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| 3 | How much of the message in an ad is derived from polling? | ||||||
BOB
SQUIER replies: At
it's best, when you're using polling, what you're doing is finding out
what people are interested in and how they feel about the ideas that you're
interested in, and the ideas that you want to pursue.
In
the most elegant circumstances, this takes place at a very high level.
The voters tend to learn a lot more than they knew before and candidates
begin to learn a lot more about voters....In
their best form, I think spots are about both the candidate and the viewer.
You'll find people in my business tend to use this word "viewer" and "voter"
almost interchangeably. But I think that's true because what you want
to do is be talking to voters about something they really care about.
If you ask them what's the issue they care about most, any issue, and
they come back and say as they did in the '70s, "Jobs," and you say, "Okay,
I understand that." And if I'd asked you that in our dialogue, you know,
"What do you care about?" and you said, "Jobs," I would come back and
say, "Well, let me tell you a little about porkbellies," you'd think I
was nuts. That's
an exaggeration, but that's how this transaction works. If you care about
jobs and I care about being in public office, then I better be talking
about jobs. And I better be talking about it in a way that makes sense
to you, that's innovative, that looks like something I can actually bring
off. |
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