Marketing Analysis HW #5

(1) Conduct a communication marketing analysis for one of the following: McDonald's,

Burger King, Sonic, Wendy's, or Hardees.

(2) Besides children, identify the target markets that are best suited to each of the

following: McDonald's, Burger King, Sonic, Wendy's, or Hardees.

(3) What types of promotional budget should each major competitor use?

(4) Base on the information in this chapter, how would a company like Hardees

or Carl's Jr. (which owns Hardees) compete effectively against McDonalds?

What type of communication strategy and budget would work best?

1. Burger King Marketing Analysis

Competitors:  McDonald’s, Arbys, Hardees, Sonic, Wendy’s, Fast Food Companies

Opportunities:  Brand positioning,  Distribution of ads, Marketing Approach (TV or Radio)

Target Market:  Flame-broiled burgers/drinks for customers.  Appeal ads and services to target market (toys for kids, coffee for adults).  Design a way to reach target audience (TV/radio commercials or billboards)

Customers:  Examine current competition with other fast food chains.  Use ads and find out which ad work. Develop a menu with fair pricing for the customers.

Product Positioning:  Place advertisements in good places where it can reach a target audience (billboards, prime-time TV).  Construct an advertisement that is relative to something at McDonalds or another fast food place to show people why they should eat Burger King instead of some other company

2.

McDonald’s and Burger King’s target market are in a big range but I would say their ads are mostly directed towards younger adults who eat meat.  These two companies also direct their ads towards coffee drinkers too because both companies sell coffee.

Hardees target market would be males who love to eat meat.  Everytime I see a Hardees commercial it shows some type of huge meaty food filled with tons of calories. 

Wendys and Sonic have a similar target market because they have many of the same products.  Not only that, but both of these chains are open late night and they advertise this on tv.  By advertising and saying that they are open late it is applying to people who are out late.  I believe the target audience for Sonic or Wendys is young adults who stay out late.

3.

McDonald’s:  Meet-the-Competition Method

Burger King: Meet-the-Competition Method

Wendys: Percentage of Sales Method

Hardees: Objective and Task Method

Sonic:  Percentage of Sales Method

4.  Hardees needs to establish communication objectives and once that is done they would use the “Objective and Task” method to try to sell as much of their food as possible.  The company would have to list their objectives , and then calculate what the company needs to accomplish based on its competitors.  Hardees could compete with McDonalds by offering good price/qualiry for their products in their advertisements.

Perception Video HW #3

What are some things that you learned about advertising after watching this video?

After watching this video I learned that advertising is really based on the trends that are happening in our world.  Since the world is ever-changing, advertisements are also always going through changes.  One particular company tries to advertise their company by asking women about things they do or do not enjoy on planes.  Song Airlines is trying to become a top airline by discovering what the customers like and do not like about flying.After finding out what people like they will market their product to a certain target audience.  I also learned that in America there are emotional feelings that people have towards the brands they buy.  Advertisers believe that with a good ad you can try to gain loyalty from customers.  The market strategy that a company has is to make customers happy.  If they are happy then they will return to your product.

What are some of the main problems that plagues contemporary advertising?

One plague in contemporary advertising is the idea of free speech.  Many times there are ads that are put on the radio or TV that can be offensive to some people.  Some people even feel manipulated by some of the ads that they see on TV.  Another problem in contemporary advertising is that there is so much of it and that people don’t remember many of the ads that they see.

What are some of the ethical concerns about advertising that we need to be aware off

Some advertising can be deceitful to people and not tell the truth about their products, whereas other ads could be offensive to people.  One way an ad can be offensive to people is if  it hints to a certain stereotype or creates a new stereotype.  Another ethical concern about advertising is that it makes people feel insecure.  Certain ads will cause people to buy products they don’t need because they have concern about their image.

Test questions

Chapter 1

Which of the following is part of the Communication Process?

1. Sender
2. Encoding
3. Decoding
4. Receiving
5. All of the above

ANS: e. All of the above

IMC is the ______ and _____ of all marketing communication tools

1. transmission; impact
2. external; internal
3. coordination; integration
4. situation; objective

ANS: c.  coordination; integration

Chapter 2

What the _____ believes in is for more important than what the _____ thinks of itself.

1. business; market
2. customer; company
3. organization; buyer
4. company; consumer

ANS: b. customer; company

What is NOT a role of the corporate image?

1. provide consumer perspective
2. provide market perspective
3. provide business to business perspective
4. provide company perspective

ANS: b: provide market perspective

Chapter 3:

Attitude is a mental position taken towards something that consists of what component?

1. Cognitive
2. Conative
3. Affective
4. All of the above

ANS: d. All of the above

A brand remains strong when it has _________ to customers

a. salience

b.  benefits

c. appeal

d. assurance

ANS: a. salience

Brand Tags

The product that i chose to tag was Dominos Pizza. Before checking what the most popular tags for this product/company was, i wrote down a couple things that i establish with Dominos Pizza. Personally I tagged Dominos as delicious, cheesy, cheap, and pizza. After i made my tags i looked to see what the most popular tags were. According to www.brandtags.net the most popular tags for dominos pizza were "Delivery", "cheap", "30 mins", "cheesy", "fast", "greasy", "pizza", and "cardboard". Many tags were quite funny, and this helped me realize how people perceive this product.  My particular tags were very accurate perceptions of what people think about Dominos Pizza.

My Favorite Ad

My favorite ad is called "Miller Lite Beer Vortex" and it is made to try to sell Miller Lite beer and to show the audience about the new bottle that has come out for the product.  There are many different ads for Miller Lite and other types of beer, but the reason I think this is a good ad is because it is funny and it has good product placement.  This ad gets my attention at the beginning because it seems like a TV show talking about antiques, but then it quickly changes to the new "vortex bottle" for Miller Lite.  It is funny because all interest is lost from the man looking at the antique once somebody walks in with a Miller Lite Bottle.  The reason why this ad is effective is because it shows the viewers what the new bottle does and it explains how the grooves on the bottle help give the beer a smooth taste.  The target audience for this commercial is for anybody who drinks beer or who is over 21 years old.  I like this ad because it makes me laugh and it is a clever way to show the new bottle for Miller Lite.  Seeing as how i am not old enough to buy alcohol i am likely to not buy this product, however i may recommend this product to somebody else.