Nobody downloaded yet

McDonald's Advertising Campaign - Term Paper Example

Comments (0) Cite this document
McDonald’s Advertising Campaign In the world of advertising and fast food it’s essential that companies remain competitive with advertising and promotion. It is no surprise then that the largest fast-food company, McDonalds, is also responsible for some of the most in-depth and well-developed advertising campaigns…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER91.5% of users find it useful
McDonalds Advertising Campaign
Read TextPreview

Extract of sample "McDonald's Advertising Campaign"

Download file to see previous pages The current Mcdonald’s advertising campaign is referred to as the ‘I’m lovin’ it’ campaign. This campaign extends to international borders and has been implemented in virtually every advertising medium available within the contemporary media climate. While many might have expected this advertising campaign to be developed by an American firm, in actuality it was constructed by an advertising agency located in Unterhaching, Germany referred to as DDB Worldwide Communications Group, Inc. Rather than debuting the campaign in the United States, the ‘I’m lovin’ it’ campaign was debuted in Australia and that later throughout parts of Europe and ultimately the United States. It seems in structuring the campaign in such a way McDonald’s was able to in a sense test out their advertising and fine-tune its various elements before debuting it in the larger Western markets. This strategy has a number of beneficial elements, namely that despite pre-debut polling and surveys, the actual reception of the marketing campaign is not entirely discernable until after it is received within the public context; as a result numerous logistical and thematic errors can be worked out before it ultimately hits the most pivotal Western market. When it finally did debut in the USA on June 29, 2003 it did so with a large amount of fanfare. During its debut the campaign slogan was accompanied by the music of Tom Batoy and Franco Tortora (Mona Davis Music) and vocals by Justin Timberlake. In including such a large name (indeed, Justin Timberlake was at the top of the pop culture world at the time of this campaign) allowed McDonalds to significantly establish their new message and distinguish it from past advertising incarnations (Dicker 2010). In these regards, the debut functions as more than just a means of drawing significant attention to the product (which is one of the primary concerns), but it also functions to draw attention to the significant shift in tone and message from previous McDonald’s campaigns. This is important as it indicates that the campaign often does not simply signify a renewed approach to promotion, but oftentimes represents a philosophical shift in the nature of nature of the company’s vision. As advertising campaigns are implemented they oftentimes have been demonstrated to make subtle shifts within their production mechanisms. The McDonald’s ‘I’m Lovin It’ campaign is ne exception in these regards. Despite debuting with one set slogan and approach to promotion as the campaign progressed new forms of presentation were included; for instance, in 2007 a public casting call was issued which resulted in nearly 15,000 applicants (‘The Latest from McDonald’s’). From this pool twenty-four were selected and integrated into the advertising campaign. These individuals’ images and themes of inspiration were implemented on McDonald’s products throughout the world. This last method was a highly effective means of altering the campaign through becoming more directly involved in the customer’s perspective. Rather than simply relying on ad executives to determine what constitutes effective promotion, allowing actual customers to become involved functions to create a sort of raw and direct appeal to the audience. This method went beyond traditional television and print advertising, truly ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“McDonald's Advertising Campaign Term Paper Example | Topics and Well Written Essays - 1000 words”, n.d.)
Retrieved from
(McDonald'S Advertising Campaign Term Paper Example | Topics and Well Written Essays - 1000 Words)
“McDonald'S Advertising Campaign Term Paper Example | Topics and Well Written Essays - 1000 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF McDonald's Advertising Campaign

Advertising campaign

..., implement and facilitate their own advertisement strategy (Espejo, 2010). References Avery, J., 2000. Advertising campaign planning: developing an advertising-based marketing plan. Chicago, Copy Workshop. Carbasho, T., 2010. Nike. (E-book) Santa Barbara, Calif, Greenwood. Available through: (Accessed 4th December 2013). Egendorf, L. K., 2006. Advertising. Farmington Hills, MI, Greenhaven Press. Espejo, R., 2010. Advertising. Detroit, Greenhaven Press. Jenkins, J. R. G., and Zif, J. J., 2001. Planning the advertising campaign; player's manual. New York,...
9 Pages(2250 words)Essay

Advertising Campaign

...a marketing degree helpful for their career. The chief objective of the promotion is to double the awareness of UniSA'smarketing degree in Hong Kong in a year and increase the applications for the degree by 30 per cent. STRATEGIES The promotion should highlight the key benefit or unique selling proposition (usp) of UniSA that should immediately appeal to the target audience. That is to say it should tell the audience how the University of South Australia is different from its competitors. A perceptual mapping will prove beneficial in this regard to chart the target audiences' perception of UniSA compared with that of Harvard school of business. "Before you embark on an image advertising campaign, you...
2 Pages(500 words)Case Study

