McDonald's - how advertising helped deliver the marketing success story of 2003 and 2004

Leif Stromnes

In 2002, McDonald's was in crisis following a decade of declining sales trends. Myths concerning the poor quality of the food abounded and the corporation was held up as the caricature of an obesity-ridden fast food Americanised culture.

McDonald's – how advertising helped deliver the marketing success story of 2003 and 2004

EXECUTIVE SUMMARY

McDonald's is recognised as a truly global superbrand, with one of the most established images in the world. But when that strength of brand...

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