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Essay / Research Paper Abstract
A 5 page paper assessing McDonald's current marketing. After coming under fire from all directions and actually being sued for making people fat – as though people have no choice but to gravitate to the arches – McDonald's has put a healthy spin on its current advertising messages while retaining the "I'm lovin' it" tagline. The purpose here is to examine Internet, television and radio advertising and to comment on McDonald's product life cycle. Bibliography lists 2 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgMcD2005.rtf
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Unformatted sample text from the term paper:
all directions and actually being sued for making people fat - as though people have no choice but to gravitate to the arches - McDonalds has put a healthy spin
on its current advertising messages while retaining the "Im lovin it" tagline. The purpose here is to examine Internet, television and radio advertising and to comment on McDonalds product
life cycle. Internet "Sometimes we have mishaps - you just overcome and adapt to setbacks." The "Im Lovin It" campaign combines images
of people of all colors and in all types of settings, though city scenes dominate the visual images the commercial offers. The collage of clips provides a variety of
images that McDonalds can pull out to use individually on tray liners; food containers; carryout paper bags; electronic marquees; television commercials; in-store banners; and virtually anywhere else that McDonalds marketers
can think to place the images. As was the case with the "We love to make you smile" campaign of a few years
ago, the primary commercial spot of the "Im Lovin It" campaign serves as a repository for a wealth of images that the company can use separately across all forms of
visual media such as those forms listed above plus newspapers, magazines and MTV. The repetition reinforces the primary message, but other images can be added at a later time
and still have the effect of reinforcing the primary commercial - and thus the primary message. Among the common elements used across media
are fun and movement, and the message that sometimes things simply do not work out as intended. The man sitting in his red sports car is an example: he
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