PROFILING AMERICA'S BIGGEST AD SPENDERS;#16 MCDONALD'S CORP.

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U.S. AD SPENDING ($ in thousands)By media19941993% chg

Magazine3,196By top brand19941993% chg

McDonald's restaurants 425,816SALES & EARNINGS ($ in millions)Worldwide19941993% chg

Sales8,321U.S.19941993% chg

Sales4,156Division sales 1994Systemwide results 1994HEADQUARTERS

McDonald's Corp./One McDonald's Plaza/Oak Brook, Ill. 60521/Phone: (708) 575-3000.

PERSONNEL, BRANDS, AGENCIES

CORPORATE: Paul D. Schrage, sr exec vp-chief mktg officer; David B. Green, sr vp-mktg; Richard G. Starmann, sr vp-comms; Roy Bergold, vp-creative; Ronald W. Miessler, vp-comms svcs; Jim Rand, vp-mktg svcs; Thom Kettle, asst vp-intl mktg; Linda Kravitz, vp-natl mktg; Bill Lamar, vp-natl mktg; Dean Barrett, vp-promo, sports & presence mktg; Jack Daly, asst vp-comms; Terri Capatosto, asst vp-media relations; Chuck Ebeling, asst vp-corp comms; Mike Gordon, dir-intl comms; George Griggs, dir-field mktg; Jan Kramer, dir-real estate mktg; Don Lorr, dir-mktg rsch; Susan Clark McBride, dir-internal comms; Bridget Marshall, pr dir; Steve Nubie, dir-crative; Bruce Smith, dir-media mktg; Frank Gihan, dir-black cons mktg; Emma Carrasco, dir-hispanic cons mktg.

McDonald's: Leo Burnett USA, Chicago. Jerry Connor, exec vp-client svcs dir; Cheryl Berman, exec vp-grp creative dir.

DDB Needham Worldwide, Chicago. Dick Rogers, exec vp-grp acct dir.

African-American mktg: Burrell Advertising, Chicago. Fay Ferguson, sr vp-client svcs dir.

Hispanic mktg: Del Rivero, Messianu, Coral Gables, Fla. Meg Valls, client svcs dir.

Sales promo: Frankel & Co., Chicago. Jim Mack, pres.

Simon Marketing, Oakbrook Terrace, Ill. Jay Babineau, exec vp.

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