Marketing communication tools mcdonalds

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Marketing communication tools mcdonalds

McDonald Marketing Communications | Bringing your Ag Marketing to New Level!

You are required to analyse their degree of standardisation regarding, copy, visualisation, message appeal, choice of delivery vehicle and justify the extent of standardisation SOLUTION Integrated marketing communications use a mix of communication methods to communicate with the target customers of the company.

Advertising through mass media like newspapers and television is the most popular communications method which is used by integrated marketing communications Philip Kotler, Kevin Kohler, Advertising, as an integrated marketing communications technique is so effective because of the huge reach of mass media like newspapers and television channels.

Other integrated marketing communication methods like sales promotions, personal selling, price based promotions and special product packaging may not be that effective in reaching a large audience as is advertising Philip Kotler, Kevin Kohler, Advertising uses a visual, audible or a written message communicated by the business to existing and potential customers.

The aim of advertising is to Marketing communication tools mcdonalds information about the products and services of the business to the consumers; pursue the customers to buy the products and services of the business and create and strengthen the brand image by positioning the brand in the minds of the customers.

Brand positioning refers to the way in which the company has positioned its products and services in the minds of the customers. Brand positioning is the source of the brand image which is the personality or image of the brand, as perceived by the customers.

The phenomenon of Globalization began in the 18th century with European nations colonizing other countries around the globe and across continents.

Globalization means increased movement of capital, goods, human resources and technologies across countries. The pace of globalization picked up considerably in the last two decades of the twentieth century as countries around the world opened their economies and removed barriers to trade and flow of resources Graydon, Shari, With increase in globalization, companies increased their international footprint like never before.

As companies turned global, the issue of global advertising came up. And in global advertising, the choice between standardization and customization has to be made. Standardization in advertising means that the company uses the same advertising message or campaign in different countries.

Customized advertising means that the company uses different advertising campaign in different countries. In customization the message of advertising is broken down or modified country wise and region wise.

Customization in advertising is usually done if the company perceives that the same advertising campaign will not succeed in different countries because of differences in target audiences, culture or positioning of the brand.

Cultural barriers and differences have a very important impact on the decision of standardization or customization. In case there are significant differences in terms of culture and positioning in two national markets then customization in advertising may be the right strategy.

Integrated Marketing Communications plans of McDonald's - Assignment Point

The process of running different advertising and promotional campaign in different national markets is known as communication adaptation. Sometimes companies change both their products and promotional campaign as they move across countries. This practice is known as dual adaptation.

So it does not sell beef burgers in India because eating beef is a taboo in the majority Hindu community. Its product, pricing and promotional strategy combines both standardization and customization. Standardization in global advertising has certain advantages like it does not dilute the brand image of the company.

Too much customization in advertising may dilute the brand image of the company and may end up creating different perceptions about the brand in different markets.

Integrated Marketing Communications plans of McDonald's - Assignment Point The effective IMC is involved a blend of the elements, like advertising, sales promotion, public relations, events and so on. The key point of marketing planning is to allow all media to have an overarching theme towards target markets Iacobucci,
Integrated Marketing Communication campaign of Mcdonald's by Snehashis Roy on Prezi

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Integrated Marketing Communication of McDonald | T1 MPK Marketing Management (Cluster B)

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Integrated Marketing Communication campaign of Mcdonald's by Snehashis Roy on Prezi

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Having a strong brand image and brand equity helps in sustaining the competitive advantage of the company. Competitive advantage enables the company to charge higher prices, than competitors, for its products or services and to retain a higher market share than competitors Bhatia, Tej K.

So customization in global advertising should not be done at the cost of diluting the brand image and competitive advantage of the company. A strong and intact brand image at the global scale can be one of the biggest strategic assets for a company Kotabe, Masaki and Kristiaan Helsen, Standardized global advertising can also be cheaper than a customized one because of reasons of economies of scale.A regular marketing campaign that began in , customers playing McDonald’s Monopoly previously had to peel off stickers and attach them to a paper board in order to win prizes, ranging from big cash prizes and cars, through to free food.

May 08,  · Integrated Marketing Communications (IMC) means coordinating promotional efforts using major communication strategies. The effective IMC is involved a blend of the elements, like advertising, sales promotion, public relations, events and so on. The Integrated Marketing Communications (IMC) concept of McDonald’s fast food chains nowadays is linked with the efficiency of the capitalist and the practices of the American consumers.

This feature has become the recipe for McDonald’s success and popularity.

Marketing communication tools mcdonalds

Integrated marketing communications use a mix of communication methods to communicate with the target customers of the company. Advertising through mass media like newspapers and television is the most popular communications method which is used by integrated marketing communications (Philip Kotler, Kevin Kohler, ).

Specifically, McDonalds marketing communication mix comprises print and media advertising, sales promotions, events and experiences, public relations and direct marketing.

McDonald’s marketing and promotional efforts focus on value, quality, food taste, menu choice, nutrition, convenience and the customer experience. McDonald’s marketing strategy relies upon an extensive utilization of individual elements of the marketing communication mix.

Specifically, McDonalds marketing communication mix comprises print and media advertising, sales promotions, events and experiences, public relations and direct marketing.