Impact of Advertising - McDonalds

Running head: MARKETING AND MANAGEMENT
Marketing and Management: Integrated Marketing Communication
Name of the Student
Name of the University
Author’s note

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MARKETING AND MANAGEMENT
Title: Simplicity that drives impact
Advertising is one of the most commonly used methods of communication by a brand.
Communication is important in order to establish a connection with the consumers to ensure a
valuable relationship. A company communicates with the target market to share information
regarding any updates, to declare a sale or discount, to share an idea etc (Royce 2016).
Communication is a two way process, in mass communication the process was one ended for a
long time until technology enabled companies to directly communicate with the consumers. In
IMC there are various tools that can be implemented by an organisation to communicate with the
target market like events, public relations, advertising, digital marketing etc. We are going to
focus on advertising especially on print advertising (Myers and Jung 2016).
Print advertisement
Advertising organisation has two prominent sections one is client servicing and the other
is creative department. The department we are going to focus on is the creative department, the
people working in this department are responsible for whatever we see or hear in an
Advertisement. Here are two examples of the content variations of a print advertisement (Royce
2016).

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MARKETING AND MANAGEMENT
Figure: The Economist Print Ad Figure: Avis Print Ad
Source: (Royce 2016) Source: (Haygood 2016)
The most striking feature of the two print ads is the amount of content on the page.
Advertising is a culmination of marketing and creativity to ensure impact. Print ads are published
in news papers, pamphlets, OOH; magazine, print ad concepts are also used in the digital
platform (Myers and Jung 2016). Print advertisements have to have the element of creativity in
order to engage the consumers, the message has to be clear no matter how less or how more the
content is so that the consumers are enlightened and lastly it should also have an element to
entertain the reader so that they do not overlook or skip the advertisement. In print ad it is easy
to lose the audience because they have an option of skipping the advertisement if they are in a
hurry therefore it has to be creative in nature ( Haygood 2016).
Determinants of the contents of an advertisement
While brainstorming about the advertisement the brief form the client is very important, it
is important to understand the target market and reach of the advertisement in order to create the