商科硕士论文——广告与消费者行为学

Communication strategy
According to Elaboration Likelihood Model, under conditions of high involvement, the consumer takes the central route to persuasion. We aim at making the beliefs about McDonalds ’ --- health, safe and responsibility carefully formed. Result to changing the customers ’ attitudes about McDonalds ’ ---junk food and insecure production process, and successfully guide their behavior. We decide our communication strategies as advertising, promotion and public relationship.
Product Orientation Price Low High
* KFC * Burger King ‘Old McDonald
The whole campaign is divided to 3 periods and use a pulsing scheduling methods. The first one is the one month ’s pilot stage which aims at make experiments on various tools used in campaign, and make adjustments according to feedback. The second stage, 6 months ’ introduction stage, is the most heavily invested. The campaign group will command intensive TV, magazine, outdoor advertising. And post advertising link in social networking like Facebook, Myspace. The
marketing teams will also commit heavy promotion worldwide during this stage. In the third 6 months ’ stabilizing stage, budget on TV advertizing and magazine advertizing will be cut down. And the team will cease posting advertising link in Social networking and turn to hold activities online and offline to interact with customers. And after that, the marketing team cut down the spending to normal level.The new concept “Green ” will be integrated to McDonalds ’ general marketing campaign core culture gradually.
Advertising
In order to highlight our new product concept, we design 3 posters and a series of TV CM.
The first poster uses an emotional appeal to establish a
connection between the product and the consumer. In this
poster, we won’t discuss any kind of food at all. Actually, we
focus on making a strong impression of the green and healthy
food in McDonalds’. It describes the original logo as a house
surrounding by trees crowned with leaves. The branches bear
abundant fruits --- our hamburgers. It shows that the products
in McDonalds’ are green, clear and healthy. They are not junk food whose ingredients containing chemical composition, nutritional deficiency and harmful to health. In the “house”, several employees are enjoying their work. Prominent big smiles on their faces suggest the pleasant working environment and the safe production process. They are a bunch of happy people who pass the laugh and happiness to our customers. Actually, we plan to revise it slightly and turn this poster as McDonalds’ new logo which will occur in every retails all over the world and every advertisements. With the bright delectable color and sweet image, this new logo catches customers’ eyes and conveys our new concept: green and healthy.
The second one focuses on the nutrition of McDonalds’ product. In this poster, a young man who is scanning his full schedule while enjoying his lunch in McDonalds’. Photocopying his stomach, we list the nutrition information in detail, including energy, protein, carbohydrate, fat, fiber, vitamin and micronutrient. Firstly, the reason we choose a young man with a heavy task and a demanding schedule as the leading role in this poster is that “we like to listen to people who are like us”. Our target customers are those white collars, students, business people who are snowed in heavy work and study. They are too busy to spend a sufficient time to enjoy a beautiful lunch. However they need substantial, balance nutrition to support themselves. Therefore, they have no choice but fast food, but they can the right to choose the products which provide nutrition as well as convenience. Secondly, we give the professional nutrition information in detail. This scientific analysis not only highlights McDonald’s nutritious product, but also builds the credibility.
The third poster aims at emphasizing McDonalds’ safe production process. It composed by tens of thousands photos which show the scenes that employees of McDonalds’ staff, the employees of McDonalds’ suppliers work in a safe work environment. They are smiling, enjoying and dynamic. In the middle of the poster, there is our striking slogan “IT IS TIME FOR GREEN FOOD”. By the help of this poster, we want to tell the public that around the world, every supplier we chose is under the strict supervision. Only those suppliers who can protect the employees’right and interests have the quality to cooperate with us. As a leading player of fast food industry, we have the responsibility to save the corrupting commercial morals.
The 3 posters will be displaced in several McDonald s’ in huge cities like Los Angeles’ bill board, downtown light box and bus shelter where great many people pass by.
. These cities have large number of educated consumers who cares about health and company responsibility.
