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.
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 :
