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Political Radio: Candidates Independent Expenditures and Issues. What Political Consultants Say. Source: E-Voter Institute, 2006; Note: Chart shows the percentage of political consultants who see each method as a “best way” to win an election.

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political radio candidates independent expenditures and issues
Political Radio:

Candidates

Independent Expenditures

and Issues

what political consultants say
What Political Consultants Say

Source: E-Voter Institute, 2006; Note: Chart shows the percentage of political consultants who see each method as a “best way” to win an election.

what voters say
How have you been getting most of your news about the November elections?What Voters Say

**Numbers do not add to 100% because of rounding and multiple answers.

***The 2000 results are based on registered voters only.

Source: Joint post-election survey by the Pew Internet & American Life Project and the Pew Research Center for The People & The Press. November 2006.

political surveys
Political Surveys
  • Station Audience
  • Ranking
  • Format
  • Demographics
    • Age
    • Gender
    • Ethnicity
    • Income
    • Education
  • Candidate Preference
  • Party Affiliation
  • Voting History
  • Knowledge of Issues
  • Likelihood to Vote
  • Demographics
advantages of radio
Advantages of Radio
  • Active not passive
  • Integral part of lifestyle
  • Heavy correlation with voters
  • Believable political news source
  • Madison Avenue without the budget
  • Quick production and trafficking
  • Often more economic than TV
  • Universally present
  • … Stealth
    • What people think they “see” and think they “read”, is often really what they “hear.”
the medium is the message
The Medium is the Message

-Marshall McLuhan

  • Red sports car vs. minivan
  • Radio traffic report vs. newspaper feature on congestion
the messenger is the message 1
The Messenger is the Message #1

Client: National Rifle Association

Messenger: Charlton Heston

Advantage: Instant positive recognition with target group

Click to hear the commercial

the messenger is the message 2
The Messenger is the Message #2

Client: National Rifle Association

Messenger: Rosie O’Donnell

Advantage: Instant negative … transfers to political target

Click to hear the commercial

the messenger is the message 3
The Messenger is the Message #3

Client: NFIB – small business

Messenger: “Charles Osgood”

Advantage: Apple pie/Americana… transfers as positive endorsement

Click to hear the commercial

the messenger is the message 4
The Messenger is the Message #4

Client: Stop Human Cloning

Messenger: Skeptic surrogate

Advantage: The listener can relate and buy into the argument rather than be sold

Click to hear the commercial

the messenger is the message 5
The Messenger is the Message #5

Client: Law Enforcement Alliance of America

Messenger: Real victim

Advantage: Compelling, disarming, emotional and believable

Click to hear the commercial

the messenger is the message 6
The Messenger is the Message #6

Client: NRA-PVF

Messenger: Opponent

Advantages: Undermines opponent through ridicule and humor

the messenger is the message 7
The Messenger is the Message #7

Client: Charlie Crist for Governor

Messenger: Black matriarch

Advantage: Believability, commands attention and respect

Click to hear the commercial

summary political radio
Summary: Political Radio
  • Integral part of media mix
  • Active/not passive
  • Believable
  • Targetable
  • … Only limited by your imagination
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