The paper "Integrated Global Marketing Promotion for McDonalds and BMW" is a great example of a marketing case study. Integrated marketing communications applies several methods of communication to reach out to the target clients of the firm. Advertising via mass media such as TV and newspapers are the most popular methods of communications applied in integrated marketing communications (Clow 2007, pg. 5). Advertising is an effective integrated marketing communications method because of the wide reach of mass media such as TV channels and newspapers. Advertising can use an audible, written, or visual message channelled by the business to potential and present customers.
The objective of advertising is to pass information about the services and products of the business to the customers in order to persuade the customers to choose the commodities and services of the business and to establish and reinforce the brand of the product by positioning it in the customer’ s minds. Brand positioning is the way in which a firm positions its services and products in the customer’ s minds. With increased globalization, more countries worldwide have opened their economies and eliminated barriers to the flow of resources and trade (Shimp & Andrews 2013, pg.
11). As a result, companies such as McDonald’ s and BMW have increased their international network like never before. A restaurant chain firm like McDonald’ s is even operational in war-ravaged countries such as Bosnia and Iraq. This reach is attributable to global advertising. In global advertising, firms customize and standardize their products in order to appeal to other cultures (Clow 2007, pg. 6). Standardization in marketing campaigns suggests using a similar message in an advertisement across several countries.
Customized advertising suggests a company using various adverts in different states. In customization, the message of advertising is modified or disintegrated region wise and country wise. Customization in adverts is often done if the firm perceives that the same advertising message will not succeed in diverse countries because of variances in brand positioning and target audiences’ culture (Shimp & Andrews 2013, pg. 12). Cultural variations have a very crucial effect on the decision of customization or standardization. In situations where there are significant variances in culture and positioning in two global markets, then customization in maybe the best strategy.
This essay will examine the international marketing campaign in advertisements used by The McDonalds and BMW companies by analysing their degree of standardization, copy, visualization, choice of delivery mode, and message appeal. This essay will furthermore justify the degree of standardization for the international marketing campaign used by the companies. McDonald's is a household trademark in the USA and globally. It is the leading foodservice retailer worldwide with more than 30,000 restaurants in 120 countries. The firm continues being a leader in its market by providing an extraordinarily constant client experience whilst still giving room for domestically service variation and relevant menu.
Maybe the most motivating component of McDonald’ s combination of marketing is its application of promotion (Vignali 2001, pg. 97). The firm’ s promotion comprises of five main tools: advertising, personal selling, PR, sales promotion, and direct marketing. Even though the compelling power behind the company’ s promotion is to market its international image, the firm still pays attention to the society’ s needs they are venturing.
Clow, K, E 2007. Integrated advertising, promotion, and marketing communications. Pearson Education India.
Coe, N, Hess, M, Yeung, H, Dicken, P & Henderson, J 2004, ‘Globalizing’regional development: a global production networks perspective.’ Transactions of the Institute of British Geographers, Vol. 29, no. 4, pp. 468-484.
De Pelsmacker, P, Geuens, M & Van den Bergh, J 2007. Marketing communications: a European perspective. Pearson education.
Desker Shaw, S 2006, ‘McDonald’s links push to HK mood.’ Media, Vol. 6, 33-79.
Fan, Y 2002, ‘The national image of global brands.’ The Journal of Brand Management, Vol. 9, no. 3, pp. 180-192.
Hargrave-Silk, A 2006, ‘McDonald’s loyalty scheme to go regional.’ Media, Vol. 27, pp. 14-39.
Kim, K, Park, J, H & Prescott, J E 2003, ‘The global integration of business functions: a study of multinational businesses in integrated global industries.’ Journal of International Business Studies, vol. 34, no. 4, pp. 327-344.
Kotler, P & Armstrong, G 2010. Principles of marketing. Pearson Education.
Mangold, W, G & Faulds, D 2009, ‘Social media: The new hybrid element of the promotion mix.’ Business horizons, Vol. 52, no. 4, pp. 357-365.
Rugman, A & Brain, C 2003, ‘Multinational enterprises are regional, not global.’ Multinational Business Review, Vol. 11, no. 1, pp. 3-12.
Sandler, D, M & Shani, D 1992, ‘Brand globally but advertise locally?: An empirical investigation.’ International Marketing Review, Vol. 9, no. 4, pp. 11-57.
Schröder, M, J & McEachern, M 2005, ‘Fast foods and ethical consumer value: a focus on McDonald's and KFC.’ British Food Journal, Vol. 107, no. 4, pp. 212-224.
Shimp, T & Andrews, J 2013. Advertising promotion and other aspects of integrated marketing communications. Cengage Learning.
Smith, B, G 2008, ‘Representing PR in the marketing mix: A study on public relations variables in marketing mix modeling.’ Institute for Public Relations, pp. 1-35.
Vignali, C 2001, ‘McDonald's:“think global, act local”-the marketing mix.’ British Food Journal, Vol. 103, no. 2, pp. 97-111.