Advertising Campaign

...Advertising campaign The aim of the present work is to analyze advertising campaign from the viewpoint of how advertising campaigns should be performed theoretically and main aspects they should account, and to create new improved advertising campaign. The object chosen for the present discussion is the Sheraton network of hotels, as the task for this paper was to choose an object out of hospitality/ tourism business. Sheraton's campaign analysis The last and the most recent Sheraton advertising campaign was launched on 10th of April, 2006. This...
9 Pages(2250 words)Case Study

Advertising Campaign

...Advertising Campaign How to sell a product – this is what advertising is all about. To achieve this goal, advertising agencies go to great lengths to study how a product entrusted to them by a client company could make it to the shopping list of its intended consumers. As first step, the advertising agency mobilizes its creative workforce to formulate an advertising plan on how the product would be presented and sold to the prospective consumers. The master plan for an advertising campaign consists of the following: 1) Objective – here, the agency sets its sights on the type of market...
5 Pages(1250 words)Essay

Advertising Campaign: Blackberry Bold

...The BlackBerry Bold Campaign Analysis The marketing campaign behind the recently released BlackBerry Bold has its share of hits and misses. Thecampaign, spearheaded by RIM and AT&T, launched several advertisements and commercials in an attempt to capture a cross band of consumers for their new product, but in doing so may have fallen short of its initial goal. The most well known commercial appeared on CNBC, and depicted a track runner running the 200-yard dash while engaged in his BlackBerry Bold. The marketing goal was to connect to the sports and athletic minded demographic. The commercial shows the runner’s legs moving at a supersonic speed while everything else in the commercial...
5 Pages(1250 words)Essay


...that offers quality food for dogs and cats. The company designs all its advertisement campaigns in a manner that outlines its products to be of superior class for all pets. Purina Pet Care desires to establish a strong brand image so as to ensure that it is number one choice of all pet owners. Their target market is growing and young families who are inclined towards having more than one pet. In all Purina Pet Care’s advertisements main focus is pets and their owners. One of their recent campaigns had a tagline “a dog food you can rely on”. This statement clearly states that Purina Pet Care considers them to deliver superior quality dog food in America. A new...
3 Pages(750 words)Assignment

Analyze McDonald's

..., the company is still large enough to dedicate $2billion dollars towards its advertising expenses. In addition, McDonald’s also has several partnerships with many large brands and sponsors many competitions, which boost its popularity. The large budget makes it difficult for smaller upcoming companies to compete. Another strength of the company is that it facilitates for locally adapted menus, which increases its customers in different locations (Jurevicius, n.p). The main weakness of McDonald’s is the negative publicity it is receiving in the modern world. Many individuals criticize the company for an unhealthy diet and associate it with many health conditions today such as...
3 Pages(750 words)Case Study


...Advertising Campaign The Smile of a Dog is a Sign of Success Objective: To inform the dog owners on how the “high-quality ingredients for outstanding nutrition and taste” being made by the Purina Pro Plan make dogs happy. Specific Objective: to ensure pet owners have made a step towards making their dogs smile. Budget: advertisement of this campaign will be through print ad. As a result of this, it will cost approximately $1000. Message strategy: majority of the pet owners do not know that the dogs that are often jovial are the most attractive (Astrid, 2013). Purina Pro Plan dog food constitute of ingredients that keep dogs healthy. Media strategy: the texts in the...
2 Pages(500 words)Assignment

Working at McDonald's

...In “Working at McDonald’s” Amitai Etzioni who is called guru of the communitarian movement speaks about the advantages and disadvantages of part-timeteenager’s work at fast food restaurants and especially McDonald’s. The author chose McDonald’s because it represents the whole American system of low cost but available teen jobs. Amitai criticizes the whole approach towards such concept as part-time teenage job. His most interesting arguments say that such job not only provides necessary progress for the person on the professional or educational level but also has a bad influence on a person’s education. That is because most of the workers at McDonald’s are students high school and their job at fast food restaurants interferes... with their...
3 Pages(750 words)Assignment


...McDonald’s YourFirst YourLast Political Trends According to the Economist , McDonald’s has set its base in over 95 states, so its political coverage is spread everywhere. Normally, McDonald’s, like any other fast food restaurant, has to observe government’s guidelines in relation to health cleanliness and sanitation. Some régimes have been compelling the fast food sector, for the reason that fast food has been regarded as junk food, resulting to obesity, circulatory problems and high levels of cholesterol. For example, McDonalds has been unable to invest heavily in Scandinavian countries as it has done in other countries because of tough rules that those countries have...
1 Pages(250 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Term Paper on topic McDonald's Advertising Campaign for FREE!

Contact Us