CHAPTER-2 : THEORETICAL FRAMEWORK

This framework explores how mass media channels influence the effectiveness of
advertising campaigns. It integrates concepts from various communication theories
to understand the interplay between media, message, and audience.
Core Factors:

Media Selection: The type of media chosen (television, print, social media) shapes
the message delivery and audience reach. Theories like Uses and Gratifications
[Needs and Uses Theory] posit that audiences actively choose media based on their
needs. Advertisers consider factors like demographics, media consumption habits,
and program/platform content alignment with the target audience.

Message Design: The advertising message itself is crucial. Cultivation Theory

suggests that repeated exposure to specific media content shapes audience
perceptions of reality. Advertisers craft messages that resonate with the target
audience's values, beliefs, and emotions. Theories like the Elaboration Likelihood
Model posit that audiences process information differently depending on their
motivation and ability to focus. Ads can employ central route processing (focusing
on message arguments) or peripheral route processing (focusing on emotional cues or
source credibility).

Audience Response: The ultimate impact of the campaign hinges on audience

reaction. Theories of Persuasion like the ELM (Elaboration Likelihood Model) come
into play. Here, factors like message credibility, emotional appeal, and audience
needs all influence how receptive viewers are to the persuasive message.
Additionally, Social Learning Theory suggests that audiences learn from observing
others, and advertising can leverage this by portraying social acceptance of the
product.

Relationships between factors:

Media selection influences message design by dictating format, length, and creative
possibilities. For example, a television commercial allows for more complex
narratives than a short social media post.
Message design impacts audience response. Compelling visuals, clear calls to
action, and emotional resonance all contribute to a positive audience reaction.
Audience response feeds back into media selection. Advertisers may adjust future
campaigns based on audience demographics most receptive to their message in
specific media channels.

Real life example: An example of the impact of mass media in advertising campaigns
can be seen in the Dove Real Beauty campaign. In this campaign, Dove used a
combination of television commercials, print advertisements, social media, and
online videos to challenge traditional beauty standards and promote body
positivity. The campaign featured real women of various sizes, shapes, and
backgrounds, and aimed to empower women to embrace their natural beauty.
Opinion leaders, such as social media influencers, shared the campaign content with
their followers, sparking conversations and generating buzz around the campaign. As
a result, the campaign received widespread media coverage and reached a large
audience, leading to increased brand awareness and positive consumer perceptions of
Dove. This example illustrates how mass media can have a significant impact on
advertising campaigns by influencing opinion leaders who then shape the perceptions
and behaviors of others in their social networks.

example : 1. DOVE :

The Dove Real Beauty campaign is a marketing and advertising campaign launched by
the personal care brand Dove in 2004. The campaign aims to promote a more realistic
and inclusive vision of beauty by featuring women of various shapes, sizes, ages,
and ethnicities in its advertisements.

The campaign was designed to challenge the prevailing standards of beauty in the
media, which often promote a narrow and unrealistic ideal that can lead to feelings
of inadequacy and low self-esteem among consumers.

Dove has created a number of advertisements and promotional materials as part of

the Real Beauty campaign, including the widely acclaimed "Real Beauty Sketches"
video, which highlights the stark difference between how women perceive themselves
and how others perceive them.

The campaign has received praise for its positive message and efforts to promote
self-acceptance and self-confidence among women. However, it has also faced
criticism for being part of a larger marketing strategy by the parent company,
Unilever, and for not going far enough in challenging traditional beauty standards.

Despite the controversy, the Dove Real Beauty campaign has been successful in
raising awareness about the dangers of negative body image and in promoting a more
inclusive and diverse vision of beauty. The campaign has inspired other brands to
follow suit and has sparked important conversations about the impact of beauty
standards on society.

( https://www.linkedin.com/pulse/beyond-skin-deep-message-behind-doves-real-beauty-
campaign-mupeti )

