By Bruce I Newman
Utilizing the 1992 presidential election as a case research, this publication unearths how the yank political technique has been reworked by means of advertising recommendations. the writer addresses problems with severe trouble to the healthiness of the political technique together with the function of polling, unsolicited mail and tv ads. this is often the 1st accomplished account of the effect of selling in a presidential election crusade.
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Extra info for The Marketing of the President: Political Marketing as Campaign Strategy
Example text
In 1992 we saw the first telemarketing campaign run by Ross Perot, a candidate who refused to let the media shape him and instead helped shape the media. Instead of making campaign appearances like most presidential The New Political Campaign Technology 21 candidates do, this candidate relied on television commercials, videocas settes sent directly to voters, and infomercials to get his message out. In addition, he incorporated some of the latest advances in the direct-marketing area (referred to as database marketing in the commercial marketplace), using an "800" number to solicit a volunteer network and campaign contributions to his organization.
5 The Role of Negative Advertising Although nowhere as aggressive as in 1988, there still was negative adver tising in 1992. On the positive side, Bush emphasized family, jobs, and peace, while Clinton emphasized the importance of reinvigorating the American dream. Clinton pointed out that it was time for a change from the greed and paralysis of the 1980s. However, both of the candidates relied on negative advertising at times to achieve their goals. Bush's attack was based on three overall appeals that painted a picture of Clinton as a waffler: He attacked Clinton's record in Arkansas, tried to portray Clinton as a fast-talking salesman, and emphasized Clinton's inexperience in foreign affairs.
13 If we look back at the Carter presidency, we see the use of a sophisticated marketing approach to campaigning and the ability of Carter, with the aid of Pat Caddell, to appeal to multiple voter groups (or segments of consumers). The emphasis in the 1976 presidential election was on personal character and integrity of the two candidates and how little each owed party leaders for their respective candidacies. It was also a year that earmarked a change in political advertising. Leading up to this election since 1964, there was a growth in the use of carefully crafted ads in which the candidates themselves did not make an appearance or speak.