The electoral campaigning techniques implemented by the US, UK, France, and Germany
This article refers to the electoral campaigning techniques implemented by the US, UK, France, and Germany by elucidating the extent to which the internet, along with its Data-Driven techniques, have been used in the past elections of these countries.
The article first refers to the 2008 US Presidential Elections, where the Obama administration was elected by using accurate and targeted data-driven techniques to win the elections. The US political system tends to shift towards more innovative techniques devised for election campaigning and political communication. Therefore, the US places hypermedia campaigns, including various methods such as youtube, Facebook, Twitter, Instagram, websites, and other data-driven techniques in its electoral campaigns. The UK also eyes to shift towards web-based innovative platforms for its data-driven campaigns. However, still, it lags in this aspect as compared to the US because it also follows the traditional system. The UK follows a simple first-past-the-post single-member system for the elections in their constituencies. The 2010 UK Campaigns saw an increase in the inclusion of internet-based campaigning, but still, there are more complexities in the UK to adopt digital data-driven electoral campaigns. France pays less attention to internet-based campaigns due to language issues on the internet. Germany, however, is more inclined towards adopting the US Model in their electoral campaigns.
Overall, the article discusses the repercussions of internet-based electoral campaigns and their enforcement in these countries mentioned above.
Lilleker, D. and Jackson, N., 2013. Political campaigning, elections and the Internet: Comparing the US, UK, France and Germany (Vol. 4). Routledge.
- Failed Public Information Campaign
WHEN PUBLIC INFORMATION CAMPAIGN GOES WRONG
This article refers to a public information campaign in the UK that was failed and had the worst consequences on the company’s business. The brand was ‘Freeview TV,’ and the campaign was failed in 2009.
This article begins by stating that the clients of Freeview were asked to receive five channels, including Quest, Discovery’s channel, and others, along with getting HD services by retuning their set-top boxes from the midday to Wednesday, September 30th, 2009.
While doing this, the company had forgotten to elucidate adequately the consequences of retuning as well to the customers. As a result of retuning, half-million clients residing in rural areas lost ITV4 and ITV3, and that worsened the situation for the company. Furthermore, the company website that provided its customers’ information had also crashed due to customers tending to access it in large numbers.
This poor communication and marketing campaign had resulted in devastating consequences for the company. The management of the company should have analyzed all aspects before launching the campaign and enforcing it. Overall, this article propagates the dire consequences of public information campaign failures by explaining the example of the Freeview TV brand.
Brownsell, A., 2009. When Public-Information Campaigns Go Wrong. [online] Campaignlive.co.uk. Available at: <https://www.campaignlive.co.uk/article/when-public-information-campaigns-go-wrong/943453> [Accessed 1 May 2020]
- Emotional and Irrational Consumer Behaviour due to a PIC
HOW AND WHY DOES CONSUMER BEHAVIOUR CHANGE
This article refers to the irrationality of consumer buying behaviour. It demonstrates that targeting emotional aspects attracts more to the customer, but only if there is also something of value in the product for the customer according to his taste.
The article discusses that consumers do not have the time to deeply analyze the pros and cons and do a comparative analysis between different products, so he or she purchases the products randomly and instantly, but the decisions that they make instantly are not rational, but instead, they are irrational buying decisions. The irrational buying decisions are based on the subconscious mind of the consumer without any deep analysis of the pros and cons of the product at the time of purchase. To target the emotions and subconscious mind of the customer, the companies design their advertisements by using appropriate images, videos or any other media that attracts his subconscious mind. Images play a vital role in attracting a customer towards a product and lead towards buying. Images could influence by effectively catching the mind of the customer at the right time with the product quality and traits and features promised with the consumer.
Overall, the article continues to discuss the influence of marketing campaigns on the buying decisions of the customers.
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