Besides posters, we also design a series of TV CM. According to the uses and gratifications
theory, media compete with other sources to satisfy needs, and that these needs include diversion and entertainment as well as information (Michael and Gary, 2010). We will create an animation to show the high quality and green healthy meat we choose. Take the chicken as an example: there will be a match all along their lives, from a egg to a chicken. Some eggs are artificial hatched which can increase the speed, decrease the quality. They will be eliminated; some chicken grow up in a crowd space where even no room to move, no chance to be in the sun. They will be cleaned out; some chicken eat the feeding-stuffs with hormones, which make them grow faster and fatter but be harm for human health. They will be sifted out too. Finally, only those chicken who grow up in a natural, green situation win the match and became the ingredients of our hamburgers. Other two episodes with the same approach will aim at beef and pork. With some cute characters, interesting stories, funny narratives and lively music, this attractive TV CM will deep root our new product concept while passing laugh and happiness.
The team will advertise in printed media including magazine and outdoor including light box and bus shelter. The magazine are chosen from Times and American Television Magazine which will well cover the target audience.
The TV ads will firstly be displayed in Youtube and spread through social networking. Social networking marketing group will trace back the characteristics of the people who concern the advertising. And then the group will write a report to the Campaign manager, helping s/he to adjust the contends of TV advertising and choose appropriate TV channel.
Public Relationship & Cooperation
Firstly, we manage to obtain the endorsement from World Labor Organization which focus on protecting labor rights and interests. We will establish a foundation for them. 1 hamburger sold, 5 pence will be attributed to improve employees’ working condition and treatment. We declare to public McDonald’s has a green and safe produce process. Furthermore, McDonalds’require its suppliers started to standardize their product process and guarantee legal employment, aiming at reducing abusing animals, pollution, employing child labor in fast food supply chain. McDonalds’is going to show it is responsible for the whole society. Secondly, we will invite customers and medias to visit McDonald’s and our suppliers’workshops. Even they can have a firsthand experience in there. Well working condition and favorable working atmosphere will gibe them a profound impression. Thirdly, McDonald’s will continue to organize and undertake some sport matches for teenagers. We aimed at popularizing the exercises and a health life. These activities indirectly help to change customers’former awareness to fast food and root our new product concept in their mind.
As to how we propagate our new concept, we will release the new logo, posters and TV CM on McDonalds’ internal and external website. After trial running in New York and Beijing, if the results go along with anticipation,Every branch store around all over the world will see in an overall renewal of the advertising posters and employee uniform with new logo to convey our new concept strongly. Besides, they w ill also be putted on Facebook, Microsoft’s Live space, and YouTube which are extremely popular to young people. Took facebook as an example, it more than 500 million activer users, therefore it would be a brilliant place for a company to establish their advertising link. Facebook offers more than a way to keep which means that it provide an opportunity for McDonalds’ to keep in touch with their clients, fans and browser. Facebook also allows advertisers collect information about who click the advertising, more precisely, advertisers can view the demographic characteristic, occupation, religious belief and education background. McDonalds’ will use these statistics to make a judgement on whether the advertising effectively convey to its target audience. As it is more than a way commuciation, through time people will establish loyalty and thesefore become loyalty customer of McDonalds’.Furthermore, we will invite media to give comprehensive and depth reporting. Related business reviews will occur in mainstream newspaper and magazine. Therefore, more and more attentions will be attracted to McDonald’s and our new concept.
In the Facebook campaign part, the team organizes lots of online activities like lucky draw, where all fans for “Green” McDonalds public page who browse the page on whole points of every hour will be gifted free offer for “Green” set meal. The team also holds environmental quiz game for fans to win the chance for paid vocations and visiting McDonalds’ suppliers’ workshop.
In order to highlight our green health concept, McDonald’s will cooperate with Whole Food supper market which is famous with organic food and natural food. McDonald’s posters and new logo will occur in Whole Food. By virtue of Whole Food’s brand effect, customers will gradually change their negative awareness about our product.
Promotion
Besides advertising and public relations, the key step is to encourage customers to purchase McDonalds’new “Green Set Meal”. During the 6 months’campaign, free meal will be continuously presented to the customers who join in “McDonalds’Green Food”page in social network. And every branch store will gift coupon discount to customers who consume traditional McDonalds’meal. Customers will understand the Green concept of McDonalds’and convey it
through word of mouth.。