Case+study+four

Local Advertising Case Study realized by Réka Ferencz and Anamaria Teban

Our case study is real, local and belongs to our field of study. We choose to write our case study about **McDonald's**, because the McDonald's brand is very known, is universal.

I**ntroduction of the company:**
 * **McDonald's Corporation ** is the world's largest chain of hamburger fast food restaurants, serving around 64 million customers daily in 119 countries.
 * The McDonald's concept was introduced in 1940, in San Bernardino, California by Richard and Maurice McDonald of Manchester, New Hampshire.
 * McDonald's primarily sells hamburgers, cheeseburgers, chicken, french fries, breakfast items, soft drinks, shakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, wraps, smoothies and fruit.
 * A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants.
 * With the expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life.
 * Some McDonald's in suburban areas and certain cities feature large indoor or outdoor playgrounds. The first Play Place with the familiar crawl-tube design with ball pits and slides was introduced in 1987 in the USA, with many more being constructed soon after.

**Its advertising history: **
 * McDonald's has for decades maintained an extensive advertising campaign. In addition to the usual media (television, radio, and newspaper), the company makes significant use of billboards and signage, sponsors sporting events ranging from Little League to the Olympic Games, and makes coolers of orange drink with its logo available for local events of all kinds. Nonetheless, television has always played a central role in the company's advertising strategy.
 * In 1960, the McDonald's advertising campaign "Look for the Golden Arched" gave sales a big boost.
 * McDonald land concept began in January 1971, when McDonald's was replacing its drive-ins with mansard roofed restaurants.

**Target audiences: **
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">McDonald's target their advertising at people of all ages, but in special at children and students - an important market for them. McDonald's Happy Meals are one example, which includes a toy often tied in with a newly-released children's film. **Ronald McDonald**, first introduced in 1961, is a clown-like advertising mascot designed to appeal to young children. From 1996, Disney was an exclusive partner with McDonald's, linking their products together.





= = **<span style="font-family: 'Cambria','serif'; font-size: 16px;">Product Type: **
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">At McDonald's fast food restaurant we can buy burgers, preparations made of chicken, fish and beef, fries, salad's, beverages, desserts and so on. Because food is considered a necessary product for basic living, McDonald's products are considered a necessity.

**<span style="font-family: 'Cambria','serif'; font-size: 16px;">Medium approach: **
 * <span style="font-family: 'Cambria','serif'; font-size: 16px;">McDonald's commercial ads aren't very sophisticated, but they are creative and **simple**, because everything presented is linked with the ad.McDonald's massive advertising promotes its products so well.
 * <span style="font-family: 'Cambria','serif'; font-size: 16px;">The technique is soft selling . <span style="color: #333333; font-family: 'Cambria','serif'; font-size: 16px;">Many commercial ads are mini movies, with narrative arcs reflecting universal emotions that work well.The commercials are often longer, allowing extensive excerpts of emotive music that helps shorthand stories. Advantages and urge to buy is subtle and indirect suggested by slogans such as:
 * **<span style="font-family: 'Cambria','serif'; font-size: 16px;">We love to see you smile **
 * **<span style="font-family: 'Cambria','serif'; font-size: 16px;">You Deserve A Break Today **
 * **<span style="font-family: 'Cambria','serif'; font-size: 16px;">Nobody makes your day like McDonald's can **
 * **<span style="font-family: 'Cambria','serif'; font-size: 16px;">We do it all for you **

<span style="font-family: 'Cambria','serif'; font-size: 16px;">-printed medium: newspapers, magazines <span style="font-family: 'Cambria','serif'; font-size: 16px;">-on the radio <span style="font-family: 'Cambria','serif'; font-size: 16px;">-on TV <span style="font-family: 'Cambria','serif'; font-size: 16px;">-on Roadside hoardings <span style="font-family: 'Cambria','serif'; font-size: 16px;">-on the Internet
 * <span style="font-family: 'Cambria','serif'; font-size: 16px;">McDonald's ads appear in the:

