Fast Food Techniques for Advertising

 Fast Food Techniques for Advertising

 Fast Food Techniques for Advertising

the language of food ads attract customers - by Miranda Brookins, Demand Media

Fast food restaurant franchisees and owners use many advertising techniques to reach customers of all ages. Brand awareness, budgets and target market play a major role in the techniques a brand decides to use. By combining online, radio, television and print strategies, they reach customers through several types of media.


Recognizing the important role of music in life, especially in urban communities, fast food restaurants use musical influences to attract customers with their advertising. Fast food commercials often feature actors and musicians to promote products. In 2005, McDonald's partnered with a marketing firm to pay mainstream record labels and their artists to mention the "Big Mac" sandwich in their songs.

Direct Mail Promotions

Fast food companies use direct mail to send customers and potential customers promotions for their products. They offer everything from buy-one-get-one-free sandwiches to discounts on new menu items. When customers bring their coupons into the locations, fast food restaurants can track which area codes bring in the most clientele and what the customers buy.

"Advergames" for Kids

Children make up a large portion of the fast food market, and fast food brands constantly devis new ways to promote their restaurants to youngsters. Children spend a substantial amount of time on their computers, surfing the web, listening to music and playing games. Fast food restaurants such as McDonald's, Burger King and Chick-fil-A designed "advergames," which are online games children can play while receiving subtle advertising from the companies.

Mobile Apps

Consumers constantly on-the-go rely on their mobile devices to keep them in touch with friends and family, obtain the latest news and receive directions to their favorite restaurants. They even get promotions on these devices. Fast food companies, including Taco Bell, promote their brand to consumers with mobile marketing. The fast food chain offers a store locator application, as well as an application to check the balance of gift cards.

Viral Videos

The popularity of video-sharing websites, such as YouTube, give fast food restaurants a way to create video marketing campaigns to advertise their products. Viral video campaigns are designed to encourage viewers to pass the video along to friends, family and colleagues who may find it entertaining. They're usually laced with an element of humor or surprise. In a past advertising campaign, Wendy's used video marketing to make its "Meatatarian" campaign go viral. In the video, a head of lettuce eats a Wendy's hamburger. Brands such as Burger King also have created viral videos to attract customers.

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