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mc donalds

mc donalds 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: 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 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 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 the development and implementation of our annual marketing plans. It goes without saying that the people who own, operate and manage our restaurants are the closest to our customers. The franchisees of all stores make an important contribution to the development of the annual marketing plan through a truly co-operative process. The marketing budget is comprised of a percentage of sales from all stores and, through this contribution, all franchisees receive a voting right on the marketing calendar. In 1998, the national media budget was approximately $50 million. This co-operative arrangement means every time a new campaign is launched, it has the support of the system to ensure its successful implementation. Strategic planning sessions are held with franchisees at the start of each planning period and key strategic promotions and directions are agreed. Marketing activities are then implemented in consultation with the licensee community which meets regularly in each State to discuss and evaluate past and future marketing direction. DDB is McDonald's leading national advertising agency. DDB's responsibilities include the development of all national television, radio, print and outdoor advertising. In addition, DDB is involved with product and consumer research and is responsible for the development of media strategies and purchase of advertising space or advertising airtime in national media. M&C Saatchi is McDonald's second advertising agency. M&C Saatchi work primarily on promotional advertising. Creata Promotion is the supplier of premiums for McDonald's, and a sales promotion agency. It is Creata's role to develop and implement sales promotions such as games and to source premiums for Happy Meals, the Colouring Calendar and all other promotions. Professional Public Relations (PPR) is McDonald's national public relations consultancy. PPR is responsible for assisting McDonald's in developing external and internal communication programs which are designed to inform and educate people about developments in McDonald's. HotHouse worked with McDonald's Australia to re-create the McDonald's in-store experience online. The site is aimed at providing paper-free access to the McDonald's Mac pack, plus it makes innovative use of mBED, an online technology that plugs into a Web user's browser with a minimum of fuss to deliver interactivity and animation. The web site also enables McDonald's to provide an up-to-date database, listing details and locations of all McDonald's restaurants in Australia. MEXICO CITY, Nov 8 (Reuter) - Dozens of masked men attacked a branch of the McDonalds fast food chain in Mexico City in protest against a proposal in California to cut social benefits for illegal Mexican immigrants and their families. Between 30 and 40 assailants broke windows, threw cash registers to the floor, overturned waste baskets and scrawled anti-U.S. grafitti inside the restaurant in the fashionable Zona Rosa area of the capital, McDonalds marketing manager Manuel Kramer, Louise. "McD's Promo Plan for 1999 Includes Beanie Babies III," Advertising Age, June 8, 1998, p. 4. The immensely popular Happy Meal promotion is turning into an annual spring event. Increased outdoor advertising and building brand equity in the company's national advertising are also anticipated. "The entire McDonald's experience" is the thematic focus. Ono, Yumiko and Richard Gibson. "Advertising: McDonald's Launches New Ads, Hoping to Tap Well of Goodwill," The Wall Street Journal, October 2, 1997, p. B8. "Did Somebody Say McDonald's?" is the theme line for McDonald's new advertising campaign produced by DDB Needham Worldwide. It is geared toward the "superheavy user"--people between 18 and 34 years old who eat at fast-food restaurants at least ten times a month. Additional ads by Burrell Communications will be targeted at African-American and Hispanic consumers. Barboza, David. "Pluralism Under the Golden Arches," The New York Times, Friday, February 12, 1999, Section C, pp. 1, 7. For the 15th consecutive year, the McDonald's brand has achieved solid growth in its international division, which now accounts for almost 60% of corporate profits. The company values local operating control in their domestic restaurants as well as the ones abroad. Kahn, Jeremy. "The World's Most Admired Companies," Fortune, October 26, 1998, pp. 206-208, 213-124, 220. McDonald's was named the most admired company in the food services category for 1998 (second in 1997) in a survey conducted by the magazine. Based on corporate rankings by leaders and top management in industry. The criteria include global effectiveness, quality of products and