Public Relations Campaign
Public relation campaign enables companies to reach their markets in a strategic manner. Strategic marketing has allowed MacDonald’s to become among the best world leading restaurant for fast food. The strategic campaigns have increased MacDonald’s profit levels, products sales, brand name, and services. The public relation has also solidified MacDonald’s sponsorship relationships, improved food quality, and broaden their market base.
MacDonald’s campaigns have branded its values through good food products in MacDonald’s marketing. An example is MacDonald’s have strategically produced their public relation in China to improve recognition of Mc China Wrap burger using unique brand names (Shah, 2008). The campaign has captured new clients and spread to new provinces by positioning itself as efficient compared to its competitors.
Campaign Sponsor
MacDonald’s public relation campaigns get fund from their primary partners and franchise. MacDonald’s
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The logo had the bold letter m and print with ‘at Burger mc’ (McDonald’s, 2010). On the social media platform, the secondary audience speared a hashtag on MacDonald’s slogan “I’m love it.” People featured in the campaign were players and the fans that promoted the social media campaign (réservés, 2016).
The source was appropriate based on the primary and secondary characteristics since both the hockey team sponsored and the sponsoring company benefited. The team received adequate support and the MacDonald’s benefited by spreading its product awareness, made more sales and opened new consumer market (Mackenzie, 2013). The audience found MacDonald’s products credible because of its brand presence, spread, and quality. Audience credibility is more assured through the channel MacDonald’s used to get to them, flying their crew makes it more credible and likable in this sponsorship
In this specific commercial McDonald is aiming to sell their product and rise from their
McDonald’s Corporation has held a prominent position in the fast-food market for much of its existence. A person would be hard pressed to find consumers who would not readily recognize the famous golden arches, as the company has expanded its market globally. However, as global consumer tastes shift to a more heath-conscious public which cares less about “super sizing” and more about “slenderizing” the popular burger chain has been experiencing a drop in sales. McDonald’s strategy for its globalization plan has included the concept of localizing their product (to a degree) for an international market; for example, local managers in British versions of the restaurant are able to make their own decisions that pertain to adapting to the current market. A difficult challenge for the corporation’s marketing team is how to reposition this wildly successful brand in a stagnant British market.
"McDonaldization.com - What Is It?" McDonaldization.com - What Is It? Rogue Valley Group, 2009. Web. 15 Mar. 2014. .
We now live in a liberal democracy were public opinion influences political action. So as public opinion has sustained an influential presence within politics we have now seen the emergence of public relations within politics. According to Moloney public relations is “the discipline which looks after reputation, with the aim of earning the understanding, support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain good will and mutual understanding between organisations and its publics” (Moloney, 2:2006). In relation to politics public relations is about maintaining a positive relationship with the public. Public relations main concern in relation to politics would be the reputation and image...
...dvertising. They took a new approach towards advertising. Instead of advertising on network TV they focused on outdoor advertising. They made the single largest purchase in the history of advertising when it purchased 20,000 billboards to reach consumers on the road and within minutes of a purchase decision. McDonalds used the concept of market fragmentation, which is the identification of smaller and smaller market segments. They not only expanded their variety of burgers, but also test-marketed fish-and-chips, fried chicken, pizza, and carryout groceries. Bibliography Fundamentals of Marketing (10th Edition) by William J. Stenton, Michael. J. Etzel, Bruce. J. Walker. (Pages: 41-42, 48, 56, 104, 115, 116, 130, 169, 171, 243, 265, 299, 458) http://www.mcdonalds.com/corporate/index.html http://www.fortunecity.com/meltingpot/dalston/714/myribbon.htm#intro
Q1. Grunig and Repper (1992) proposed a model of strategic management of public relations. Sung (2004) commented that the model emphasizes Public relations has a significant role in the process of an organization’s strategic management by identifying stakeholders, publics, and issues around the consequences facing the organization.
What is Public Relations (PR)? PR is difficult to define because it encompasses so many areas and today has developed into a multi-million dollar industry influencing all aspects of our lives (Adams et al, 1999). However, it is important to be able to compare and contrast the various definitions in order to have a complete understanding of what public relations is and how it is used. The public is a large population to consider, making it easier to understand why it is so difficult to define PR. Along with a large population come many perceptions, beliefs, ideas, and opinions, all influences on PR. I define public relations as the act/s used by individuals, corporations, and groups to influence ones opinions and/or decisions about a product, idea, person/s, company/s, etc. and the public. Robert L. Heath defines PR as functions of management/supervisors that foster an organization's ability to strategically listen to, appreciate, and respond to those persons who's mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values (Health, 2007)'.
Public Relations has acknowledged public involvement as the most essential factor of the practice since its creation. However, the means and methods of reaching the public remained significantly limited until recently. Over the last decade, public relations has welcomed the use of varied tools, including new media, to further their reach and cultivate relationships with its publics. The term “new media” encompasses a variety of non-traditional methods including social media. Social media has become a significant catalyst in the communication sector of public relations. The pairing of social media and public relations has helped create new opportunities for brands through two-way communication, social case study campaigns, and social sharing.
“Everyone come down to McDonald’s today! All McDonald’s in the United States are celebrating their 60th anniversary. Hamburgers are selling for only 60 cents!” Micah Banks from 104.3 radio station announces. “OO! OO!” my baby sister shouts, “Mommy can we go?” Of course, my mom agrees. She always agrees. We take a trip there at least twice a week since it’s near our house. There’s at least one franchise at every block in every city. Everywhere I go, I see something relating to McDonald’s, whether if it’s someone holding a container of McDonalds’ famous, crispy, salty French fries or finding a McDonald’s ad in the newspaper. It is said that McDonald’s is the most popular fast food restaurant in the U.S. and is one of the world’s largest food
McDonald’s is one of the popular fast food chains in Hong Kong and the success of McDonald’s is due to it is able to create a homogeneous “global” culture that suit to the demands of a capitalist world. In Hong Kong, Time is money thus McDonald’s strategy is consistently fit to the fast food industry. The company has both economic strategy targeting at customer globally and locally.
"McDonaldization.com - What Is It?" McDonaldization.com - What Is It? N.p., n.d. Web. 11 Dec. 2013. http://www.mcdonaldization.com/whatisit.shtml
For decades, Macdonald’s has maintained a broad advertising campaign. In addition to the media, the company makes considerable use of signage and billboards, sporting events and coolers of drinks with their logo for all kinds of events. The company has used twenty-three diverse slogans in United States for advertising. At the same time the company has few other slogans for the selected countries and regions.
McDonald’s was the first company to try to export America’s fast food and changes in eating habits to other nations. McDonald’s has over
McDonalds – one of well-known brands in the world that revolutionize the industry they compete in. McDonalds’ founding fathers could never have imagined the unbelievable growth that their company would have over the many years. Many believe that the success of McDonalds relies in totally on the brand mission that is to “be the customers’ favorite place and way to eat and drink. The mission also emphasizes the importance of a “must” exceptional customer experience”. One of the values that McDonalds tries to reinforce through out the entire company is the value cemented at the base of customer centric concept on a daily operation.
Vignali, C. (2001). McDonald’s: “think global, act local”--the marketing mix. British Food Journal, 103(2), pp.97--111.