Fast-food king cuts the advertising clutter to one word: 'only'

Article Abstract:

McDonald's Australia simplified its marketing strategy on Jan 25, 1998, with its new advertising campaign featuring the slogan 'only McDonald's'. The fast food chain had promoted numerous products, concepts and slogans between 1988 and 1997 but it has decided to reduce its methods to this single approach. McDonald's Australia executives will not state that consumers got confused by the numerous messages.

Marketing

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New life for old brands

Article Abstract:

McDonaldEs Australia booked a flat 2% increase in its sales during the year 2000 and 2001. The company spent 20% of its ad budget in 2002. In August 2003, they introduced a new product 'salad plus' which increased its annual sales by 10%.

Sales, profits & dividends, Company sales and earnings, Company earnings/profit, Advertising expenditures

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Do not bite back

Article Abstract:

A documentary movie 'Super Size Me' by Morgan Spurlock shows that Spurlock ate nothing but McDonald's food for a month and the harmful effects he had. The company's response to the negative publicity is assessed.

Public affairs, Influence, Public relations, Company public relations, Super Size Me (Motion picture)

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