spending more on advertising will not solve for a business whose time is passed.

1. January 2015 / Page 0marketing.scienceconsulting group, inc.
Dr. Augustine Fou
McDonald’s Revenue Goes Down; Ad Spend Goes Up
$1.24
$1.30
$1.37
$1.42
$1.43
2009 2010 2011 2012 2013
billions in ad spend
(Source: Kantar)
The Legacy Of McDonald's CEO Don Thompson In One Awful Chart
http://www.businessinsider.com/mcdonalds-same-store-sales-decline-2015-1

2. January 2015 / Page 1marketing.scienceconsulting group, inc.
Dr. Augustine Fou
…could not save Budweiser.
50.4M barrels (1988)
33.4M barrels (2001)
1996
“bud”-”why”-”zer”
17.7M barrels (2011)
1999
“whassssuuuuup?”
2010: $555 million ad spend
Billions in TV ad spending; 25 yrs continuous decline

3. January 2015 / Page 2marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Can you name the company
…behind these ads?
Hint: they are ALL 2012 Superbowl ads