A model for predicting advertising quality as a key to driving sales growth: How television advertising quality affected mcdonald???s sales growth over six years

  • Young C
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Abstract

The current research used McDonald's data to explore the relationship
between advertising quality and sales growth. Based on a 6.5-year
dataset involving more than 180,000 consumer interviews, the researchers
found that nearly half of McDonald's sales growth could be explained by
variables related to advertising quality. Specifically, the study found
that factors such as sales momentum, the introduction of calorie content
on to quick-service restaurant (QSR, i.e., fast-food) menus, and
variables related to key research metrics-and, importantly, the right
messaging strategy can be effective in linking advertising to variation
in sales.

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Authors

  • Charles Young

  • Adam Page

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