By 1979, this phrase had become part of common speech and entered the Oxford dictionary of quotations. It is rarely heard or understood today but would be a useful phrase to adapt and use to decipher all of the competing “proof” of media effectiveness around at the moment.
What is claimed to be true is not always the case. Data, however, doesn’t lie.
Featuring Claudelle Naidoo and Malerie Booysen of MediaCom South Africa.