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Communication strategy
According to Elaboration Likelihood Model, under conditions of high involvement, the consumer takes the central route to persuasion. We aim at making the beliefs about McDonalds’ --- health, safe and responsibility carefully formed. Result to changing the customers’ attitudes about McDonalds’ ---junk food and insecure production process, and successfully guide their behavior. We decide our communication strategies as advertising, promotion and public relationship.
Advertising
In order to highlight our new product concept, we design 3 posters and a series of TV CM. The first poster uses an emotional appeal to establish a connection between the product and the consumer. In this poster, we won’t discuss any kind of food at all. Actually, we focus on making a strong impression of the green and healthy food in McDonalds’. It describes the original logo as a house surrounding by trees crowned http://ukthesiss.com/dissertation_sample/liuxueshengguanggaoleishuoshil/ with leaves. The branches bear abundant fruits --- our hamburgers. It shows that the products in McDonalds’ are green, clear and healthy. They are not junk food whose ingredients containing chemical composition, nutritional deficiency and harmful to health. In the “house”, several employees are enjoying their work. Prominent big smiles on their faces suggest the pleasant working environment and the safe production process. They are a bunch of happy people who pass the laugh and happiness to our customers. Actually, we plan to revise it slightly and turn this poster as McDonalds’ new logo which will occur in every retails all over the world and every advertisements. With the bright delectable color and sweet image, this new logo catches customers’ eyes and conveys our new concept: green and healthy.
The second one focuses on the nutrition of McDonalds’ product. In this poster, a young man who is scanning his full schedule while enjoying his lunch in McDonalds’. Photocopying his stomach, we list the nutrition information in detail, including energy, protein, carbohydrate, fat, fiber, vitamin and micronutrient. Firstly, the reason we choose a young man with a heavy task and a demanding schedule as the leading role in this poster is that “we like to listen to people who are like us”. Our target customers are those white collars, students, business people who are snowed in heavy work and study. They are too busy to spend a sufficient time to enjoy a beautiful lunch. However they need substantial, balance nutrition to support themselves. Therefore, they have no choice but fast food, but they can the right to choose the products which provide nutrition as well as convenience. Secondly, we give the professional nutrition information in detail. This scientific analysis not only highlights McDonald’s nutritious product, but also builds the credibility. |
