McDonald's Advertising Campaign Term Paper Example | Topics and Well Written Essays - 1000 words

McDonalds Advertising Campaign - Term Paper ExampleThe current Mcdonalds denote shake is referred to as the Im lovin it campaign. This campaign extends to international borders and has been implemented in virtually every advertising medium available indoors the contemporary media climate. While many might have expected this advertising campaign to be developed by an American firm, in actuality it was constructed by an advertising agency located in Unterhaching, Germany referred to as DDB Worldwide Communications Group, Inc. Rather than debuting the campaign in the United States, the Im lovin it campaign was debuted in Australia and that afterwards throughout parts of Europe and ultimately the United States. It seems in structuring the campaign in such a way McDonalds was able to in a sense test out their advertising and fine-tune its various elements before debuting it in the larger Western markets. This strategy has a number of beneficial elements, videlicet that despite pre-de but polling and surveys, the actual reception of the marketing campaign is not entirely discernable until after it is received within the public context as a result numerous logistical and thematic errors can be worked out before it ultimately hits the most pivotal Western market. When it finally did debut in the USA on June 29, 2003 it did so with a large amount of fanfare. During its debut the campaign slogan was accompanied by the music of Tom Batoy and Franco Tortora (Mona Davis Music) and vocals by Justin Timberlake. In including such a large name (indeed, Justin Timberlake was at the top of the pop culture world at the time of this campaign) allowed McDonalds to significantly establish their new communicate and distinguish it from past advertising incarnations (Dicker 2010). In these regards, the debut functions as more than than just a means of drawing significant attention to the product (which is one(a) of the primary concerns), but it also functions to draw attention to the significant shift in tone and message from previous McDonalds campaigns. This is important as it indicates that the campaign often does not simply signify a renewed approach to promotion, but oftentimes represents a philosophical shift in the temper of nature of the companys vision. As advertising campaigns are implemented they oftentimes have been demonstrated to make subtle shifts within their production mechanisms. The McDonalds Im Lovin It campaign is ne exception in these regards. Despite debuting with one set slogan and approach to promotion as the campaign progressed new forms of launching were included for instance, in 2007 a public casting call was issued which resulted in nearly 15,000 applicants (The Latest from McDonalds). From this pool twenty-four were selected and integrated into the advertising campaign. These individuals images and themes of rapture were implemented on McDonalds products throughout the world. This last method was a highly effective means of altering the campaign through becoming more directly involved in the customers perspective. Rather than simply relying on ad executives to determine what constitutes effective promotion, allowing actual customers to become involved functions to shape a sort of raw and direct appeal to the audience. This method went beyond traditional television and print advertising, truly