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
- 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.
Charles Young is founder and ceo of Ameritest, a global research firm, based in Albuquerque, NM. Young invented the firm’s Ameritest’s Picture Sorts technique that analyzes visual components of advertising. Previously, he was research partner for Euro/Tatham and a new-product consultant for Leo Burnett. In 2004, Young won the Advertising Research Foundation’s Grand Ogilvy Award for a case study conducted with IBM. He is the author of (Ideas in Flight Publishing, Seattle, WA, 2008). Email: .