70 - 86. Read the case below and provide ONE (1) feasible recommendation on what kind of media and marketing message they should provide to avoid this scenario based on your evaluation/assessment. McDonald's has pulled out its ad dubbed by some as the "BF-GF commercial," after the Catholic Bishops' Conference of the Philippines (CBCP) called for them to stop airing the ad, reports Inquirer.net. The giant fast-food chain decided to pull out the 30-second ad from significant television networks yesterday after some Catholic Church officials said it could send the wrong message to children. In the commercial, a little girl asks a boy if she was already his girlfriend. The boy says no, claiming girlfriends are too demanding. However, he seemingly changes his mind when the girl says all she wants is the P25 French fries at McDonald's. McDonald's Philippines Vice President for Marketing Margot Torres told Radio Veritas that they have pulled out the ad because they respect the call of Caloocan Bishop Deogracias Iñiguez. "So by (Wednesday), a different McDonald's ad should be seen on TV," Torres said. In response, Iñiguez told Radio Veritas, "We are very happy that McDonald's listened to our plea, (and) that it agrees with the sentiment and the reflection of the church on the commercial spot." Earlier, Fr. Melvin Castro said the commercial is "very shallow" and "cheapens human relationships," reports Inquirer.net. The executive secretary of the CBCP Episcopal Commission on Family and Life said, "If the ad attempted to teach commitment, (it failed) because it was too superficial to point to a packet of French fries as the basis of a relationship." Iñiguez also said earlier, "The two children are not even at the right age for this kind of relationship... It (the ad) might also pave the way for Us to lose sight of the good ways of shaning the values of our children "
70 - 86. Read the case below and provide ONE (1) feasible recommendation on what kind of media and marketing message they should provide to avoid this scenario based on your evaluation/assessment. McDonald's has pulled out its ad dubbed by some as the "BF-GF commercial," after the Catholic Bishops' Conference of the Philippines (CBCP) called for them to stop airing the ad, reports Inquirer.net. The giant fast-food chain decided to pull out the 30-second ad from significant television networks yesterday after some Catholic Church officials said it could send the wrong message to children. In the commercial, a little girl asks a boy if she was already his girlfriend. The boy says no, claiming girlfriends are too demanding. However, he seemingly changes his mind when the girl says all she wants is the P25 French fries at McDonald's. McDonald's Philippines Vice President for Marketing Margot Torres told Radio Veritas that they have pulled out the ad because they respect the call of Caloocan Bishop Deogracias Iñiguez. "So by (Wednesday), a different McDonald's ad should be seen on TV," Torres said. In response, Iñiguez told Radio Veritas, "We are very happy that McDonald's listened to our plea, (and) that it agrees with the sentiment and the reflection of the church on the commercial spot." Earlier, Fr. Melvin Castro said the commercial is "very shallow" and "cheapens human relationships," reports Inquirer.net. The executive secretary of the CBCP Episcopal Commission on Family and Life said, "If the ad attempted to teach commitment, (it failed) because it was too superficial to point to a packet of French fries as the basis of a relationship." Iñiguez also said earlier, "The two children are not even at the right age for this kind of relationship... It (the ad) might also pave the way for Us to lose sight of the good ways of shaning the values of our children "
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Transcribed Image Text:70 - 86. Read the case below and provide ONE (1) feasible recommendation on what kind of media and
marketing message they should provide to avoid this scenario based on your evaluation/assessment.
McDonald's has pulled out its ad dubbed by some as the "BF-GF commercial," after the Catholic Bishops'
Conference of the Philippines (CBCP) called for them to stop airing the ad, reports Inquirer.net.
The giant fast-food chain decided to pull out the 30-second ad from significant television networks yesterday
after some Catholic Church officials said it could send the wrong message to children. In the commercial, a
little girl asks a boy if she was already his girlfriend. The boy says no, claiming girlfriends are too demanding.
However, he seemingly changes his mind when the girl says all she wants is the P25 French fries at
McDonald's.
McDonald's Philippines Vice President for Marketing Margot Torres told Radio Veritas that they have pulled out
the ad because they respect the call of Caloocan Bishop Deogracias Iñiguez. "So by (Wednesday), a different
McDonald's ad should be seen on TV," Torres said.
In response, Iñiguez told Radio Veritas, "We are very happy that McDonald's listened to our plea, (and) that it
agrees with the sentiment and the reflection of the church on the commercial spot."
Earlier, Fr. Melvin Castro said the commercial is "very shallow" and "cheapens human relationships," reports
Inquirer.net. The executive secretary of the CBCP Episcopal Commission on Family and Life said, "If the ad
attempted to teach commitment, (it failed) because it was too superficial to point to a packet of French fries as
the basis of a relationship."
Iñiguez also said earlier, "The two children are not even at the right age for this kind of relationship... It (the ad)
might also pave the way for Us to lose sight of the good ways of shaning the values of our children "
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