….i’m lovin’ it” </li></ul></ul></ul></ul><ul><li>Help consumers better understand the concept of energy balance in their lives. </li></ul><ul><li> </li></ul>
  8. 8. Selecting Advertising Objectives <ul><li>Get up to speed w/ the new trend in eating healthy and staying active </li></ul><ul><li>Focus on Moms and Families </li></ul><ul><li>Educate people </li></ul>
  9. 9. Budgeting for the campaign <ul><li>McDonald’s has a huge budget that allows them to target whatever market they see as beneficial. </li></ul><ul><li>They are able to change their advertising strategy as often as they change their menu. </li></ul><ul><ul><ul><ul><li>McDonald's is Your Kind of Place (1967) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>McDonald's and You (1983) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Have you Had your Break Today? (1995) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>I'm lovin' it (2003) </li></ul></ul></ul></ul>
  10. 10. Designating the message <ul><li>Needs to be Creative </li></ul><ul><ul><li>The overall McDonald's experience portrays warmth and a real slice of every day life. This &quot;image&quot; or &quot;reputation&quot; advertising has become a trademark. </li></ul></ul><ul><li>3 Goals: </li></ul><ul><ul><li>Attract attention and retain attention; be able to break through competitive clutter </li></ul></ul><ul><ul><ul><li>Using Olympic Athletes </li></ul></ul></ul><ul><ul><li>Achieve the objective of advertising strategy </li></ul></ul><ul><ul><ul><li>On the side of Happy Meals there will be educational tips </li></ul></ul></ul><ul><ul><li>Avoid errors especially legal ones </li></ul></ul>
  11. 11. Selecting the Media to Use <ul><li>Use celebrity from all over to promote to the target audience in each country. </li></ul><ul><ul><ul><li>Destiny’s Child (USA) </li></ul></ul></ul><ul><ul><ul><li>Guo Jingjing (China) </li></ul></ul></ul><ul><ul><ul><li>Sarah Ulmer (New Zealand) </li></ul></ul></ul><ul><li>Also use a Mom’s or “life coaches” to their own Olympic hopefuls. These role models are used to inspire young people. </li></ul>
  12. 12. Scheduling of ads <ul><li>Using Olympic Athletes in timing for the Winter Olympics </li></ul><ul><li>Get name associated with best athletes in the world, will reflect their new, improved healthy menu and choices </li></ul>
  13. 13. Evaluating the results <ul><li>Advertising Effectiveness </li></ul><ul><li>Results are still be collected. </li></ul><ul><li>Looking at past strategies - - - new campaign will be very effective. </li></ul>
  14. 14. Sources <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>