The error in the results of the polls and surveys mainly lies not in the forging of the truth by the advertiser, but the mistakes and untruth of the survey and poll responders themselves. Out of ten possible reasons for error, only four were found to be the intentional fault of the surveyor. Other reasons for error include the interviewee's miscommunication to the interviewer, or the interviewee's apprehension to tell the truth for fear of what the interviewer might think of their answer.
Lastly, "The average supermarket in the United States has some 12,000 individual products or brands on display," which can confuse consumers who do not have the time to research each product that they need before purchasing them (Ries 16). It may be difficult for new entrants to break into the market because of already well-established brands' credibility with consumers, and this loyalty from consumers to the competition can lead new brands to spend much more on advertising than the established brand (Schmidt). Media fragmentation has blurred the vision of potential advertisers looking to make a serious impact upon potential customers. "Word of mouth if one of the oldest communication tools. …
