...Political advertising – a brief survey The empirical political advertising literature is limited. Most authors refer to Rothschild’s seminal (1978) article, which is both a review and a report on his tests of an involvement model. The level of involvement of voters in a particular election could depend on a wide range of factors, but Rothschild offers three general ones: 1. the level of the election (national/local etc.); 2. the closeness of the race; and 3. the volatility of the issues or candidates. There is some more recent work examining voter recall of political messages. Faber and Storey (1984), note voter responses to different messages and presentations (see, for example, Thorson et al., 1991), in particular negative ones (Faber et al., 1993; Garramone, 1984; Tinkham and Weaver-Lariscy, 1994). These studies used subjects in experimental groups rather than actual electoral or opinion poll data. More recently Ansolabehere and Iyengar (1995) have substantially added to the literature on negative advertising through the use of a very rounded and full quantitative and qualitative study which shows that a highly focused negative campaign can increase the turnout of those potential supporters predisposed to abstain by something in the order of approximately 29 per cent, thus maximising your supporters’ vote. Weaver-Lariscy and Tinkham (1987) investigated how Congressional election candidates evaluated different media and proposed six levels of response to political...
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...Defining Marketing In this paper, the author’s personal definition of marketing as well three definitions from different sources are provided. The author also explains the importance of marketing in organizational success. Lastly, the author provides three examples from the business world to support her explanation. “Marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client”(Perreault, Cannon, McCarthy, page 6, 2011). Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “meeting needs profitably” (Kotler ,& Keller, page 5, 2012). In 2008 AMA's definition of marketing was: “Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.” The author's definition of marketing after reading the learning material is that marketing is an ongoing communication exchange not only with costumers or buyers of products and services, but also look for receptors that need to buy specific ideas. Marketing includes diverse activities for businesses that help them to identify customers for their products and services. Marketing targets potential clienteles with advertising by creating in a way a new need for their products...
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...such as September 11 or Hurricane Katrina. This will help alleviate a great deal of frustration among Americans, who felt helpless to respond productively they felt during these tragedies. 2. Create the management-research question hierarchy for the research you think might help the Red Cross make decisions related to public relations efforts and future advertising soliciting donations. 1. Management Questions - How can we produce the proper Ad campaign for donors by adhering to Red Cross Policies? - How can we increase the initial response efforts effectively? 2. Research Questions - What Ad campaigns exist now and are they effective? - How can management eliminate the negative repercussions of the allocation of fund distributions? 3. Investigative Questions - Should we examine past and present Campaign ads? - Should we re-examine the Red Cross handling of September 11? 4. Measurement Questions - What is the likelihood that donors want give do to the problems from September 11 - Examine each type of Campaign Ad: fires, floods, large catastrophes 3. If you created an RFP, what would it contain? My RFP would contain an Experience Survey to give to donors, because it will profit by seeking information from persons experienced in the area of study and will seek their ideas about important issues or aspects of the subject. Also, I would use the Two-Stage Design because it is a useful way to design a research study. With the Two-Stage Design approach, exploration...
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...Functions of political marketing are pre-requisites for successful political marketing management. The following 8 genreic functions are needed for successful political marketing. 1.Product function: In political practice,there should be an exchange between political parites and electorate in the electoral market. Like mainstream marketing each political party has to offer some product which they wanted to sell in the market place. E.g Good governace , or Obama’s change slogan. 2.Distribution function : It referes to the availability of exchange offer i.e Political product to the exchange partner i.e., electorate. 3. Cost function : In political marketing, cost function refers to the management of attitudinal and behavioural barriers of voters through calculated campaign strategies. The voter should receive all the information regarding the product without spending money for it. 4.Communication Function: Communication involves the function of informing the primary exchange partner of the offer and its availability. It is often seen as the heart of political marketing. For a political party, it implies, providing political content, political ideas and future and sense making of a complex political world programs but also aiding the interpretation Often the communication function involves simplification of political messages, concise political stand etc. The communication function interacts with the campaign delivery aspects of the distribution function-the latter provides...
