10
Friday, October 27, 1978
University Daily Kansan
Advertising
From page one
political candidates, though the ad men themselves try to downplay its importance.
"It still the quality of the candidate that counts most," Emerson said. "You still can't elect Humpty-Dumpty to the Senate with great advertising. But there are a lot of good candidates around who could have won with better advertising campaigns."
Just look at our situation. Obviously we don't have the most beautiful television candidate in Bill Roy. Bill isn't the camera who can look into the camera and just
. . .
"MEAN," there is nobody in the world that I admire more than Bill Roy, but I would never hire him as a TV announcer. But he's still a great candidate."
Uhre agrees that, although it is important, political advertising isn't everything.
publicity. "People are smart," he said, "You can't take a busy candidate and make him into something else." Advertising is only a vehicle
Not surprisingly, 'both candidates in the governor's race this year also have hired advertising firms. The firm of Evans and Bartholomew are the biggest campaign players, while Gov. Robert Bennett is using a team approach. The firm of Forbes, Inc., from Wichita is placing and distributing his ads as consultant to Harry Treeland, a firm marketing consultant.
for projecting the candidate to the public,
but you can do either a good or
bad of project.
AS FOR THE nature of political advertising, there seemed to be general agreement that it presented problems that commercial advertising didn't.
"There is a very clear breakdown of your audience in political advertising," Emerson said. "You have the people who are red-hot for you, the people who are red-hot against you and then the thousands who can till either way.
"A good campaign has got to keep your people fired up and enthusiastic and yet you don't want to turn off the people in the middle.
"It's a delicate problem."
Uhr, however, doesn't agree with Emerson's assessment of uncommitted voters. He thinks a political advertising campaign should be directed toward the undecided voters.
"The candidate who wins the uncommitted voters will win the election," he said. "That's you who have to aim for with your advertising."
BUT WHERE commercial advertising relies heavily on marketing and relies academic studies to decide what to use in these settings. Whereas marketing relies on less scientific methods, Uhre said.
"You can have the best demographics in the world, but you still have to make a tough decision."
more flexible because you have to make a stronger impact in a shorter period of time. For us, it's always best to go with your gut feeling."
Nevertheless, Emerson sees advantages to political advertising.
"Political ads rely more on emotions. They create images," he said. "You can create an impression of your candidate. It might be the jingle we use or the way they photograph. Actually, it's more subtle than commercial advertising."
'TAKE OUTDOOR ads as an example. You can tell where a candidate stands by where you see his yard sign and the homes near the country club and our signs are in front of modest home and apartment buildings. Our bumper stickers end up on the sidewalk.'
*This begins to slowly seep through the voter. It registers with them and you find
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that they will begin to identify with a candidate that way."
Still, perhaps the most important part of any campaign is plotting the strategy. While Carlin, Bennett and Kassebum advertisements will go into all markets in the state, Roy is planning only a half-schedule of ads into Kansas City.
DOWNTOWN AT 831 MASS.
advertising directors usually meet as often as they can to plot the themes of their advertising. For the Roy campaign, a clear-cut strategy has been devised.
"Kansas City ads lose too much to Missouri," explained Emerson.
HOWEVER, EVEN more important than deciding where to place the aisle is deciding which way to walk.
A Kassabea aid explained. "But you have to take that chance to reach as many people as possible."
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