How does the U.S. Census Bureau convince Americans to respond to their decennial surveys? Try tens of millions of dollars in paid advertising, including an ad in this Sunday's Super Bowl.
The bureau first turned to advertising for the 2000 Census. Ten years before, their response rate had been only 65 percent and the projection was: Do nothing and the response in 2000 might drop to about 60 percent. So they spent $106.4 million and achieved a response rate of 64 percent.
This year, spending...Full Story