Criteria for Victory and Unpaid Coverage

The criteria for victory in elections are different from those in campaigns for products. If a manufacturer's product is fourth or fifth in the market compared with competing products, that level may be cause for rejoicing. A company can do very well financially by holding 5 or 6 percent of the market for a specific product. Many manufacturers earn a lot of money with a comparatively small share of the market because the market is large enough to be shared profitably. Consequently, there are Clearance MBT Shoes more winners in campaigns to sell products than in elections.

Dove, Dial, and Irish Spring can all make a profit, but Al Gore, Bill Bradley, Elizabeth Dole, and George W Bush cannot all be president at the same time. Placing fifth in a field of candidates where the person with the most votes wins means that you have lost. There is no consolation prize.
In most elections, the person who wins the majority of votes cast gets the office, and the rest are losers. An advertiser, on the other hand, can lose entire segments of the audience, can even alienate those who won't buy product, the product may make a healthy profit. In contrast, the candidate needs 51 percent of the vote plus one in most instances and cannot, as a result, afford to write off as large a share of the audience as the manufacturer can.

We refer to "as large a share of the audience" because, like the manufacturer, the candidate does in effect writes off a portion of the audience in most cases. It is unlikely that a voter who dislikes Candidate A, is committed to Candidate B, and has a high level of information about both candidates will be persuaded to vote for Candidate A. Such persons are classed as "hostile" and written off in most campaigns. If that class of hostile voters makes up more than 51 percent of the electorate, Candidate A is usually advised to withdraw rather than to attempt the impossible.

A candidate is more likely than a product to obtain unpaid coverage unless the product is in trouble. Candidates both profit and suffer from the media coverage of political campaigns. There is no such thing as an election that is not newsworthy; some elections are simply more newsworthy than others. A mayoral contest in a small town is newsworthy to the town paper and may receive MBT Shoes On Sale coverage in county papers as well. The mayoral contest in a large city like Baltimore will receive coverage not only in the Baltimore media but also in Washington, D.C., because the city is large and because the way that it is governed has an impact on the area surrounding it.

In the nationwide presidential election, the nominees of the two major parties can-not avoid the attention of the media, and if they attempt to avoid it, their attempts at avoidance will be covered.
On the other hand, it is rare to see much news at all—or favorable coverage when coverage occurs—of a corporation, an industry, a manufacturer, or a product. For ex-ample, we read a lot about savings and loans institutions in 1990. Most of the coverage focused on the need for the federal government to come up with billions of dollars to back Federal Deposit Insurance Corporation guarantees. The coverage started from the admitted premise that something was wrong.

Overall, however, the news coverage of corporations and their products is almost nonexistent compared with the coverage of the typical political campaign.

Article Source: http://www.largedirectory.info

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