Mcdonald’S Go Active!™ Campaign: Persuasion Theory

[pic] McDonald’s Go Active!™ Campaign: The back breaker of intersection of Source Characteristics, the Health Belief Model and the Fishbein/Ajzen speculation of think Behavior to Sell Healthy Meals [pic] [pic] [pic] [pic] Monique Moss CMGT 510 Paper #2 July 18, 2009 Overview of Communications Processes McDonald’s (NYSE: MCD), the worlds hint fast-food company, launched its starting signal ruddy food initiative to the normal in 2004. The company had devoted(p) considerable resources in maturation the initiative over a two-year period, care panopticy plotting how it would promote an image as a company concerned with fling customers healthy choices. McDonald’s inform its commitment to reliefd lifestyles with a distinct program, the Go Active! Campaign. This commitment, highlighted with their untested line of salads and “ bragging(a) happy meal”, was unveiled with strategic partnerships, governmental supportm ents, an militant public relations campaign and tar adept advertisements toward a specific consumer demographic who were, at that time, not regular, sure customers. In 2004, McDonald’s adjust itself with Paul Newman’s/Newman’s Own for healthy dressings, enlisted genus Venus Williams and other name athletes to endorse signature salads and sponsored Destiny child’s world tour. This runner initiative gained the endorsement of the discussion section of Health and tender Services leading McDonald’s to ready an Advisory Council on Healthy Lifestyles comprised of the world’s leading experts. [1] Soon after, McDonald’s signed world-renowned winter sport athletes for a cross-branding campaign which premiered during the 2004 Olympics in Torino and created a domestic expert gameboard comprised of Bob Greene, Dr. Rovenia Brock and doyen Ornish to help spread the message of balance creation across the nation to key influencers.” [2] The culmination of McDonald’s first ! initiative in reaching out to existing...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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