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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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Vol 54 Issue 4
