McDonalds Corporation Essay -- GCSE Business Marketing BTEC Coursewor

Advertising Advertising is a highly specialised area of marketing. It includes researching and developing television and radio commercials and print advertisements, as well as the planning and execution of buying media. McDonald's advertising focuses on two key areas: 1. Promotional advertising 2. Brand advertising Promotional Advertising Promotional advertising gives people a new reason to visit McDonald's or to try McDonald's for the first time. McDonald's Marketing researches, designs, plans and implements great new offers such as novelty burgers, games, premiums and Happy Meals which offer great value and new taste sensations. Brand Advertising Brand advertising promotes and enhances the personality of our brand and builds a relationship with our customers. Brand advertising doesn't simply sell food or products. It reflects the ways our different customers experience McDonald's. Our promotional and brand advertising are designed to complement each other and keep McDonald's at the top of our customers' minds. Public relations Public relations programs keep our customers informed about a wide range of McDonald's-related issues. We achieve this by working with the media to communicate McDonald's position on a range of topics including employment, the environment, nutrition, education and training. We also work with the media to educate people about developments within McDonald's, ranging from new store openings to the addition of a Playland at a local restaurant or an outstanding young crew person receiving an award. Giving something back to the community is not only good public relations but good business. Our public relations programs also provide opportunities to develop positive relationships with schools, community groups, recreational centres, businesses and all types of special interest groups. Public relations not only means making sure the public knows what's going on, but also ensuring everyone within McDonald's is aware of developments in the company. Internal communication with all McDonald's employees is therefore a major part of our public relations programs. Effective and innovative marketing has positioned and secured McDonald's leadership in the quick service restaurant industry. In order to maintain that position we ensure that every restaurant in our system is involved with... ...mpany will launch a new advertising campaign, "We love to see you smile." The campaign, developed by DDB Chicago, brings to life the customer-focused initiatives being implemented at McDonald's nationwide. Several of the commercials feature actual McDonald's restaurant crew employees to give customers a perspective from the people who work at McDonald's everyday. Additionally, Hispanic and African-American advertising was created and developed by del Rivero Messianu in Miami and Burrell Advertising in Chicago, respectively. Spots begin airing nationally on June 30. "This campaign was created in a spirit of unprecedented collaboration with our owner/operators and our agencies," said Larry Zwain, senior vice president of marketing for McDonald's USA. "Our goal was to create ads in the tradition of the best McDonald's advertising and capture the energy and excitement that embodies McDonald's today." McDonald's is the world's largest and best-known global food service retailer, with more than 27,000 restaurants serving more than 43 million people a day in 119 countries. Approximately 80 percent of McDonald's global restaurants are owned and operated by independent franchisees.