Ethnic Marketing: McDonald's is Lovin' It - Essay Example

Only on StudentShare

Extract of sample
Ethnic Marketing: McDonald's is Lovin' It

McDonald’s also realizes that whites are rapidly becoming the national minority in the United States, therefore they consider the new marketing focus (or its positioning efforts) to be a worthwhile effort in terms of population demographics. The new marketing focus is an overall change in previous business strategy referred to as Leading with Ethnic Insights in which people of ethnic backgrounds are used in advertising content. Later, marketers are asked whether these ad proposals would be effective if only Asians, Hispanics and African Americans were the entire consumer market; not whites. This new strategy has created a whole new line of products that continue to perform well in key ethnic market environments. Many ads for McDonald’s now maintain only African American actors. In fact, five of the last 10 top performing advertising for the company consisted of only black actors (Helm, 2). One example is a recent advertisement that shows a marriage ceremony with the bride and groom jumping over a broom – which is a major ethnic ritual during the wedding (Helm). This article is important in reference to the course as it shows how demographic shifts, in terms of lifestyle and population, can radically change the course of advertising for a company that has been in business for decades. ...
Download paper

Summary

YOUR NAME HERE YOUR TUTOR HERE YOUR COURSE HERE DATE HERE Name of Website: Businessweek.com Date of Publication: July 8, 2010 Title of Article: Ethnic Marketing: McDonald’s is Lovin’ It McDonald’s is changing its marketing focus in order to capture the attention of ethnic consumers, such as Hispanics, Asians and African Americans…
Author : berniergregoria

Related Essays

Marketing McDonald's in India
20 pages (5020 words) Essay
International marketing - the case of Mcdonald's
12 pages (3012 words) Essay
social marketing
6 pages (1506 words) Essay
McDonald's Corporation Marketing Research Paper
12 pages (3012 words) Research Paper
McDonald's North America Marketing Plan
6 pages (1506 words) Research Paper
Strategic marketing planning as an Essential Marketing Tool
6 pages (1506 words) Essay
McDonald's Corporation
4 pages (1004 words) Admission/Application Essay
Marketing - McDonald's Restaurant
5 pages (1255 words) Essay
McDonald's
4 pages (1004 words) Assignment
M1A3 - Leadership and ethics
3 pages (753 words) Essay
British Airways: an innovation lab in the sky (ungrounded campaign)
7 pages (1757 words) Case Study
Got a tricky question? Receive an answer from students like you! Try us!