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McDonald’s Corporation
Introduction
McDonald’s leads the race for being the largest fast food chains in the world. It serves more than 47mn customers daily, primarily selling hamburgers, French fries, desserts, milk shakes, and cold drinks etc.
McDonald’s history dates back to 1940, where the McDonald siblings introduced the first restaurant of the chain in San Bernardino, California. Since its inception in 1940, McDonald’s operates in more than 119 countries, employing c. 1.5 mn people worldwide.
Advertisement
Over the years, McDonald’s has been one of the most aggressive advertisers in the fast food industry, though their aggressive marketing and advertisement strategy has occasionally landed them into trouble. Besides using the regular advertising media (TV, Radio and Newspapers), McDonald’s had been extensively using billboards, signage, sponsoring sports events to their advantage.
McDonald’s advertising focuses on the complete McDonald’s experience rather than any specific type of product. By focusing more on the experience, McDonald’s are able to associate themselves with the daily activities of their customers. However, McDonald’s have never used any negative or comparison ads pertaining to any of their competitors. McDonald’s entire focus lies on showcasing their strengths rather than other’s weaknesses. Their very first international campaign “I’m lovin’ it’ demonstrates McDonald’s business strategy of connecting with customers in highly relevant and culturally significant ways around the world. As a part of their advertising campaign, McDonald’s selected 24 lucky people to appear as part of their campaign by the means of conducting a casting call which invited more than 150 ...