Tuesday, October 14

Campaigning For A Weak Economy: $100 Million

Kearsarge Global Advisors (KGA), a government affairs and communications firm based in Washington D.C., calculates that nearly $100 million has been spent in negative messages about the economy.

To put that number into perspective, it is the same amount Ford spent marketing the 2008 Chevy Malibu, Microsoft spent marketing Windows 2000, and Gillette spent marketing the MACH3 razor. And, of course, none of these products had the benefit of daily earned media and a few million blogs.

"As businesses and government seek to build confidence in the markets, they should also consider the direct affect these ads are having on people throughout the country," said Jim Courtovich, managing partner of KGA. "The trend in spending on these negative messages has no end in sight and could be a continued drag on confidence in the markets."

This isn't to say that current economic challenges aren't real, but it does acknowledge how negative messaging can exacerbate problems. According to the release, KGA says the bulk of these negative messages (51 percent) came from presidential candidates. The balance came from congressional and state races. Why?

Simple. Most people don't want change when the cheese tastes good.

2 comments:

Gylon Jackson on 10/14/08, 7:57 AM said...

I need a better tasting cheese, better yet I just need cheese with some flavor.

Rich on 10/14/08, 8:54 AM said...

Gylon,

Never let the current condition of a maze hinder your own ability to find any cheese you want.

Best,
Rich

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