Advertising isn’t just about selling a product—it’s about shaping perceptions and emotions.

In our recent analysis of fast food advertising, we delved into the subtle shifts in brand perceptions brought about by ad campaigns.

Take McDonald’s, for instance—the epitome of convenience and affordability.

Through strategic campaigns, it’s now positioning itself as a brand that friends and family can enjoy together.

Wendy’s, on the other hand, is edging closer to becoming a brand that consumers would recommend to others.

Brands must carve out distinct emotional territories to resonate with consumers.

This analysis underscores the power of advertising in shaping brand perceptions and emotional connections.

Advertising isn’t one-size-fits-all—it’s about understanding your audience and tailoring your message accordingly.

In our recent case study on fast food advertising, we delved into the complexities of brand relationships and how ads impact consumer behavior.

What did we uncover? Wendy’s and Sonic successfully draw in various user groups, enhancing loyalty and re-engaging lapsed users.

Meanwhile, McDonald’s campaign strategically targets lapsed users, aiming to reignite their interest.

Surprisingly, many Wendy’s enthusiasts end up purchasing McDonald’s due to accessibility issues—a testament to the power of preference.

Unfortunately, Burger King’s ad fails to move the needle on preference, highlighting the importance of impactful messaging.

This case study underscores the nuanced impact of advertising on consumer preferences.

It’s not just about reaching audiences—it’s about resonating with them.

Advertising for established brands serves a crucial purpose: reinforcing brand position, enhancing saliency, and strengthening loyalty.

But what if you could do more than just remind people you exist? What if you could nudge perceptions and drive real change in brand preference?

Enter landscape advertising—a powerful technique designed to navigate the competitive landscape.

At MSW Research, we employ a four-step process to make it happen.

1️⃣ Gauge the current position of brands in the market.

2️⃣ Expose the advertising for all brands in the category.

3️⃣ After a full exposure cycle, we reassess each brand’s performance to measure the impact of advertising.

Take this case study on fast food chain advertising for example.

We scrutinize every brand, tracking gains and losses to discern patterns and shifts. This is the heart of our system—how advertising influences preference.

With MSW’s landscape advertising approach, we calculate a persuasion score for each advertised brand in the category, unlocking invaluable insights for strategic decision-making.

Let’s navigate your brand’s landscape together.