THE BIG SELLLecture 5

Goals • Getting Elected, getting power

• Gaining greater share of power

• Gaining influence and media attention

• Getting issues onto the agenda

• Gaining representation for a minority

The role of a campaign• A

• I

• D

• A

Have goals changed?

“those who assert that their sole object… should be to regain office seem to me to misconceive… British Democracy”

Richard Crossman, 1959

“New Labour should be obsessed with winning. Winning has to be the central aim of politics”

Philip Gould, 1997

Art or Science• Political campaigning described as art!

• All other campaigns are science• AIDA

• Are the motives different?• Exchange?• Provision of something desired?• Action may not gain that which is desired

• Hence action not necessary / not taken

Strategy• The campaign team

• From Party to Cadre

• The war room• The Millbank model

• The Diary• Day to day planning of a campaign

• Rapid Rebuttal• “Spinning to victory”

The Tools• Advertising

• Broadcasts

• Media Stunts / Pseudo-Events

• The meeting, rally or conference

• Direct Mail

• Websites

• Social Networking and Interactivity

The Hype

• It is a media spectacle• language of war or sport• gaffes are favourites

• Politicians try to be media focused• human interest• stunts• expose opponents weaknesses

• Effects the image of politics!

The Substance• The Leader

• The Party / Personalities• national (macro)• Locally (micro)

• The Policies

• The Themes/Messages

The battle for nomination• Media hype from Day 1

• The election of firsts

• Close fight v Runaway Victory• Advantages • Disadvantages

Branding• Obama

• Change• ‘of the people’• Leading a movement• For: ‘the little guy’

• McCain• Experience• ‘a statesman’• A political celebrity• ‘a reformer’• anti-corruption

Vice Presidents• Making up for

inexperience• Going for the female

vote• Adding glamour &

novelty

The real battle

Promoting the brand - Obama

• Sender LLC and the ‘O’ logo

• Biographical advertising• $27 million and counting

• Celebrity Endorsement• will-i-am, Joss Stone, Oprah

• Email as a mobilisation tool

• Public endorsements• The video wall• Obama Girl/YouTube

Promoting the brand - McCain

• Issue based – ‘the serious politician’

• Endorsed by the party• Bush, Nancy Reagan, NRA

• An attacking campaign• Parodied by Paris Hilton after referencing her

• Endorsements failed

• Fundraising by 32 lobbyists, not the public

• Traditional campaign, little innovation

Obama’s Fundraising• Became his USP

• A record $150 million for Sept 2008 alone

• Talked of a broken system of insider dealing

• Made a pact with his supporters• “you are my campaign, you choose to support me

and I will support you when I am elected. But to make this dream a reality I need your continued support”

• Strong local dimension similar to church fundraising – parties/coffee mornings etc

Do campaigns matter?

• Less people have loyalties• Need convincing• Uses & gratifications theory

• BES finds a lot of ‘wait and sees’ (25%)

• Research indicates 18% in US

• Events can swing opinion polls• In 2001 Prescott & Letwin benefited Labour• Palin effect? Colin Powell effect?

The case against

• It’s the economy, stupid!• Polls are snapshots and event led• Doesn’t always mirror the ballot

• The heartlands are key – and unassailable• Only a minority are motivated to engage

• ELM

• A strong record is worth far more than a strong campaign • (Tories 1987/1992, Blair 2001/2005)• In US neither have a record

Thoughts for discussion• Do Campaigns matter

• Why, when, how?

• Does AIDA apply – why or why not?

• Are political campaigns for voters or the media (is there a difference?)?

• Why does the ELM explain why few UK voters are engaged but in the US 35% of electorate watched the debate live?