In today's high-tech world, there are essentially three types of media advertising marketers try to reach us by: television, internet and radio. Given that is it 2012 and as the November elections draw closer by the day, political advertising seems to be a constant especially over the radio. One commercial in particular, which will be the focus of this paper, is being broadcasted country-wide during the month of March by an organization called NumbersUSA. This paper will examine the advertisement in detail and examine what benefits are being stated, how the advertisement differentiates itself from other political radio advertisements, who the targeted market segment is and if the advertisement should be altered in any way.
Political Radio Advertising:
NumbersUSA is a "non-profit, non-partisan, immigration reduction organization" (NumbersUSA, 2012). They do not wish harm to illegal immigrants and say so openly, their only concern is that illegal immigrants are allegedly taking jobs away from Americans. The commercial is for a website called www.eVerify.org which is run by both the Department of Homeland Security and the Social Security Administration. The commercial is asking the American population to force Republican House Speaker John Boehner to allow eVerify to pass and become mandatory to ensure American jobs are being held by Americans, not illegal immigrants.
[...] The next section will discuss how the advertisement could be improved. Political advertisements have this recurring theme of trying to get the population angry with someone. In this case, the commercial is trying to get the population angry with House Speaker John Boehner stating that he is the reason the House has not voted on eVerify. One way this commercial could be improved to actually differentiate it from just about every other political campaign would be to ask the population to call their senators instead of John Boehner. [...]
[...] The targeted market segment being focused on is the unemployed and average voting American. The commercial uses repeated key words to focus in and drive home the point that allegedly illegal immigrants are taking away jobs from Americans. The repeated words are: two times; “illegal immigrants” three times; “Americans” five times; “eVerify” six times; and seven times all within the first 30 seconds of the 60 second radio commercial. Mullins & Walker would call this type of segmentation a combination of demographic and geographic segmentation. [...]
[...] Political radio advertising Political Radio Advertising In today's high-tech world, there are essentially three types of media advertising marketers try to reach us by: television, internet and radio. Given that is it 2012 and as the November elections draw closer by the day, political advertising seems to be a constant especially over the radio. One commercial in particular, which will be the focus of this paper, is being broadcasted country-wide during the month of March by an organization called NumbersUSA. [...]
[...] Boston: McGraw-Hill Irwin. ISBN: 9780073381169. Friel, A . (2012). Managing Risk from Advertising and Sales Promotions. Intellectual Property & Technology Law Journal, 3-7,1. Retrieved March from ABI/INFORM Global. (Document ID: 2561734201). NumbersUSA, For Lower Immigration Levels. (2012). About Us. [...]
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