McDonald's reallocates media spending for '98

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McDonald's Corp. is shifting its media spending this year to a 50-50 split between national and local advertising, the company told Wall Street analysts last week. In 1997, the burger giant spent 75% of its estimated $600 million budget on national and 25% on local media, the company said. The move is part of its increased focus on local marketing as it tries to boost sales in its 12,380 U.S. restaurants.

Copyright January 1998, Crain Communications Inc.

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