In-N-Out &McDoanld Business & Marketing Essay Paper

IN-N-OUT & MCDONALDS
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Part 1: Comparison of Existing Ads for McDonalds and In-N-Out
Advertising is a very important marketing or promotional tool for any business. The success of an advertisement can be the direct determinant of the organization’s success when it comes to sales. To this end therefore, there is every need for a business to dedicate a significant chunk of its business operations, towards advertising. When it comes to the two companies; McDonalds and In-N-Out, their distinct styles and elements of their advertisements are quite clear. The 5Ms of advertising, which are money, measurement, mission, message and media, can be drawn out from their advertisements. This can be done by looking at least one advert from each company.
Example of ads for In-N-Out: /watch?v=AQKo_is_VHM
For McDonalds: /watch?v=-uInaejgXI0
When it comes to mission, the two companies have got quite a strong and long history as well as heritage. The main mission of any given advertisement for any business is to create brand awareness, to try and convince the customer, to remind them or to reinforce a certain aspect of their trade (Kotler, 2013). For the advertisement of these two companies therefore, the mission seems similar due to their long existence in the industry. They focus more on reminding and reinforcing what they do.
In the message from the adverts, it is quite clear that In-N-Out’s advert focusses on their burger brand, and the fact that they can come in two’s. For the McDonald advert, the message is the fact that they can deliver their products anywhere the client wants. The In-N-Out ad is quite enticing due to the particular focus on the burger which appears quite yummy. McDonald’s ad on the other hand, looks very tempting, given the fact that it shows literally, one can get his or her burger delivered virtually anywhere they want.
The media used by the two businesses is quite wide. The above links are just examples of ads where they used a video ,however, the two companies have worked on the use of various other media platforms, from newspapers, magazines, pamphlets, brochures, social media and even billboards. The essence is to reach out to as many people as possible (Kottler, 2013).
When it comes to money involved in the ad, it is even more important to look at what impact the ad gets from the capital invested in it. McDonald for example, has an annual budget of roughly $2b on ads (Bruno, 2017). Unlike McDonalds, In-N-Out does not rely on so many advertising strategies, instead, it works so hard on safeguarding its brand and identity (Derrick, 2012). This greatly reduces it budgetary allocations for ads.
The above concept about advertising money directly corresponds to the final notion of measurement. The capital invested in any given ad should in one way or the other, somehow correspond to the returns. In-N-Out works on protecting brand identity jealously, which means that it places focus on distinct products in its chain. The good thing about this is that the customers take it in based on the singular nature of their products (Klara, 2015). McDonalds on the other hand, seems to generalize its ads, so as to have a singular budgetary package for its multiple products. The impact of this is that some products might not be visible, while the budget remains high (Derrick, 2012).
Part 2: Sal...