TV advertising is a mass-marketing tactic that the largest national restaurant chains use to raise brand awareness and boost sales. It’s also a tool that a chain with a handful of units can employ in a small market to achieve the same goal. Two new TV campaigns, by 7,200-plus-unit Dunkin’ Donuts and the 19-unit Pat & Oscar’s fast-casual chain in Southern California, illustrate how TV spots meet the brand needs of two chains that vary widely in size. Canton, ...

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