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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

Charles Young, Adam Page
DOI: 10.2501/JAR-54-4-393-397 Published 1 December 2014
Charles Young
Ameritest,
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  • For correspondence: chuck@ameritest.net
Adam Page
Ameritest,
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  • For correspondence: adam@ameritest.net
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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

Journal of Advertising Research: 54 (4)
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A Model for Predicting Advertising Quality As a Key to Driving Sales Growth
Charles Young, Adam Page
Journal of Advertising Research Dec 2014, 54 (4) 393-397; DOI: 10.2501/JAR-54-4-393-397

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A Model for Predicting Advertising Quality As a Key to Driving Sales Growth
Charles Young, Adam Page
Journal of Advertising Research Dec 2014, 54 (4) 393-397; DOI: 10.2501/JAR-54-4-393-397
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