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| amount of total market compared to a paper's circulation. Ex: 100 person market with 80 subscriptions = 80% penetration |
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blend news/opinion, offer transparency (links), more accessible, more interactive
Also bypass traditional gatekeepers, used for networking/fundraising |
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| magazine rdrship age increasing, newsstand sales decreasing, ad performance in mags/newspapers decreasing, cable news viewership increasing, social media viewership increasing |
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| 4 biases that matter in media/gatekeepers |
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personalization -- human trials trump social stories. Putting face on larger news important.
dramatization -- narrative drama (horserace journalism) usually trumps analysis
fragmentation -- stories usually told in isolation from each other
authority-disorder bias -- emphasize chaos over calm, blame game, etc |
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| tips for building an agenda |
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-info mgmt -- communication with public to id potential issues, forecast, do research (polls)
-gather facts/frame story -- press releases, key language/rhetoric
-info subsidies -- ads, press releases, etc
-provide/know media coverage -- make framed views available, monitor coverage, track competing sources, know opposition
-evaluate -- assess impact of efforts |
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| the info that sources provide the news media by issuing press releases, purchasing advertising, or sending letters to the editor; this relieves the journalists from some burden of collecting information, and shortens the time to publication |
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| how are campaigns organic/describe organic campaigns |
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| complex, part of larger creatures (political atmosphere), unique, evolving. consultants are heart/soul of em |
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| elements of campaign plan |
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District profile
Demographics
Candidate and opposition profiles
Research and polling
General campaign strategy
Communications strategy
Paid media; earned media; etc.
Fundraising and budget
Grassroots (ground game)
County organizations, strategy
Scheduling |
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designated market area. NC's are:
1)Charlotte area
2)Triad area
3)Greenville and area north of Wilmington DMA (but south of Hampton Rds)
4)Asheville/Greenville SC area
5)Raleigh area |
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| message must be: Simple, Timely, Accurate, Relevant, Credible, and Consistent |
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| 80 percent for ads, message delivery, look at past elections $ |
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| how to calculate the swing vote |
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| 100 - (Dem base + GOP base) = swing vote |
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instrument error -- question wording or order
measurement error -- interview error
sampling error -- not random sample, doesnt rep pop |
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| Ladder model (bottom to top) |
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personal -- create profile, post comments, make donation, sign up for email/SMS, friend on social networks
social -- post pics/vids, write blog posts, join groups. Join conversation
advocate -- recruit others to donate, host an event, create a group, recruit. Lead the conversation |
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empower "super users" (track them, let them attract others, etc)
Provide content (YouTube, texts of speeches, facts for bloggers, etc)
Buy search ads
Harness analytics |
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| seeking info about events/relationships in a company's outside environment. Ex: using RSS feeds, Twitter, Delicious, web site traffic sites, monitor search behavior |
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control the debate, outcome. To win, campaigns must define themselves and their opponents in voters' minds.
Do this before and better than the opposition |
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| 4 ways for creating the message |
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message shaping- compose simple message that plays on strengths
message salience -- push out competing messages, repeat, repeat, repeat
message credibility -- have credible sources deliver msg, link to data, cite bill #/date
message framing -- package story so that gatekeepers tell it your way, spin it |
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referential symbols -- evoke narrow meaning, little emotion
condensational symbols -- evoke broad meaning and strong emotions |
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| news conferences, 1 on 1 briefings, editorial board mtgs, candidate calls to reporters, news releases, op eds, etc |
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| have good research, crisis plan. Assemble facts first, talk later. Respond quickly and take tough questions off the table first. Tell the truth -- when you're in a hole, stop digging |
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| promoting a candidate, contrasting a candidate, attacking the other candidate |
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| negative ads in campaigns (good vs bad) |
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ppl profess to hate them, but respond to them (don't voters need to know if a candidate sucks?)
can increase participation:
-voters who get policy info more likely to vote
-negative info gets more weight in decision making
-produce strong emotional response (increase enthusiasm)
decrease:
-Voters withdraw support from candidates who are attacked
-Voters withdraw support from candidates who are attacked
-Attack ads make voters cynical about whole political system and they drop out |
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| Finkel's findings vs Jackson and Carsey's findings vs |
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Finkel's findings -- No relationship between turnout and ad tone..
-Those most likely to see negative ads are most likely to vote
Jackson and Carsey's findings (Senate races)
- High number of ads mobilize voters. But # of positive ads has no influence, whereas # of negative ads has powerful , positive influence on voting |
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| things to consider when buying media |
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-Media and Campaign Objectives -- ex. to increase certain group's turnout, votes
-Target Audience --
Geography
-Budget
-Media Mix |
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1 - National TV
Networks (ABC, NBC, CBS, FOX, CW)
Companies that supply programming to a chain of stations across the U.S. (affiliates)
2 - Local/Spot TV
Affiliates (e.g., WRAL-TV)
Advertisers pick and choose programs that run on specific stations within specific markets
3 - Cable Networks
Advertisers pick and choose cable networks within specific markets
Specific programs (narrowcasting) |
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ratings -- the percent of a particular audience that is tuned into a particular program.
