McDonald's ads whet appetites for high-margin items

05/13/2009 | Advertising Age (tiered subscription model)

Ad campaigns focusing on the Big Mac, Quarter Pounder with cheese and chicken nuggets have stimulated demand for the items, making the quickservice chain less reliant on its lower-margin Dollar Menu items. "In the last eight months, we have placed greater emphasis on flagship-quality products," McDonald's USA Chief Marketing Officer Neil Golden said.

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