Cues On Ads, Is It Important? Personal Experience with McDonald’s (A case study)

(Image Source: Google, 2022)

Advertising cues is the important part to support an advertisement in terms of getting attention and persuading customers. Typically cues in advertisement appeal to our visual and auditory sense. In advertising specialisation, audio-visual ads can more beneficial to get people attention. Based on the neural cues case study on page 49 which discussed about customers action towards advertisement that used several sounds effect shows that people can easily recognise the brand based on cues from the ad. Personally, I feel much easier to recognise and recall certain brand by listening a sound effect or their tagline on ads, e.g. McDonald’s with the special tagline “I’m Lovin it” followed by the sounds can make me faster on realised that was McDonald’s. However, some customers might be thinking that cues will not affected anything on their action through certain products but, the reality is different, if people only rely on visual side that exactly the brand association might be failed. I strongly believe that audio- visual ads can give information that more meaningful than visual only (Rolandelli et al. 1991).

I think cues on advertisement is important since the cues will represent exactly the face of the brand, for instance mostly all cars product when their launch ads on TV or Radio they will include sound effect of car machines along with the car appearance itself and or perfume advertisement will use perfume splashing sounds as an audio cue. It means that both visually and audio parts support each other to show who they are as a brand. Simonin and Ruth (1998) statement is very interesting which said mostly consumers who exposed by audio-visual cues from brand ads will give positive attitudes. In my opinion, it is absolutely true and proven.

One more thing also that I can comment on cues ads and based on my personal experience is cues can exactly change my attitude towards a certain brand. My personal experiences in the past when I’m not hungry I rarely end up eat McDonald’s, I prefer other food, yet here in Canberra when I’m hungry I ate often due to the ads persuade me a lot while often watched the ads visually on TV and listening the cues ads on Spotify. So, it clearly be seen that cues have big impact on my attitudes, not only to buy that but the way I recognise the brand as well. Since audio-visual are exist, it can also enhance customers attitudes on purchase decision. I used to buy product based on the brand name but now I consider the neural cues that persuade me on my attitude.

I conclude all discuss above with statement that people can’t avoid their natural human sensory from ads cues because the fact said audio-visual advertisement is powerful. Since yet when all brands rely on promotion which is by using advertising as a media to deliver brand value, consumers will face variety of ads with their special cues as well. The more consumers been exposed by cues ads the more they will have different attitudes towards the brand.