COMM313 Lecture 4: Comm 313 Chapter 4

• School: University of Delaware
• Department: Communication
• Course: COMM313
• Professor: Lapenta Dante

Document Summary

Mcdonalds uses imc and advertising to maintain its status. Mcdonalds customizes its offerings based on what part of world they"re in. Muslim countries they refer to hamburgers as beef burgers. - in new yokr only put ketchup on the burgers but most parts of us put ketchup and mustard: mcdonalds suits local tastes. Also mcdonalds runs several campaigns, and targets the right target audience. Advertiser just uses paid advertising to get to target audience, and marketer=uses broader toolbox of things. Ad agencies helps advertiser plan, create and prepare ad campaigns. Suppliers- photographers, illustrators, printers etc. assist advertisers and agencies in preparing material. Media- sell time and space to carry the message. There are over 5 million american firms with less than 20 people- local firms. Local advertising (reatail advertising)- ads placed by local businesses targeting customers in their geographic area. Local media ads: product ads- stimulates short term action and builds awareness.