S/M/261. Identify a company or brand that you think needs to work on its marketing communications programme. Analyse the problems that are apparent and critically evaluate this evidence in light of current academic thinking. Make recommendations to the company's marketing director as to how marketing communications could be improve

The paper examines McDonald's marketing communications programme reviewing literature on the Integrated Marketing Communication (IMC) and applying the marketing mix model to the analysis of McDonald's IMC strategy. Recommendations are suggested about the use of IMC for creating positive impressions on customers.