It won't come to a surprise to Maine small business owners, but a lot of people are skeptical about claims made in advertising. A study conducted by research firm Lab 42 and reported by Forbes magazine found that 76% of respondents believe that advertisements are either "very exaggerated" or "somewhat exaggerated."
Perhaps, this high rate of skepticism is not the fault of the ads, but rather a projection of our own proclivity to tell untruths. Research conducted by UMass Amherst found that 60% of people studied lied at least once during a 10-minute conversation and told an average of two to three lies.
So given the predisposition of consumers to believe advertising is, at best, exaggerated, what is the best option for a Maine small business owner to make truthful claims about their business without becoming cast as a prevaricator, equivocator, fabricator, fibber, or, as our mom's might say, a story teller? The answer is Portland radio.
Radio Listeners Know The Truth When They Hear It
A study conducted by Richard Weisman called The MegaLab Truth Test found that radio listeners could detect lies told on the radio 73.4% the time Conversely, the radio audience is likely to know when they are being told the truth.
Newspaper and television audiences have a much harder time discerning truth from lies. According to the Megalab Truth Test, 64.2% of newspaper readers could accurately detect lies. Only 51.8% of TV viewers were able to make the distinction.
Weisman cites other studies that explain why radio audiences are better able to separate truth from fiction. According to Weisman, "Much of this work has concentrated on identifying the cues used by observers to decide whether another individual is telling the truth."
"Such cues fall into three broad categories", says Weisman. Verbal cues consist of just the words used by the liar (including the number of words spoken, length of sentences, etc.). Vocal cues involve the way in which these words are said (voice pitch, pauses, hesitation etc.). Visual cues include any observable signs given off during the communication (eye contact, body movement, facial expressions, etc.)."
Visual Cues Distract From The Truth
"In a typical study individuals are presented with films of liars and 2 truth-tellers (containing all three types of cue), soundtracks of these films (containing vocal and verbal cues) or just the films' written transcripts (containing only verbal cues). The results have tended to be counterintuitive, with individuals watching the
films (and therefore receiving the largest number of cues) exhibiting the lowest detection rates."
Here's the truth of it al: 93% of Mainers use Portland radio each week, more than another medium including TV. Of all media, radio advertising delivers the highest return-on-investment. And now we know, radio listeners know the truth when they hear it. So what Maine small business owners could not benefit from the type or reach, return, and credibility that Portland radio offers?
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