Transcript In an Era of Rapid and Revolutionary Change

Paid Media – In an Era of Rapid and
Revolutionary Change
Tad Devine
Era of Rapid and Revolutionary Change
Paid Television Ads:
Paid TV ads have been for the “most powerful
[communication] tool in modern American politics.
Examples: Elliot Cutler (Maine Govenor’s Race, 2010,
2014)
Era of Rapid and Revolutionary Change
Role of Media Consultants:
1. Create TV ads (write, direct, produce and deliver
2. Function as a campaign strategist (with other other top
advisors to craft a campaign’s message).
Era of Rapid and Revolutionary Change
The Centrality of Research:
Every aspect of campaign communication and messaging
depends on gather quality research
Research Strategies:
Polls
Focus Groups
Data analysis (behavioral research)
Campaign Analytics (targeting algorithms)
Projective Research (testing vote reactions to future
campaign message)
Era of Rapid and Revolutionary Change
What makes a good TV ad:
Research: understanding what the audience wants and
how messages are heard.
Segmentation: targeting the right voters, invoking
aspirations, building durable relationships
Imagery: using provocative visuals, or words
Audio: recognizing the emotional power of voice and
music.
Example: Bush’s 2004 wolf ad