Restaurants bring TV branding abroad

Restaurants bring TV branding abroad

A look at international on-air advertising strategies from McDonald's, Johnny Rockets, others.

A growing number of restaurant brands are racing to plant their flags in other countries, and, for some, that raises the question of whether and how to advertise on TV in diverse international markets.

For companies operating overseas, the decision to develop television advertising is generally handled at the local level by the franchisee operator in the region, or by the corporate field office if international units are company-owned. McDonald’s units in Russia, for

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