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Essay / Research Paper Abstract
A 4 page paper critiquing the "I'm Lovin' It" advertising campaign. The paper includes management's goals, product positioning and McDonald's ability to compete not only with other leading fast food businesses, but also in the "fast casual" segment of the restaurant industry. Bibliography lists 1 source.
Page Count:
4 pages (~225 words per page)
File: CC6_KSmktgMcDLovn.rtf
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Unformatted sample text from the term paper:
fire from 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
the ads effectiveness as well as on the product it promotes. "Im Lovin It" "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
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