COM301 Public Relations

Introduction 

Advertising in marketing communication assist to employ an open sponsor, non-personal message in order to promote and sell a product, idea and service (Todorova, 2015). As a mean of communication, the users of a particular product or service are paid for message by those who send and are intendent to update and influence the customers who receive them. The aim of the paper is to identify the advertising tool to promote a brand. The chosen organisation is McDonalds, is one of the most fast-food chains, present all over the world. McDonald’s was founded in the year 1940 initially founded by Richard and Maurice McDonald and later was taken over by Ray Kroc. The core product and service that are offered by the company are burgers and french fries (Crawford, Humphries & Geddy, 2015). It is known for the best hamburgers, french fries and cheeseburger, they also feature in chicken products, soft drinks, breakfast items, wraps, desserts and soft drinks. However, some of the award and accolades is after its YouTube FAB Brand and Marketer of the Year at the 19^th edition of the International Food and Beverage Creative Excellence Award, bagging the position of nine nomination all across various categories.

Discussion 

Name of the Company: McDonald’s

Background of the Company 

McDonald’s Corporation is an American fast-food company, founded in the year 1940 as a restaurant that was introduced in California, United States. In the initial days the company rechristened their operations with hamburgers and then later altered the company into a franchise with a Golden Arches logo (Panwar & Patra, 2017). The fast food center is the largest food chain that serves more than 69 million customers on a daily basis over 100 countries all over the world. The mission of the company is to serve the customers with their favourite places and way it consumes food which inspires people who are delighted with each customer with the unmatched quality, deadlines, services and value every time. The major selling point of the organisation is that it understands the culture of the country it is operating and offers meals that the customers are familiar with. For example, in Singapore it serves the BTS meal, Hotcakes, Sausage McMuffin, Breakfast Wrap Chicken Ham and many other items that are preferred by the people of Singapore (Singireddy, 2020). As per the reports of 2018 McDonald’s is the world’s second largest private employer with almost 1.7 million employees after Walmart with approx. 2.3 million employees. However, the average revenue is US $21.076 billion and the net income is US$6.025 billion (Tien, 2019). The target audience of McDonald’s are the people within the age group of 7 to 60 people from lower- and middle-income earners. They are usually students, professional and employees and are very loyal to the brand as the products are cost benefit and are time efficient. Furthermore, with the outbreak of global pandemic covid-19, McDonald’s have closed the seating arrangement in every retail restaurant. Within the transition of drive-thru and curb side orders at various location around many retail chains and online food ordering delivery services.  

List of Advertising Tool 

The advertising tool are the strategies that are implemented to develop a product and actions and which makes the use of promotion and expansion of a particular product or service. Some of the major examples of marketing tool is television commercials, social networking and internet advertisements (Juska, 2017). A successful advertising campaign will allow to spread the word about the new products that the company will be offering, attracting the customers and generate sales. Some of the major advertising tool that can be applied by McDonald’s within the company can be stated as follows:

Traditional media: the next tool that the business firm can incorporate is television which has an extensive reach. Commercial are a great source of media which assist to grab the attention of the customers at a particular time and can be broadcasted in various channels (Ogidi & Utulu, 2016). For the second straight month, McDonald's dominated all firms in TV ad paying, spending $50 million to market its new unlimited size $1 soft drink buyer and sellers and mix and match 2 for $5 deal to consumers. The Illinois-based company last took the top spot in February, when it added bacon to its iconic burger as a new addition.

Social media: McDonald's uses the internet and social media to present a joyful, accessible personality. This fits in with its approach of utilizing social media to connect with current consumers and brand's online champions in a friendly manner (Ertemel & Ammoura, 2016). On Twitter they the company will know can post relatable tweets as soon as they read their play on words with hashtag and French Fries in their bio.

Facebook will enable the brand to become more communicative because it is where the highest respondents like to communicate with the business, but they will still make posts soft and entertaining.

Direct marketing: One of the most efficient marketing strategies is sales promotion. McDonald's uses a technology in their delivery services, where they bring the food directly to the customer's site (Frandsen, Thow & Ferguson, 2016). They even have websites that are much more suited to direct sales, in that they typically list all of the great offers as well as the contact information of surrounding outlets.

Public relation: McDonald’s can undertake public relations as the business firm cannot endure in separation which requires to be a continuous contact with the clienteles, different stakeholders and employees (Kabir, 2017). However, public relation is an efficient tool that can build and create awareness by generating stories in media.

