. How should McDonald's respond when ads promoting healthy lifestyles featuring Ronald McDonald are equated with Joe camel and cigarette ads? Should McDonalds's eliminate Ronald McDonald in its ads?

Eliminating Ronald McDonald, who is the brand mascot, is not the solution. Rather many people connect with Ronald McDonald emotionally. According to a survey, Ronald is among top 25 mascots of all times. (Top survey, 2007) Ronald McDonalds can visit to schools for educating students about the importance of health and a healthy lifestyle. This will have the positive image of the mascot and further, Ronald McDonald could involve in charities where the mascot can be seen in giving charities to the unfortunate children. All the above would help in gaining the image of Ronald McDonalds back. McDonald should react to this issue in a calm and positive way as still many kids and parents are in love with the Ronald and would like to see their favorite whenever they visit to the outlet. By making people know that it is the perception which people will need to change. By imbibing healthier lifestyle is the solution, not protesting the mascot.

2. Discuss the merits of the law proposed by France that would require fast-food companies either to add a health message to commercials or to pay 1.5 % tax on their ad budget. Propose a strategy for McDonald's to pay the tax or add health message and defend your recommendation.

The law would make the advertisers to add a health message in their products. By doing so the marketers would think that what health benefits they can provide with their products. All the food companies will have to make sure that their products have some nutritional value attached to advertise. McDonalds can add a health message to save the tax and criticism and to promote its product in healthier manner. For a time period the tag line can be changed to