Dove's Real Beauty campaign has been a revolutionary marketing effort that has
captured the attention of the world. The campaign, which first launched in 2004,
aimed to redefine the traditional beauty standards and to advocate for a more
inclusive and diverse representation of beauty. The campaign, which utilized
various forms of media such as print, television ads, and social media, has been
widely successful helping to build a brand that is recognized for its emphasis on
social responsibility and inclusiveness.
The campaign's initial launch, which was titled the "Real Beauty Sketches" ad,
showed women describing themselves to a sketch artist without being shown a mirror,
while other women in the room also give descriptions of the same women to the
sketch artist. The results showed that the sketches drawn based on the descriptions
of the other women were more beautiful and accurate than the ones drawn based on
self-description. This ad highlighted the unrealistic beauty standards and how they
can negatively impact the way women perceive themselves.
The campaign's launch was met with widespread acclaim, with its message of
inclusiveness and body positivity resonating with people of all ages and
backgrounds. The ad, which went viral immediately after its launch, sparked global
conversations about beauty standards and brought the discussion about the portrayal
of women in media to the forefront.
Dove's Real Beauty campaign has brought the conversation around female empowerment
and confidence to the forefront. The campaign has shown that a successful brand
goes beyond selling products; it is about creating a larger message that resonates
with customers. The campaign has focused on building trust with its customers by
promoting a message of inclusiveness and body positivity. By doing so, the brand
has been able to build a loyal following and attract customers who are looking for
more than just beauty products.

Some of the key advantages of building a brand like Dove's Real Beauty campaign
include:
1. Building trust: By focusing on creating a message of inclusiveness and body
positivity, Dove's campaign has been able to build trust with its customers,
creating a long-term relationship that goes beyond just purchasing beauty products.
2. Creating a connection with customers: Dove's campaign has made a deep connection
with customers by focusing on social responsibility and inclusiveness. By doing so,
the brand has been able to create a loyal following who are passionate about the
brand values.
3. Establishing a competitive edge: By embracing a message of inclusiveness and
diversity, Dove's Real Beauty campaign has been able to differentiate itself from
competitors, creating a unique selling point that resonates with customers.
So, how can one build a brand like Dove's Real Beauty campaign? Here are some
tips:
1. Define your brand message: Having a clear brand message is essential to building
a strong geographical brand. Understanding your brand's values and what you stand
for is critical to creating a message that resonates with customers.
2. Focus on authenticity: Customers are looking for brands that are authentic and
transparent. Building a geographic brand that focuses on inclusiveness and social
responsibility requires honesty and transparency to create a message that is
genuine.
3. Embrace the power of social media: Social media has become a powerful tool for
building brand awareness and creating a relationship with customers. Utilizing
social media effectively can help amplify your brand's message and reach a wider
audience.
4. Partner with like-minded organizations: Partnering with local nonprofits,
organizations or businesses to create joint marketing campaigns or events is also
an effective tool for building a geographical brand. This can help to build a sense
of community and promote your brand to a wider audience.

(https://mcdonalds.mediaroom.com/2003-09-02-McDonalds-Unveils-im-lovin-it-
Worldwide-Brand-Campaign
https://www.tastyad.com/the-history-of-the-im-lovin-it-campaign/)

example : 2 - McDonald's® Unveils 'i'm lovin' it™' Worldwide Brand Campaign :

i'm lovin' it™." "ich liebe es™." This simple expression of pleasure in
everyday life will soon make its way into the vocabulary of McDonald's (NYSE: MCD)
47 million daily customers in more than 100 countries as the Golden Arches launches
its unprecedented worldwide brand campaign today from Munich, Germany.

"i'm lovin' it" is the centerpiece of a new marketing strategy that will connect
McDonald's with customers in highly relevant, culturally significant ways around
the world. Key to this campaign are five new cutting-edge, high- energy television
commercials that reflect the lifestyles and attitudes of today's customers and
culture. Several of the English language spots feature vocals by 2003 Triple MTV
Video Music Award Winner, Justin Timberlake. The commercials will air first in
Germany beginning today and roll out worldwide throughout this month. The U.S.
launch is scheduled for September 29.

"The 'i'm lovin' it' campaign is unprecedented in McDonald's history as more than
100 countries unite behind a single brand message to our customers," said Larry
Light, McDonald's Executive Vice President and Global Chief Marketing Officer.
"It's much more than just a new tagline or commercials -- it's a new way of
thinking about and expressing our worldwide brand appeal to the consumer."

The first McDonald's worldwide campaign ever produced outside the U.S., "i'm lovin'
it" is the culmination of a breakthrough "competition of ideas" held in February
among McDonald's top international advertising agencies to spark a new brand
attitude and direction. It was created by Heye & Partner, a longtime McDonald's
agency based in Unterhaching, Germany, near Munich, and a member of the DDB
Worldwide Communications Group, Inc.

"We challenged our agency partners to put aside everything they knew about us and
come up with fresh, original thinking, all of it with today's customers in mind,"
said Light. "'i'm lovin' it' represents the best of what we felt were a number of
outstanding ideas, many of which will be incorporated into future marketing
programs."

