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Advertising Age: McDonald's is successfully beating competitors in same-store sales with its value perception, but its dollar menu accounts for only 10 percent of overall sales. Stepped-up burger marketing also is attracting higher-margin customers. Boosted advertising of full-priced items has paid off in double-digit sales increases for the products, including Big Mac in July, chicken nuggets in December and the Quarter Pounder with cheese in February.
  
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