麦当劳中国广告战略分析详细

Advertising Changes
Advertising Consistency
Spokeman:Uncle McDonald's
No need to pay advestsing fees Uncle McDonald's ,thus reduce the cost in advertising to minimum.
No damage to company's image.
Widely welcomed by children.
Merits
Advertising Basic Strategy Information
Advertising Changes
Advertising Consistency
1. 1990-2000
Advertising Basic Strategy Information
Advertising Changes
Advertising Consistency
First Stage
Second Stage
Social Statue
Decent ,modern, fashionable, white-collar
√Fashion √Innovative √Self-conscious
Advertising Basic Strategy Information
Advertising Changes
Advertising Consistency
First Stage
Second Stage
Strategy
Attaching great importance to creativity on advertisement
Advertising Basic Strategy Information
Advertising Changes
Advertising Consistency
First Stage
Second StFra Baidu bibliotekge
Slogan: I'm lovin it
Cooperated with M-Zone:
Discount for M-Zone users 15 Yuan for M-Zone Set
Analysis on Advertisement
Advertising Basic Strategy Information
Advertising Changes
Advertising Consistency
Consistency of advertising can emphasis the brand glory in the dazzling array advertising
First Restaurant in Shenzhen in 1990 1050 Chinese McDonald's restaurants (2008) Over 60,000 Employees(2008)
Expanding
Advertising Basic Strategy Information
Theme: Happiness Advertising Agency: Leo Burnett Worldwide Eden Advertising Company
Advertising Basic Strategy Information
Advertising Changes
Advertising Consistency
Late 1990s
Romantic Love
Twin seat, warm, romantic, relaxing
Happy Children
Funny, delicious ,friendly, kind, home-like
Advertising Basic Strategy Information
Style of Advertisement:
Innovative Energetic Chinese traditional elements
Advertising Basic Strategy Information
Advertising Changes
Advertising Consistency
Advertising Basic Strategy Information
Advertising Changes
Advertising Consistency
Consistent Style
Media: BBF Principle（Bigger/Bolder/Fewer） Form: American Style
Fouders: Richard&Maurice McDonald Time of Establishment:1940 Headquarter:USA
Basic Information
Advertising Strategy
Advertising Changes
Advertising Consistency
First Stage
Second Stage
Analysis on Advertisement
Advertising Basic Strategy Information
Advertising Changes
Advertising Consistency
First Stage
Second Stage
Advertising in China
Outline
Basic Information
Advertising Strategy Changes In Different Stages Advertising Consistency
Basic Information
Advertising Strategy
2. 2000-2015
Advertising Basic Strategy Information
Advertising Changes
Advertising Consistency
First Stage
Second Stage
Strategy
Lay great emphasis on Ronald McDonald and M sign
Advertising Basic Strategy Information
Advertising Changes
Advertising Consistency
First Stage
Second Stage
Analysis on Advertisement
In this advertisement, the baby ‘s smile catch the heart of audiences. Obviously, this advertisement influence new generation. Parents are hard to refuse the children ‘s require to go to McDonald’s. McDonald’s even become the sign of happy and modern life
Advertising Changes
Advertising Consistency
First Stage
Second Stage
1.Target Market
Children-------The Young
New CMO
2.Charateristics of the Young Generation
Advertising Changes
Advertising Consistency
Employees:1.9 M
(2nd private employer)
Annual Revenues: $27.5 billion(2012)
Trademark:Golden Rrches
First Agent:Ray Kroc in1955
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