McDonalds Old Vs. New Advertisements

McDonald Land Picture

McDonald Land Commercial

Target Market• Target Market

segments:• Gender: M and F• Age Range: 3-11 • Socio-Economic

Status: Not clearly defined -Middle Class

• Where do they live: urban and rural

• Family Status (Children or No Children)

• Who are they and what do they want?

• Children who want to go out and play• They want a new toy with

their food• They want food they may not

otherwise get at home (fried, greasy, etc.)

• Parents who want there children to have fun things to do• They want cheap easy meals • Their children to be happy

What Problems do the Ads Solve• They give stay at home parent’s a place to

bring their kids that is fun and exciting• Gives parents a break from having to cook

or make lunch/dinner• Gives kids a fun place to play and eat

How is the Ad Unique?

• No other fast food restaurants at the time were focusing on children as their primary target audience

• Through market research McDonald’s knew that children under the age of 10 have a great deal of influence on what is purchased and where families go to eat

• They were advertising not only delicious food but a fun atmosphere

How does the Ad Cause the Audience to Act?• This ad is very good at catching the audiences

attention• It included a catchy jingle that could keep

McDonald’s on the minds of the potential consumers

• Cause to Act: Throughout the ad Ronald and the children are making a fun journey to the McDonald’s restaurant. This may entice parents to take a fun journey with their children to McDonald’s

Inner Child Commercial 1

Inner Child 2

Inner Child Commercial 2

Target Audience

Target Market Segments• Gender: M and F• Age Range: 25-45• Socio-Economic

Status: Middle Class to Wealthy

• Where do they live: urban and suburban

• Family Status – not relevant

Who are they and what do they want?

• Adults who are channeling their inner child

• They want a fun and different experience compared to what is traditional for business people

• McDonald’s said it is “Aiming to bring fund back to adults in the city”

What Problems do the Ads Solve?• The repetitiveness of a business person’s

life may get redundant and boring – McDonald’s is saying to combat this break out of what you do everyday and revert back into what you loved doing as a child• And that is going to McDonald’s

How is the Ad Unique?

• Most fast food establishments target their ads to families and young children

• This ad most prominently targets corporate America

• These people are not traditional seen as the focus of advertisements for fast food restaurants

• McDonald’s is trying to bring additional customers into their stores by focusing on an untraditional demographic

How Does the Ad Cause the Audience to Act?• By implicating that McDonald’s will bring you

back to a time that was happy and carefree the ad wants the audience to desire that gratification immediately

• Therefore, the ad works to inspire the target audience to go to McDonald’s even if it is in the middle of the work day and be joyful and cheery

What Ad Campaign will be more Profitable and Why?

McDonald’s Land

• I believe McDonald’s Land is the more profitable ad campaign• The ad targets the audience

that the fast food restaurant is designed to serve

• By serving the needs and committing to this target audience McDonald’s will continue to be the first choice for children when deciding for parents where it is they would like to dine

Inner Child• Though the Inner Child campaign

is a good idea and seems to be a great way to increase market share (define this for the students) It may alienate its already established audience

• I respect that McDonald’s is looking to reach a new and potentially more profitable demographic but if it loses out on keeping young families in its mind when creating ad campaigns the fall could be devastating

To Sum Up• Both ideas should be profitable for McDonald’s• I do not think the Inner Child campaign will alienate the already

loyal audience• Though the Inner Child campaign focuses primarily on business

people a nice twist to this campaign was how it also includes young people by incorporating the jungle gym and the children in the advertisements• If more McDonald’s had jungle gym equipment it might lead to

increased profits and market share• The McDonald’s Land ads directly relate to young families and

children• McDonald’s primary audience• By incorporating advertisements that are centered on your target

audience McDonald’s is going to keep increasing revenues and profits