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Fast food advertising includes TV and radio commercials, billboards, direct mail, and internet marketing. Companies use jingles, slogans, and recurring characters to develop familiarity with customers. Cross-promotion with pop culture events is also used.
Fast food advertising involves carrying franchised products and brands to repeat customers for an extended period of time. The different types of advertisements include television and radio commercials, billboards, and Internet marketing. Subtypes within such strategies include product familiarity development, branding, and familiar jingles and slogans. Fast food is a multi-billion dollar industry and advertising campaigns are specially developed to continue this trend.
TV commercials are often the most popular form of fast food advertising. Food companies develop advertisements that advertise their products and place their ads during peak visibility periods. TV commercials usually include the company’s jingle or a familiar tagline, which is designed to grab the viewer’s attention and keep the fast food company in mind. Commercials sometimes include recurring characters or themes, which also help develop viewers’ familiarity with each specific company. Radio commercials are another common form of fast food advertising through a broadcast medium. Radio ads are placed at times when listeners are most likely to commute, often to encourage them to use the fast food restaurant’s drive-through service.
Direct mail is often used as a type of fast food advertising. Food companies sometimes send out mass mailings to addresses throughout the city. These are often in the form of a flyer promoting certain food items. Flyers usually contain coupons for specific food items as well as information about new menu items or special promotions.
Billboards are often used for the promotion of fast food. Billboards are placed in high-traffic areas, such as streets that house heavy-duty commuters and highway exits. This type of fast food advertising is also used to encourage motorists to use drive-through services. The strategy with billboards is often to include the company logo, a visually striking image or message, and directions to help the motorist locate the nearest restaurant.
Companies sometimes use wireless technology and Internet methods to advertise fast food. Some restaurants have created mobile phone applications that customers can use to view advertisements, learn about promotions, and get coupons or discounts. Fast food restaurants often use social media websites to offer loyal customers special offers on food prices and to promote new menu items.
Fast food restaurants will also use cross-promotion methods with pop culture events as an advertising method. For example, if a popular movie is being released, a fast food company will sometimes offer toys, mugs, and other movie-related merchandise when customers purchase meals there.
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