Radio: Boomerang

Many advertisers believe that any mention of their product helps sell it. Not so, says Market Researcher Horace Schwerin. Actually, "quite a few advertising efforts do boomerang" and "leave people less favorably disposed toward the product than they were beforehand."

Schwerin cites one example of a typical TV drama about a-young married couple in which the husband is the bumbling idiot. A coffee commercial at the end of the program declared that the head of the household knows best about coffee brands, and pictured a pleased father drinking the brew and calling for it by name. The preconditioned viewers could not swallow...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!