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NEW YORK — Online advertising in combination with offline significantly increased the product image of McDonald’s Grilled Chicken Flatbread Sandwich over offline advertising only, according to a recent study commissioned by the Interactive Advertising Bureau.
The Cross Media Optimization Study, conducted by Rex Briggs of Marketing Evolution, Dynamic Logic and Forrester Research, examined online media’s place in the overall marketing mix for the fast-food marketer’s new product.
The study found that four product attributes—new, exciting, different and combination of great flavors—were most greatly impacted by online advertising among 15- to 24-year-olds.
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