Advertisement is another clear strength, and the company has consistently provided strong promotional and communication tools to gain the audience’s interest and reach out to the wider market. Such advertising, found on television, radio, newspapers, magazines and billboards, offered catchy slogans such as “Feel the Beef”.
Advertisements are bolstered in China with key endorsements, such as with the Chinese basketball player Yao Ming.
McDonald’s understands the importance of strategic placement, and is aware of the ways in which to most effectively target and service target consumers. Outlets are placed in areas of high footfall, areas that are easily accessible to the consumer and areas that have an optimum demographic. In Beijing, McDonald’s restaurants are often found in business districts, and in Hong Kong there are restaurants found in busy places such as Quarry Bay and in malls.