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

The current research used McDonald's data to explore the relationship between advertising quality and sales growth.

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 and Adam Page

Ameritest

Management slant

  • Quality of advertising creative is a major factor driving sales response. Marketing-mix models attempting to quantify ROI are incomplete if they do not include a creative-quality variable.
  • Relative performance of advertising versus the competitive may provide insight into one of the fundamental questions facing brand marketers.
  • A definition of creative "quality" needs to take into account the relationship between brand positioning and brand image.
  • The current...

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