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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


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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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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.


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Targeting is Key November elections?


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Political Surveys November elections?

  • Station Audience

  • Ranking

  • Format

  • Demographics

    • Age

    • Gender

    • Ethnicity

    • Income

    • Education

  • Candidate Preference

  • Party Affiliation

  • Voting History

  • Knowledge of Issues

  • Likelihood to Vote

  • Demographics


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Advantages of Radio November elections?

  • 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.”


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The Medium is the Message November elections?

-Marshall McLuhan

  • Red sports car vs. minivan

  • Radio traffic report vs. newspaper feature on congestion


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The Messenger is the Message #1 November elections?

Client: National Rifle Association

Messenger: Charlton Heston

Advantage: Instant positive recognition with target group

Click to hear the commercial


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The Messenger is the Message #2 November elections?

Client: National Rifle Association

Messenger: Rosie O’Donnell

Advantage: Instant negative … transfers to political target

Click to hear the commercial


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The Messenger is the Message #3 November elections?

Client: NFIB – small business

Messenger: “Charles Osgood”

Advantage: Apple pie/Americana… transfers as positive endorsement

Click to hear the commercial


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The Messenger is the Message #4 November elections?

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


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The Messenger is the Message #5 November elections?

Client: Law Enforcement Alliance of America

Messenger: Real victim

Advantage: Compelling, disarming, emotional and believable

Click to hear the commercial


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The Messenger is the Message #6 November elections?

Client: NRA-PVF

Messenger: Opponent

Advantages: Undermines opponent through ridicule and humor


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The Messenger is the Message #7 November elections?

Client: Charlie Crist for Governor

Messenger: Black matriarch

Advantage: Believability, commands attention and respect

Click to hear the commercial


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Summary: Political Radio November elections?

  • Integral part of media mix

  • Active/not passive

  • Believable

  • Targetable

  • … Only limited by your imagination


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