It’s a weekday morning and you’re driving into Richmond on I-64 East with the radio tuned to WRVA for the traffic and weather on the fives, and then you hear it. Again. The same commercial you heard yesterday. And the day before that. And the day
before that. And all week long before that. And you wonder, why do they have to keep running that same !@#>?*=+$(% spot? The 2011 Edelmann Trust Barometer has an answer to that, and you’re not going to like it.
Advertising research shows that Goebbels was right (at least technically)
Joseph Goebbels, Hitler’s propagandist, (apocryphally) said, “If you repeat a lie often enough, people are bound to start believing it.” Now, today’s advertisers certainly aren’t Nazis, and they do substantiate their claims, but the Edelmann research shows that, as a matter of technique, Goebbels was right.
Of adults 25 to 64 years old, Edelmann’s findings show, only 4% are gullible enough to believe a company’s message the first time they hear it. Some 22% start believing it’s true with the second hearing. But Read more →