McDonalds Case :Advertising

Case Background McDonalds has 31,377 restaurants in 118 countries around the world. Its current stock price is $63.63 with a market capitalization o 71.!6 "illion. #he lar$el% success ul restaurant decided in &''3 to com"ine its media( "u%in$ operation, which is responsi"le or nearl% $1 "illion in ad)ertisin$ each %ear. #he reason McDonalds com"ined their media("u%in$ operation was not to cut cost, "ut to "ecome *the most power ul )oice in ad)ertisin$, to "e more e ecti)e.+ #o assist with acilitatin$ the $oal set "% the compan%, McDonalds launched a marketin$ campai$n with a ta$line o *Im ,o)e(in It.+ It was one o the most success ul marketin$ campai$ns e)er lunched. It was created "% -e%e . /artner, a lon$time McDonald0s a$enc% "ased in 1nterhachin$, 2erman%, and a mem"er o the DD3 4orldwide 5ommunications 2roup, Inc. McDonald0s 5anada0s corporate we"site states that the commercial campai$ns ha)e alwa%s ocused on the 6o)erall McDonald0s e7perience6, rather than 8ust product. 9urthermore, McDonalds ha)e ne)er in their ad)ertisin$ histor% used ne$ati)e or comparison ads pertainin$ to an% o their competitors: the ads ha)e alwa%s ocused onl% on McDonalds alone. In addition to their ad campai$ns, McDonalds chan$ed the ocus o their menu to a healthier approach or their customer "ase. ;nal%sis o Issues< =4># ;nal%sis McDonalds is one o man% restaurants within the ast ood industr% acin$ challen$es to impro)e their menus, cook with healthier in$redients, chan$es the wa%s in which ood is prepared, and impro)e the o)erall customer e7perience. McDonalds must chan$e in the mist o increased competition and decreased pro it mar$ins. -owe)er, mana$ement has made chan$es to impro)e the menu and stores which are "rin$ the customers "ack to .