Here is the synopsis of our sample research paper on Brand Portfolio - McDonalds. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 5 page paper looks at the McDonalds brand in Australia and the way the firm manages the brand answering three questions on the marketing. The first considering the way McDonalds, or Macca’s as it is known locally, uses interactive marketing strategies. The second part considers the way that the firm offer value in financial and none financial terms by espousing non financial values. The last part looks at the way the firm appeals to parents. The bibliography cites 4 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEbrandMcD.doc
Buy This Term Paper »
Unformatted sample text from the term paper:
Marking takes place with a number of aims; to gain and retain attention is has been shown that where there is an interactive process there will be a higher
level of retention. When marketing and advertising there will be noise that can interfere with a message, this may be as simple as family distractions during a television advertisements, or
attention being paid concurrently to different things reducing the level of retention. Different forms of communication are known to have different levels of comprehension and cognition, where a message
is only seen then the retention level may be low, these marketing mediums may include the use of billboards and magazines, voice only, such as radio is also very vulnerable
to interference (Hooley et al, 2007). Where there is multimedia and both voice and image retention will be higher. However, by undertaking an interactive approach there is a higher level
of attention as it creates a proactive rather than a reactive approach (Kotler and Keller, 2008). McDonalds have a used a number of interactive approaches to support their advertising,
the first may be seen as the website. This has a wide range of information about the firm and the products. The audience have to actively visit the web page
and then click on links; however, this is a relatively reactive strategy on the part of McDonalds. More interactive is the use
of social networking with the use of a Facebook page, allowing for bilateral communication. This is a way in which McDonalds can communicate in a more personal manner to each
of the subscribers to their Facebook page. This can be used to support short term promotion, as well as general communication, It can be used to create a dialogue, and
...