Case 2.7 Essay

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International Marketing MKT-461-W1 September 15, 2014 1. How should McDonald's respond when ads promoting healthy lifestyles featuring Ronald McDonald are equated with Joe camel and cigarette ads? Should McDonald's eliminate Ronald McDonald in its ads? Ronald McDonald is one the most recognized mascots around the world. Eliminating the McDonald’s brand icon is not the solution to the ever-growing obesity problem. Quite the opposite, the popularity of the mascot can be used to build a positive and beneficial output. Ronald McDonald can be used as a tool for educating students about the healthy food choices and proper diet. The company could reach out to the poor and unfortunate children by making the mascot visit charities and other aid organizations which could eventually win back the trust of the majority of parents prohibiting their kids to go to McDonald’s. The strategy will include downplaying the negative publicity the chain is getting from critiques while intensifying the positive contributions it can offer to the community. 2. Discuss the merits of the law proposed by France that would require fast-food companies either to add a health message to commercials or to pay 1.5 % tax on their ad budget. Propose a strategy for McDonald's to pay the tax or add health message and defend your recommendation. The law proposed by France in making the fast-food companies to either advertise with healthy food messages or be taxed by 1.5% on their ad budget was a bold but a very reasonable move. This can eventually make the food companies be more aware and cautious on their products that could lead a way in creating more sensible contents not only in advertising but also in their product developments. A more sensible and vigilant McDonald’s was a result of this proposition. As it turned out, McDonald’s developed and created healthier food choices for their

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