ATLANTA —In a clear sign that nontraditional media are playing a larger role in the marketing efforts of major restaurant chains, Arby’s Restaurant Group Inc. recently concluded a three-week campaign that ignored TV in favor of the Internet. It was the first time Arby’s had bypassed TV to promote a new product—in this case, Mini Snack sandwiches—to determine how well an online campaign, backed only with in-store material, would affect ...
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