Advertising Assignment - McDonald and Burger King
Added on 2020-10-23
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ADVERTISING MESSAGES AND COMMUNICATION POLICY
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Overview of selected organization...................................................................................1TASK 2............................................................................................................................................32.1 Marketing Mix of both companies...................................................................................32.2 How promotional tool aid in attracting target customer ..................................................5TASK 3 ...........................................................................................................................................6TASK 4............................................................................................................................................74.1 How means of communication are in perfect harmony with the advertising message andthe advertising concept...........................................................................................................74.2 Schultz von Thun communication model........................................................................8CONCLUSION .............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONAdvertising can be defined as an audio or visual form of marketing communicationthrough which organization promote or sell their product, service or idea. The main objective ofadvertising is to raise awareness among general public. It is consider as one of the best way tocommunicate to the consumers (An and Kang, 2014). With the help of this, businesses are ableto attract large number of customers to their waves. Some of the common tool of advertisinginclude television, radio, newspapers, internet etc. In the modern era, companies often rely onmedia for advertising its product or services and increase the number of sales as media play keyrole in advertising. The chosen organization for this report is McDonald and Burger King whichare the leading fast food chain. The main purpose of this report is to identify different advertisingstrategies used by selected company for promoting its products or services. It also includemarketing mix, communication policies, modes of advertisement and communication model. TASK 11.1 Overview of selected organizationThe two selected organization for this report is McDonald and Burger King. Overview of McDonald: It is an American fast food company, founded in the year 1940 as a restaurant operatedby Maurice and Richard McDonald. It's headquarter is located in San Bernardino, United Statesbut in 2018 it moved to Chicago. McDonald brothers name their business as a hamburger stand.As of 2017, it is the world's largest restaurant chain by revenue as the firm serve more than 69millions of customers on daily basis in over 100 countries. The business gained popularity forselling hamburger but later on they also started offering chicken products, breakfast items, frenchfries, soft drink, milk shakes, desserts, wraps and cheese burgers. With changing needs and tasteof customer, McDonald has added some healthier products in its menu such as fish, smoothies,salads and fruits. It's revenue mainly comes from the royalties, fees paid by franchisees, rent.According to the report published by BBC, it has been figure out that the company is the secondlargest private employer of the world from which 1.5 million people work for franchises(Cerrato, 2011). It is operating in more than 1200 countries all across the globe and serving nearabout 68 million customers on daily basis. Presently, there are 36,899 restaurants of McDonaldrunning worldwide by employing over 375,000 people. In total there are 31,230 franchisedlocation and 5,669 company owned location. It offer both drive through and counter serviceswith mostly indoor and sometimes outdoor seating. From decades they are maintaining anextensive advertising campaign for seizing the attention of large number of customers. Inaddition to that, it makes significant use of other promotional tool as well such as television,print media, digital media etc. Television play key role in its advertising strategy (Cho, 2011).The menu of McDonald vary from country to country such as in India they sell burgers, inGermany they sell Beer with its products, in New Zealand they sell meat pies etc. Overview of Burger King:Burger King (BK) is an American global chain of hamburger fast food company. It wasfounded in the year 1953 and headquarter in Florida. It was initially founded as Insta-BurgerKing but later company undergo major financial crisis and as result two Miami-based franchisespurchased the firm and renamed it as “Burger King”. As of 31 December 2017, it is operating inmore than 100 countries with over 15,738 outlets. Out of them 47.5% are in United States andamong them 99.5% are privately operated and owned by new owners (Eisend and Küster, 2011).The company is having variation in its franchising and it varies from country to countrydepending upon the region. It deal in selling french fries, desserts, hamburger, milk shakes and1
soft drink. With the passage of time, the firm keep on adding more items on its menu card so asto attract customer on continuous basis. For example in 1957, it introduce Whooper sandwich, in1978 they add its speciality sandwich line and later on they start offering mini-muffins andfrench toast. From the time of its foundation, the company has employed varied advertisingprogram for attracting vast number of customers and raising its sales figures. In-fact they evenmake slogans according to the product that they are serving. For instance: For Whopper, theirslogan is “It takes two hands to handle a Whooper”. The company become the first one tointroduce first attack ad in the fast food sector staring Sarah Michelle Gellar. BK was a pioneerin performing its advertising practices (Grunig, 2013). Along with this, it also advertise itsproduct through other effective promotional tools such as social networking sites, advertisement,newspapers, magazines etc. As of 2017, total revenue earned by Burger King is approx. US$4.05billion. At global level, it mainly operates near about 40 subsidiaries that oversee acquisitions,franchisee operation and financial obligation such as pension. TASK 22.1 Marketing Mix of both companiesMarketing Mix can be define as a combination of factors that is normally undertake bycompany for achieving its pre-defined marketing objectives within given time frame. Thus, itrefers to four broad level of marketing decision namely product, promotion, price and place(Hallin and Mancini, 2011). It is often consider as foundation model in the field of marketing.Discussed below are the marketing mix of McDonald and Burger King. Marketing Mix of McDonald: Promotion Element: The elements of marketing mix help McDonald in promoting its productamong target customer on vast level. In today's world it is important for every organization topromote its among customer so that they can buy their products and satisfy their needs in anappropriate manner. The main objective of any company is to make maximum profits and thiscan only be possible if they are able to provide goods and services to final customers. Thus,promotion consider as one of the main function of a company and its needs to properly look outas the entire profitability and revenue of the firm depend upon the manner in which associationpromote its product in the market place. McDonald's undertake following tactics in itpromotional mix such as advertising, direct selling, public relation and sales promotion. It'sadvertisements are most effective as compared to other promotional tactics. It also uses salespromotion so as to seize the attention of customers. For example: The firm offer freebies andspecial discount on certain items. In case of public relation, it promote business among targetaudience through charity, support programs etc. For example: McDonald's Global Best of greenenvironmental program and Ronald McDonald's house charities assist in raising the value ofcorporate brand. For direct selling, firm promote its product through community events, partiesor local government. McDonald's spend tremendous amount of cash in promotion of its items.Advertising campaign, daily papers, TV advertisement and so forth are utilized to promote itsproducts (Jones and Gordon, 2013). It additionally support a few projects with the goal thatclients know more about the organization. The primary point of advertising its products is toincrease higher deals at low costs. Firm advance its image utilizes marking effort " I'm Lovin it"distinctive wearing occasions are supported by Mc Donald's, for example, FIFA world cup,youth baseball, Olympic games and numerous other. Advancement in technology enableMcDonald's to take the advantage of using social networking sites such as facebook, instagramfor promoting its items. In-fact, it has introduce daily offer as well that becomes one of the mainreason for seizing the attention of potential buyers. Along with this, the company is strongly2
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