February 2, 2009

How Much Advertising is Too Much Advertising?

On page nine of the aforementioned investor call transcript Ralph Alvarez
talks about the reduction in the cost of GRPs in the USA.

Isn't this a good time to look at rolling back the percentages
paid to OPNAD and Co-Ops to compensate for other P&L increases?

Why continue to give the Oak Brook bureaucrats (and the agencies)
more and more money to waste?


Richard Adams said...

Or said another way - Investors must be convinced that management
has infinite franchisee advertising contributions to spend on McCafe.

Anonymous said...

1% should be our max. anything above that is wasted.