Advertising and PromotionMcDonalds New CampaignKelsey HawkinsSteven Killian

Retail Promotion MixPromotionGenerate sales by making their targeted customers aware of current offeringsAdvertising Paid non-personal communicationSales Promotion-BuckleIncentives to buyPublicityNon-paid-for-communications of infoPersonal SellingFace to face communication

Promotional ObjectivesLong-TermInstitutional Adv.Selling the store rather than its merchandiseCreate positive store imageAlso good in short-run Perfect ideaPublic service promotionPerceived as a good citizen w/in the community Macys

Positive Store ImageDee Lincoln, cofounder of Del Friscos Double Eagle Steakhouse, paid a record $80,000 for a 1,309-pound Main-Anjou Cross-breed at Denvers National Western Stock Show to introduce her new store and to generate a positive store image.

Promotional ObjectivesShort-TermPromotional Adv.Increase performance by using product availability or price as selling pointIncrease patronage from existing customersTrying to make customers more loyalAttracting new customersPrimary trading areaSecondary trading area

Steps in Retail Adv. CampaignSelecting adv. ObjectivesBudgeting for the campaignDesignating the messageSelecting the media to useScheduling of adsEvaluating the results

McDonalds New Worldwide Balanced Active Lifestyle Public Awareness Campaign its what I eat and what I do.im lovin itHelp consumers better understand the concept of energy balance in their lives.Goactive.com

Selecting Advertising ObjectivesGet up to speed w/ the new trend in eating healthy and staying activeFocus on Moms and FamiliesEducate people

Budgeting for the campaignMcDonalds 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)

Designating the messageNeeds to be CreativeThe 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 clutterUsing Olympic Athletes Achieve the objective of advertising strategyOn the side of Happy Meals there will be educational tipsAvoid errors especially legal ones

Selecting the Media to UseUse celebrity from all over to promote to the target audience in each country. Destinys Child (USA) Guo Jingjing (China) Sarah Ulmer (New Zealand) Also use a Moms or life coaches to their own Olympic hopefuls. These role models are used to inspire young people.

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

Evaluating the resultsAdvertising EffectivenessResults are still be collected.Looking at past strategies - - - new campaign will be very effective.

SourcesMcdonalds.comGoactive.comBalance.mcdonalds.com