It is clear that Mcdonald’s is marketing to price sensative consumers. This advertisment raises the issue of companies (like starbucks) charging much higher prices for essentially the same product. By simply having this statement “Four bucks is dumb,” and showing the McDonald’s logo, consumers can safely assume that Mcdonald’s coffe is cheaper than $4.00.In addition, It lets consumers know that McDonald’s is making a better effort to compete in the coffee market. As a result, consumers will now seriously consider McDonald’s for their coffee. Customers will bee attracted to the low price of their coffe, but also because of the extensive menu and other products that McDonald’s has to offer. So overall, I think this advertisement is very simple but very effective.