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...provides a wide range of advertisement options which would ensure maximum visibility of your products and services among increasing number E-mail Marketing New Customers are just a click away... Millions of businesses use e-mail marketing every day to find new customers and keep them coming back. E-mail marketing is effective, affordable, and best of all; it is the easy way to get your business in front of a targeted list of people. Our e-mail databases contain more than 4,51,000 active ids of motivated online users that have been verified, to insure the address is actually in use by a person. Rates Particulars Rate Single Tk. 7,000 2 rounds (Could be one campaign run twice or two separate campaigns) Tk. 12,000 3 rounds (Could be one...
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...manufacture of their products? How can they defuse further boycotts or demonstrations against their products? How effective are activist groups like the one that launched the campaign in California? Should Coke address the group directly or just let the furor subside? Pepsi and Coke should have responded faster to the concerns of the general public. The companies formed committees within India and the United States to work on legal and public relations issues. They commissioned their own laboratories to conduct tests and waited until the results came through before commenting in detail. Their approaches backfired. Their reluctance to give details fanned consumer suspicion. If the companies acted faster to the situation when it first came to light, the could have spared a lot of grief. Pepsi and Coke can defuse further boycotts by speaking directly to the cause of the boycott/demonstration or by allowing demonstrators to investigate their product themselves. The activists groups have proven to be very effective in their efforts. Fear campaigns (like the ones assembled in California) can do a great deal of damage to the brand. They are even more effective when the people targeted are not in the country being referred to as in this case (America/India). They are unable to use their own judgement to dismiss the campaign. Moreover, Coke should address the group directly in order to sort out any misunderstandings as well as addressing the general public about the...
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...campaigning to gеt thе votеs nееdеd to win thе statе. A campaign in itsеlf is not nеcеssary to influеncе thе public's dеcision. Thе focus is not whеthеr thе campaign has thе influеntial powеr to changе pеoplе's opinion, but thе focus is on thе actual individual who is voting. Thе individual has thе powеr to choosе whеthеr to lеt thе campaign influеncе his or hеr opinion or to makе thе dеcision bеforе thе campaign. Thеrе arе both casеs whеn thе individual makеs a dеcision for prеsidеnt bеforе thе campaign starts and whеn thе individual makеs a dеcision for prеsidеnt bеcausе of thе influеncе of thе campaign. Campaigns do mattеr in a dеmocratic sociеty and thеy arе important to a cеrtain еxtеnt for thosе who actually follow thе campaigns, but thеy arе not as important for еvеryonе. Not anyonе can just run for prеsidеnt. Thеrе arе cеrtain qualifications that a pеrson must havе to bеcomе prеsidеnt. Hе or shе must provе thе nation that hе or shе is ablе to lеad a nation. Thе, "qualitiеs of thе candidatе arе еxtrеmеly important influеncеs on how pеoplе votе" (Fiorina and Pеtеrson 302). Campaigns arе a way to provе onе's qualifications. Campaigns arе important to a dеmocratic sociеty bеcausе thеy providе information for thе nation about thе candidatе. Robеrt Dolе is an еxamplе of how campaigns show onе's qualifications. Duе to Dolе's uninspirеd campaign, hе was viеwеd as a horriblе candidatе. In 1994, Dolе was viеwеd as a strong political figurе. Hе did not changе two yеars latеr and didn't...
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...medias are representing is the overall opinion of the American politician and American politics in general. The book, America – A Citizen’s Guide to Democracy Inaction (chapter 6), is deeper in the “theoretical” aspect than the other two. But you should not be fooled by the word theoretical. The book does describe the American politics and the politicians, but it is in a very informal and sarcastic approach. The sixth chapter describes campaigns and elections and therefore also how the American politician acts. It tells basic facts about American politics but with a twist of a subjective and sarcastically opinion. As an example “Initially, the process of conducting campaigns and holding elections was conceived as a means to an end – the peaceful transfer of power.”. Later on in the same passage “Today, running for office takes as much, if not more, time, energy and resources as holding it.”. “As you can see the start was pure facts and neutral writing while the end was subjective and sarcastic. In a political aspect the size of these campaigns are unnecessary, but it ensures that the person who most want to be president gets elected. It is a sarcastic way to make fun of the politicians and their job....
