Why 'credibility' matters, in a message

Obama may have taken over major networks, prime time in America to run his half an hour infomercials, and maybe that's good enough to maximise his exposure, but what about the message he wants to propagate? Who's buying?

For messages to be heeded to, they must carry credibility. And the greatest credibility that a message can carry is when the listener/viewer does not identify it with the marketer. Obama, the suave marketer behind the infomercial is what ensures the message ain't credible. What's he supposed to say that ain't glossy? And I am supposed to fall for that? Especially since I am the fence sitter and I guess that makes me a rational thinker who's weighing my options carefully.

Contrast Obama's infomercial from the YouTube video titled, 'Dear Mr. Obama', that at a measly 1 minute 55 seconds (the Obama infomercial is half an hour long) ensures that it's short, simple and powerful. Powerful because the man behind the message ain't no candidate, he's an Iraq War veteran. Now that's credibility for you. That's what ensures the message is listened to. The YouTube video has to date notched up 11,035,863 views, making it the most-viewed election-related video.

Marketers note; disassociate from the message as much as you can. You will then have your listeners/viewers.


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