Advertising Strategy 

With reference to advertising and promotion approach of McDonald’s it has maintained an extensive advertising campaign. With inclusion of media like radio, television and newspaper the business firm is also using billboards and signage, along with sponsors sporting events like FIFA World Cup, Little League and Olympics Games. It also has 23 different slogans in US as well as few other for different countries. Some of the major advertising strategy that can be adopted by the company are as follows:

Big idea: Big concept advertising is all about analytics and perspectives are all about ROI. It is not just about spending money in the wrong place to achieve the correct people. It is also about expressing the proper information. Finally, it is critical for advertising tactics to express a strong and understanding major idea (Jobs, Gilfoil & Aukers, 2016). Big Idea branding was first created as part of the branding process for promotional activities by large marketing firms. The Big Idea in marketing campaigns on the online is an attempt to connect a brand, product or theory to the wider community with a client relationship.

Creative strategy: Before launching a new social media campaign or campaign, a creative strategy is similar to an outline or blueprint (Altstiel, Grow & Jennings, 2018). It not only specifies the components of the marketing campaign but also what it really should be delivered to and how it can be delivered. The personnel in charge of planning the candidate's upward and promotional material should be guided by the company's unique idea.

Media strategy: there are various type of media that can be adopted by the McDonald’s and they are print media which can include posters, calendar and wall charts (Quesenberry, 2015). The reason behind the perennial existence of the media is the ability to public relations and accessibility. Print media will enjoy the existence of virtual appeal and longevity.

Recommendation 

Two ways in which McDonald’s can improve itself from promotion and advertising options can be stated as firstly as advertising in Pinterest and Facebook. Any use of social media platforms to reach audiences in order to promote the brand, improve sales, and drive social commerce is known as online marketing. The benefit of social media is that it allows the firm to develop a channel solely dedicated to clients feel, encouraging clients to stay connected to the firm. In this approach, social advertising can assist a firm in maintaining customer relationships and/or forging stronger relationships within the targeted audience. Buffer for example, is a social media management software that can support you in attaining greatness with the social media marketing. The social media advertising can be promoted by Joseph Schooling who is a Singaporean swimmer and a gold medallist of 2016 Olympics. As he has 165K followers on Instagram it will be easier for the firm to promote new product.  Secondly, it can be recommended that McDonald’s can implement the advertising strategy of (Navas & Estévez, 019). It offers a number of benefits to marketing and advertising teams, including one with a speedier buying process, lower costs, and better use of advertising budget.

Control and Evaluation 

The average small business uses Google advertising pays between $9,000 and $10,000 per monthly on digital marketing. This corresponds to an annual income of $100,000 to $120,000. An online Facebook ad's contract value is $1.72. On Facebook Ads, the total value per action is $18.68. Add up the costs of all the social networking sites tools and techniques you use. Calculate the daily or weekly costs by reducing annual fees by 52 for midweek costs and by 12 for initial payments. However, the budget planning will enable McDonald’s to plan its advertising and promotion strategy on the basis of the launch of product segment.

Conclusion 

Hence, it can be concluded that implementing various advertising tool will enable the organisation to communicate with the customer in the best possible manner. The tools mentioned above will enable McDonald’s to inform the customers about the market and variety of goods they produce. It also links the potential customers and creates awareness about the brand so that it can influence and persuade them to make an ultimate purchase. Furthermore, the press release assists the customer to learn about the detail information about the new product launch of BTS which is possible only by advertising and form a competition among the business.

Section B: Press Release 

With reference to the 5 Ws and 1H of advertising and promotional strategy it can be stated that the 5 Ws stands for Who, What, When, Where, Why and How.

Press Release 

McDonald's

June 20, 2021 12:00 ST

The BTS meal with inclusion of additional offers in single purchase

McDonald's teamed with the common Local boy band BTS on a unique campaign that began in 49 countries on May 26 in the United States. Soup is served in restaurants in a variety of places, Asia and Oceania. This local modification from of the standard menu is a characteristic of the company, and it is used either to comply with national dietary taboos or to attract the audience. The first two weeks of the campaign saw a 12 percent growth in dining visits over the preceding week, according to a report by Gordon Haskett Research Advisors. These numbers are the highest so far in 2021. People from the United States can purchase a BTS meal, which includes a 10-piece McNuggets, medium fries, a small Coke, and sweet chilli and Cajun condiments inspired by McDonald's South Korean food items. McDonald's has traditionally had tremendous success with celebrity characteristic order promotions.

