Dip Ahead

     McDonald's billboards are out in full force this summer to entice passers by to buy iced coffee, an ice cream cone, or even the deliciously surprising chocolate-dipped cone.  I'll admit, the billboard I pass every day on my way home from work which features two simple, soft-serve ice cream cones - one plain,  one dipped - has about a 50% success rate on me.  The pictures are enough to persuade me that I need ice cream, now, but the two words - "Dip ahead," - tell me just how to get that ice cream.  I softly chuckle to myself at the clever copy as I pull in to the drive-through for my soft-serve.  The billboard worked.


     I've noticed, however, that even just the memory of this billboard can make me want ice cream.  But on those days, McDonald's is not necessarily "ahead" as this particular billboard announces.  I tend to go wherever is most convenient to get my sugar fix - Dairy Queen, Burger King, a Chinese Buffet - any soft-serve does the job.  Is this advertisement truly successful?  I was persuaded to buy ice cream, but not necessarily from McDonald's. Does the success of an advertisement lie in persuasion, or is an advertisement not successful until I step up to the cash register?  I suppose McDonald's would be most happy if every ice cream craving of mine resulted in business for their company.  This billboard succeeded in convincing me I needed ice cream, and it informed me that McDonald's has what I want.  However, it's difficult to compete with all the other fast food restaurants (and the Chinese buffet) when all soft-serve tastes the same.