McDonald's Integrated Marketing Campaign Dissertation or Thesis

Analyzes the advertising aspects of McDonald's integrated marking campaign (IMC).
# 149178 | 11,895 words | 55 sources | APA | 2011 | KE
Published on Nov 29, 2011 in Business (Companies) , Business (Marketing) , Advertising (Product-Specific)

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This paper presents a literature review about the theories of advertising especially food advertising as related to the McDonald integrated marketing campaign and about communication through new types of media including how McDonald's uses this new media technology. Next, the author explores the application of the integrated marking campaign (IMC) model into a marketing campaign, the changing marketing environment and how McDonald's IMC relates to its chosen target audience. The paper concludes with the author's reflection on the lessons learned from this type of group investigation. This paper contains figures, diagrams and tables.

Table of Content:
Table of Content
Literature Review
Advertising Theories
Types of Advertising
Digital Advertising
Physical Advertising
Fast Food Advertising
Target Audience
Method of Advertising
Regulations and Criticisms Leveled against Fast Food Advertisements
Effects of Fast Foods Advertising on Eating Behavior
Changing Attitude of the Consumers
Good and Bad Elements of Fast Food Advertisement
New Media
Theoretical Background of new media
Interactivity and New Media
Segmentation Criteria in New Media
Linking New Media with Mcdonald's Marketing Campaign
How McDonald Will Implement Their Integrated Marketing Campaign
Ambient Media
Public Relation
Print Ads
Response: Marketing Communication Model
Hierarchy of Effects Model
Integrated Marketing Campaign Model
The Marketing Environment
The Marketing Environment Changing
How McDonald Integrated Marketing Campaign Relates to the Target Audience
Individual Reflective Analysis
Recollection of Experiences
Personal Feelings and Learning from the Experience
Group Dynamics and Learning from the Experience
Lessons for Future Projects

From the Paper:

"It has been a common fact that the marketing environment is always on a transitional change and firms that fail to notice these changes usually end up with unsuccessful marketing campaign that only results to losses for the organization and subsequently poor financial performance. To avoid such a scenario firms are highly advised to frequently take note of changes that are taking place in their business environment, respond to these changes and also adapt to the changing marketing environment (Blanchard, 2008).
"Since McDonald Company is a large multi-national company with numerous branches in the United Kingdom it is imperative that it take keen notice of its marketing environment. This information will help it in analyzing the changes in the marketing environment and then implement strategic responses to these changes. Information about the presiding state of the market environment will help the company to plan for its future marketing strategy, based also on the assumption of how the environment is expected to change.
"The information that McDonald Company may obtain pertaining to its marketing environment will help it in monitoring the implementation of its marketing plans and also observe any cause of deviation in the overall plan. This therefore means that the information obtained with relation to the marketing environment is significant for the controlling and planning functions."

Sample of Sources Used:

  • Ben H., (2005): "4udible revolution", The Guardian,
  • Berry, R. (2006). Will the iPod kill the radio star? Profiling podcasting as radio. Convergence: The International Journal of Research into New Media Technologies, 12(2), 143.
  • Brownell, K. D., & Horgen, K. B. (2004); Food fight: The inside story of the food industry, America's obesity crisis, and what we can do about it. New York: McGraw-Hill.
  • Blanchard, O., (2008) Macroeconomics. Harlow: Pearson Education
  • Burtenshaw K., Mashon N., and Barfoot C., (2006) The Fundamentals of Creative Advertising; Lausanne: AVA Publishing

Cite this Dissertation or Thesis:

APA Format

McDonald's Integrated Marketing Campaign (2011, November 29) Retrieved May 25, 2022, from

MLA Format

"McDonald's Integrated Marketing Campaign" 29 November 2011. Web. 25 May. 2022. <>