Burger King Advertising Campaign

The background of Burger King's breaktherules campaign illustrates that the franchisor deliberately and programmatically planned to manipulate the advertisingcommunications process so as to create a particular perception of reality that would also create a need for Burger King's competitive products on one hand and develop a close relationship between corporation and consumer on the other. As regards the climate of competition, there is abundant evidence that Burger King deliberately focused (or was advised to deliberately focus) on the breaktherules idea. It was in late 1989 that Burger King gave its brandidentity advertising business to the D'Arcy Masius Benton & Bowles (DMB&B) agency (Lafayette and Levin, 1989). The ad firm Saatchi & Saatchi was awarded that portion of Burger King's ad account that had to do with what is known as creative brand retailing.

This adagency business accounted for some $200 million in Burger King's advertising revenues, and this explains tradem

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odel may be said to seek to create, by creating a bond between itself and myriad consumers, a world in which the consumer perceives it makes eminent sense to eat Burger King food. Once the bond is created, it remains for the consumer to act on the feeling created by the personal connection; the act involves going to Burger King for a bonding experience. The creation of the relationship, in this view, is the spur to action, and the action on this view is as much connected to the fact that the consumer depends on the experience of Burger King to reinforce the feeling created by the suggestion of a bond as to the fact that one kind of hamburger is better than another. This is what is behind the statement about how persuaders develop power in a relationship: It is possible to create relationships with persons through communication. Persons in relationship with one another are in some way interdependent. Whatever this interdependency is must be defined or created by those in the relationship. The created interdependency is what connects persons in the realtionship. When persons create a relationship, they also create a certain code which governs the relationship. The
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Approximate Word count = 5191
Approximate Pages = 21 (250 words per page)

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