Deck 10: Presidential Rhetoric From Television to Tweeting

Question 1

Write an essay in which you explore the similarities and differences between commercial and political marketing.

Answer 1

Commercial and political marketing share some similarities, but also have significant differences. Both types of marketing aim to persuade and influence people's behavior, whether it's to buy a product or support a candidate. They both use similar tactics such as advertising, public relations, and market research to understand their target audience and tailor their message accordingly.

One of the key similarities between commercial and political marketing is the use of branding. In commercial marketing, companies create a brand identity to differentiate themselves from their competitors and build a loyal customer base. Similarly, in political marketing, candidates create a personal brand to distinguish themselves from their opponents and appeal to voters. Both types of marketing also rely on creating a strong emotional connection with their audience to drive their desired action, whether it's making a purchase or casting a vote.

However, there are also significant differences between commercial and political marketing. One of the main differences is the ultimate goal of the marketing efforts. In commercial marketing, the primary objective is to drive sales and generate revenue for the company. On the other hand, in political marketing, the goal is to win votes and secure a position of power. This fundamental difference in goals leads to different strategies and tactics being employed in each type of marketing.

Another key difference is the level of regulation and scrutiny that political marketing faces compared to commercial marketing. Political marketing is subject to strict regulations and laws to ensure fairness and transparency in the electoral process. This includes rules around campaign finance, advertising, and disclosure of information. In contrast, commercial marketing is generally less regulated, allowing companies more freedom in their marketing efforts.

Additionally, the nature of the product being marketed also differs between commercial and political marketing. In commercial marketing, the focus is on tangible products or services that consumers can purchase. In political marketing, the "product" is a candidate or a set of policies, which are not tangible and often require a different approach to marketing.

In conclusion, while commercial and political marketing share some similarities in their use of branding and emotional appeal, they also have significant differences in their goals, regulation, and the nature of the product being marketed. Understanding these similarities and differences is crucial for marketers to effectively navigate the unique challenges and opportunities presented by each type of marketing.

Question 2

What techniques do campaigns use in their digital marketing that mark significant changes from techniques historically used in political campaigns?

Answer 2

In recent years, political campaigns have significantly shifted their digital marketing techniques to adapt to the changing landscape of technology and communication. Some of the key changes include:

1. Social Media Advertising: Political campaigns now heavily rely on social media platforms such as Facebook, Twitter, and Instagram to reach and engage with voters. This allows for targeted advertising and the ability to directly interact with constituents in real-time.

2. Data Analytics: Campaigns now use sophisticated data analytics tools to gather insights on voter behavior, preferences, and demographics. This allows for more targeted and personalized messaging to specific voter groups.

3. Mobile Optimization: With the increasing use of smartphones, political campaigns have optimized their digital content for mobile devices to ensure that they can reach voters on the go.

4. Influencer Marketing: Campaigns are now leveraging the power of influencers and online personalities to reach a wider audience and gain credibility among specific voter segments.

5. Personalized Email Campaigns: Instead of mass email blasts, campaigns now use personalized email marketing techniques to tailor messages to individual voters based on their interests and past interactions.

Overall, these digital marketing techniques represent a significant departure from the traditional methods of political campaigning, allowing for more targeted and data-driven approaches to reaching and engaging with voters.

Question 3

What is a pseudo-event?

A) An event that takes place in an online space
B) An event staged primarily for media coverage
C) An event that never took place, but is believed by many to have happened due to the influence of misleading political rhetoric
D) An event that took place, but is believed by many NOT to have happened due to the influence of misleading political rhetoric
E) An event that is staged primarily with a hired audience, intended to convey the appearance of authenticity.

Answer 3

An event staged primarily for media coverage

Question 4

The presidential candidate that first placed television on the political campaign map in terms of importance was:

A) John F. Kennedy
B) Ronald Reagan
C) Bill Clinton
D) Barack Obama
E) Donald Trump

Question 5

Political communication research indicates that the political demographics of Twitter users closely resembles the political demographics of the voting electorate.