University Daily Kansan
Friday, October 27, 1978
11
From page 10
"We're going to be running quite a few negative ads aimed at Kassebaum," Emerson said. "Idealistically it would be nice to see a time when a person could run a totally positive campaign and get elected, but it's a political fact of life that you can"
"It's ridiculous not to incorporate a negative thrust into the campaign. Unfortunately, negative attacks are what get us into trouble," Bob Dole said he have given Bob Dole 1 sincerely believe that a person cannot win a major office today without negative advertising.
"WE'RE GOING to and do it in a fair manner. I'm not apologizing for it because I can."
According to Uhre, however, the kasebaum advertisements will not be seen. He calls it 'firm analysis of what he has done.' He's vague, he flip-shift on the issues, he's old
While Roy supporters might view that as
negativity, Uhre said there was a difference.
"There is a difference between being totally negative and going for a factual claim, because the way we see the race basically as one between a non-politician with proven credentials against a professional politician who has helped us into the mess we're in right now."
"WE WANT TO STRESS that Nancy is an outsider with quality and freshness."
As for overcoming Roy's admitted deficiencies as a television personality, Emerson has developed several other approaches for the advertising to take.
"Sure, life is a lot simpler with a candidate who sits down and reads a script and looks into the camera and comes off suddenly. That is why, as much as we suit it do other things." Emerson said.
"We go out in the street with a TV camera and do man-in-the-street interviews asking people how they like Bice. Those are effective.
“Another thing I've tried to do is sitill down with a camera crest and just ask him a question, in order to identify groups and making extemporeous speeches, and it in those settings that his grasp of the issues really comes through. So I don't need to go with the strength of your candidate.”
AS FOR KASSEBAUM, Uhre said her
asian will cover a wide range of issues and
issues.
"We'll be doing a little bit of everything," he said. "Nancy covers across very well on television and we feel we can handle a variety of different approaches."
And despite their attempts to downplay the importance of their advertising, both Uhre and Emerson know what it can mean to a candidate.
"It's not the person who spends the most money who will win it," Iture said. "You have to have the right timing and be on the issues. Your advertising can convey
"THE POLLS JUST almost always follow the good television advertising," he said. "We've seen that in the last two elections. In 1974 we broke our ads during the primary campaign, and after that Bill was 10 points ahead of Dole in the polls."
For Emerson it's almost down to a science.
"But I knew it wouldn't last because Dole hadn't started his TV ads yet. Less than a week after his TV hit the polls became even the rest of the way.
"It's the same story this year. Kassabe came out with all that primary exposure and bingo, we're four points down in the polls. But less than two weeks after we broke our TV ads we were back to six points ahead.
"I wouldn't be surprised if by the next poll we were out in front by 10 points."
The next Sunday, Oct. 15, a poll published in the Topeka Capital-Journal showed that Bill Roy had opened up a 10-point lead over Kassebaum in the polls.
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