The Science of Communicating & Marketing Your Business

These commentaries won't be a regular thing (at least not right now). NextStage does offer daily political analysis update via subscription. You can find a link to this complete paper at the bottom of this post.

• Senator Clinton’s web sites appeal to men and women fairly equally
• The messages’ intensities did not change from February to March 22nd
• HillaryClinton.com’s target audience has changed (see page 3 for more detail)
• This site most strongly appeals to people who:
  • Are persuaded by what thy see
  • Tend to ignore descriptions and discussions about past events, however relevant
  • Tend to ignore presentations about past or present efforts which have led to failure
  • Tend to see the big picture, but in a black or white perspective

• Governor Romney’s web sites appeal to men and women fairly equally
• The messages’ intensities did not change from February to March 22nd, though there is a steady increase in the intensity
• MittRomney.com’s target audience appeal has shifted
• This site appeals most strongly to people who:
  • Are motivated by what they see rather than by words
  • Like to talk things over with other people
  • Go with their gut instincts
  • Tend to act to avoid a possibility rather than strive for an outcome

• Senator Obama’s web sites appeal to men and women fairly equally
• The messages’ intensities did not change from February to March 22nd although his web site changed
• This site appeals most strongly to people who:
  • Like to have information presented to them in pictures and graphs
  • Are confused when time-based factors are demonstrated as important to a decision
  • See things as black or white, no shades of grey
  • Believe and accept negative statements more easily than positive statements

• Senator McCain’s web sites appeal to men more than women (68%/32%)
• The messages’ intensities changed dramatically from February to March 6th and then changed dramatically again from March 6th to March 22nd, his site was redesigned during these intervals
• JohnMcCain.com’s target audience has shifted with each redesign, see the detailed explanation on page 5 for a comparison
• The current site appeals most strongly to people who:
  • Need information presented to them in a visual manner
  • Go through emotional “flip-flops” when making decisions
  • Have no idea how long things will take nor have a sense of the process necessary to accomplish the task
  • Need information to be framed in the positive for them to accept it

Next up, Details, details, details...

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Links for this post:

• BarackObama.com
• HillaryClinton.com
• JohnMcCain.com
• MittRomney.com
• NextStage's Daily Political Analysis (subscription service)
• Political Blog Posts
• Political Commentary from a New Media Perspective 26 Mar 07 (complete paper)
  
• Political Commentary from a New Media Perspective 26 Mar 07, Part 1
• NextStage on Politics