Political Advertising
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The document discusses several controversial political advertisements from 1964, 1988, and 2008. It analyzes the "Daisy Girl" ad from 1964, which aired once but was replayed extensively in the news and saw by over 40 million people, making it highly effective. It also examines the 1988 "Revolving Door" ad about Willie Horton and the 2008 "3am" ad featuring Hillary Clinton, both of which used emotional imagery and messages to portray the candidates. The document considers how these ads used television effectively yet controversially to influence viewers' perceptions and judgments through implicit biases.
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Testimonial Advertisng Approach
The idea behind testimonial advertising is
that a prospective customer may be
favorably influenced to try a product
when it has been praised by another impartial consumer, or
by a known personality whom the consumer
may wish to emulate
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2. Advertisements aim to create a sense of group pressure by asserting that it is normal for everyone to buy the product.
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Advocacy advertising promotes a company's viewpoint on various issues to generate sales. It targets specific or limited audiences as well as general public audiences. Advocacy ads are driven by word-of-mouth publicity, democratic involvement, and expert opinions to bring ideas to the public, unlike normal ads which only focus on promoting products. Successful advocacy techniques include referral programs, trial-based advertising, customer involvement, celebrity endorsements, supporting social causes, expert reviews, and collecting feedback to improve products.
Cause based marketing
Cause-based marketing involves companies using sponsorships, licensing agreements, and advertisements to promote social issues in order to further their business goals while also benefiting community organizations. There are three options for branding cause marketing campaigns: companies can create their own cause program, link to an existing cause program through co-branding, or jointly brand a campaign with an existing cause program. Examples provided include American Express supporting hunger relief and restoring the Statue of Liberty, and Hindustan Unilever contributing funds from soap sales to a diarrhea project.
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16 March 2015: Delhi High Court rules on applicability of transfer pricing on Marketing Intangibles. The ruling will bring in clarity on the aspect of Marketing Intangibles and would reduce litigation on the expenditure incurred on advertisement, marketing and promotion by the multinational companies. We present to you a snapshot of 142 pager decision given by the high court highlighting important principles around the issue and our views on the same.
Trust you will find it useful.
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This a presentation made at the "Alliance Française" in Washington D.C on May 31, 2012 about political communication in France and in the U.S.
This presentation is meant to support the transmedia documentary project "Moneyocracy".
Political marketing
This document provides an analysis of Donald Trump's successful use of political marketing in his 2016 presidential election campaign. It discusses how Trump focused on targeted digital marketing and social media over traditional television advertising. Specifically, Trump heavily utilized Facebook, Twitter, and YouTube to frame his message and slogan of "Make America Great Again" directly to potential voters. His strategic social media presence and emphasis on digital tools contrasted with Hillary Clinton's more expensive television-focused campaign and allowed Trump to win the election while spending less overall on marketing.
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This document discusses the design strategies used in Barack Obama's successful 2008 presidential campaign. It argues that the campaign's innovative use of graphic design, imagery, and social media helped portray Obama as a candidate for change and contributed to his popularity and victory. The document examines how Obama's logo and visual identity broke from traditional neutral campaign styles to symbolize change. It also explores how the campaign strategically harnessed new media like social networking sites to spread its message on a large scale. Through intelligent design, the campaign was able to promote Obama and help overcome potential perceptions of his relative inexperience in politics.
How has television influenced the political process, specifically th.pdf
How has television influenced the political process, specifically the political campaigning
Solution
No aspect of the political process has been affected more by television than political campaigns
and elections. The first presidential election to see extensive use of television was the 1952 race
between Dwight D. Eisenhower and Adlai Stevenson. In that campaign, Richard M. Nixon, as
Eisenhower\'s vice-presidential candidate, \"took his case to the people\" to defend himself on
television against corruption charges in the famous \"Checkers\" speech. However, the most
significant innovation related to the role of television in the 1952 campaign was undoubtedly
Eisenhower\'s use of short spot commercials to enhance his television image. The Eisenhower
campaign utilized the talent of successful product advertising executive Rosser Reeves to devise
a series of short spots that appeared, just like product ads, during commercial breaks in standard
television programming slots. Not only did this strategy break new ground for political
campaigning, but many observers have credited the spots with helping Eisenhower to craft a
friendly, charming persona that contributed to his eventual electoral success. Stevenson made it
easier for the Eisenhower campaign by refusing to participate in this type of electronic
campaigning. Although Stevenson did produce television commercials for the 1956 campaign,
he was never able to overcome Eisenhower\'s popularity.
This early use of television for political advertising was the beginning of a trend that has grown
so dramatically that televised political advertising is now the major form of communication
between candidates and voters in the American electoral system. Every presidential campaign
since 1952 has relied heavily on political television spots. In the 1992 election, Bill Clinton,
George Bush, Ross Perot, and the national parties spent over $120 million dollars for production
and airing of television spots. Even below the presidential level, spots now dominate most major
statewide (particularly gubernatorial and U. S. Senate) and Congressional races in the United
States, accounting for 50-75% of campaign budgets.
