Example Of Television Advertising Campaign Marketing Essay

Choose a company or a brand of a product of service in NZ. Focusing on the integrated marketing communication system of the company. I choose McDonald. I would explain McDonald focusing on the integrated marketing communication system. McDonald’s Promotion strategy is “Think Global Act Local”. Moreover, i’m lovin’ it is a key part of McDonald’s promotion strategy to link with customers in highly relevant, culturally important ways around the world

Example of Television Advertising Campaign

The advertising goal of this television advertising is to support back up sale promotion campaign, and to advise the customer serving new promotion of McDonald’s menu. Certainly, the speedy delivery service is a special selling point of McDonald’s. When I saw this advertising at the first time, I want to provide McDonald’s delivery service because it’s a speedy service and delicious and interesting menus. I think this advertising strategy employ the emotion to hold the customers. After seeing this adverting, I want to provide McDonald’s because of speedy delivery service, and interesting promotion.

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Advertising Campaign

McDonald’s has a wide scope of McDonald’s campaign in many countries. Moreover, it focuses on average their brand name but localizing their advertising campaign. In New Zealand, television advertising campaign aimed specifically the children and teenager. The main goal of television advertising to make customer awareness the new products (menus).

Public Relations

McDonald’s in New Zealand use the public relation using the internet media like MSN to update the new goods and hot promotion on it, so it is simple way for the person who likes McDonald’s.

Matter of fact, an amusing activity is a good method of McDonald’s public connection to promote brand image McDonald’s focuses on helping “seek settlement for problem facing families and children today. The main goal is to certain needs of improving the lifestyle of underprivileged children.

Q2-Identify and describe the elements of promotional mix they use in their integrated marketing communication.

There are five main fields of a promotional mix.[1 ]These are:

Advertising – Announcement and promotion of thinking, services or goods, or by an identified sponsor. Examples: radio, Print ads, television, direct mail, billboard, ,brochures and catalogs, signs, posters, in-store displays, motion pictures, banner ads, Web pages, and emails.

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Personal selling -Personal selling is effective in influencing the buying process, specially make buyers’ favor, confidence and action. Examples: sales meetings, Sales presentations, incentive programs for intermediary salespeople, sales training, samples, and telemarketing. Can be via telephone or face-to-face.

Sales promotion – non-media and media marketing communication are hired for limited time, a pre-determined to increase stimulate market demand, consumer demand or improve product availability. Examples: sweepstakes, coupons, contests, product samples, self-liquidating premiums, rebates, trade-ins, trade shows, and exhibitions.

Public relations – Paid close stimulation of supply for goods, service, or business unit by planting important news about it or a satisfactory presentation of it in the media. Examples: magazine and Newspaper articles/reports, radios and TV presentations, speeches, charitable contributions, seminars, and issue advertising.

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Direct Marketing is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction. For example, email, mobile messaging, interactive consumer websites, fliers, online display ads, promotional letters, catalog distribution ,and outdoor advertising.

Q3-Discuss the advantages and disadvantages of each element in the promotional mix.

The major marketing communication tools, including advertising, public relations, sales promotion, direct and online marketing, and personal selling are discussed below.

The advantages of advertising are that first, advertiser controls the message. Second, cost effective method to communicate with large customers. Third, effective method makes symbolic appeals and brand images. Fourth, often it can be effective method to touch immediate chord with consumers. The disadvantages of advertising are that first, high cost of producing and running ads. Second, it caused credibility problems and consumer skepticism. Third, difficulty is in determining effectiveness. Fourth, it is only a one-way communication.

The advantages of personal selling are first, direct contact between seller and buyer permits for more flexibility. Second, it can tailor sales message to detailed needs of consumers. Third, it allows for more direct and immediate feedback. Fourth, sales efforts can be aimed to detailed markets and customers who are best vision. The disadvantages of personal selling are first, high costs per contact. Second, expensive way to reach large audiences. Third, difficult to have constant and uniform message conveyed to all customers.

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The advantages of sales promotion are divided 2 parts, consumer-oriented and trade-oriented. The consumer-oriented is targeted to the eventual users of service or a product.

ex) coupons, sampling, contests, sweepstakes. The trade-oriented is targeted toward marketing intermediaries like wholesalers, retailers or distributors. ex) promotion allowances, price deals, trade shows.

The advantages of public relations are first, it can reach many prospects that are difficult for other communication tools. Second, a combination of public relations with other communication tools in the business campaign can be very effective and economical.

The advantages of direct marketing are first, alters in society have made consumers more capacity to direct marketing. Second, Permit marketers to be very target specific segments of customers and selective. Third, messages can be customized for specific customers. Fourth, effectiveness is easier to measure. The disadvantages of direct marketing are first, absence of customer receptivity and very low reply rates. Second, it has image problems-particularly with telemarketing. Third, it can be clutter.

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The advantages of interactive/internet marketing are first, it can be used for kinds of IMC competence. Second, messages can be tailored to detailed needs and interests of customers. Third, interactive leads to higher level of involvement. Fourth, it can supply a lot of information to customers. The disadvantages of interactive/internet marketing are first, internet is not yet a mass medium as many consumers lack access. Second, attention to internet ads is very low. Third, great deal of clutter on the internet. Fourth, customer measurement is a big problem on the internet.

I did not analyze Q4 because I do not know what the message structure in the promotional mix tool. But I did my best what I could do. Thank you for reading my assignment.

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