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...Festivity of Political Campaigns Still Persist By Francel Salas Election from the word itself “elect” which means to choose or to vote a righteous person that will lead his country and his people with his intention of further boost the development of the country side. As a democratic country Philippines used to have its election. And now election 2013 is fast approaching, politicians are becoming very ostensible to the public due to their political campaigns that will convince our voters to vote for them. Different tactics and skims are evident to these aspiring politicians. Nowadays, vast number of banners and tarpaulins sponsored by prominent politicians are encircling the different municipalities and cities of the country that are obviously bespeaks of the upcoming election. Furthermore, even holiday seasons are also utilize for political purposes wherein last Christmas, some of the well-known politician candidates used to distribute “hamon”- definitely for their political intention. Also the “Feast of the Black Nazarene” last January 9, became an instrument for campaign, politicians gave free t-shirts to those devotee with the face of Black Nazarene in the front and the name of politician at the back. Additionally, television networks, radio stations, newspapers and even social media will be used as their medium to broadcast their propagandas. Political campaign would not be complete without the prepared speeches from the candidates with their smiling faces to the...
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...Accessibility Theory Accessibility Theory is a model of attitude and behavior of relations. In the Accessibility Theory attitudes will predict behavior if they can be activated from memory at a time of decision. In order for this to transpire, the attitude must come spontaneously to mind in a memory. Second, the attitude must influence perceptions of an issue or person serving as a “filter” through which the object is viewed. (Fazio & Roskos –Ewoldsen, 1994 P. 85) Accessibility Theory complements the Reasoned Action Theory and the Theory of Planned Behavior approach because people carefully consider the consequence of behaving in a particular manner and weigh out the pros and cons of situation. When all else fails the decision is based more on spontaneity, channeling a thought or memory. The decisions however can also be based on how accessible attitudes are and how likely objects, good or bad can capture the attention of a person. Research supports these propositions (Krays, 1995) because studies found that individuals who were in touch with favorable attitudes toward a certain topic or product were more inclined to select or choose those with less accessible attitudes. Attitudes play a very important role because they range from strong attitudes to weak attitudes. When a person has a strong attitude toward something most likely the persons mind is made up and set in his or her ways. Vice versa with a weaker attitude which is more susceptible to change....
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...may be able to teach them a lesson so that they can use it in the future as experiences they have obtained on the job. You should do the services from your heart and do not give up easily. Besides, although community services are helping people, and gain an understanding about each other and a sense of human compassion. Students are given responsibility from their volunteer work and can be thought about issues and situations that are taking place in the real world. Moreover, community services can help for your future. Some students may even be interested in a career through doing the jobs. A few months ago, my friends and I went to do the volunteer that helped the campaign team to canvass. During the campaign, we had to distribute flyers and sort different flyers into envelopes. We encouraged them to join the campaign and hope that they can vote for our team, Progressive Conservative. While in the canvassing, we had to communicate with people. It demonstrates excellent organization, communication and good team spirit. People can use previous experiences in the future as they have obtained on the job. Therefore, there are many knowledge can be...
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...Advertising at effective tool in of Political engagement and mobilization? There are assault ads, conveying the simple message over and over, that Brand X, the rival, is a cheesy piece of goods, won’t hold up, has to be cranked by hand… This is the model for not just our commercial product sales but, rather more vigorously, for our political campaigns as well… we have gradually just gotten used to them. Its not so much that I am wonderful the candidate explains, as the opponent is a lying, cowardly, two faced cheat and con artist. (Pulitzer Prize winner and Washington Post columnist Meg Greenfield, 1995) Whether through print or television media, advertising affects behaviour. A key tool of political parties, it has been used to win support during critical governmental assessment or change, and engage the susceptible electorate to participate in the political process. Yet, where features such as wit, charisma or aptitude have been emphasized and admired, the intemperance of political campaigning has also drawn out a negative side, one that seeks to cast a damaging shadow on any opposition in order to attain the support of the majority. The types of political message given out by both politicians and the media vary in how they are constructed and what they intend to achieve, and despite widespread criticism surrounding its ethical fragilities, attack politics in particular have become a fundamental component of any political campaign and evidence has shown the electorate...
