Ethnic Marketing: McDonald's is Lovin' It

Ethnic Marketing: McDonald
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YOUR NAME HERE YOUR TUTOR HERE YOUR COURSE HERE DATE HERE Name of Website: 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.


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. ...
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