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《Packaging Engineering》 2004-03
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Brief Analysis of Mcdonald's Global Advertising Strategy

CHEN Ying, YAO Yao (Wuhan University, Wuhan 430070, China)  
Mcdonald's company relocated it's market position to change it's brand image. The new round of advertising activities is to restart this global fast food brand. Can these huge advertising activities shake off the impression of old and darksome and build up a young and vogue brand image for Mcdonald's? Can these help to reoccupy the lost territory, to enlarge the market and to find a new and high speed developing way? The detail analysis was made to answer the questions.
【CateGory Index】: F713.80
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