Marketing Communications: McDonald's Digital Advertising in Australia

This report provides an analysis of McDonald's digital marketing strategies, specifically focusing on their approach within the Australian market. It examines the use of digital advertising, including social media campaigns and the Macca's app, to engage with their target audience, which primarily consi...Read More

Running head: MARKETING COMMUNICATIONS
Marketing Communications: Engaging Stakeholders
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Executive Summary
This current report is based on the use of digital advertisement in context of McDonald’s
to promote their brand in the domain of Australian customers. However, digital advertisement
through the social media is a common way in the recent years. Therefore, it has been received
that the digital advertisement via online has both negative and positive effect on the business
promotion. From this study, it has been received that identification of the proper target market is
crucial for the online advertisement as the success of the online advertisement is based on the
selection of the market. In the context of Australia Macca's app is developed by McDonald's to
attract the concentration of the Australian family towards their products that is a good approach
to such organization.

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Table of Contents
Introduction......................................................................................................................................4
Examination of the piece of advertisement.....................................................................................4
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

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Introduction
The advertisement is one of the vital core areas of any business promotion as it delivers
the messages reading the product to the public domain (Tham et al. 2017). However, online
advertisement or digital advertisement is a most important and popular media in the recent years
that have been using rapidly by the business industry to promote their products. This study deals
with the digital advertisement in context of McDonald's. However, in Australia the digital
advertisement is popular and McDonald's uses this media to promote their products in Australia.
As per the research, the Australian people are attached with the social media thus digital
advertisement through the online will attract the people to the product of such organization.
Examination of the piece of advertisement
McDonald’s is associated with the digital advertisement through online. However, their
main target customers are the young generation and the family in Australia. According to
Hurwitz et al. (2017), the digital advertisement is a common way in the recent year that has been
done through the use of internet and social media. However, McDonald's' has increased its
budget tripled for the digital media in order to increase their sales. Application of digital
advertisement makes them more connected brand in Australia. The family and the young
generation of the Australia is the target market of McDonald’s for their digital advertisement. As
commented by HINTZ et al. (2017), application of social media is very common in the young
generation. Thus digital advertisement through the social media increase the product promotion
of the organization and its also motivate the family members in Australia.

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McDonald's adopted mobile campaign based on the location of Australia. Through this
digital advertisement, McDonald's their late night opening hours that influence the young
generation as well as the families in the Australia those are addicted to McDonald’s food. It can
be said that in Australia digital advertisement is a popular way that has been used by many
organizations to enhance their brand image (Watson et al. 2017). You tube campaign is one of
the important ways that is used by the McDonald's to ensure their customers about the
information of their product in Australia as well as other countries. Through the You Tube
application, McDonald's tries o identify that their customers are well informed about their
product. For this reason, they provide questionnaire and take the answer from the public.
Macca's app is established by McDonald's in order to address the issues regarding food
provenance. DDB group in Sydney is associated with such digital campaign to understand the
issues of the Australian customers regarding the food product of McDonald's. According to
Krijestorac et al. (2017), extensive coverage is a big advantage of digital advertisement through
the internet. This makes a unified connection throughout the world that attaches the consumers
from different geographical regions with a brand. Over the internet, a wide range of product
related information can be put without the geographical and time constraints. McDonald's
possesses large information in the customer domain through the digital advertisement. Digital
advertisement through the online is a cost effective way and advertisement via social media is a
big initiative for the McDonald's to gain the attention of the young generation in Australia.
Facebook and Twitter are used by the McDonald’s for their digital advertisement in
Australia as well as in the global world. According to Hofstetter et al. (2017), online
advertisement increases the interest of the candidates for a particular product or brand. Virtual
reality and the use of modern technology in the online advertisement increase the effectiveness

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of the online advertisement. However, digital advertisement through the Facebook and Twitter is
applied by the McDonald’s in Australia to gain the concentration of the young generation and the
families as these social media are rapidly used by the young generation. There are two aspects of
the online advertisement one consists the advertising for the target market that is called corporate
advertisement. In the context of McDonald's, they use the digital advertisement via online for
their target market in order to lead the information of their service or product to their Australian
target market. McDonald's focuses on the needs of the Australian family thus they develop
Macca's app for this particular target market.
As argued by Dixon et al. (2017), digital advertisement via online has both negative and
positive aspects. It is well known to all that TV, magazine and newspaper advertisement are
associated with the compulsive medium, however, the online advertising is associated with the
on-demand advertising process. Advertisement through the newspaper does not need any
complete view by the people that save time in comparison to the online advertisement. Digital
advertisement via online requires identifying the right target market (Mathur, 2017). However, in
the context of McDonald's it often happens that consumer overlooks the advertisement while
using social media and become less interested to see the advertisement. Hence, selection of the
younger generation as a target market for the digital advertisement is a vital approach for
McDonald's to promote their business in Australia. Macca’s application is very popular in
Australia that is established by the McDonald’s as this mobile application will promote their
business in the domain of younger customers as well as for their family members.
According to Hofstetter et al. (2017), internet advertising is information marketing rather
than the impression inducement. Hence, digital advertisement needs more presentation and
developed the skill to attract the customers via the online advertisement. One of the biggest

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challenges of the online advertising is it often misleads the information and influence the
consumers negatively towards an organization (Dixon et al. (2017). Personnel requirement of the
online marketing is higher than other media (Mathur, 2017). Apart from these issues for the
McDonald's digital advertisement via online is a unique approach to attract the young generation
and the families in the Australia as it will improve their brand image and increase the brand
awareness among their target customers.
Conclusion
This entire study gives a brief idea over the application of digital advertisement process
via online in the context of McDonald's. However, this online advertisement is based on the
nature of the Australian target market. For the McDonald's the target market is younger
generation as well as their family members. However, development of Macca's app is based on
the demand of such target market as it enables this organization to understand their customer's
issues regarding their products.

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References
Dixon, H., Niven, P., Scully, M. and Wakefield, M., 2017. Food marketing with movie character
toys: Effects on young children's preferences for unhealthy and healthier fast food
meals. Appetite, 117, pp.342-350.
HINTZ, J., FORTNER, M., Solomon, A., McNamara, C. and THEOPHILIS, M., Viacom
International, Inc., 2017. Integration of a Video Player Pushdown Advertising Unit and Digital
Media Content. U.S. Patent Application 15/415,096.
Hofstetter, R., Aryobsei, S. and Herrmann, A., 2017. Should You Really Produce What
Consumers Like Online? Empirical Evidence for Reciprocal Voting in Open Innovation
Contests. Journal of Product Innovation Management.
Hurwitz, L.B., Montague, H. and Wartella, E., 2017. Food Marketing to Children Online: A
Content Analysis of Food Company Websites. Health communication, 32(3), pp.366-371.
Krijestorac, H., Garg, R., Mahajan, V. and Ter Hofstede, F., 2017. Cross-Platform Spillover
Effects in Consumption of Rich Digital Media.
Mathur, S., 2017. Glocalization in Fast Food Chains Glocalization in Fast Food Chains: A Case
Study of McDonald’s. In Strategic Marketing Management and Tactics in the Service
Industry (pp. 330-347). IGI Global.
Tham, S.M., Rodgers, S. and Thorson, E., 2017. Trends and Opportunities for Digital
Advertising Research. Digital Advertising: Theory and Research, p.31.

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Watson, W.L., Lau, V., Wellard, L., Hughes, C. and Chapman, K., 2017. Advertising to children
initiatives have not reduced unhealthy food advertising on Australian television. Journal of
Public Health, pp.1-6.