Originally posted by GP
1. What type(s) of messages did you deliver? What types of audiences did you target?
1. What type(s) of messages did you deliver? What types of audiences did you target?
Obviously MDC was the bigger spender, as they were the largest defense contractor in the US at that time. We did generic "corporate" messages to make people feel like MDC was a good corporate citizen no matter what your political leanings were. We also did A TON of product specific advertising highlighting why MDC should either get a contract... or continue spending on contracts they already had. We did a lot of the"you are getting your money's worth with the F -15" type ads.
Also, if a program got in trouble... we were there. My favorate was when the guidence system for tomahawk cm's were having problems getting lost on terrain covered by snow because it was different than what the maps had... The head line was "Neither sleet, nor rain, nor snow shall keep the tomahawk from it's appointed rounds"... we won a few awards with that one
We also did the ole, support the space station type messages, since we would profit from it.
For NORTEL... we did some advocacy advertising during the fight for Telecom Deregulation... but mostly in just NJ and CQ.
I'll admit we NEVER ran in Mother Jones for either
2. Did you consider using the Washington Post, New York Times or Wall Street Journal to hit your target? Maybe the Sunday opinion section of the NYT or WP?
We helped create franchise ad postions around the regular features/columns that covered the "HILL". We also helped "persuade" the WSJ to create a specific "DC" edition, so we could buy it in an efficient manner with minimal waste.
We used the NYT when we thought we needed to strengthen our support against the more liberals members of the HILL.
3. NR and TNR aren't as much of counterparts as people say they are. (I know it is popular to do so...) TNR is more scholarly in tone than NR (analogy might be NPR and Limbaugh...although both mags are better than their radio analogues..) TNR is also more middle of the road than hard left. Where NR is pretty hard right.
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