|
|
Article: Stern helping Golden Arches focus on local tie-ins; McDonald's ditching universal ad blitzes for grass-roots marketing.(Marketing)
- Article from:
- Crain's Cleveland Business
- Article date:
- July 12, 2004
CopyrightCOPYRIGHT 2004 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Byline: HENRY GOMEZ
Many thought McDonald's Corp. chief marketing officer Larry Light was waxing hyperbolic last month when, among other bold statements, he declared the global hamburger chain's "days of mass media marketing are over.''
But officials with Pepper Pike's Stern Advertising, the fast food giant's Northeast Ohio ad shop, say local consumers will notice the difference. Say goodbye to the deluge of universal ad blitzes that put into our heads annoying earworm jingles such as "Food, folks and fun'' and "Good times, great taste.''
Say hello to targeted, grass-roots marketing, such as a Tower City Amphitheater ticket promotion aimed at ...