MKT501 MODE4 CASE4-The Role of Promotion in Marketing (McDonalds vs Starbucks)

MKT501 MODE4 CASE4-The Role of Promotion in Marketing (McDonalds vs Starbucks)

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Running head: THE ROLE OF PROMOTION IN MARKETING 1 The Role of Promotion in Marketing – McDonald’s vs. Starbucks Mikel A. Stovall TUI University August 16, 2011
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THE ROLE OF PROMOTION IN MARKETING 2 The Role of Promotion In Marketing – McDonald’s vs. Starbucks Vs. This paper will explore various promotion strategies and techniques used by two major retailers, McDonald’s and Starbucks. Additionally, each company’s social media tactic along with highlights by which each company tailors its products to reach its specific target market will be identified. McDonald’s For decades, McDonald’s has been the global market pioneer in the food industry and the corporate giant’s promotional strategies over time have added to both its financial success and longevity. One of McDonald’s most successful campaign strategies is in television advertisements and the corporate giant’s ability to create eye catching, meaningful, and thought provoking advertisements while catching the attention of audiences, both young and old. Displayed in every advertisement and world renown is the McDonald Mascot, Ronald McDonald, who has been the fast food chain’s icon since 1963. Other popular and relevant characters for the fast food chain include Grimace and Hamburglar to name a few. The corporate giant’s trademark and legacy slogan “I’m Lovin’ It” (McDonald’s, 2010-2011) has become one of the most famous idioms in the advertisement world. Always creative and innovative in its marketing and promotional strategy, McDonald’s always manages to create strong campaigns that create market buzz. Additionally, McDonald’s
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MKT501 MODE4 CASE4-The Role of Promotion in Marketing (McDonalds vs Starbucks)

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