services, innovation and financial soundness. Includes a photograph of McDonald's in Turkey and comments by Jim Cantalupo, Vice Chairman & President - McDonald's Corporation. Martin, Richard. "McDonald's Co. Japan Ltd, Nation's Restaurant News, v.32, n.4 January 1998, pp. 196, 198. A gift for timing and resourcefulness on the part of Den Fujita resulted in McDonald's success overseas. The 71-year-old President and Managing Director's innovative ideas were key factors in establishing 2,400 units since 1971. He is included in this special issue called "The NRN 50: The Franchisees." Golden Boy of Boxing Stars in New Golden Arches Commercial McDonald's Features Boxing Champion Oscar De La Hoya With the Big Mac Oak Brook, IL, January 28, 1999 -- McDonald's debuts today a new commercial campaign starring Olympic and professional boxing champion Oscar De La Hoya. "Oscar is a true `golden boy' whose accomplishments extend beyond the boxing ring to many worthy charitable endeavors," said Marta Gerdes, director of McDonald's U.S. Marketing. "The Golden Arches is proud to be associated with one of the most popular Hispanic sports figures of all time. " De La Hoya stars in both an English and Spanish-language national spot promoting McDonald's flagship and his favorite sandwich, the Big Mac. The commercials were produced by McDonald's Hispanic advertising agency, del Riviero Messianu, based in Coral Gables, FL. "I've been a long-time fan of McDonald’s," De La Hoya recently said. "My training has always included taking a break at my neighborhood McDonald's usually for a Big Mac. It's a winning combination." A product of East Los Angeles, De La Hoya first captured the hearts of the world by winning a gold medal in the 1992 Barcelona Olympics. In his professional career, De La Hoya has amassed a record of 29 consecutive wins and is the first boxer to win six titles in six different weight divisions. His next title defense is scheduled for February 13 in Las Vegas. McDonald's is the largest and best-known global foodservice retailer, with more than 24,000 restaurants in 114 countries. Approximately 85 percent of McDonald’s U.S. restaurants are owned and operated by independent franchisees. McDonald's Celebrates Improved Restaurants And Menu Enhancements New U.S. Advertising Campaign Focuses on Delivering Customer Smiles Oak Brook, Ill. (June 30, 2000) - Today, McDonald's Corporation unveils a new U.S. advertising campaign that introduces customers to the new look and feel of its U.S. restaurants, featuring improved technology and services, along with new menu items. For two years, McDonald's restaurants nationwide have been working to implement the improvements designed to meet the changing needs of today's consumers and achieve the company's goal of being the world's best quick service restaurant. "Our goal is to provide the best service in the industry. The changes we have implemented have made McDonald's better, and it shows in our restaurants," said Alan Feldman, president of McDonald's USA. "We asked consumers what they wanted, and they told us. We continue to make changes in our restaurants focused on bringing smiles to the faces of our customers - everything from the way we cook our food to the way our crew interacts with customers." Based on customer research, McDonald's is focusing on five key initiatives, including: - Service: Improvements, such as Customer Order Displays, ensure Drive-Thru customers enjoy faster service and better accuracy for an enhanced experience every time. - Value: McDonald's will continue to focus on aggressive value offerings at the local market level. - Food: "Made-for-You" kitchen systems have been installed in McDonald's restaurants nationwide to prepare food "Made Hot and Fresh. Just For You." The system eliminates holding bins, opens up kitchens and allows customers to customize orders. In addition, to provide customers with more variety and delicious new tastes, McDonald's has rolled out several new products, including McSalad Shakers, new Grilled and Crispy Chicken Sandwiches, Big Xtra!, Fruit 'N Yogurt Parfaits and Breakfast Bagels -- with more products to come. - Fresh Look: With so many changes on the inside, McDonald's is bringing a fresh look to the outside as well. Many restaurants have been recently painted and newly landscaped for a new refreshed appearance. - People: McDonald's is making customer satisfaction a priority and is dedicating resources to developing and training its 600,000 crew people across the country to provide the best QSR experience. In addition, many restaurants are providing newly designed uniforms, creating employee incentive promotions and implementing various other programs designed to enhance the experience for both the crew and the customers. To introduce the new McDonald's to customers, the company 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. Bibliography:

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