Ch 17 - Advertising and Public Relations

McDonald’s uses every form of advertising out there; Newspapers, magazines, radio, television, outdoor media and television. Everywhere you go you will hear or see a McDonald’s advertisement. Some people might think nowadays McDonalds' doesn't really need to do the advertisements since they are everywhere with the prominent signage in red and yellow. Well, this doesn't happen by accident. McDonald’s has been one of the largest advertisers, they built over many years by heavy advertising and marketing investment. 

McDonald’s mostly uses product advertising. They usually push specific products or deals. Previously, their advertising tends to be more product-oriented and picture-oriented. Today, however, McDonalds also uses more institutional advertising where they show their fast- food restaurant as a place of comfort and family outings. Also, the situations they used in commercials aimed directly at ethnic consumers. For example, in recent commercial called "Big Day", the story comes with the African American matrimonial tradition that bride and groom jump over a broom. The situations they used in commercials aimed directly at ethnic consumers.

An advertising appeal of McDonald’s is convenience. Consumers want food and drinks that are convenient for them and they don’t have to make a stop for it. This is why McDonald’s has a drive-thru option. Another common executional style for advertising is “slice-of-life”. That is an advertisement that depicts people in their everyday life. Whenever you want something fast or on the go you will get McDonald’s. McDonald’s also has the option of having birthday parties for children and the play area. This is convenient because you do not have to rent something expensive and buy a lot of food. 

 McDonald’s also uses public relations. They have a charity called Ronald McDonald’s House Charities (RMNC) that helps save children all over the world. They also offer scholarships to students. "Local Chapters of Ronald McDonald House Charities(RMHC), with support from RMHC Global offer scholarships to students from communities who face limited access to educational career opportunities. These scholarships are part of RMHC's ongoing commitment to education."