Advertising Age Article Abstract
McDonald's Crisis Tip: Don't Fight the Children's Hospital
Though Research Had Holes, Lashing Out Could Worsen Chain's Situation
CHICAGO (AdAge.com) -- The study should have been easy enough to discredit: It was conducted with a statistically small sample by a group with an obvious agenda and came to the hardly surprising conclusion that kids are more interested in multicolored paper than plain paper. But rather than attack the source of the damaging research -- which just happened to be a children's hospital -- McDonald's seemed to decide the best defense was no defense at all. ...