The hard sell : the ins and outs of political advertising / Dee Madigan.
Material type:
TextPublisher: Carlton, Vic. : Melbourne University Publishing, 2014Description: 1 online resourceContent type: - text
- computer
- online resource
- 9780522866315
- 052286631X
- Advertising, Political -- Australia
- Press and politics -- Australia
- Political campaigns -- Australia
- Government and the press -- Australia
- Australia -- Politics and government -- 21st century
- Publicité politique -- Australie
- État et presse -- Australie
- Australie -- Politique et gouvernement -- 21e siècle
- Advertising, Political
- Government and the press
- Political campaigns
- Politics and government
- Press and politics
- Australia
- 2000-2099
- 324.73 23
- JQ4081 .M33 2014
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Electronic-Books
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OPJGU Sonepat- Campus | E-Books EBSCO | Available |
The Hard Sell; Foreword; Contents; Preface; 1 Branding is not a dirty word; 2 The purse; 3 Getting the most bang for your buck; 4 Focused on focus groups; 5 The truth is out there ... somewhere; 6 Positive ads reinforce beliefs not change votes; 7 If everyone hates negative ads, why do we keep making them?; 8 Selling chicks; 9 The thinking behind the ads; 10 Lights, camera, action; 11 TV isn't dead but the internet is awesome; 12 Why babies still need to be kissed; 13 Spinning around; 14 No one is perfect; 15 So, do ads work?; Acknowledgements; Notes; Index.
What is unique about political advertising? Is it really all that effective in changing votes? And why does it have to be so annoying ... In The Hard Sell, creative director Dee Madigan uses her trademark humour and down-to-earth approach to unveil the world of political advertising. Drawing on real-life stories from her own recent Federal and State campaigns, she gives us fascinating industry insight into: How political ads are designed to work; Who are they designed to work on; How we pay for them; Why we make so many negative ads; How personal is too personal; How spin works, particularly.
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