It he ad agencies rip Operators off with it too. It's a huge line item and it doesn't cost that much. Since Operators are unfamiliar they pay steep premiums for a medium that some intern is getting paid $10 and hr to manage.
Absolutely, There's tremendous potential to be cheated in this area. It's another way to tell that McDonald's Operators spend too much on advertising. But, it would be great to replace some of that expensive TV advertising with a bunch of free website activity.
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