Promotion Policy Promotion includes all activities which are communicated information about the products or services of a company

in order to convince consumers to purchase them. Promotion includes the following elements: advertising, personal selling, sales promotion, public relations, advertising, fairs and exhibitions, direct marketing and sponsorship. First let's start with advertising. Marketing and advertising targeted McDonald's family and children, in particular, because they are easily loyal consumers. Company McDonald's Romania invests over $ 1 million annually in advertising. Any company that operates in international markets, has to choose between advertising standardization (ie transfer abroad of the advertising campaign, using the same spots on all markets) and their adaptation to the cultural demands of foreign markets. The McDonald's uses standardized commercials, news clips and commercials are produced in other countries, Romania being adapted only slogans. Like other traditional suppliers, Olympic DDB advertising agency partner McDonald's, the company followed all over the world, including in Romania. In some countries McDonald's also works with other advertising agencies (eg agency Leo Burnett in England). McDonald's system, partners franchisees pay a monthly fee of 4% of gross sales for marketing and advertising fund and a contribution of 1% of gross sales for marketing local restaurant. In return for these contributions, the franchisor (the parent company) provides national advertising and local marketing and national restaurant franchisees not having any obligations on the conduct of these activities than to obey orders and support center. As mentioned, the entire marketing policy of McDonald's business is centered on the idea of family and children in particular. This policy is supported by an extensive promotional activity that is carried out according to the idea of "We each member of the family restaurant." The starting point is that children are easily attracted and become loyal customers in a short time. For these special menus are created (Happy Meal) or party (Birthday Party). Happy Meal menu offers food and drink along with a free toy. The toys are different characters from the world of animated film Walt Disney, the company that since 1996 provides most of the toys contained in this menu.