商科硕士论文广告学Word格式文档下载.docx

1、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 abou

2、t 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 p

3、oster uses an emotional appeal to establish a connection between the product and the consumer. In this poster, we wont 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 b

4、y trees crowned 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 emplo

5、yees 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 ne

6、w 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,

7、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

8、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. Howe

9、ver 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

10、 not only highlights McDonalds nutritious product, but also builds the credibility. #The third poster aims at emphasizing McDonalds safe production process. It composed by tens of thousands photos which show the scenes that employees of McDonalds staff, the employees of McDonalds suppliers work in a

11、 safe work environment. They are smiling, enjoying and dynamic. In the middle of the poster, there is our striking slogan “IT IS TIME FOR GREEN FOOD”. By the help of this poster, we want to tell the public that around the world, every supplier we chose is under the strict supervision. Only those sup

12、pliers who can protect the employees right and interests have the quality to cooperate with us. As a leading player of fast food industry, we have the responsibility to save the corrupting commercial morals.#The 3 posters will be displaced in several McDonalds important market, like New York and Bei

13、jing for a pilot study. These cities have large number of educated consumers who cares about health and company responsibility.# #Besides posters, we also design a series of TV CM. According to the uses and gratifications theory, media compete with other sources to satisfy needs, and that these need

14、s include diversion and entertainment as well as information （Michael and Gary, 2010）. We will create an animation to show the high quality and green healthy meat we choose. Take the chicken as an example:# there will be a match all along their lives, from a egg to a chicken. Some eggs are artificia

15、l hatched which can increase the speed, decrease the quality. They will be eliminated;# some chicken grow up in a crowd space where even no room to move, no chance to be in the sun. They will be cleaned out;# some chicken eat the feeding-stuffs with hormones, which make them grow faster and fatter b

16、ut be harm for human health. They will be sifted out too. Finally, only those chicken who grow up in a natural, green situation win the match and became the ingredients of our hamburgers. Other two episodes with the same approach will aim at beef and pork. With some cute characters, interesting stories, funny narratives and lively music, this attractive TV CM will deep root our new product concept while passing laugh and happiness. #The TV ads will firs