Integrating Marketing Communications

Promotional strategy is the most favorable use of the constituent of promotion: advertising, public relations, personal selling and sales promotion. McDonalds focuses on advertising to their target market by focusing on the overall marketing objectives. McDonalds uses mass communication to communicate with their audience. That is ideally the most efficient way for McDonalds to reach their large audience. By providing us with commercials and outside advertising we are fully aware of McDonalds and the message they are sending. The internet has made a huge impact on the marketing environment. You could simply search McDonalds and their website will come up with everything you need to know about McDonalds including their menu. They show the exact dates of when something new came to the menu. They even have a separate menu for the new McCafe.

Ch-10 Product Concepts

  McDonalds sells many different products to their customers. The ingredients that come in that product whether they want it or not. There are four different types of consumer products: convenience products, shopping products, specialty products, and unsought products. 
Convenience products- are inexpensive item and has little shopping efforts.
Shopping products- more expensive item and in fewer stores.
Specialty products- a buyer spends alot of time seeking for a perticular item and wont except any other product to replace it.
Unsought products- a product that no ones knows much about or a product buyers dont look for as much.
  The consumer product McDonalds sells is a convenience product because the products they sell are not expensive and they are very easy to accesses because there is a McDonalds almost on every corner. McDonalds first started it sold only about 6 items. Its main focus was on burgers. As they grew and expaned nationaly and gobaly in the 1960s they had to expand thier meun. Now they have about  90 different items on their menu.

Sales Promotion and Personal selling.

McDonalds is a world wide franchise,  able to create a positive influence on consumer purchase behaviour due to its high brand equity. Sales promotion (promotion activities targeting the ultimate consumer) world be the most common way to consume customers in this situation. One way they use sale promotion is by distributing coupons, you can acces these coupons threw a new paper, on the back of the recite of a McDonalds purchase, threw the internet and another way is threw catalogs. Another way the might use sales promotion is threw Premiums, even thought this method intertwines with coupons. The way they use premium is by offering a free or half off on the price of the same item they purchase. For example in the winter McDonalds might offer two for one deal with a small coffee.


The infamous McDonald’s Monopoly sweepstakes advertising promotion of McDonald’s and Hasbro has been offered since 1987. This long running promotion certainly creates a relationship and encourages repurchase.