To Reach Core Audience, Wendy's Busts Out Online

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NEW YORK When Ian Rowden became chief marketing officer of Wendy’s in 2005, the restaurant chain spent just 4 percent of its overall marketing budget online. That percentage has climbed steadily since—to 6 percent last year and about 8 percent this year—and will likely exceed 10 percent in 2008, according to Wendy’s.

Along the way, the No.

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