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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.
Ask JEFF GREENFIELD
Ask ALEX CASTELLANOS
Ask BOB SQUIER