Retail, in the eyes of the everyday customer

new ideas and thoughts about the online retail world

Put The M Back In Your Morning

with one comment

I recently spotted these McDonald’s outdoor advertisements-

Put The M Back In Your Morning

Put The M Back In Your Morning

Put The M Back In Your Morning

I want to discuss this campaign from a neurological perspective.  Most people dislike advertising.  As a result moment the brain realizes a stimulus is a promotion it places it in the ignore bucket.  This process happens incredibly fast, subconsciously.  Most of us aren’t even aware we’re ignoring hundreds of ads a day.  But these Mickey D’s ads are different.  The copy has a missing “m” and in order to ignore the ad one has to first reconstruct the copy with with the m in place.  The riddle is easy enough where everyone can solve it but hard enough that it cannot be completed by the subconscious mind.  The reader has to actively, deliberately solve the riddle.  This active engagement is what makes the ad register.  Does it mean that thousands of people will suddenly walk into a McDonald’s franchise?  No.  Does it mean that when someone in McDonald’s target audience is irrationally considering breakfast choices McDonald’s will flash on the first half the list?  Most likely.

Why am I covering this incredibly unrelated topic on my blog?  Because it isn’t unrelated.  If you use banner promotions on your site or banner advertising on affiliate networks you could learn from McDonald’s.

Written by betterretail

July 19, 2010 at 10:29 am

Posted in uncategorized

Tagged with ,

One Response

Subscribe to comments with RSS.

  1. This is actually a great example of closure, the process by which the brain makes sense of incomplete sensory information. Scott McCloud has a good introduction to the concept in his book Understanding Comics.

    Elena

    August 22, 2010 at 10:43 pm


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

Join 93 other followers