Advertising & IMC Basics - Session 02

Advertising & IMC basics

McDonald's has always invested heavily in marketing & advertising

Core message in each McDonald's ad: McDonald's is a fun place to get a fast, delicious meal

McDonald's allocates a substantial portion of its advertising budget to cooperative efforts with franchises. Franchise groups make their own decisions about hiring ad agencies and campaign themes.

But it’s ALSO built on great IMC.

Anyone can make a hamburger. But building one of the world's most iconic global brands is a rare feat. McDonald's success is built on a smart business model and flawless execution.

“

IMCWHY

1. Mass media advertising

is not as efficient as it used to be

2. Consumers are more sophisticated,

cynical, and distrusted than ever before

3. Tremendous gaps between what companies say in their

advertising and what they actually do

How do you create a great

IMC

Advertisers

Agencies + Suppliers + Media+

IMC=

Why does a company such as McDonald's hire an advertising agency in the first place? Couldn't it save money by hiring its own staff and creating its own ads? How does Leo Burnett Inc. win such a large account?

Why do you need an Ad Agency at all?

Ad Agency संग चैArranged Marriage नै गर।

What does an Ad Agency do?

An ad agency specializes in developing and preparing marketing and advertising plans, advertisements, and

other promotional tools.

The agency provides service by researching, negotiating, arranging, and contracting for commercial space and time with

the various print, electronic, and digital media.

What factors should you looking in while selecting an ad agency?