Table of Contents
I. Executive Summary:
* Company (Product/Service) Description
* SWOT Analysis
* Industry Analysis
* Target Market Description
* Market Segments
* Market Characteristics
* Marketing Mix
* Competitive Analysis (Advertising strategies of competition) II. Advertising Objectives
* Communication goals
* Purchasing behavior
III. Advertising (Creative) Strategy
* Product Concept
* Target Audience (Who the advertising will address)
* Communications Media
* Media Objectives
* Media Plan
* Communication Effectiveness
* Advertising Message (Art elements, Production elements, etc.) IV. Testing and Evaluation
* Advertising Research
* Effectiveness Measurement
SECTION 1: EXECUTIVE SUMMARY:
This advertising plan features exciting information about a new yogurt dipping sauce to be featured at McDonalds. Research shows the fast-food industry that there is a serious need to offer healthier items on the menu to families and working adults. The target market is looking for exactly just that: healthy variety and quality without compromise. Backed by some of the most powerful names in the restaurant business, companies like SEI, MoRoch, and PAR systems will support this new change in every way they can to ensure successful launch of the product including on-going support.
There will be some very exciting advertising on the television, radio, and social networking sites that will get customers very excited about the dipping sauce that will make them want to get out of their seat and head to McDonalds to try the new dipping sauce. The new yogurt dipping sauce will perfectly compliment their delicious already existing apple slices. During the soft sell, customers will be able to come in and try the new dipping sauce before the actual launch and advertising begins on television. Social networking sites such as Facebook and Twitter will be helping to promote the new sauce during and after the launch. The newspaper will do a great job of sending coupons out in the mail to help get neighborhoods and communities excited about this fantastic addition to the menu.
Following the launch, there will be some fantastic follow-up with customer through qualitative research through surveys, feedback, and phone calls to ensure the launch was a success. Quantitative research will show what a success this was by showing a fantastic increase in sales and even larger customer base following.
SECTION 2: SITUATION ANALYSIS
Company (Product/Services) Description:
"McDonald's brand mission is to be our customers' favorite place and way to eat."
“That broad and common mission statement is more clearly defined by the McDonald's Values, which reflects the experience that customers can expect when walking into a McDonald's fast food restaurant no matter where it is located...” (Retrieved from Mcdonads.com on 7/29/12) * We place the customer experience at the core of all we do. * We are committed to our people.
* We believe in the McDonald's System.
* We operate our business ethically.
* We give back to our communities.
* We grow our business profitably.
* We strive continually to improve.
(Retrieved from Mcdonalds.com on 7/29/12)
McDonalds is a fast food restaurant that serves hamburgers, chicken, fries, shakes, soft drinks, salads, ice cream, fish, fruit, and Happy Meals. It is a family friendly restaurant that provides exceptional customer service while providing value to families in a safe environment. McDonalds was originally owned by the McDonald brothers before being bought by Mr. Ray Croc who used to fix the McDonald brothers’ ice cream machine when it needed to be cleaned or required service. After realizing how much restaurant...
References: Advertising Age (2012) Retrieved from http://adage.com/datacenter
Better Business Bureau (2012)
Facebook (2012). Retrieved from
New Strategist ( Dec 2010). Who’s buying at restaurants and carry-outs. 8th edition.
Strategic media (2012). Retrieved from http://www.strategicmediainc.com/
The 2011 Restaurant, Food & Beverage Market Research Handbook, 2011. P157-172
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