McDonalds Old Vs. New
Advertisements
McDonald Land Picture
McDonald Land Commercial
Target Market
• Target Market
segments:
• Gender: M and F
• Age Range: 3-11
• Socio-Economic
Status: Not clearly defined -
• Who are they and what
do they want?
• Children who want to go out
and play
•
•
Middle Class
• Where do they live:
urban and rural
• Family Status (Children or
No Children)
They want a new toy with
their food
They want food they may not
otherwise get at home (fried,
greasy, etc.)
• Parents who want there
children to have fun things to
do
•
•
They want cheap easy meals
Their children to be happy
What Problems do the Ads
Solve
• They give stay at home parent’s a place to
bring their kids that is fun and exciting
• Gives parents a break from having to cook
or make lunch/dinner
• Gives kids a fun place to play and eat
How is the Ad Unique?
• No other fast food restaurants at the time were
focusing on children as their primary target
audience
• Through market research McDonald’s knew that
children under the age of 10 have a great deal of
influence on what is purchased and where
families go to eat
• They were advertising not only delicious food
but a fun atmosphere
How does the Ad Cause the
Audience to Act?
• This ad is very good at catching the audiences
attention
• It included a catchy jingle that could keep
McDonald’s on the minds of the potential
consumers
• Cause to Act: Throughout the ad Ronald and the
children are making a fun journey to the
McDonald’s restaurant. This may entice parents
to take a fun journey with their children to
McDonald’s
Inner Child Commercial 1
Inner Child 2
Inner Child Commercial 2
Target Audience
Target Market Segments
• Gender: M and F
• Age Range: 25-45
• Socio-Economic
Status: Middle Class to
Wealthy
• Where do they live:
urban and suburban
• Family Status – not
relevant
Who are they and what do
they want?
• Adults who are channeling
their inner child
• They want a fun and
different experience
compared to what is
traditional for business
people
• McDonald’s said it is
“Aiming to bring fund back
to adults in the city”
What Problems do the Ads
Solve?
• The repetitiveness of a business person’s
life may get redundant and boring –
McDonald’s is saying to combat this break
out of what you do everyday and revert
back into what you loved doing as a child
• And that is going to McDonald’s
How is the Ad Unique?
• Most fast food establishments target their ads to
families and young children
• This ad most prominently targets corporate
America
• These people are not traditional seen as the
focus of advertisements for fast food restaurants
• McDonald’s is trying to bring additional
customers into their stores by focusing on an
untraditional demographic
How Does the Ad Cause the
Audience to Act?
• By implicating that McDonald’s will bring you
back to a time that was happy and carefree the
ad wants the audience to desire that gratification
immediately
• Therefore, the ad works to inspire the target
audience to go to McDonald’s even if it is in the
middle of the work day and be joyful and cheery
What Ad Campaign will be
more Profitable and Why?
McDonald’s Land
• I believe McDonald’s Land
is the more profitable ad
campaign
• The ad targets the audience
that the fast food restaurant
is designed to serve
• By serving the needs and
committing to this target
audience McDonald’s will
continue to be the first
choice for children when
deciding for parents where it
is they would like to dine
Inner Child
• Though the Inner Child
campaign is a good idea and
seems to be a great way to
increase market share (define this for
the students) It may alienate its
already established audience
• I respect that McDonald’s is
looking to reach a new and
potentially more profitable
demographic but if it loses
out on keeping young families
in its mind when creating ad
campaigns the fall could be
devastating
To Sum Up
• Both ideas should be profitable for McDonald’s
• I do not think the Inner Child campaign will alienate the already loyal
audience
• Though the Inner Child campaign focuses primarily on business
people a nice twist to this campaign was how it also includes young
people by incorporating the jungle gym and the children in the
advertisements
• If more McDonald’s had jungle gym equipment it might lead to
increased profits and market share
• The McDonald’s Land ads directly relate to young families and
children
• McDonald’s primary audience
• By incorporating advertisements that are centered on your target
audience McDonald’s is going to keep increasing revenues and profits