This is a McDonals Ads. and it tries to convince the consumer that a breakfast in McDoandls is the best solution to start and a ctive and good Morning. “Bad Nigh, Good Morning”. McDonal is posioting the product via its brand benefit to convince the consumer about its benefits and how it can change their lifestyle to the best.
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"A brand’s positioning represents the key feature, benefit, or image that it stands for in the target’s audience collective mind" (Shimp, 2007. p. 120). according to the same source, a good positioning statement should motivate consumers to action. indeed, MCDonald's slogan satisfy this requirement
Salma
Itis clear that in this case it is a functional need that is presented by the ad to the consumer. The functional need is that you can always start well your day if you have a macdonalds breakfast. It is the way the brand positiones itself in the market that defines the needs it presents to the consumers. In this case it goes hand in hand with the slogan of macdonals "i'm lovin it" because breakfast is the first and most important mela of the day so that we enjoy it and loove it. In this case this notion of necessary meal is associated with macdonalds.
Mcdonalds is without any question the leader in the fast food industry. their positioning strategy is what gave them mainly this highly positioning in the market, and in this highl stressful environment which is represented by the man in the ad, Mcdonalds slogan and message touches directly the consumer and motivate him to move to action. which is indeed, what all companies are aiming to achieve.
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