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Topic:- Comparison study of print ad’s between Burger ing and McDonalds. Submitted to:- Prof. H.K Thambi. Date of submission:- 31/10/2011 Group Number:- 07
Group Members :-GauravPawale VedantNaval ar
Rahul Phate Sameer Patil Vishal Dalvi Puja Chauhan
Introduction about both the Companies. Introduction about Mcdonald’s Adversitising. McDonald s has for decades maintained an extensive advertising campaign. In addi tion to the usual media (television, radio, and newspaper), the company ma es si gnificant use of billboards and signage, sponsors sporting events ranging from L ittle League to the Olympic Gamesand ma es coolers of orange drin with their lo go available for local events of all inds.Nonetheless, television has always pl ayed a central role in the company s advertising strategy. Till date, McDonald s has used 23 different slogans in United Statesadvertising, as well as a few other slogans for select countries and regions. i mlovin it is an international branding campaign by McDonald’s Corporation. Introduction about Burger KingAdversitising. Fast food chain Burger King has employed varied advertising programs, both succ essful and unsuccessful, since its foundation in 1954. During the 1970s, output included a memorable jingle, the inspiration for its cu rrent mascot The Burger King and several well- nown and parodied slogans such as Have it your way and It ta es two hands to hold a Whopper. Starting in the early 1980s and running through approximately 2002, BK engaged a series of ad agencies that prod uced many unsuccessful slogans. Burger King has not been consistent in their pro motional ad’s.
Comparison of print media ad’s McDonald’s print media ad.Burger King print media ad.
1)Target Group:- Children along with family. Target Group:- Teenagers 2)Meaning:- The picture here indicates a popular hand sign which indicates cooln ess and is frequently used by school going children. 2)Meaning:- The picture here is a indecent graphic hand gesture used by teenagers generally to abuse. 3) Colour Interpretation:- McDonald’s has effectively used its colours (yellow and red) in the print as a advertising strategy. 3)Colour Interpretation:-Burger ing hasn’t effectively used its colours e ffectively in the print. So their advertising strategy is wee as compared to Mc Donalds. 4)Logo:- Effective and clear use of logo in the print ad. 4)Logo:-Ineffect ive and unclear use of logo in the print ad. 5) Graphics used:-Due bright graphics used the clarity of the ad is better in co mparison to the Burger King. 5) Graphics used:-Dull graphics used an dull col ors used which is less attractive. 6) Message conveyance is clear. 6) Message conveyance is unclear. 7) Although the McDonalds picture attracts children it does not put anyone off. 7) Although the picture targets only young teens, easily prone to dar side of l ife, but at times puts off the society and ends up conveying the wrong message i n the society. 8) Here the picture portrays a feel good factor. 8) Here the picture putts off factor and basically attracts gothic teens. 9) Certain society norms are followed in this print. 9)In most of the adverti sement burger ing fails to follow this society norm.
Second comparisionbetween two ad’s
Target: - No proper group of people targeted through the ad. Target :- Proper ad made and vegetarians are targeted. Graphics: - No proper graphics used in the ad. Graphics :- Proper graphics used and clear picture used to convey the message. Message: - The message given through the picture representation is not proper as they have used some religious idol, which is against the norms of ma ing a pres entation. Message :-The message given through the picture representation i s really clear and clearly shows the proper representation about the product. Logo :- Clear indication of logo. Logo:- Unclear indication of logo. Colour indication of the picture is dull and unattractive. Colour indicatio n of the picture is bright and attractive. There is no proper connection between the product and the theme used to advertis e. There is a proper connection and a theme in the advertise. Customers cannot easily ma e out with the image about the product. Customer can easily ma e out with the picture about the product. Burger King has always had the policy of counter advertisement or targeting some group, be it a social factor, physical factor, emotional factor etc. McDonald s have always had the policy of creating an creative ad with all the goodness an d oneness with all the loving feeling with eeping in mind the fun factors in al l their ad. Building a new print media ad.
CONCLUSION :This is a new creative ad made by our group, where we have helped burger ing to improve their strategy of advertisement. Though Burger King counter advertises in comparison of their competitors. And is nown for its unsuccessful and irrelevant ad’s. We have tried to target the masses by introducing a gaming parlour in the Burge r King outlet as well as the meals provided by them. This will definitely improve their sale in the near future. We have also clearly used the logo of the Burger King in the print media Adverti sement.