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Essay / Research Paper Abstract
This 9 pager paper looks at marketing and marketing communication undertaken by the fast food firm McDonalds in the UK and assesses the strategies in ethical terms. The bibliography cites 11 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEMcmarkethic.rtf
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Unformatted sample text from the term paper:
actual products are sold. However, one aspect of the organization which is to attract little controversy, this is related to the success of the organization is that of marketing. When
examining the marketing of McDonalds is possible to consider this aspect in isolation, looking at it from ethical perspective. Looking at the advertisements for McDonalds there are a wide range
of communication tools are strategy utilized in marketing adjudication by McDonalds. The organization uses a wide range of media, the most visible and recognizable is the television marketing, where there
are advertisements aimed at different target markets, from children and families to busy business people. Different messages are designed to appeal to the different target markets, but with an over
all strategy in terms of the message which is communicated, which is that of a good experience meeting the needs of that particular target market. The television marketing is also
supported to other forms of marketing communication, this includes the use of billboards, often dissenting similar themes to the television advertisements creating an integrated form of marketing. There is also
the use of radio, and the Internet has provided McDonalds with medium of marketing, including the use of direct marketing through e-mails from website visitors that sign up to receive
the emails. The high level of integration and effective nature of a unified message which is customized with different target markets is reflected in the success of the company. However,
when considering the messages which are sent it may be argued that there are some issues that can be considered from an ethical stance. One of the most controversial aspects
about the advertising of McDonalds is the way that some advertisements are designed to appeal to children. There are a number of advertisements which appeal either directly or indirectly to
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