This change in Cas-
tor’s favorable to unfa- vorable ratio is largely a factor of Castor’s unfa- vorable rating increasing 11 points among those who had seen, read or heard the phrase “Does your monkey need re- hab?” As one might ex- pect, when the negative message against Castor is burned in, Castor’s negative rating goes up.
DIGITAL ADVERTISING IS DEXTEROUS AND PRECISE IN TERMS OF TARGETING Not surprisingly, those demographics to which the advertising was tar- geted were the demo- graphics in which opin- ions were changed most significantly.
Our initial poll
showed that Prendergast had the vote of only 77% of the Republicans, and 74% of the Republican men. The campaign must have been seeing the same thing, and felt that in the final days of the campaign the candi- date both had room to grow with Republican men, and that this would be a good group to mo- tivate for voter turnout. As such, CampaignGrid designed its campaign to target Republican men.
Those survey respondents with whom the message was not burned in voted for Castor at a rate of 61%. Those voters who had seen, read or heard the phrase
“Does your monkey need rehab?” had a 51-38 fav/unfav for Kathy Castor (n=55), while those who had not seen/ read/heard the phrase had a 52-27 fav/unfav for Kathy Castor (n=346). That is to say, among those voters who had not seen seen/read/heard the message phrase, Castor was +25 favorable to unfavorable rating.
Among those
voters who had seen/read/heard the message phrase, Cas- tor was limited to a +13 favorable to unfavorable rating.
The percentage of Republican men who reported hav- ing seen, read or heard the phrase “Does your monkey need rehab?” increased from 4% in the first poll to 22% in the second poll, for a net change of 18 percentage points and an increase of 550% between the first and final polls. When given a choice of the two Congressional candi- dates with whom to associate spending $71,000 to study the effects of cocaine on monkeys, Republican men as- sociated Castor at a rate of 53% initially, and 68% in the final poll. The percentage associating Prendergast dropped 4 points from 9% to 5%.
April 2011 | Campaigns & Elections 37
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