<span style="font-family: 'Cambria','serif'; font-size: 16px;">McDonald's company uses many ways of advertising, such as: <span style="display: block; font-family: 'Times New Roman',Times,serif; text-align: justify;">
 * <span style="font-family: 'Cambria','serif'; font-size: 16px;">the company makes significant use of billboards and signage

> > <span style="font-family: 'Cambria','serif'; font-size: 16px;"> In 2004, McDonald's announced the continuation of its TOP sponsorship for the next eight consecutive years through the 2012 Games >.
 * <span style="font-family: 'Cambria','serif'; font-size: 16px;">sponsors sporting events ranging from Little League to the Olympic Games,cDonald's became an official sponsor of the Olympic Games in 1976 and has a longstanding commitment to the Olympic Movement.


 * <span style="font-family: 'Cambria','serif'; font-size: 16px;">makes coolers of orange drink with their logo available for local events of all kinds.
 * <span style="font-family: 'Cambria','serif'; font-size: 16px;">television has always played a central role in the company's advertising strategy:

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 * McDonald's commercials are also at radio: []
 * The internet:
 * []
 * <span style="color: #0000ff; font-family: 'Cambria','serif'; font-size: 16px;">[]
 * []
 * []


 * **[|http://twitter.com/#!/McDonalds]**
 * McDonald’s Puzzles :


 * <span style="font-family: 'Cambria','serif'; font-size: 16px;">Commercial in newspaper:

**Brand name:**
 * **McDonald's fast food restaurant.**
 * <span style="font-family: 'Cambria','serif'; font-size: 16px;">The brand name comes from the men behind the "scene", Maurice McDonald and Richard McDonald.

Copy elements: <span style="color: #333333; font-family: 'Cambria','serif'; font-size: 16px;">The famous Golden Arches in McDonald's logo represent style, significance and a strong corporate identity. It was created by Jim Schindler in 1962. From an angle, those arches looked like the letter “M” and thus, were incorporated in the McDonalds logo as a merger of the two golden arches together. The “McDonald’s” name was later added to the McDonalds logo in 1968
 * **<span style="font-family: 'Cambria','serif'; font-size: 16px;">Headline: **

<span style="display: block; font-family: 'Cambria','serif'; font-size: 16px; text-align: justify;">


 * **<span style="font-family: 'Cambria','serif'; font-size: 16px;">Copy length **<span style="font-family: Cambria,serif; font-size: 16px;">: <span style="color: #0a0101; font-family: Cambria,serif; font-size: 16px;">McDonald's copy length depends of what advertising we choose, but usually there are 2-3 sentences in the advertising.
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">**Slogan:** to date, McDonald's has used 23 different slogans in United States advertising, as well as a few other slogans for select countries and regions:
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">The closest thing to home (1967–1969)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">McDonald's is your kind of place (1967–1971)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">You deserve a break today (1971–1975)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">Enjoy the best food at McDonald's (1973, concurrent with 1971 slogan)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">We do it all for you (also known as You, you're the one) (1975–1979)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">Nobody can do it like McDonald's can (1979–1980)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">You deserve a break today (1980–1983)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">Nobody makes your day like McDonald's can (1980–1983)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">That's My McDonald's (1981, concurrent with 1980 slogans)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">Never Nasty, Your Dog Will Be Happy (1981–1982)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">We cook it all for you at McDonald's (1982, concurrent with 1980 slogans)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">McDonald's and you (1983–1984)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">It's a good time for the great taste of McDonald's (1984–1988)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">It's Mac Tonight (1985, Mac Tonight advertising)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">McDonald's is your place to be (1986)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">The good time, great taste of McDonald's (1988–1990)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">There's nothing quite like a McDonald's (1988–1990)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">You Deserve A Break Today (1989–1990, concurrent with 1988 slogan)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">Food, folks and fun (1990–1991)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">McDonald's Today (1991–1992)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">What you want is what you get (1992–1997)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">Do you believe in magic? (1993–1997, Happy Meal advertising)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">Have you had your break today? (1995–1997)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">My McDonald's (1997)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">Did somebody say McDonald's? (1997–2000)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">We love to see you smile (2000–2003)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">Put a Smile On (2000–2003)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">Smile (2001–2003)
 * //<span style="font-family: 'Cambria','serif'; font-size: 16px;">There's a little McDonald's in everyone //<span style="font-family: 'Cambria','serif'; font-size: 16px;"> (2002–2003)
 * //<span style="font-family: 'Cambria','serif'; font-size: 16px;">I'm lovin' it //<span style="font-family: 'Cambria','serif'; font-size: 16px;"> (2003–present)
 * //<span style="font-family: 'Cambria','serif'; font-size: 16px;">It's what I eat and what I do //<span style="font-family: 'Cambria','serif'; font-size: 16px;"> (2005)
 * //<span style="font-family: 'Cambria','serif'; font-size: 16px;">What we're made of //<span style="font-family: 'Cambria','serif'; font-size: 16px;"> (2008–present)
 * <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">" Good things come in 3's" (2011)
 * <span style="display: block; font-family: 'Cambria','serif'; font-size: 16px; text-align: justify;">I'm lovin' it <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">is an international branding campaign by McDonald's Corporation. It was created by Heye & Partner, a longtime McDonald's agency, a member of the DDB Worldwide Communications Group, Inc.




