Sales promotion has played an important role in speeding the pace of business development. Especially for a company like Mc Donald's, advertising and sales promotion is more important because their product is very standardized and low-value. Through the promotion, the potential consumers would gain the information and make immediate purchase without deep consideration.
Objective of Sales Promotion
When you see the Mc Donald's advertising in the street or on the screen, you can easily find that they don't really emphasize the relationship that develops with consumers. Most of the commercials are product-oriented. They want more effect on the behavior than on attitudes.
Mc Donald's sales promotion is targeting loyal costumers and price buyers. The company frequently bring new products and deals so that their their loyal customers won't get tired of their menu and come back for repeat purchase. Also, for those who consistently buy the least expensive food, Mc Donald's will be the best choice especially when they are on sales promotion. I usually pick up an Egg McMuffin on my way to work or school. Because Mc Donald's has a promotion - "Egg McMuffin 2for $3". This is a typical "grab and go" meal and it is very cheap and fast. Plus, it tastes so delicious.
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