In the luxury automobile segment, brand image is the most important critical factor of success. In case there are significant differences in terms of culture and positioning in two national markets then customization in advertising may be the right strategy.
McDonald has had many memorable ads at OOH billboards which engage in the target audiences who are young people to need quick meal. There are wider seats than in the economy class, which make travelling in premium economy class much more comfortable.
A standardized ad campaign has also saved costs for BMW because of benefits accrued from economies of scale. In times of economic slowdown companies cannot afford to be wasteful in advertising. The airline serves more than destinations in around 40 countries of the world. A series of promotional campaigns are employed by McDonald, such as sending out the premiums and coupons.
The standardized advertising campaign is being used because business class travelers around the world share certain common traits. A customized ad campaign would not have succeeded in achieving this objective for BMW. The eDrive technology is based on the electric motor developed and built by BMW.
The target audiences of McDonald are the teens and adults who need quick meal, and family with young children. Too much customization in advertising may dilute the brand image of the company and may end up creating different perceptions about the brand in different markets.
The ads are being run in all the premium print publications which are popular among its target group — the upper income group and affluent ones. In global advertising strategies which use both customization and standardization in their campaigns, certain characteristics of the brand image and brand personality are retained.
Advertising constitutes a major part of marketing budget of companies. BMW is running a global print campaign in which the advertisement of i8 appears in all major print publications, like The Economist and the Time This advertising campaign is a highly standardized one.
So by running a standardized campaign BMW is not risking dilution of brand image and brand equity which a customized campaign may entail. BMW i8 is the electric car model of the company.
A series of promotional campaigns are employed by McDonald, such as sending out the premiums and coupons. The aim of advertising is to communicate information about the products and services of the business to the consumers; pursue the customers to buy the products and services of the business and create and strengthen the brand image by positioning the brand in the minds of the customers.
The advertisement targets the common needs of the business class travelers. Eight inches of recline allows travelers of the Premium Economy class to sleep more comfortably while travelling. Standardization in advertising means that the company uses the same advertising message or campaign in different countries.
The visualization of this ad is in the turquoise light green colors of Cathay Pacific.
This practice is known as dual adaptation. You are required to analyse their degree of standardisation regarding, copy, visualisation, message appeal, choice of delivery vehicle and justify the extent of standardisation SOLUTION Integrated marketing communications use a mix of communication methods to communicate with the target customers of the company.
Marketing communication methods are advertising and promotion they are used to create colour design and image which make the brand a recognizable face. IN McDonald’s its familiar logo is represented by the golden arches.
The Integrated Marketing Communications (IMC) concept of McDonald’s fast food chains nowadays is linked with the efficiency of the capitalist and the practices of the American consumers.
This feature has become the recipe for McDonald’s success and popularity. A regular marketing campaign that began incustomers playing McDonald’s Monopoly previously had to peel off stickers and attach them to a paper board in order to win prizes, ranging from big cash prizes and cars, through to free food.
Integrated marketing tool is initiated through public appearances news/press release and event sponsorship by presenting the product in goodwill and trust so that the company is presented in positive way. McDonald’s corporate responsibility =values in practice: McDonalds value: We place the use of experience at the correct place.
McDonald Marketing Communications (MMC) helps Clients reach their marketing goals. By enlisting the support of specialists in a variety of fields, MMC can bring to your organization the best possible team to accomplish your unique marketing vision.
Our single goal: To help make your company successful. Integrated marketing communications use a mix of communication methods to communicate with the target customers of the company. Advertising through mass media like newspapers and television is the most popular communications method which is used by integrated marketing communications (Philip Kotler, Kevin Kohler, ).Marketing communication tools mcdonalds