fear and lathering in las vegas
TRANSCRIPT
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Fear and Lathering in Las Vegas
WHY SELLING POLITICS LIKE SOAP WOULD CLEAN UP THE UNDECIDED VOTER
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Team Hughes and Dann
Hughes Political Guy
1 of 3 parties Bio Metrics Marketing
Emotions Physiological Responses
Marketing Lecturer Advertising Emotions Branding
Dann exPolitical Hack
Student Politics Reformed Journalist Campaign Advisor
(2 of 3 parties)
Senior Lecturer, Marketing Social Marketing (Social Change)
Social Media Marketing Twitter Instagram
G'day. Vi er australierne
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Positive Soap Advertising
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Negative Soap Advertising
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Positive Political Advertising
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Political Advertising
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What the hell are we doing?
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Negative Political marketing. It’s like selling hamburgers by promising to be the only guy who won’t poison you…
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So what’s going wrong for negative political marketing?
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Negative Messages
Generating product category risk perception Constant negative message is damaging the
category “political party / politician” Hence the rise of “Not a Politician” Politicians
Donald “I’m a Business, Man” Trump
Create a bit of fear Fear leads to risk perception Risk perception leads to risk processing
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Risk Processing
Can I resolve this risk?
Yes NO?
Higher Power Government
?Non-
traditional parties
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So where do the voters go to resolve a higher power risk when the government and alternate government is the source of the perceived risk?
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To quote a current president
The point is we’re creating a culture that is not conducive to good policy or good politics. The American people deserve better. Certainly, presidential debates deserve better. http://
www.politicususa.com/2015/07/27/president-obama-rips-donald-trump-mike-huckabee-entire-republican-party.html
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When was the last hard core positive battle for the heart and minds of the people?
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Political marketing is failing by design
– an absence of positive marketing offers, and excessive volume of with negative message is driving disillusionment and cynicism amongst voters (Yoon et al., 2005).
Yoon, K., Pinkleton, B. E., & Ko, W. (2005). Effects of negative political advertising on voting intention: An exploration of the roles of involvement and source credibility in the development of voter cynicism. Journal of marketing communications, 11(2), 95-112.
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Hughes and Dann (2009)
a set of activities, processes or political institutions used by political organisations, candidates and individuals to create, communicate, deliver and
exchange promises of value with voter-consumers, political party stakeholders and society at large (Hughes and Dann, 2009)
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What did our average punter want?
The ads which resonate for me are creative, positive and uplifting. -Female, 32
We have it pretty good here in [region], focus on that. - Male, 24
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Here’s a slice of dataGENEVA EMOTION WHEEL(DON’T LEAVE HOW WITHOUT IT)
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GEW
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Here’s the deal
GEW offers quick and effective measurement method of type 2 emotions
Advert 11 had a strong engagement with the audience with a high Involvement-Interest measure (n 37, mean 2.8 SD 1.08) positive Happiness-Joy measure (n 35, mean 2.7, SD 1.08).
Advert 13 also brought a resounding Involvement-Interest score (n 4, mean 3.7 SD 1.019) surprisingly for a positive advert, a powerful Pity-Compassion (n 30, mean
3.4, SD 1.27). Advert 18
Involvement-Interest (n 34, mean 3.2, SD 1.18) Happiness-Joy measure (n 30, mean 3.1, SD 1.07).
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Here’s the Future
Positive Political Communication
Sell it like you plan to implement it positive political offers benefit/reward reinforcement
Cut through with a positive message
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Be the brand people want to see
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Spoken and authorised by A Hughes and S Dann, for the Australian National University, Acton, Canberra, ACT
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Collaboration WantedAdvertising Emotional Response(GEW data)
Twitter Candidate Analysis(AU Datasets available)
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And now the panel