6 Type of McDonald's Advertising

6 Type of McDonald's Advertising

Base on the comment that Marsha given in the last post , we did the follow analysis on the

McDonald's advertising.We read the books and search on the Internet to understand the 

way of advertising and how McDonald's apply these advertising strategy.

Here are the analysed data :  

1. Strategic Advertising

Strategic Advertising builds brand image.

It concerns about the long-term positioning of the brand, building a share mind and

market with the public. It also invites consumers to enjoy a relationship with the

brand, reminding their users that the brand is always there for them. Usually this kind of

advertising is doing by communicating the brand value and the product benefits. And

more often, strategic advertising are more emotional, using soft sell skills to implement

a message into the consumers’ mind as to build a better relationship with them.

Example :

The McDonald XL”M”S poster

2. Tactical Advertising

Tactical Advertising spurs consumers into a same-day response.

It is designed to drive a more urgent purpose and have a desire to bring the

consumer into contact with the brand quickly. Comparing to other advertisements,

tactical advertising is more short-term, more focusing and targeted to a specific

event or promotion.

Example :

The “Dim Jack” advertising campaign - TVC

3. Retail Advertising

Retail Advertising attracts consumers by alluring price.

Department stores, supermarkets, car dealers contains lots of special offers and

lots of merchandise. Mostly the store would get some stock prepared to let go for little

profit or non-profit making while the rest of  the merchandise remains at normal prices. Most retailers believer that the busier and messier the ads are, the more attractive and

exciting they will look to consumers. However, some retailers believe that their ads

should remain strategic in order to build a long-term brand image for their business.

Example:

The direct retail advertising method - disturbing the coupon

4. Corporate Advertising

Corporate Advertising does not necessarily sell a product.

In other words, it focuses on the company’s own resource. For example, It concerns how

the company make effort on providing the crew with a better working environment, the

careful quality control of their products, etc. In fact, it is another form of strategic advertising

as they both aim to build up the image of company.

Example:

The “Man Gor” TV Commercial

5. B2B (Business to Business) Advertising

Business to Business Advertising utters conversation between companies.

B2B ads usually appear in pages of business magazines like Forbes, the Economist

and Fortune. B2B ads are like channels of companies to share their new expansion

plans, introduction of new structures and services. These kind of ads are often more

hard to understand than common ads which are designed for the public, as the audiences

of these ads are more highly educated.

Example:

The Baby-Ronald poster

6. Public Service Advertising

Business to Business Advertising utters conversation between companies.

B2B ads usually appear in pages of business magazines like Forbes, the Economist

and Fortune. B2B ads are like channels of companies to share their new expansion

plans, introduction of new structures and services. These kind of ads are often more

hard to understand than common ads which are designed for the public, as the audiences

of these ads are more highly educated.

Example:

McDonald chooses Andy Lau as the spokesperson because of his healthy image to urge people to donate money to the charity.

                                               

Source :

Book name: The Principle of Advertising

Author: Adrian R. Mackay

Publisher: Elsevier Ltd.

Year of published: 2005

Image from : 

http://www.aboutmcdonalds.com/mcd

http://www.google.com.hk/