Subliminal advertising as an approach to enhance the mental image of products: An analytical study of customers of Mcdonald's chain restaurants in the Kurdistan region - Iraq

Abstract

One of the key features of advertising is the ability to track results and analyze performance accurately, as it provides comprehensive data about campaigns, helping to understand what works and what needs improvement. This study investigates the impact of subliminal advertising, with its dimensions (font, shape, and color), on building the mental image of customers of McDonald's chain restaurants in the Kurdistan Region - Iraq. The study used a random sample of 260 customers of the surveyed restaurants and followed the descriptive-analytical approach. To ensure the validity of the study's hypotheses and explore relationships, multiple tests were conducted using the SPSS-V.25 statistical software. The study supported the proposed hypotheses, indicating a positive and direct relationship explaining that the increased use of subliminal advertising by the surveyed restaurants contributes to improving the positive mental image among their frequent customers.