1. John McCain
A 120 Day Strategy

2. The Day After Kerry Got the Nomination
AZ, AR, CO, FL, IA, ME, MI, MN, MO, NH, NM, NV, OH, OR, PA, WA, WI, WV.
The Republicans spent $85 million in 18 states on radio and TV ads attacking Kerry for 90 days.
New York Times, 6/20/04

3. Messaging on Kerry: Weird, Waffling, and Weak
Liberal
Flip-Flopper
Weak on Defense

4. After McCain Gets the Nomination
CO, IA, MI, MN, MO, NM, NV, OH, WI.
We hope to spend $41 million over 90 days.

5. Messaging on McCain: Same Old Thing Same as Bush
No Econ, All $$ to Iraq
Double Talker

6. John McCain is the Same as Bush…
“I don’t think Americans are concerned If we’re [in Iraq] for 100 years or 1,000 years or 10,000 years.”
John McCain on Face the Nation, 1/6/08
“We’ve got to make these tax cuts permanent.”
John McCain on Meet The Press, 1/27/08
“’The issue of economics is not something I’ve understood as well as I should,’ McCain said. ‘I’ve got Greenspan’s book.’”
Boston Globe, 12/18/07

7. …But the Public Likes McCain.
Here’s what they said in focus groups:
“Honest. Does what he says. Real change, smaller government. Less taxes. Fix social security.”
David D., Las Vegas, NV, 2/7/08
“He speaks with great credibility. When he speaks, you do not doubt his word. You might not agree with him, but you know its from the heart.”
Man, Cincinnati, OH, 2/6/08
“Hero. Years of service to the nation. Will work with Democrats. Not too far right. Strong on security.”
Becky L., Las Vegas, NV, 2/7/08
“Stands up for what he strongly believes in. Not too far right. Not blindly religious. Military man but also compassionate.”
David H., Las Vegas, NV, 2/7/08

8. People Like John McCain in Polls
Now, I am going to read you another list of words and phrases which people use to describe political figures. For each word or phrase, please tell me whether it describes Republican John McCain very well, well, not too well, or not well at all.
Positive Attributes
Negative Attributes
Battleground Survey fielded February 13-19, 2007 – Greenberg, Quinlan, and Rosner
1,202 likely voters in ten battleground states: CO, FL, IA, MO, NV, NH, NM, OH, VA, WI

9. Our Strategy Define McCain with connection to Bush.
Set a narrative for McCain’s character and policies.
Keep the GOP on the defensive.
Keep Bush on the ballot for this election.
Maintain control of frame for war in Iraq.
Hold the media accountable.

10. Surround voters with reinforcing communications.
Layered Media
Broadcast
Cable
Radio
Print
Internet
Phones
Surround voters with reinforcing communications.

11. Web-Testing TV Ads
We recruited 1,600 people…
…and tell us what they thought.
…to watch our ads on the internet…
The degree of agreement and persuasion was analyzed for each ad. Web-testing has been used since 2004 and is now on the cutting edge of survey research.

12. “McSame” Worked
Our ads performed better than ads tested in 2004 and 2006.
Most ads shifted viewers’ perception of McCain to the negative.
“McSame” and the two ads featuring an Iraq War Veteran, Rose Forrest, were especially persuasive.

13. Testing our Ads in a Media Market On the Air in Erie, Pennsylvania
We identified Erie, PA, as a target media market…
…we polled people in Erie.…
…we are running cable, TV, radio, and internet ads, and made phone calls…
…then we will poll Erie again to see the effect our ads had on people.

14. 90 days of Broadcast, Cable, Radio, and Internet
Ohio
90 days of Broadcast, Cable, Radio, and Internet
Targeted Systems
Cleveland
Columbus
Charleston
Lima
Parkersburg
Toledo
Youngstown
Zanesville

15. 90 days of Broadcast, Cable, Radio, and Internet
New Mexico
90 days of Broadcast, Cable, Radio, and Internet
Targeted Systems
Albuquerque
El Paso (cable/radio)
Amarillo (cable/radio)

16. 90 days of Broadcast, Cable, Radio, and Internet
Colorado
90 days of Broadcast, Cable, Radio, and Internet
Targeted Systems
Denver
Colorado Springs
Grand Junction

17. 90 days of Broadcast, Cable, Radio, and Internet
Wisconsin
90 days of Broadcast, Cable, Radio, and Internet
Targeted Systems
Denver
Colorado Springs
Grand Junction

18. 90 days of Broadcast, Cable, Radio, and Internet
Iowa
90 days of Broadcast, Cable, Radio, and Internet
Targeted Systems
Des Moines
Cedar Rapids
Sioux City

19. 90 days of Broadcast, Cable, Radio, and Internet
Minnesota
90 days of Broadcast, Cable, Radio, and Internet
Targeted Systems
Minneapolis
Rochester

20. 90 days of Broadcast, Cable, Radio, and Internet
Nevada
90 days of Broadcast, Cable, Radio, and Internet
Targeted Systems
Las Vegas
Reno

21. Sample State Media Spending Four Initial Targets—One Week
Broadcast TV
Cable
Radio
Internet
State Total
Ohio
$468,601
$299,286
$13,463
$5,500
$783,850
Wisconsin
$296,400
$116,172
$42,833
$4,500
$457,905
New Mexico
$113,540
$75,342
$22,013
$3,500
$213,395
Colorado
$300,777
$94,865
$73,228
$5,250
$471,370
Total
$1,179,318
$585,666
$151,536
$18,750
$1,926,520

22. Total Spending 120 Days State 90 Day Total Ohio EDIT THIS Wisconsin
New Mexico
Colorado
Nevada
Iowa
Minnesota
Earned Media Campaign
Total

23. Links to Ads "McSame as Bush" http://www.vimeo.com/715457
"Rose-Priorities"
"Photocopy"
"Dating"
"Recession"
Password: 2008win