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| 3 | How much of the message in an ad is derived from polling? | ||||||
ALEX
CASTELLANOS replies: Polling
is, is like a road map in a campaign. It doesn't tell you where to go,
you've got to decide where you want to go, what you believe in, but once
you decide that, it can show you how to get there.
That's the right way to use a survey. You know, and people can play it
very differently. It's a sheet music. You know, two guys can sit down
at the piano and look at the notes and play them very different ways.
So how you tell the story can be very different. The, you can't use a
survey to set a goal in a campaign. To develop your strategy. You can
set a, you can use a survey to help execute a strategy. But ultimately
you've got to believe in something.
The campaigns that get lost are the ones that spend all the time looking
in the rear view mirror at what, looking for their followers to lead them
in a survey, and that's death. That's the end of a political leader if
he's marching behind the parade. |
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