More chains are augmenting traditional advertising media by using innovative digital channels to reach particular kinds of core users through new targeted-marketing efforts. Wendy’s International has conducted two digital campaigns to reach 18- to 34-year-old consumers in bars and nightclubs. White Castle is featured in a video game targeting a young crowd, and the firm Wicked PR recently created an online blog for sandwich chain Krystal. Of course, each of the chains ...

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