McDonald's launched an integrated marketing communications campaign offering free cups of coffee.The key objective was to

Question

Quizplus · Accepted Answer

The campaign's main focus was specifically on promoting McDonald's coffee and changing customers' perceptions about the quality of it. The offer of free cups of coffee was aimed at encouraging people to try it out and hopefully realize that it was better than they had previously thought. While the campaign may have indirectly led to increased breakfast sales and awareness of McDonald's morning hours, those were not the key objectives explicitly stated. The campaign also wasn't focused on building the McDonald's brand or helping customers stay awake (although that could have been a potential side effect).

McDonald's Launched an Integrated Marketing Communications Campaign Offering Free Cups