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Behavioural economics: How Obama's team nudged the voters
Crawford Hollingworth, Market Leader, Quarter 2, 2013, pp. 46-48
This article describes how the principles of behavioural economics were successfully put into practice by Barack Obama's team in the November 2012 US presidential election.
This article describes how the principles of behavioural economics were successfully put into practice by Barack Obama's team in the November 2012 US presidential election. The article describes the interventions that were used and how these interventions worked with the general principles that can be applied to other areas of marketing. Such principles include: mapping the behavioural journey of potential voters, encouraging people to make a plan to vote, requesting people sign a 'commit to vote' card, reminding people of their identity as voters, comparing voting behaviour to neighbourhood average turnout rates and countering myths, lies and slander.
Data integration: Electoral influence
Jeff Cheong, Admap, September 2011, pp. 34-35
Singapore's 11th General Election in May was the most fiercely contested since independence in 1965. A significant change before campaigning started was the relaxed ruling on internet advertising.
Singapore's 11th General Election in May was the most fiercely contested since independence in 1965. A significant change before campaigning started was the relaxed ruling on internet advertising. For the first time, political parties and candidates could use new media channels to engage voters. Individual Singaporeans could participate in an internet election without declaring their personal details and this change sparked fervid discussions and opinion pieces by influential online personalities. New media, for too long regarded as a young, lightweight medium, became a real influence on the outcome through the likes of citizen journalism and live tweet coverage.
A case study in social media: what brands can learn from the 2011 Singapore general elections
Low Lai Chow, Warc Exclusive, August 2011
On the night of 7th May 2011, Singapore's general election was held. Many people turned to Twitter for their news updates, there they were frequently broken before they were broadcast on television.
On the night of 7th May 2011, Singapore's general election was held. Many people turned to Twitter for their news updates, there they were frequently broken before they were broadcast on television. The 2006 election had been hailed as the 'internet election', but 2011 marked the first time in that use of social media by political parties in their campaigns was permitted, and while traditional media channels have tended to ignore the opposition parties; in the digital sphere, these parties found it much easier to spread their message. At the same time, Singaporeans used social channels to debate issues and share opinions. The role of social platforms is covered, including Facebook, Twitter and YouTube. Lessons for brands include tips for handling negative feedback and dealing directly with customers.
Faceless People and Unsung Heroes: Imperatives for Celebrity Advertising in China
Saurabh Sharma and Jason Spencer, WPP Atticus Awards, Winner, 2010
Not even one among the top 100 star celebrities in China, is a son or daughter of anyone famous – they are all virtually self-made success stories.
Not even one among the top 100 star celebrities in China, is a son or daughter of anyone famous – they are all virtually self-made success stories. It is surprising to note that many marketers and advertisers still do not really understand the Chinese nuance to celebrity endorsement. As a result, every time a celebrity is signed up for the next multimillion-dollar marketing campaign, what has been done in the past is repeated with predictably mediocre results. As China guns for glory, the Chinese are looking for hope in the thousands of unsung heroes and millions of talented and yet unknown people who are looking for a way to break in and make a mark.Unlike many other markets in the world, China today offers a rare opportunity for brands not just to grow but also to contribute to the 'construction of values'. In the end, brands could actually stand for something much more than just things we consume.
MT Rainey's classic texts: Coping With the Post-Advertising Age (by Philip Gould)
MT Rainey, Admap, April 2010, pp. 48-49
'Coping With the Post-Advertising Age' by Philip Gould provides an interesting reference point as we head into what has been dubbed Britain's first digital election.
'Coping With the Post-Advertising Age' by Philip Gould provides an interesting reference point as we head into what has been dubbed Britain's first digital election. Written in 2006 for Market Leader magazine, he offers lessons from politics, and specifically electioneering, for the changing world of advertising and marketing at a time when the internet age was already established. The real insight in his piece, however, is how our organisational structures so often get in the way of working the way we all know is best.
How the Obama effect is set to transform Brand America
Steve Silver, Admap, January 2009, Issue 501, pp. 40-41
The article argues that if President Obama continues in government to use the same methods to involve people in politics that he developed in his presidential campaign, it will transform the worldwide view of America.
The article argues that if President Obama continues in government to use the same methods to involve people in politics that he developed in his presidential campaign, it will transform the worldwide view of America. The approach to engaging voters, which proved so successful, was developed in the business world. It focuses on developing relationships with consumers rather than on selling products. In the same way, Obama’s campaign was based on creating conversations, not only between those who already believed in him. The same principles can be applied to engaging the world community, especially the Arab and Muslim communities. The Bush administration failed here, because all attempts were based on one-way communication, e.g. using Arab-language TV and radio, or travelling exhibits. There was no listening. Dialogue forums could be developed on important global issues, and the administration could also monitor and engage selectively with forums sponsored by other organisations. The benefit would be not to create consensus, but to grow communities of like minded people around shared values, and understand oppositions.
The Futures Company, Yankelovich MONITOR Minute, April 2008
This 2008 article highlights the increased involvement of young people in the electoral process. The PolitEchoes cohort is aged 16 to 28 years old, and believe it is important for others to see them as "politically active".
This 2008 article highlights the increased involvement of young people in the electoral process. The PolitEchoes cohort is aged 16 to 28 years old, and believe it is important for others to see them as "politically active". This feeling of involvement has been catalysed by online engagement, with people feeling empowered to "create" candidates via internet support initiatives and operations, rather than merely vote for them. Brands are seen as having various ways of reaching PolitEchos. Marketing messages can highlight the brands' social engagement or show how it is "making a difference", or celebrate the group's passions by encouraging dialogue.
Alastair Campbell, Market Leader, Issue 23, Winter 2003, pp. 15-19
An edited version of the recent speech given by Alistair Campbell to the Marketing Society Conference, after he had resigned from being Downing Street Director of Communications and Strategy in August 2003.
An edited version of the recent speech given by Alistair Campbell to the Marketing Society Conference, after he had resigned from being Downing Street Director of Communications and Strategy in August 2003. Campbell argues that the current media cynicism about politics has reached a point where it has become damaging, because it is preventing government from communicating properly with the electorate. Politicians need to learn to market themselves better. This means making the case that nothing important will improve unless effective communication of strategic ideas and policies happens, and challenging the media attempt to block that communication. Effective political communication involves listening to people (including through good research), being clear about ones' important values, patience, realising that issues are never straightforward and improvements take time to happen, and being persistent about getting all these points across through the media noise.
Political Advertising: Why on Earth?
Chris Powell, Admap, May 2001, Issue 417
Discusses how and why political parties advertise (in the month before the 2001 General Election). How political advertising differs from commercial: it contributes to the outcome but is seldom decisive.
Discusses how and why political parties advertise (in the month before the 2001 General Election). How political advertising differs from commercial: it contributes to the outcome but is seldom decisive. The main medium used is posters (because TV is only possible through the party political broadcast): both are discussed, with examples from the 1997 and 1992 campaigns.
Consumer world: How green were my values
Charles Dawson, Admap, October 1999
This article discusses how 'green' (environmentally friendly) thinking and values have undergone a decline in the UK over the past five years, which is mirrored in other European countries, and tries to find reasons for this decline.
This article discusses how 'green' (environmentally friendly) thinking and values have undergone a decline in the UK over the past five years, which is mirrored in other European countries, and tries to find reasons for this decline. Figures suggest that people are losing interest in reading about environmental issues, are not prepared to spend more on environmentally friendly goods, and other issues take over. Perhaps a case of a pressure group who suddenly finds that everyone is in agreement with it - and then who cares?
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