This paper is about the marketing techniques that McDonald's uses.

Essay by breezylearUniversity, Bachelor'sA+, February 2004

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McDonald's is the world's leading food service retailer with more than 30,000 restaurants in 121 countries serving 46 million customers each day. It is one of the worlds most well-known and valuable brands and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in virtually every country in which we do business. McDonald's Corporate used advertising, personal selling, sales promotion, public relations, and direct marketing to become America's leading Burger Empire. These five promotion tools are used in McDonald's integrated marketing communications program which allows McDonald's to carefully integrate and coordinate its many communication channels to deliver a clear, consistent, and compelling message about the company and its products.

McDonald's began creating its IMC program by identifying the target audience and shaping a well-coordinated promotional program to elicit the desired audience response. McDonald's wanted to gain the trust of the general public and sensitize the public to what McDonald's was and to whom it was directed.

McDonald's uses lots of advertising to show people what its restaurants are all about. Their advertising is concentrated on establishing a restaurant that both adults and children can enjoy. A strategy was implemented which aimed at increasing visits and this was successfully achieved by means of the introduction of the Trivial Pursuit Challenge as well by reinforcing the principle of value by introducing combination meals with great taste and made from the best ingredients. Today McDonald's uses different advertising campaigns to grab the attention of their audiences. Their most recent campaign is "Got a buck, you're in luck!" which is focused on their new 99 cent value menu. You can find McDonald's advertisements on the radio, television, in newspapers, magazines, direct mail, and billboards.

Personal selling is the direct effort made by a salesperson to...