Table of Contents

1. Communication Objectives
2. Communication Strategy
3. Communication Tactics
4. IMC Programs
Communication Objectives
1. Target Audience
• Is relatively a homogenous groupconsumers feel that it is all
the same and wanting it at the lowest price
• Ranges from all ages whether they are a toddler or a senior
citizenis affordable and does not require an outstanding
amount of income to purchase their products
• Established within the rural and suburban communities although
there may be less in the rural communities
• Has many brand loyal customers that come in everyday whether
it is for breakfast, lunch, dinner or dessertfocus on their
current customers to ensure that their customers will maintain
their current purchasing and consumption behaviour
• Have many favourable brand switcherscontinue to buy their
products, but at the same time they also purchase products from
Burger Kingwill be communicated to directly to ensure that
McDonalds remains in their evoked set
• Will have to ensure that their main message being sent out is
clear and concise so that the new category users believe in it and
switch to McDonaldswith their new Lighter Choice Menu,
this can attract new users that are more health conscious
• Will have to focus on other brand switchers closelythese
customers purchase other brands such as Burger King, Wendy’s
or Harvey’scan find ways of getting these customers to switch
overplanning on emphasizing more on brand experience by
feelings over features and passion over price.
2. Behavioural Objectives
• Brand trial purchaseall the users reached will go to try out the
hamburgers and their well-known fries for themselves, so they can
see that all of the advertisements are true and concise.
• Brand switching purchaseto ensure that brand loyalists will see
that their products are just as good as those they are loyal to and
will switch
• Repeat purchasespurchase within a specified time period
because McDonalds have special deals every day of the week
• Repeat consumptionreturn because their products are fast,
convenient, and deliciousbest interest to convince these
consumers to become repeat purchasers
• Timing and when to purchase is very importantcertain products
are seasonalex. during the Christmas season, McDonalds have
Egg Nog Milkshakes that are only available during this time.
3. Communication Objectives
• Category needfeel that the products satisfies their needs because
they meets their expectations and needsit is fast, convenient and
affordable
• Brand awarenesstarget audience has the ability to recognize
and/or recall the brandwith the well-known golden arch,
everyone can recognize the big “M” anywhere around the world
• Ronald McDonald himself is also another well recognizehe was
once on the bags and he also has an organization that contributes
to a good causeby expanding the role of Ronald McDonald with
consumers of all ages, this will create brand awareness.
• The new slogan “I’m lovin’ it” will also create brand awareness
when the consumer hears or sees the slogan.
• Brand attitudeare satisfied with the reason why they want it
because McDonalds has something for everyone and it is
affordablewith a good attitude towards McDonalds’ products
maintained, it will generate future sales.
• Brand purchase intention is not necessarythere is low
involvement since consumers’ consistently purchase McDonalds
without putting so much thought into their decision process
• Purchase facilitationwill not affect McDonaldswell known
and will not affect the consumers purchase decision
 COMMUNICATIONS STRATEGY
Campaign Theme

 New campaign theme is called “Lovin & Livin It”.

 Designed to help connect with consumer all around the world.
 New campaign is fun, relevant, hip, compelling, connect with people.
 Five new launch commercials shot in 12 languages and locations.
 The five commercials spots will features three brand versions.
 Will communicate a consistent brand message while capturing the
spirit, music, and flavour of each local country

