MoveOn Strategy:extraits
Wed, 2005-01-19 03:29 — admin
Submitted by admin on 1 September, 2004 - 09:50.
MoveOn Strategy
--------------------------
Social Network
Weapons of Mass Mobilization
A quiet couple in Berkeley got sick of being ignored by the system. So they built a new one. How MoveOn changed the face of fundraising, brought P2P to political advertising, and reinvented grassroots activism.
Stanley Greenberg, MoveOn's research consultant, selects small cities for their demographic mix and does polling in all of them. Two communities get test ads, while the other towns function as controls. In a week or two, there is a new round of polling, and MoveOn learns which ads are most lethal.
Markman, "good advertising always makes the client uncomfortable. If you are completely comfortable, it is a sign you are just talking to yourself."
McLuhan's point is that you can't simply look at the content of a medium to judge its effects, for the contents will, at first, be traditional. Instead, you have to look at the context and the way the contents are consumed.
Which is more important, the medium or its contents?
But the bulk of MoveOn's ads have been produced by Zimmerman & Markman
MoveOn Strategy
--------------------------
Social Network
Weapons of Mass Mobilization
A quiet couple in Berkeley got sick of being ignored by the system. So they built a new one. How MoveOn changed the face of fundraising, brought P2P to political advertising, and reinvented grassroots activism.
Stanley Greenberg, MoveOn's research consultant, selects small cities for their demographic mix and does polling in all of them. Two communities get test ads, while the other towns function as controls. In a week or two, there is a new round of polling, and MoveOn learns which ads are most lethal.
Markman, "good advertising always makes the client uncomfortable. If you are completely comfortable, it is a sign you are just talking to yourself."
McLuhan's point is that you can't simply look at the content of a medium to judge its effects, for the contents will, at first, be traditional. Instead, you have to look at the context and the way the contents are consumed.
Which is more important, the medium or its contents?
But the bulk of MoveOn's ads have been produced by Zimmerman & Markman