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Persuasive Campaigns

Persuasive Campaigns. The triumph of process. . 1. What makes a campaign?. Process over event Systematically create “positions” in audience mind Dramatize issue, product or candidate. 2. What are the types of campaigns?. Product-oriented Politically-oriented Ideologically-oriented.

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Persuasive Campaigns

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  1. Persuasive Campaigns The triumph of process. Analyze your audience or minimize your influence.

  2. 1. What makes a campaign? • Process over event • Systematically create “positions” in audience mind • Dramatize issue, product or candidate Analyze your audience or minimize your influence.

  3. 2. What are the types of campaigns? • Product-oriented • Politically-oriented • Ideologically-oriented Analyze your audience or minimize your influence.

  4. 3. What the stages of a campaign? • Step 1: Identification (Yale Model) • Graphic symbol or logo • Name (e.g. Rainbow coalition) • Color coding • Slogans • Step 2: Legitimacy • G.W. Bush is stupid • Al Gore is irrelevant Analyze your audience or minimize your influence.

  5. Stages cont. • Step 3: Participation • Known supporters • Opinion leaders • Step 4: Penetration • “Made it” • Step 5: Distribution • Institutionalized Analyze your audience or minimize your influence.

  6. 4. How can you position the product/ idea? • Being first • Being best • Being the least expensive • Being the most expensive • What we’re not • By Age • By Gender Analyze your audience or minimize your influence.

  7. 5. What are the characteristics of successful campaigns? • Presented by credible sources • Links to “climate of prevailing opinion” • Focuses on opinion leaders • Hits a responsive chord (doesn’t try to create new attitudes/ideas) Analyze your audience or minimize your influence.

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