Rating = (HH watching program/households) X 100
-Approximately 115,900,000 TV HHs in U.S.
share -- Share: the size of the TV audience relative to the size of a target audience with their TVs on during that time
Share = (HH watching program/households watching TV) X 100
Households using television (HUT)
People Using Television (PUT)
Share = Rating/PUT x 100
Share = Rating/HUT x 100 |
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| ways to measure how many ppl who've seen it |
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Gross Impressions: the total number of opportunities to see an ad.
Reach: number of people in the target audience who are exposed to the ad at least once (Net).
Average Frequency: average # of times each person in the target audience that is reached will be exposed to the ad |
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estimate of the exposure of the target audience to an ad
GRPs = Reach X Average Frequency
Example: 80% of your audience will see the ad an average of 15 times
GRPs = 80 X 15 = 1200
CCPs -- CPP: the cost of one rating point OR the cost of one gross rating point (GRP).
Amount of money it costs to reach 1% of the population |
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| Three Methods of Media Scheduling |
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Continuous - throughout year steadily
Flighting - in small clusters of time during yr
Pulsing - throughout year w/ clusters of high frequency times |
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ruled that spending money to influence elections is a form of constitutionally protected free speech, also stated candidates can give unlimited amounts of money to their own campaigns
-Upheld contribution limits as reasonable regulation to protect perception of integrity in elections |
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| expenditures vs contributions |
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expenditures -- Money spent to communicate election messages. Some restrictions on how, not on how much
Money spent to communicate election messages.
contributions -- Money given to others to communicate election messages. Reg'd (banks, corporations, foreign nat'ls, labor unions) |
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| sources of campaign funds |
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individuals
PACs - some dislike b/c theyre rep of special interests, others like bc rep pluralism of US
Leadership PACs - PACs set up by members of Congress to support colleagues.
Party committees - have higher contribution limits
Candidates themesleves - not reg'd |
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Bi-Partisan Campaign Reform Act - includes provisions designed to end the use of "soft money" ("Soft" money is contributed to the political party as a whole). These include:
-Prohibiting national parties from raising or spending nonfederal funds
-Requiring state, district and local party committees to fund certain "federal election activities" with federal funds (i.e. hard money) and, in some cases, with money raised according to new limitations, prohibitions, and reporting requirements (i.e. Levin funds), or with a combination of such funds.
Limiting fundraising by federal and nonfederal candidates and officeholders on behalf of party committees, other candidates, and nonprofit organizations. |
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-Soft money ban - boosted 527 groups (political nonprofits), diminished role of parties and PACs
-Express Advocacy - for "issue ads" --> typically discuss candidates in the context of certain issues without specifically advocating a candidate's election or defeat. Regulated corporations and labor unions by saying they couldn't pay for em for 30 days ahead of primary, 60 before general election. Only for TV |
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| 4 channels for reinforcing the message |
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| Media, personal visits, phone calls, direct mail |
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| phone banks (what used for and how) |
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targeting voters - ID supporters, persuadable voters, follow up via phone/ mail
-try to: Go after undecided voters, reinforce your own voters and move opponent’s voters
-GOTV - get out to vote, go precinct by precinct, take em to polls if you have to |
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| direct mail (what used for and how) |
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-Can replace TV in local races, urban areas
-More is better; 1 piece is ineffective; go for more than 4, even 7
-Always ask for money
Microtargeting's tactics rely on transmitting a tailored message to a subgroup of the electorate on the basis of unique information about that subgroup |
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Email becoming more effective, best used to shore up supporters and stay in touch with key people
Social media - to build communities |
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| 6 tips for good speechwriters |
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-Know the candidate—his/her quirks, expressions, tone, movement, expressions
-Match a cadence to the occasion
Some are Bach, some are the Beetles
-Put research first, rhetoric second
-Illustrate data rather than use it directly
-Know the message—and stay on it
-Do not ignore advance: know who, what and where details of speech |
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Short words are better
No slang/profanity - great ideas need great words
Show, don't tell |
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| 4 tools for better soundbites |
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1-Antithesis - antonyms that build an image: “Make love not war”
2-Metaphor - Blood, sweat and tears = sacrifice
3-Quotation - w/ attribution, sound well read and educated
4-anaphora - rhetorical device that consists of repeating a sequence of words at the beginnings of neighboring clauses. Ex: George bush wasted the reputation of our great nation, wasted our nation’s resources, wasted the lives of our youth
4-alliteration
-use humor sparingly |
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| 7 campaign fundraising strategies |
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1-The PAC reception - PAC reps, big $
2-Industry events - CEOs, issues
3-Small donor events
4-One-on-one
5-Direct mail - long-term endeavor
6-Social media
7-Email |
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