Meg Whitman
from Yes on Radio
by Mike MeCey
2/8/10
After a series of polls conducted towards the end of 2009, it appears that former eBay CEO Meg Whitman, a Republican candidate for Governor, has eliminated a major barrier faced by most political newcomers – finding a cost-effective means to introduce herself to the voters.
In fact, she’s done it so well that Whitman dominates her Primary Election rival with 45 percent support among Republican voters, leading State Insurance Commissioner Steve Poizner by 28 points, according to the latest Field Poll.
Whitman, who began her multi-million dollar Radio advertising campaign after Labor Day 2009, is currently airing her third round of introduction spots in all major markets of the state. The campaign strategy has been debated and applauded by many of the state’s top political strategists and election observers suggesting that Whitman’s Radio has been particularly effective.
“She is assuming a certain command at this point, very early, and therefore she’s sinking herself in as the favorite and squeezing him (Poizner) out,” said Larry Gerston, a political science professor at San Jose State University.
Seasoned Democratic consultant Bill Carrick said, “It operates to some degree under the radar. But in a state where people are in their cars one to three hours a day, if you stay with it long enough and spend enough, it has the potential to be very effective – a sort of slow burn impact that can move voters. Every day, drip by drip, she’s communicating with voters.”
The Orange County Register opined, “November was a good month for the Whitman camp but her surge in the polls is no coincidence. The campaign attracted attention and worked to redefine Ms. Whitman as a candidate through a series of radio and Internet advertisements. Her camp is shelling out a good amount of money on radio and online ads – the only campaign using those media thus far. She has used the advertisements very strategically to alter negative public sentiments and to introduce herself to many potential voters.”
Posted by Nikki on February 17, 2010