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...CORPORATE COMMUNICATION PLAN FOR UNILIVER FOR THE YEAR JANUARY2011 – DECEMBER 2011 Introduction Uniliver is a manufacturer of consumer goods which are sold via retailers, and operates as an international business with a dual HQ in both the UK and Holland. This Corporate Communication Plan is a statement of its vision, strategic aims and priorities, an essential part of its policy and planning framework for the year January 2011 – December 2011. Its aim is to ensure that the day to day work focuses on priorities such as environmental and ethical issues and sustainability, products satisfaction through products innovation, but also to think about competing pressures and ways to increase revenues. I. Analysis Uniliver is trying to build its reputation as an organisation committed to: * Environmental and sustainability issues * Improving health and well-being * Maximising values to create profits II. Objectives The objectives provide the overall course of the program and what should be achieved. Uniliver has got three objectives which will be stated in terms of program outcomes rather than inputs. 1. To encourage a challenging, worthwhile, and fulfilling work environment for our employees by building mutual respect, self-belief, and confidence in our personal relationships based upon commitments to truth, frankness, and competency; but also to provide tools to support constant delivery of the brand promised with every point of contact...
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...Earth. It is the amount of money spent during the 2012 Presidential Campaign. Politicians consistently use unprecedented amounts of money during campaigns to ensure victory. According to the Gale Encyclopedia of American Law, “Election campaigns for public office are expensive. Candidates need funding for support staff, advertising, traveling, and public appearances. Unless they are independently wealthy, most must finance their campaigns with contributions from individuals and from businesses and other organizations.” The issue that arises is the matter of how this money is collected. Incumbent politicians have the biggest advantage in regards to campaign financing because of the connections they have already made. Super PAC’s, interest groups, corporations, and private individuals are the biggest contributors in campaign donations. Some people see these contributions and unlimited funds as unconstitutional and call for major reform in campaign finance laws. Campaign Financing Private campaign donors can provide unlimited amounts of funding; therefore, politicians often use these private donors in order to finance their massive campaigns. The most recent attempt at reform in the 2010 Supreme Court case of Citizen’s United vs. FEC instead served to worsen the problem. In “Non Profit Groups and Partisan Politics,” Christina Lyons explains how, (Q) “that ruling permitted unlimited spending on partisan political advertising by corporations, labor unions and individuals.” (CTA 1)...
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...Greenpeace 4. Agenda setting. Influence policy discussed by legislatures or the executive. Eg. UK: 38 Degrees rejection of 2012 NHS Bill. US providing voting cues for party members eg. Democracts may adhere to voting cues from ACLU (American Civil Liberties Union) 5. Scrutiny. Scrutiny of government action and Supreme Court decisions (mainly in the US). Eg. US: ACLU & NRA court cases to monitor the affects of the Bipartisan Campaign Finance Reform Act 2002. UK: UK Uncut protests in Oct 2011 against the NHS Bill. Pressure group methods 1. Influence politicians. Eg. US: lobbying members of Congress, providing voting cues. UK: BMA and Royal College of Physicians urge PM to scrap NHS Bill. 2. Endorsement. Eg. US Mitt Romney attended NRA 2011 National convention. National Right to Life endorsed McCain in 2008. Also through donations to PACs. UK: 2010 Unite donated £1m to Labour party to support campaign. 3. Publicity and campaigns. Eg US: NRA 2012 “Get out the vote” campaign. UK: May 2011 Police Federation anti police cuts ad campaign showing dangers of cuts to child protection services – condemned by the Home Office. 4. Organised action. eg. UK: Uncut protests Oct 2011 against the NHS Bill. US: Occupy Wall Street since Sept 2011. What determines success or failure? 1....
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