Five Launch Spots to Air Worldwide in September

The launch of "i'm lovin' it" by McDonald's countries worldwide marks a key
milestone in McDonald's marketing revitalization process. It is the first time in
the company's history that a single set of commercials and a single brand message
will be used concurrently around the world. Moving forward, McDonald's countries
will incorporate the "i'm lovin' it" theme into advertising, promotions, public
relations, restaurant merchandising and overall brand communications initiatives.

The five new "i'm lovin' it" launch commercials were shot in 12 languages and a
variety of locations including the Czech Republic, Brazil, South Africa and
Malaysia. They depict how consumers from around the world feel about the brand and
the way McDonald's fits into their lives. The spots include three brand versions
(young adult, families and general), one featuring McDonald's World Famous Fries™
and one starring Ronald McDonald™.

James Brown of UK-based Smuggler/Stink Productions was lead director. He was chosen
from a pool of more than 100 top directors considered by McDonald's. Music
development was led by Mona Davis Music based in Munich and Los Angeles.

"We will communicate a consistent brand message while at the same time capturing
the spirit, music and flavor of each local country," said Light. "This first-of-
its-kind borderless approach will let us capitalize on the powerful energy of our
entire worldwide system."

Superstar Justin Timberlake Featured in New Campaign

In addition to singing vocals in the global launch commercials, Timberlake will

make cameo appearances throughout the campaign. He will also work with McDonald's
on developing new and innovative ways to connect with today's culture and young
consumers. In addition, McDonald's plans to sponsor the Justin Timberlake 2003
European tour, which kicks off in November in Germany.

"Justin is perfect for the McDonald's brand and our 'i'm lovin' it' campaign, which
is based on connecting to our customers in fresh, modern, relevant ways," said
Light. "That's what Justin and his music are all about."

New Campaign Signals Broader "Rolling Energy" Marketing Approach

According to Light, the McDonald's "i'm lovin' it" campaign is a key ingredient in
the company's new marketing approach intended to invigorate, revitalize and
energize brand McDonald's worldwide. Called "Rolling Energy," it involves
McDonald's first-ever integrated global two-year marketing calendar that will
provide consistency in messaging and communications to customers and employees. The
"Rolling Energy" program features a variety of integrated marketing activities,
including promotions, media planning, new products, merchandising and internal
marketing.

"When we leverage our resources, talent and infrastructure, the power of the
McDonald's system is unparalleled," Light added. "We're working together to move
this brand forward into the 21st Century in a way that our customers worldwide will
find fresh and appealing."

McDonald's is the world's leading food service retailer with more than 30,000 local
McDonald's restaurants serving 47 million customers each day in more than 100
countries. More than 80 percent of McDonald's restaurants around the world are
owned and operated by independent, local businessmen and women.

--- In 2003, Justin Timberlake helped launch an ambitious new McDonald’s

marketing campaign. Tied around the slogan “I’m Lovin’ It,” the advertising blitz
marked, surprisingly, the first time the venerable fast-food company had ever used
a single message and set of commercials worldwide at the same time. Over the past
13 years, “I’m Lovin’ It” has gone on to become by far the longest-running
McDonald’s slogan in history. And the jingle’s “ba da ba ba ba” vocal hook,
originally sung by Timberlake, has grown more famous than Timberlake’s actual hits.

Early in 2003, its business in trouble, McDonald’s held a competition between 14

international ad agencies, including the industry’s largest. The winning firm, Heye
& Partner—though affiliated with a bigger company—was a “tiny” shop, according to
The Wall Street Journal, and based in, of all places, the quiet Munich suburb of
Unterhaching, Germany. (Not as delicious as Hamburg, but still.) The idea: “ich
liebe es,” which translates to “I love it.” That September, McDonald’s debuted its
campaign in Germany in recognition of the agency’s role.

Music, specifically hip-hop, was part of the package from the beginning. Heye
worked with German music house Mona Davis Music. In 2004, Mona Davis president Tom
Batoy told Adweek he got the inspiration for “ba da ba ba ba,” the campaign’s
“audio logo,” when he heard an unnamed backup vocalist sing it in the studio.
“Everybody can remember it,” he said at the time.
McDonald’s introduced “I’m Lovin’ It” with five commercials. They were aimed at
different demographics, translated into 11 languages, and at times customized for
certain regions. The U.S. commercials, McDonald’s announced in September 2003,
would feature cameo appearances and vocals from Timberlake, production from the
Neptunes, and rapping from Clipse, Pusha T’s duo with his brother No Malice (then
just Malice).
To date, McDonald’s has used the slogan in radion campaigns, out of home
advertising, tv commercials and also part of their branding. There’s no sign of
changing it up anytime soon. After all, if it isn’t broke… don’t fix it.