According
to the failing New York Times, who in
case you missed it is now back in the black after adding 265,000 digital
subscribers in 4Q 2018, Trump has publicly attacked the Russia investigation
more than 1,100 times. (Buchanan &
Yourish, 2019)
That's
a lot of noise. Research shows that
repetition is an important part of persuasion.
Based on Hermann Ebbinghaus's research from 1885, after three exposures
67% of viewers will recall the message.
Three more exposures over the next 90 days brings the total to
~95%. You can read more about it here...
We
also know that with enough repetition we will even believe a lie because it
becomes familiar - part of our new normal and therefore we mistake it for the
truth. You can read more about that
here...
But if
messaging continues beyond six exposures it begins to wear out. And according to research after 10 exposures additional
repetition is useless. Because by then
everyone has absorbed and evaluated the message, and will simply begin to block
it out. (Pechmann & Stewart, 2012)
Hmm. So what does 1,110 exposures get you? Is anyone still listening other than the news
media?
NY
Times swing to profit on subscriber, advertising gains. phys.org. Retrieved February 20, 2019, from https://phys.org/news/2019-02-ny-profit-subscriber-advertising-gains.html
Buchanan,
L., Yourish, K. (2019, February 20)
Trump Has Publicly Attacked the Russia Investigation More Than 1,100
Times. nytimes.com. Retrieved February 20, 2019, from
Cornelia
Pechmann & David W. Stewart (1988) Advertising Repetition: A Critical
Review of Wearin and Wearout, Current
Issues and Research in Advertising, 11:1-2, 285-329 Retrieved February 20, 2019, from https://doi.org/10.1080/01633392.1988.10504936
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