Burger King and Its Advertising Campaigns

Burger King is a reliable burger company which has had its ups and downs.
In 1974, it came out with a slogan of "Have it your way" and at this time it
also had a 4 % market share. Burger King\'s idea was to have the customer have
their burger done their way rather than a standard burger. In the early 80\'s
Burger King was trying to keep sales growing so they had to keep changing their
advertising. In 1982 "Battle of the burgers" and "Aren\'t you hungry for a Burger
king now?" were the slogans used. In 1983 "Broiling vs. frying" and 1985 "The
big switch". All these ads throughout the years helped increase market shares
from 7.6% to 8.3% from 1983 to 1985. "Search for herb" was a slogan used by BK
about a person that has never tasted a whopper burger, this campaign was
supposed to increase market share by 10% but in reality only increased it by 1%
it was a disaster. In 1986-1987 "this is a burger king town" and "best food for
fast times" brought a lot of attention to the company. In 1988 "We do it like
you do it" was used often but a year later they came out with two new slogans
which confused the customer. In 1989 "Sometimes you gotta break the rules" and
"BK tee vee" with MTV and Dan Cortese with "I love this place". This was another
huge setback for BK because people on the go and parents found this ad loud and
irritating. BK at this time has failed to establish a solid image that would
differentiate it from its competitors. Ads if anything only confused consumers
as to what advantages BK offered. In 1993 it had a market share of 6.1% were
McDonalds had 15.6% and BK\'s sales were growing slower than its rivals.

Failed advertising campaigns weren\'t the only problem\'s, they also had
internal problems. Management lacked focus and direction and has struggled with
marketing mix decisions. Franchises became confused and angered, service was
slow and food preparation wasn\'t consistent. Burger King lost its core product-
flame broiled burgers, made the way the customer wanted them. Another thing that
hurt them was the fact they didn\'t lower prices to keep competing with their
competitors this led to a below average sales growth. Many in store promotion
also failed. In 1993 a new CEO was introduced, this allowed for huge turnaround
and in fact it did. He helped please the franchises and responded to their
problems and listened to their recommendations. Then later he lowered prices and
hired a new advertising agency.

1. In reading this case analysis I figured Burger King to advertise the Whopper,
but throughout the past years they didn\'t do this. I figure the whopper or the
flame broiled ads would have been more productive and probably would have
resulted in greater sales margin. I also feel that the ads should have
distinguished themselves from what other ads by letting the people know that
burger king wasn\'t just another standardized burger. Throughout the years, BK
tried to establish the market by becoming someone they weren\'t. I feel the ads
used by BK should have been simple and to the point. This would have caused less
confusion and more honesty with the customer, this is because you don\'t want to
advertise a pizza or a taco if your selling burgers. Other objectives BK wanted
was to target teens with the MTV approach. This also failed because people found
it loud and annoying. Then they tried a sit in type of restaurant, which also
failed because people want a fast food low price meal not a high priced, sit
down meal. Advertising is any paid form of non personal presentation and
promotion of ideas, goods or services by an identified sponsor. Advertising is a
good way to inform and persuade the customer. Advertising objectives are based
on past decisions about the target market, positioning and target mix. There are
five steps to making a major advertising decision these steps are as follows:
Objective setting, Budget decisions, Message decision or media decision, and
campaign evaluation. Along with these steps BK should also remember to inform,
persuade, and to remind. These three are a must that a company should aim at,
for example: in informing BK used the ad "Broiling vs. frying" in 1983 letting
the consumer know that their burgers were broiled and not fried. In persuading,
I think BK over did it and that is why I feel that they didn\'t