Ch. 16 - Promotional Planning for Competitive advantage

AIDA

Cooperation must be profitable. Boosting sales means improving the profits. No wonder that promotional strategy is key element in the marketing. McDonald’s is a front running company because they have great promotional planning and they are consistent. As textbook mentions, AIDA is the classic concept to push the consumers to make purchase decisions. In this blog, I will analyze McDonald's AIDA process for achieving their promotional goal.

1. Attention.

As McDonald's has a new product item comeing out, they do very heavy advertising on it through media, such as newspapers, magazines, television, large billboards and so on. Everywhere you go you will hear or see a McDonalds advertisement, and every Mc Donald's restaurant you visit, you can see the new posters promoting items. Accordingly, McDonald's grabs the attentions from the walking-by customers and potential consumers.

2. Interest

Their innovative items create interest to their products. One of the most revolutionary ideas is the $1 menu, which was a shockingly cheap price at that time. Actually, McDonalds premium coffee line has taken a huge business from Starbucks because it is much cheaper and tasty.

3. Desire

McDonald's usually sends out a lot of coupons to encourage product trial or repurchase, which attracts a lot of price buyers and recurs loyal customers.

4. Action

Mc Donald's is the leading worldwide burger retailer and food service retailer. The company states that they have sold over 100 billion hamburgers and are continuing to sell "more than 75 hamburgers per second, of every minute, of every hour, of every day of every year. It seems like their promotion is working well so far.