Several reasons account for the preeminence of television advertising in politics. First, television
spots and their content are under the direct control of the candidate and his/her campaign.
Second, the spots can reach a much wider audience than other standard forms of electoral
communication. Third, the spots, because they occur in the middle of other programming fare,
have been shown to overcome partisan selectivity (e.g., the spots are generally seen by all voters,
not just those whose political party is the same as that of the candidate). Finally, research has
shown that voters actually learn more (particularly about issues) from political spots than they do
from television news or television debates.
The use of television advertising in political campaigns has often been criticized for \"lowe.
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The documentary "Debating Our Destiny" examines the importance of presidential debates since 1960. It interviews candidates about their debate experiences and strategies. Key themes emerged. Debates are mentally grueling as candidates must rebut their opponent and think on their feet. Candidates learned to avoid controversial statements that could hurt them. Additionally, it's important to know the key issues and have an experienced running mate. Saturday Night Live parody sketches often highlighted candidates' mannerisms and how they came across, which could impact voter perception. The documentary and sketches demonstrate debates' ongoing significance in connecting candidates with voters and influencing election outcomes.
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This document discusses the relationship between politics and popular culture. It provides examples of how politicians have embraced pop culture, like Ronald Reagan being an actor and Bill Clinton playing saxophone on TV. It also discusses how Barack Obama became a pop culture icon. The document then examines how television and social media have influenced politics, like Saturday Night Live sketches impacting views of Sarah Palin and controversies around social media policies. It analyzes grassroots political videos and images that spread online, arguing popular culture has empowered citizens and changed how people engage with politics.
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1) Milestones in radio included FDR's fireside chats in the 1930s and the first nationally broadcast debate in 1948. However, critics argued that radio limited debate and candidates could no longer be quoted directly.
2) Television had an even greater impact, with the first Kennedy-Nixon debate in 1960 watched by millions. Debates and ads on TV soon dominated political campaigns worldwide and costs rose dramatically.
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James O’Keefe
James O'Keefe released three undercover videos via social media from October 17-24 exposing alleged voter fraud by the Democratic campaign. The videos were widely viewed online and discussed in media outlets. However, some media organizations questioned the validity of O'Keefe's videos and his motivations as a conservative activist. The videos led to resignations but also divided public opinions, with some praising the exposure of corruption while others criticized O'Keefe's tactics and history of selectively editing videos. The study analyzed how O'Keefe utilized social media and the varied media and public reactions to bypass traditional journalism.
Obama - Best Integrated Marketing Communications Campaign in 2008
This is a term paper written for a MBA marketing class. I wholeheartedly and without hesitation nominate the campaign of presidential candidate Barack Obama for best integrated marketing communications campaign in 2008. On first consideration for this paper, choosing a company or product for best IMC campaign made sense. But in 2008, an underdog brand, an African-American, a first-term Democratic senator, and a politician chosen as most liberal in Congress at a time when rightwing politics reigned, Obama ignited the country and won the election with what I believe was the best communications campaign of the year and possibly one of the best political campaigns in U.S. history. And like any powerful brand, this paper will attempt to show through the one-third principle approach how Obama’s campaign succeeded to win the minds and hearts of Americans.
Case Study: The Barack Obama Strategy
The document summarizes the marketing strategies and tactics used in Barack Obama's successful 2008 presidential campaign. Key aspects included developing an inspiring brand focused on hope and change, extensive grassroots organizing through websites like My.BarackObama.com, effective use of social media and online video, and record-breaking small donor fundraising. These innovative digital approaches helped energize young voters and build enthusiasm that resulted in Obama becoming the first African American president.
The Influence of Design on Political Campaign Success
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Final Paper.word
The document discusses how Donald Trump's presidential campaign has been shaped by media coverage. It argues that Trump receives disproportionately more media attention than other candidates due to his inflammatory rhetoric. While most coverage has been negative due to racist, sexist, and xenophobic comments, the attention has still helped fuel his campaign by increasing his name recognition. Social media also plays a major role, as Trump is highly active on Twitter and controversial tweets can go viral quickly. The document concludes that as long as Trump continues making offensive statements, media will continue giving him extensive coverage, aiding his campaign.
Formats of the election campaign messages in Poland
A. Stępińska, (2009), Formats of the election campaign messages in Poland, Środkowoeuropejskie Studia Polityczne,No. 4, pp. 21–38.
Lessons from the front line
That was the election that saw many lessons learned about modern political campaigning and communications. Voters had more influence than ever through online tools. While large spending by the Tories failed to convert to political gains, conversations on social media and in the media mattered more. New forms of content like videos and interactive formats worked better than posters or crowd-sourced ideas. Live televised debates electrified voters but social media mostly reached the converted. Ultimately, British voters remained unpredictable.
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- 5. Daisy Girl Ad www.livingroomcandidate.org 1964 election
- 11. Revolving Door Ad (1988) (without audio)
- 12. Revolving Door Ad (1988) (with audio) www.livingroomcandidate.org 1988 election
- 17. It’s 3am…Ad (2008) http://www.youtube.com/watch?v=7yr7odFUARg
- 21. What stereotypes do the media continue to maintain or preserve?
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