1 / 15

Political Radio: Candidates Independent Expenditures and Issues

Political Radio: Candidates Independent Expenditures and Issues. What Political Consultants Say. Source: E-Voter Institute, 2006; Note: Chart shows the percentage of political consultants who see each method as a “best way” to win an election.

Gideon
Télécharger la présentation

Political Radio: Candidates Independent Expenditures and Issues

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Political Radio: Candidates Independent Expenditures and Issues

  2. What Political Consultants Say Source: E-Voter Institute, 2006; Note: Chart shows the percentage of political consultants who see each method as a “best way” to win an election.

  3. How have you been getting most of your news about the November elections? What Voters Say **Numbers do not add to 100% because of rounding and multiple answers. ***The 2000 results are based on registered voters only. Source: Joint post-election survey by the Pew Internet & American Life Project and the Pew Research Center for The People & The Press. November 2006.

  4. Targeting is Key

  5. Political Surveys • Station Audience • Ranking • Format • Demographics • Age • Gender • Ethnicity • Income • Education • Candidate Preference • Party Affiliation • Voting History • Knowledge of Issues • Likelihood to Vote • Demographics

  6. Advantages of Radio • Active not passive • Integral part of lifestyle • Heavy correlation with voters • Believable political news source • Madison Avenue without the budget • Quick production and trafficking • Often more economic than TV • Universally present • … Stealth • What people think they “see” and think they “read”, is often really what they “hear.”

  7. The Medium is the Message -Marshall McLuhan • Red sports car vs. minivan • Radio traffic report vs. newspaper feature on congestion

  8. The Messenger is the Message #1 Client: National Rifle Association Messenger: Charlton Heston Advantage: Instant positive recognition with target group Click to hear the commercial

  9. The Messenger is the Message #2 Client: National Rifle Association Messenger: Rosie O’Donnell Advantage: Instant negative … transfers to political target Click to hear the commercial

  10. The Messenger is the Message #3 Client: NFIB – small business Messenger: “Charles Osgood” Advantage: Apple pie/Americana… transfers as positive endorsement Click to hear the commercial

  11. The Messenger is the Message #4 Client: Stop Human Cloning Messenger: Skeptic surrogate Advantage: The listener can relate and buy into the argument rather than be sold Click to hear the commercial

  12. The Messenger is the Message #5 Client: Law Enforcement Alliance of America Messenger: Real victim Advantage: Compelling, disarming, emotional and believable Click to hear the commercial

  13. The Messenger is the Message #6 Client: NRA-PVF Messenger: Opponent Advantages: Undermines opponent through ridicule and humor

  14. The Messenger is the Message #7 Client: Charlie Crist for Governor Messenger: Black matriarch Advantage: Believability, commands attention and respect Click to hear the commercial

  15. Summary: Political Radio • Integral part of media mix • Active/not passive • Believable • Targetable • … Only limited by your imagination

More Related