McDonald’s vs. Taco Bell: Who wins breakfast?

3) McDonald’s vs. Taco Bell: Who wins breakfast? http://finance.yahoo.cominews/mcdonald-s-vs—taco-bell—who-wins-breakfast-170918621.html
a) What type of market are Taco Bell and McDonald’s in? What are the relevant characteristics of that market structure and how do Taco Bell and McDonald’s meet those criteria? b) What are the benefits of advertising in this type of market? How do those benefits differ in other markets? c) What must Taco Bell and McDonald’s do to maintain profits?