Consumer Benefits

 McDonalds has many locations and are within five driving minutes.
 Location provides convenience and friendly service to the consumer.
 McDonalds has consistency and a good reputation.
 Only fast food restaurant the produces good food and good service
that people enjoy which keeps people choosing over the competitors
Communication Tatics
1. Execution Style
• Straight sell or factual messageinformation concerning the
product is straightforwardpictures of their products took up
some of the ad and facts on how it is lighter and better compared
to what they already offered
• Demonstrationit illustrates the key advantages of their
productscan convince consumers of the benefits of purchasing
McDonalds
• Testimonialsomeone praises about the productJustin
Timberlake as an endorsementan excellent spokes person
since he is popular and well recognized by everyone
Media Plan
2. Media Objectives
To create awareness, attitudes and purchase intention among the
target audience:
• Use TV ads to reach 80% of target audience over a 1-year period
• Use the radio to reach the other 20% of the target audience over a
1-year period
• Outdoor billboards will be used all year round to maintain
awareness and attitudes
• Send direct mails to every household every other week
• Heaviest advertising will be during the fall and summer months
• Create purchase intention and awareness to non-customers
through the use of sponsorships and events
2. b&c) Media Strategy and Specific Media Choices
• TV adson all major channelson CityTV, NBC, Global and
the Cartoon Networkthese are the most watched channels and
can reach the most viewers all at once and it can create
emotional appeals
• Radio adsaired on all radio stations such as Z103.5, Chum
FM, Easy Rock, AM 106, AM 1010, etc.suited for every one
of all ages and personalitieswill be used throughout the day
especially during rush hours such as in the morning and after
work
• Outdoor billboardswill be used all year round to maintain
awareness and attitudes by locating them in specific
locationswill be used in rural and suburban areas, construction
sites and on the side of highwayswill also be situated in every
bus shelter
• Direct mailswill be sent to every household in Toronto every
other weekcan maintain awareness and attitudesconsist of
information on what specials they have for the week or
introducing a new product linehas many opportunities for
repeat exposure, higher information content, and high selectivity
 IMC PROGRAMES
SALES PROMOTION

 McDonalds will implement is to stimulate trial purchase by 20% of the

target market.
 McDonald’s plans to use incentives as they reward or give consumers
extra incentives for engaging in certain forms of behaviour.
 The incentives that will be used include the use of coupons and premiums.
 Free standing inserts allow us to deliver the coupons with high quality,
four coloured images that draw attention of consumers
 Direct mail is our main focus area for distributing the coupons.
 Our target redemption rate through the direct mail is expected to be 9% of
the 500,000 coupons distributed.
 Premiums are our most popular way to maintain repurchasing consumers.
 We are the largest restaurant in Canada to make toys and gadgets that
we give to consumers when they purchase certain meal items.

Coupons $ 9,620,000
Premiums $ 500,000

The total budget for Sales Promotion is $ 10,000.00

 IMC PROGRAMES
ADVERTISING
 McDonalds will implement is to purchase by 50% of the target market.
 Will be used to obtain greater success for any new brands by trying to
stimulate purchases of the product
 McDonald’s plans to use TV, Radio, and Bill Boards to convey messages.
 Tactic involved in advertising include McDonalds brand history and brand
loyalty by many of our consumers.
 The timing for these messages will be based all throughout the day
especially strong during prime time hours.
 McDonalds advertises in one week all of the following reasons to select
McDonalds.
 Family Convenience,
 Ronald McDonald house,
 Constant New Menu Items
 Nutrition,
 Budgets
 Playgrounds
 IMC PROGRAMES

ADVERTISING

 Mascot Characters
 Local Restaurants
 Local Events and Much More

Television Prime Time $ 12,500,000

Radio $ 120,000
Out Door Billboards $ 120,000,000

TOTAL COST FOR ADVERTISING $ 132,620,000

 IMC PROGRAMES

DIRECT MARKETING

 McDonalds will implement a objective that will seeks a direct response of

9% by the target audience.
 Objective will be to inform consumers who are not users about us and
educate them about how our products are better than the competitors.
 The strategy that will be used will be Direct Mail, which will help to stimulate
trial, build brand loyalty, increase our sales and market share and finally lead
consumer to repeat purchases.
 The timing for these mailing will be based on their overall cost and response
by consumer. However, they will all be based on a monthly basis, and will
only be good during certain hours of the day.

TOTAL COST FOR THE PROGRAM $ 100,000

 BUDGET
Media Budget
Television Prime Time $12,500,000.00
Radio $ 120,000.00
Out Door Billboards $ 120,000,000.00
TOTAL COST $ 132,620,000.00
IMC Programs
SALES PROMOTION $ 10,000.00
DIRECT MARKETING $ 100,000.00
TOTAL COSTS $ 110,000.00
TOTAL BUDGET $ 132, 730,000.00
Extra
Petty Cash Fund $ 132, 000.00
TOTAL BUDGET PROPOSED $ 132,862,000.00