商科硕士论文——广告学.docxVIP

Communication strategy According to Elaboration Likelihood Model, under conditions of high involvement, the consumer takes the central route to persuasion. We aim at making the beliefs about McDonalds’ health, safe and responsibility carefully formed. Result to changing the customers’ attitudes about McDonalds’ junk food and insecure production process, and successfully guide their behavior. We decide our communication strategies as advertising, promotion and public relationship. Advertising In order to highlight our new product concept, we design 3 posters and a series of TV CM. The first