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Posts Tagged ‘American Bridge 21st Century’

USA | Årets presidentvalskampanj kommer att bli den dyraste, och mest negativa, i modern tid. Anledningen är att det finns mer pengar i omlopp än någonsin.

Och med mer pengar i systemet följer som ett brev på posten att kampanjteamen (och allierade organisationer) kommer att producera än mer politisk reklam för TV och Internet. Mängden reklam med negativ vinkling kommer därmed också att öka totalt sett.

Joe Hagen skriver i tidskriften New York:

In 2008, while Obama ran on the “hope” brand, the Obama campaign spent more money on negative ads than any other campaign in history, much of it under the radar—for instance, a radio ad that ­micro-targeted independent women and claimed McCain was against stem cells for medical research, even though he supported it.

[…]

TV ads are still the keystone of a negative campaign—but now they’re part of an arsenal rather than the whole war. When I visited Romney’s headquarters, Stuart Stevens showed me a research report on the projected impact of TV in the 2012 election that found that less than half of those between the ages of 18 and 44 got their video content primarily from live television. With DVRs and social media blunting TV’s impact, the report says, the campaign should reduce the frequency of TV and push into “engagement-based” advertising and media like Facebook or online videos.

But in recent years, the reaction of these campaign pros to media fragmentation has simply been to run more, not fewer, TV ads to try to break through. Whereas it used to take eight replays of an ad to see movement in polling numbers, they reason, it now requires a dozen or more. In South Carolina, the super-PACs ran ads up to 22 times a day.

[…]

Twitter, barely a factor in 2008, is now the ideal delivery system for oppo, because information can emerge from the margins through a lower-tier agent, often anonymously, and get amplified on much bigger platforms, and quickly.

[…]

That means the new rule for negative campaigning is emerging, the same one that applies to TV advertising in a fragmented cable spectrum: repetition, ad nauseam. “For instance, the flip-flopping angle with Mitt,” explains Rodell Mollineau, president of pro-Obama super-PAC American Bridge 21st Century. “You can be another organization that puts out the fifteenth press release on that, and sometimes you need to just have twelve, thirteen, fourteen of the same thing, knock it into the people’s consciousness.”

[…]

And if a candidate doesn’t go negative, he’s liable to be inundated by his opponent’s attacks—and unable to make a positive case. “A good hit buys you a little bit of room,” says Devorah Adler [Obamas research director 2008], “and that’s really all you need.”

Övrigt: Texten och tidskriftsomslaget med Mitt Romney, Newt Gingrich och Barack Obama är från New York den 30 januari 2012.

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MITT ROMNEYS kampanj släppte förra veckan en web-video där man attackerade Rick Perry. Bara några timmar senare drog man tillbaka videon.

Och genast började man spekulera bland sociala medier om vad som låg bakom. Men svaret på gåtan var ganska osexigt. Tydligen hade man bara använt klipp från CNN utan tillstånd.

Andrea Saul, talesperson för Romney, meddelade:

“While the use of the CNN clips was fully within our rights under the law, we respect and appreciate the role CNN has played as host in debates over the last several months. For this reason, we are honoring their request to remove the video.”

Organisationen American Bridge 21st Century lyckades spara videon i sin helhet innan den drogs tillbaka.

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