Identify what the optimal blend is of owned, paid and earned marketing communication for McDonald’s in Canada?

Using all of the digital IMC information pertaining to global markets in an owned media, paid media and earned media strategy, identify what the optimal blend is of owned, paid and earned marketing communication for McDonald’s in Canada?

Provide rationale for your strategy and include key metrics such as response rate, cost per response, cost per thousand impressions (CPM), cost per click (CPC).

Maximum 250-300 words

Provide citations and references