Mcdonald’S Go Active!™ Campaign: Persuasion Theory

[pic] McDonald’s Go Active!™ Campaign: The draw of intersection of Source Characteristics, the Health Belief Model and the Fishbein/Ajzen supposition 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 wholesome food initiative to the normal in 2004. The company had devoted(p) considerable resources in maturation the initiative over a two-year period, care soundy plotting how it would promote an image as a company concerned with fling customers healthy choices. McDonald’s denote its commitment to reliefd lifestyles with a distinct program, the Go Active! Campaign. This commitment, highlighted with their raw line of salads and “ bragging(a) happy meal”, was unveiled with strategic partnerships, governmental abidements, an mili tant public relations campaign and tar adroit advertisements toward a specific consumer demographic who were, at that time, not regular, loyal 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 premier(prenominal) initiative gained the endorsement of the discussion section of Health and kind-hearted Services leading McDonald’s to ready an Advisory Council on Healthy Lifestyles comprised of the world&rs quo;s leading experts. [1] Soon after, McD! onald’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 dean Ornish to help spread the message of balance creation countrywide 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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