High-tech election, high-content voters
Article Abstract:
Politicians increasingly employ sophisticated advertising gimmicks, such as infomercials and videocassettes. These methods can be used to deliver a detailed, content-laden message to well-defined groups. The electorate, as was shown in the 1992 New Hampshire primary, seems ready for a campaign style rooted in ideas. What all this means is that political advertising seems to have changed in response to media fragmentation and the high levels of education possessed by baby boomers.
Publication Name: Adweek's Marketing Week
Subject: Business
ISSN: 0892-8274
Year: 1992
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Three cheers for Alex Krol
Article Abstract:
Political advertising, perceived by the American public as negative and untruthful, needs a self-regulatory watchdog similar to the National Advertising Review Board that scrutinizes commercial advertising. Political consultants should subscribe to a professional code of ethics. They plan to emulate Alexander S. Kroll, chairman of the American Association of Advertising Agencies, who pledges to publicize every instance of untruthful advertising by commercial entities.
Publication Name: Adweek's Marketing Week
Subject: Business
ISSN: 0892-8274
Year: 1992
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Waking up to the interactive 1990s
Article Abstract:
The success which presidential candidates Bill Clinton and H. Ross Perot experienced when they appeared on interactive TV talk shows highlights one important fact: marketing is becoming more contingent on personality than on brand qualities and advertising pitches. The successful marketers of the future will be those who use the interactive concept to determine what consumers really want, rather than dictating to them.
Publication Name: Adweek's Marketing Week
Subject: Business
ISSN: 0892-8274
Year: 1992
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