|Business Results Period (Consecutive Months):||September 2008 – June 2009.|
|Start of Advertising/Communication Effort:||w/o August 31 2008.|
|Base Period for Comparison:||Calendar 2007.|
a) Synopsis of the Case
In 1972, when McDonald's combined a fried egg, back bacon, cheese and an English muffin into a breakfast meal, little did the restaurant chain know that it was not only inventing a new menu item, it was creating a whole new market.
The Egg McMuffin was instrumental in turning breakfast time – often referred to as the most important meal of the day – into one of...