Burger King And Its Advertising Campaigns

Want to read the rest of this paper? Join Essayworld today to view this entire essay and over 50,000 other term papers

Cortese with "I love this place". This was another
huge setback for BK because people on the go and parents found this ad loud and
irritating. BK at this time has failed to establish a solid image that would
differentiate it from its competitors. Ads if anything only confused consumers
as to what advantages BK offered. In 1993 it had a market share of 6.1% were
McDonalds had 15.6% and BK's sales were growing slower than its rivals.

Failed advertising campaigns weren't the only problem's, they also had
internal problems. Management lacked focus and direction and has struggled with
marketing mix decisions. Franchises became confused and angered, service was
slow and food preparation wasn't consistent. Burger King lost its core product-
flame broiled burgers, made the way the customer wanted them. Another thing that
hurt them was the fact they didn't lower prices to keep competing with their
competitors this led to a below average sales growth. Many in store promotion
also failed. ...

Get instant access to over 50,000 essays. Write better papers. Get better grades. Already a member? Login

paid form of non personal presentation and
promotion of ideas, goods or services by an identified sponsor. Advertising is a
good way to inform and persuade the customer. Advertising objectives are based
on past decisions about the target market, positioning and target mix. There are
five steps to making a major advertising decision these steps are as follows:
Objective setting, Budget decisions, Message decision or media decision, and
campaign evaluation. Along with these steps BK should also remember to inform,
persuade, and to remind. These three are a must that a company should aim at,
for example: in informing BK used the ad "Broiling vs. frying" in 1983 letting
the consumer know ...

Succeed in your coursework without stepping into a library. Get access to a growing library of notes, book reports, and research papers in 2 minutes or less.

CITE THIS PAGE: