Alluvus Paid Media Strategy

Word of mouth is the best form of advertising - but it is earned, not paid for.

Advertisement is conducted on TV, radio, website, poster site, and all kinds of media that

1.1 Describe communication techniques used to gain and maintain the attention and interest of an audience

“The communication program will target whom, to help them understand, believe, or do what, by informing them of messages, through messengers and channels, to result in objectives” (Cheesebro, T., O’Connor, L., & Rios, F., 2010, Ch. 5). The objective of utilizing the campaign method would reach out the larger population through possibly multiple different media methods, instead of just one or two. When considering using different types of media and which ones to include and exclude when communicating through media, it is important to consider the advantages and disadvantages of traditional, electronic, and social media.

The campaign includes advertising through TV, print media and online, with support through PR and social media.

There are various broadcast channels that we can use that include TV/Radio, Industry conference, Vendor events, and industry association. The reason why this vehicle is important is that some of the targeted population is not much into social media since some of them are always too busy to operate their facebook or twitter accounts. Through broadcast, it will be possible to reach all the targeted populations, making it easier to sell the product (Olson, 2009).

The content and the commercial spots in which they are placed are always at the discretion and control of the candidate with his/her campaign– these spots can broaden an audience of people that other forms of media simply can’t. The ads, placed specifically during bipartisan programming, can target and influence people of all backgrounds to vote for their candidate as research shows voters learn more from political spots than any news coverage or televised debate.

Advertisements surround every American; whether it be a TV commercial for car, or a billboard for a resort “10 miles ahead.” American society has adapted to a society that sends messages to gain trust in products based on how it is advertised. Similar to U.S.’ capitalist society, the political system has become dependent on advertisements to instill trust in the people for candidates. President Franklin D. Roosevelt built his presidency on informing the public on his political strategies through the use of public radio (Walsh). In the 1952 presidential race, Dwight Eisenhower promoted his campaign by creating political advertisements on TV (Fowler, Franz, Ridout). Since then, not only have radio and TV advertisements been a defining aspect of presidential elections, but also, social media, a more modern avenue for politicians. This has become one of the most effective campaigning strategies in modern day elections. President Obama’s 2008 presidential race is one of the most significant examples. Obama made history by taking advantage of the social media outlet and successfully reaching audiences who previously were not targeted by the previous standard tactics. Historically, Presidential candidates have gained dependence on using advertisements and social media to promote their platform and qualifications of becoming president. Today, there is an increasing necessity to master these campaign strategies in order to communicate effectively with the American citizens.

Throughout recent years, television campaign advertisements have become predominant for various politicians. From the 1950s with Dwight Eisenhower’s first television campaign to today’s political campaigns and advertisements, political platforms have prospered on deceptive commercials and heresy. Advertisements like these are designed specifically to persuade voters and political debates. Indeed, some political campaigns may have genuine characteristics, numerous show pessimistic attitudes towards their opponents, the other parties. Political campaign advertisements have matured from simple radio or television advertisements to an extravagantly expensive industry worth millions of dollars. Members of the campaign staff work tirelessly to create the catchiest slogans, and gain viewer support in aspiration to win the campaign.

Appearances on entertainment shows, gives candidates an escape from the highly critical national press to a much more friendlier environment for them. A great example would be interviews on Comedy Central’s The Daily Show or Colbert Report. Another beneficial outlet for campaigns is social websites that were mainly used in the 2008 election and continued through 2012 elections. “For example, nearly six million people viewed the New York Time’s posting of the first Obama-Romney debate on YouTube”. (Dunaway & Graber. 2009. Pg. 316) In 2012 the Obama campaign turned to Twitter to target direct messages to voters and contributors, they also had more than sixteen million e-mail addresses. Others sources of direct social media that campaigns use are candidate-sponsored websites, campaign websites, and special interest pages for groups such as senior citizens, veterans, college students, or young

For my observation-Interaction project I chose the company Naylor Association Solutions headquartered in Gainesville, FL, but with offices both national and international. Naylor is a full service media company that works exclusively with associations to provide them with media solutions so that they can interact and inform their members with the best materials possible. They work on several different platforms including print, digital, and tradeshow among others and are focused on selling the most relevant advertising possible to develop those mediums.

Advertising has always been an important part of our society. The history of advertising can be traced to pre-modern history when it served an important purpose by allowing sellers to effectively compete with other merchants for the attention of clients in Ancient Egypt. From 1704 when the first newspaper advertisement was announced, it gradually grows into a major force in American society based primarily on newspapers and magazines (Ad Age Advertising Century, 1999). It not only helps to raise the target demographics’ awareness of issues, but also educate consumers with the benefits of the product. However, advertising cannot target a particular person before the emerging of World Wide Web.

Campaign Advertising Though clearly constant in the effort to win the electorate's vote for each candidate, campaign advertising since the 1950's has become more intricate. In each decade since television advertising for a candidate has begun, the messages have been designed in one way or another to play on the emotions of the electorate. However, over time the way in which this is done has changed constantly, most clearly in the utilization of "positive" and "negative" ads. Moreover, the utilization of information and statistics in ads has changed dramatically, delivering the core message of a candidate in concise, hard hitting, and effective way.

•TV programmes:Being seen on television is the best way for people to get to know about VG and what the company is doing. We can work with famous television channels such as National Geography, Discovery Channel or BBC to produce some programmes about VG actitvies, successful Spaceship One launch, how safe the operation is, etc… It will surely have a great impact on customers' minds.

Kover et al. (1995) defines effectiveness in advertising as ‘‘the ability of an announcement to produce interest in purchase or use the good or service it is promoting’’ (Kover, Goldberg and James, 1995). Many researchers have tried to establish a link between the content and effectiveness of advertisements, and this will help us to identify some general factors that affect advertising, in order to recognize which one can maximize the desired effectiveness.