Non-product Oriented Advertising
In 1983, Burger King introduced advertising to emphasize value or its opening hours. The company encouraged its stores to keep their drive thru outlets open after midnight; most QSR locations closed between 10:00pm and 11:00pm. In mid-2007, it again began advertising late opening times in response to the late night programs of Wendy's and McDonald's.
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“Life is beset by many annoyances, and those that stand out above all are the life- insurance and advertising agents.”
—Alice Foote MacDougall (1867–1945)