Advertising Age reports that McDonald’s says that it will be advertising less on television and more on the Internet, a move that the trade magazine describes as driving “another nail in the coffin of the 30-second commercial.”
Bill Lamar Jr., McDonald Corp.'s senior vice president of U.S. marketing, told the 85th annual American Assn. of Advertising Agencies management conference in New Orleans that “the days of spending hundreds of millions of dollars on TV advertising is over. Reaching consumers is no longer TV driven. We must have insight-driven ideas that connect us to individual consumers at the right time and in a place where that customer is most receptive to our message. For McDonald's that means less TV advertising is in our future.”
Bill Lamar Jr., McDonald Corp.'s senior vice president of U.S. marketing, told the 85th annual American Assn. of Advertising Agencies management conference in New Orleans that “the days of spending hundreds of millions of dollars on TV advertising is over. Reaching consumers is no longer TV driven. We must have insight-driven ideas that connect us to individual consumers at the right time and in a place where that customer is most receptive to our message. For McDonald's that means less TV advertising is in our future.”
- KC's View:
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“Insight-driven ideas that connect us to individual consumers at the right time and in a place where that customer is most receptive to our message.” We like that…enough so that we may steal it for MNB’s marketing materials.
It’s been interesting to read all the news stories the last few days about how network television coverage of the war in Iraq has been getting low ratings, primarily because people are using the Internet and 24-hour cable news as their source of information. Nobody is waiting for the half-hour nightly news anymore.
That sort of keys into our philosophy of what retailing must be in 2003 and beyond -- customers want what they want, when they want it, where they want it, how they want it, and at a price they’re willing to pay for it. Whether it is war news or fresh produce, there is a level of consumer expectation that’s never existed before. And that’s something all retailers have to get used to.
While we’ve been critical of McDonald’s in recent weeks because it can’t seem to make up its mind where it stands on nutritional issues, this move seems both specific and sensible.