 * **<span style="font-family: 'Cambria','serif'; font-size: 16px;">Attention getting techniques: **
 * <span style="color: #515151; font-family: 'Cambria','serif'; font-size: 16px;">The McDonald's advertising colors we are used to are yellow and red.
 * <span style="color: #333333; font-family: 'Cambria','serif'; font-size: 16px;">The famous Golden Arches in McDonald's logo.


 * == Mode: ==

You tube <span style="display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;">The **<span style="font-family: 'Cambria','serif';">McDonald's $1,000,000 Menu Song ** was an instant-win promotion created as part of an advertising campaign, which ran from 1988 to early 1989. The song, which was a remake of Reunion's 1974 hit single "Life is a Rock" and incorporates all of the items on the McDonald's menu.

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<span style="color: #0000ff; display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;"><span class="wiki_link_ext">media type="youtube" key="6bJOIqVAD-s?rel=0" height="315" width="420"

<span style="color: #000000; display: block; font-family: Cambria,serif; font-size: 16px; text-align: justify;"> **<span style="font-family: 'Cambria','serif';">Controversies **

<span style="color: #000000; display: block; font-family: 'Cambria','serif'; font-size: 16px; text-align: justify;"> In 1996, the British adult comic magazine Viz accused McDonald's of plagiarizing the name and format of its longstanding Top Tips feature, in which readers offer sarcastic tips. McDonald's had created an advertising campaign of the same name, which suggested the Top Tips (and then the alternative — save money by going to McDonald's). Some of the similarities were almost word-for-word: <span style="color: #000000; display: block; font-family: 'Cambria','serif'; font-size: 16px; text-align: justify;"> "Save a fortune on laundry bills. Give your dirty shirts to Oxfam. They will wash and iron them, and then you can buy them back for 50p." — Viz Top Tip, published May 1989. <span style="color: #000000; display: block; font-family: 'Cambria','serif'; font-size: 16px; text-align: justify;"> "Save a fortune on laundry bills. Give your dirty shirts to a second-hand shop. They will wash and iron them, and then you can buy them back for 50p." — McDonald's advert, 1996.

<span style="color: #000000; display: block; font-family: 'Cambria','serif'; font-size: 16px; text-align: justify;"> In 2003, a ruling by the UK [|Advertising Standards Authority] determined that the corporation had acted in breach of the codes of practice in describing how its French fries were prepared.A McDonald's print ad stated that "after selecting certain potatoes" "we peel them, slice them, fry them and that's it." It showed a picture of a potato in a McDonald's fries box. In fact the product was sliced, pre-fried, sometimes had [|dextrose] added, was then frozen, shipped, and re-fried and then had salt added.