Last winter, the Travis Scott dish was so famous that some Quarter Pounder outlets ran out of components. According to Forbes, Scott personally benefited from the purchase to the amount of at least $20 million. The BTS dinner has the ability to become even more popular for McDonald's, as it is exceeding the Travis Scott Meal's first year of performance, which saw a 9 percent spike in traffic. In 2020, fast-food businesses became increasingly willing to collaborate with young creative artists and this trend is projected to continue in 2021. McDonald's were able to interact with Gen Z customers because to the discounts, which were regularly shared on social media and became TikTok phenomena. The BTS lunch, as the other two celebrity ventures, is formed from of existing food items to entice people (although the sauces are unique in the US), which critics have applauded. Without adding unnecessary menu items, companies may leverage the energy and confidence of a new market with a corporate sponsorship. Fast-food and celebrity collaborations aren't going away anytime soon. Brands are still looking for ways to reach out to younger customers, and they've discovered anything which works. The BTS meal is not available in all of McDonald's target segments. Residents of all 49 nations involved will be ready to experience it out by June 25.

Despite its effectiveness thus far, the meal has not had the same impact as McDonald's chicken burger. According to Gordon Haskett, the crispy chicken sandwich launched in February increased traffic by 16 percent after the first week. Foot traffic increased by more than 20% week because of week in the days prior to the release allowing the chain approach nearer to pre-pandemic levels. The assortment is a wonderful reflection of an iconic connection between the two member brands which was mentioned by McDonald's in a statement. This is because of their success, BTS may spend a lot of money for marketing partnerships. BTS probably makes twice of its revenue from its international consensus with McDonald's that is $8.89 million. BTS is currently is one of the most premium celebrity spokesmodels as per The Korea Times. South Korean businesses frequently pay the group $2.69 million to $4.48 million only for local promotions, according to the source.

Reference 

Altstiel, T., Grow, J., & Jennings, M. (2018). Advertising creative: strategy, copy, and design. Sage Publications.

Crawford, A., Humphries, S. A., & Geddy, M. M. (2015). McDonald's: A Case Study in Glocalization. Journal of Global Business Issues, 9(1).

Ertemel, A. V., & Ammoura, A. (2016). The role of social media advertising in consumer buying behavior. International Journal of Commerce and Finance, 2(1), 81-89.

Frandsen, M., Thow, M., & Ferguson, S. G. (2016). The effectiveness of social media (Facebook) compared with more traditional advertising methods for recruiting eligible participants to health research studies: a randomized, controlled clinical trial. JMIR Research Protocols, 5(3), e5747.

Jobs, C. G., Gilfoil, D. M., & Aukers, S. M. (2016). How marketing organizations can benefit from big data advertising analytics. Academy of Marketing Studies Journal, 20(1), 18.

Juska, J. M. (2017). Integrated marketing communication: advertising and promotion in a digital world. Routledge.

Kabir, M. (2017). Facebook advertising–an innovative digital marketing communication tool.

Navas, E. B. G., & Estévez, M. P. (2019, March). Dissemination and Assessment of the Methods and Tools of Strategic Decision Among the Large Companies of the AMB. In International Conference on Industrial Engineering (pp. 129-138). Springer, Cham.

Ogidi, O., & Utulu, A. U. (2016). Is the new media superior to the traditional media for advertising. Asian Journal of Economic Modelling, 4(1), 57-69.

Panwar, D., & Patra, S. (2017). Localization in Fast Food industry: A case study on McDonald’s strategy in India. Journal of Arts, Science & Commerce, 8(1), 70-74.

Quesenberry, K. A. (2015). Social media strategy: Marketing and advertising in the consumer revolution. Rowman & Littlefield.

Singireddy, M. (2020). Mcdonald's: Global Marketing. International Journal of Health and Economic Development, 6(2), 16-27.

Tien, N. H. (2019). Customization and Standardization of the Business Strategy of Foreign Enterprises in Vietnam–the McDonald’s Case and the Fast Food Sector.“. International Journal of Research in Marketing Management and Sales, 1(2), 44-50.

Todorova, G. (2015). Marketing communication mix. Trakia Journal of sciences, 13(1), 368-374.

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