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McDonald's: Addressing changing food values through market research - Communicating with the consumer

Communicating with the consumer

Making the changes is crucial, but it is equally important to communicate these to the consumer. McDonald's Australia developed an advertising campaign that had the key goal of communicating their new healthier food options, countering misconceptions within the community.

McDonald's Australia has made use of various advertising media: print, billboards, radio, television and the Internet. Each media type targets its audience carefully. For instance, different groups of people listen to the radio at different times of the day. Advertising during the morning rush hour is aimed at people who listen to the radio as they drive to work. It is no surprise that the focus of these commercials is breakfast menus and McCafe coffee. During the day, the radio is more likely to be listened to by the elderly and young stay-at-home parents, whose priorities will differ. Mothers are typically concerned with healthier food options for their children, including the new Happy Meal Choices.

McDonald's Australia has a reputation as a responsible advertiser, and supports the strict advertising codes that exist for the quick service food industry. It has reduced advertising during children's television programs by sixty per cent in recent years.

The McDonald' s Australia websites are designed to be appealing to teenagers. They are both interactive and informative, and make use of latest design and technology. The 'make up your own mind' website at www.makeupyourownmind.com.auwww.makeupyourownmind.com.au invites the customer into the virtual store, to see what goes on inside McDonald's Australia to make up their own mind. By having the capacity to include signifi cant amounts of information, the websites are a key part of McDonald's Australia’s commitment to transparency in their advertising and operations. As well as advertising products, the websites fulfil another purpose: staff recruitment. Both the 'make up your own mind' site and the parent site www.mcdonalds.com.auwww.mcdonalds.com.au contain career information - McDonald's recruitment is not limited and can include parents wanting to re-enter the workforce or students working their way through school or university.


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Associated with:
Learning Area(s):
  • Business Environment | Measuring business performance
  • Business Environment | Mission and Objectives
  • Business Environment | Stakeholders
  • Business Environment | The external environment
  • Marketing | Ethical/legal marketing decisions
  • Marketing | Market research methods/analysis
  • Marketing | Marketing analysis and segmentation
  • Marketing | Product development
  • Marketing | Promotion strategies and their application
From: Edition 4

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