Introduction Subway Food is a leading fast food chain attracting thousands of visitors daily. Subway Food specializes in sandwiches and salads, proposes fresh and healthy food. For Subway Food, effective market communication requires an integrated promotional system that reaches from primary producer to ultimate consumer. Communications flow to markets through long, complex channels that include manufacturers, retailers, wholesalers, consumers, agencies, and media. Marketing communications serve four basic management purposes. First, they bridge information gaps existing among the restaurant and customers. Second, they help coordinate the promotional activities of the total marketing system to achieve a coordinated thrust. Third, they help adjust the system to customer and consumer requirements. Fourth, they adjust and help in adjusting the product to customer needs. Subway Food target market is diverse including different age and social groups. The main groups of consumers involve low and middle class families living in urban areas, busy professionals and students. Current advertising slogan of the company is “Eat Fresh”. This slogan reflects philosophy and unique corporate vision of the company (Subway Food Home Page 2008). Media Outlets Broadcast media Subway Food uses broadcast media to attract new visitors and inform about new changes in menus and new services proposed to customers. This media best suits for low class and middle consumers who spend many hours watching TV (on weekends). Broadcast media involves television commercials. Actually, advertising messages appear to go to these groups of consumers whether or not they want them. Before the recipient of an advertising message receives the message, he does not even know what information, if any, the message will contain (Clow and Baack 2005). However, this is not a problem peculiar to advertising messages or information generally coming from broadcast media. It must be granted that it is often the case that a buyer obtains a commodity of unknown value in advance and, nevertheless, the buyer can decide how much he is willing to pay for it. This means that to the receivers of the advertising message, the messages are a bad for which they must be paid as an inducement to receive the messages. Broadcast media does not reach busy professionals and students who do not spend many hours before TV (Chitty et al 2005). Print media Subway Food advertises in national and international newspapers and magazines in order to popularize its brand and remind consumers about new prices and services (Clow and Baack 2005). This media channel appeals and reaches low and middle families and busy professionals. The uniqueness and importance of this media for Subway Foods is that the sender of the advertising message, who can be regarded as the seller, does not know in advance what he will receive in exchange for giving the message to the recipient. The advertising message is costly to the sender and he does not wish to waste his resources. He does not wish to convey messages to people who will find them of no value (Chitty et al 2005). Therefore, Subway Foods has an incentive to convey messages where they will benefit him the most by their effect on the recipients. Other things equal