THUYẾT TRÌNH IMC
NHÓM 2
Political Campaign 1.0
Oral Communication
Stump Speeches, word
-of-mouth
Political Campaign 2.0
-
Mass Media
Political Campaign 2.0.1
Mass Media (Print) Mass Media (Print)
-
Widely circulated newspapers
-
1833: The New York Sun, the
nations's
first "penny press."
Political Campaign 2.0.2
Mass Media (Radio) Mass Media (Radio)
-
Use of radio to reach public
-
1920: KDKA - first broadcast of Pres.
; election returns;
-
1924: Coolidge/Davis Pres. " Radio
Election."
Political Campaign 2.0.3
Mass Media (Television)
Use of television to reach public
1952: Eisenhower presidential campaign
airs first political TV commercial
Political Campaign 3.0
Mass Media + Direct Media + Word of
Mouth
2004: Bush presidential campaign uses
microtargeting
to reach voters via phone
banks, email, newsletters, and church
-
based word of mouth.
Political Campaign 4.0
Integrated communications:
+
Mass Media
(Print/Radio/TV)
+
Social Media (Social
networks, blogs, Twitter,
videogames)
+
Personal Media (mobile
phones, pagers,
PDAs)
+
Direct Media (direct mail,
email)
2008: Obama presidential
campaign uses integrated
communications strategy,
predictive analytics, and
state
-of-the-
art technology
to support them.
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