How promotion affects buying and purchasing decisions.

How promotion affects buying and purchasing decisions: creating/enhancing/changing image.

In most cases, a business' image is one of its most powerful possessions. An image can be easily destroyed or damaged depending on the size of the company, due to how it is a massively larger challenge to even make an impact on a huge business' image, such as McDonalds. But even the biggest of the fast food companies can be affected.

This can be seen from 2004 onwards, when the documentary/movie named 'Super-sized Me' was released. The said documentary had quite a large blow in McDonalds' profits as a result of how it questioned the healthiness of the goods they provide. This forced McDonalds to drastically change or recreate their image and become a more 'healthy' option. This lead to them promoting and offering different kinds of foods, such as salads and apple pies, this would of required rather large amount of capital to get the healthy word out to as many as they can. People then began to feel that McDonalds was becoming more healthy, thus changing their image and even attracting more customers, leading to even higher profits.