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10 16 24 MSU Marketing Prof Darrin Duber-Smith on political advertising in new ways
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Chumbak Casino.com has hundreds of social casino-style games to choose from with new game releases each week. Play for free anytime, anywhere, for your chance to redeem some serious prizes. Join me in the fun. Sign up now at Chumbak Casino.com. Sponsor by Chumba Casino, no purchase necessary. VGW Group, void where prohibited by law, 18-plus terms and conditions apply. It is Colorado's morning news. Marty Lenz, Gina Ganda. Good morning. In an effort to reach new and younger voters, there is a trend among politicians to appear on forms of media that we're once scoffed at like podcasts. How do you do fellow kids? Perhaps it comes across as aging staffs trying to come across as cool, but maybe there is a value in reaching across generational gaps. Joining us now on the KW8 common spirit health hotline to talk more about it is MSU Denver marketing professor. It's Darren Duber Smith. Professor Duber Smith, thank you so much for your time as always. Well, we saw it last night as Vice President Kamala Harris was on a podcast and we're continuing to see more and more different variations of how they're trying to get their campaign issues and topics across. Is it working? Oh, I think it is. Yeah, you know, moving along with social trends as the ears and the eyeballs move toward more non-traditional media, you know, more toward streaming and all of the fragmentation that we've seen over the last decade, you know, you really have to move your messaging over those areas as well. And young voters are showing that they, you know, are willing to consider both parties for the first time in a very long time, according to data. So the playing field has become much more important. Two things afoot when I think about this, yes, you're reaching a different audience, but two, it's in many ways a way for candidates to avoid mainstream media. And I know some in my space they bristle about that, but there's a rationale behind that because maybe they're not as held to account in many ways if they come on more mainstream programs than they are like a podcast like Charlemagne the God or some other outlets. I think you're absolutely right. There was actually a report that came out this morning that I saw that trust in the media among Americans is at an all time low with two-thirds of Americans having zero to little trust in traditional media in terms of their fairness. And that's the majority of the country. And I believe in the silent majority too. I always believe those numbers are much, much higher when it comes to negative things. So that's bad. And that's really bad for traditional media. And so you have all of these options now too. And so with the proliferation of options, you've got the supply and demand moving in the right direction. And traditional media just gets smaller and smaller. And trust in it becomes less and less every day. So you're seeing everything moving towards these non-traditional sources. Well, Professor Duversmith going off of that a little bit, why does it feel like the presidential candidates are adjusting their takes in this non-traditional media forms when I'm literally looking at a TV right now, seeing a local campaign ad. It feels like a lot of the local measures and the local candidates are still sticking to those go-to television ads. I see posters all over Denver. Why are they sticking more to the mainstream, the normal ways of campaigning? That is a really good point. I think the local politics sort of lives behind the national stuff, which has a whole lot more money. And a whole lot more know-how. There's people who are much better at what they do on the national stage than when you get into local politics. So I think that they just haven't gotten around to it yet. And I think that the local issues maybe appeal more to older voters and the older voters are more likely to still use the more traditional media sources. So it could be a targeting thing. And it could also be an issue of, they're just not really there yet. They're not really savvy enough yet. And local media just needs to catch up. But that's a heck of an observation. That's really very true. I know a lot of these podcasts, they cater to younger voters as well, which is a group that many of these politicians, especially on the left, want to cater to to get their vote out. But it misses the point about who and who does not vote. And isn't that still the big divide that really older people are ones that vote, the young people, they may listen to it, but may not be as politically active. That's very true. And again, the mail in balloting in a lot of places has made it a lot easier for everyone to vote. And young people have been less willing to just take the time on election day to go out. And I think that that's changing with the availability for voting being much greater than it used to be. But yeah, the idea is these elections are so close. And these issues are so close. And you're talking about, in some cases, just thousands of voters. And so you have to bring people out who really aren't informed on the issues. Independent voters tend to be the least informed on issues. And there are a lot of folks who just don't want to vote, especially when there's two candidates that aren't very likable. And I think that that's an issue as well. So you're really just trying to pull up the heartstrings a little bit, appeal to emotion, fear, anger, all of these negative emotions that generally you don't really want to use in marketing. They tend to mobilize folks who are making these thin slice judgments based on little to no information. And you're much more able to be able to vote when you don't really have to go out on election day. So there's a lot of low hanging fruit out there. And I think that the marketers are going after that low hanging fruit, trying to get them to mobilize. Well, professor on the opposite side of this at some points, could the bubble burst? At what points does it seem like all forms of media are exhausted? And could voters go the opposite way of saying, I'm just so tired of having all this in my face. I'm not even going to cast a ballot or I'm not even going to decide what I'm going to do next. Yeah, I think that people do get fed up. And I think that people get fed up with being pandered to. And a lot of the advertising and a lot of what goes on, a lot of the traditional journalism, there's a lot of pandering going on. And I think that even vote buying in a way, it's just, I think people get tired of it and people get tired of being condescended to. And there is a threshold. But I think that there's other issues. There's the down ballot voting. There's the propositions. There's a lot of things that, even if you don't want to vote for the president, you need to vote for some of these other issues. And so I think it makes a lot easier to check that presidential box when you have these other issues that are going on as well. And again, the fact that everything is so charged and it's so bipartisan and there doesn't seem to be much of a middle makes this, you know, all of the money that's involved, you know, more and more important. And I think that the advertising is only going to get more prevalent here in the next couple of weeks. It's just, it's crazy to see this. There's so much money involved in this election. We'll get you out of here on this, but I'm going to go back to the messaging piece because this is something that sometimes I can't wrap my head around and know a lot of political analysts say that a message of hope is always workable. But in this day and age where we seem to be triggered more or influenced more or drawn in more by negativity, whether it's online or just out in public, could a message of joy and hope like Kamala Harris have not work when Donald Trump and I again, I realize it being hyperbolic is threatening some zombie apocalypse. Well, you know, again, you have appeal to emotion. And whenever you're appealing to emotion, it's going to be strange. I'm more into the cognitive appeal, you know, the facts, the finance. Here's the data. Here's the way you should make a decision. People tend to feel first and think second. I have found in my 40 years of marketing. And so that's why the emotional appeal in marketing communication works so well. And of course, the negativity in politics is something that we expect. Hope and joy, you know, those are concepts that I think, first of all, hope is not a strategy. We use that term in business all the time. But those are nebulous terms. And then you look at fear and anger. And those are sort of nebulous terms too. So I don't really think that that either approach is really working all that well at this point. And it's just going to be a matter of how many people decide on emotion, which way they're going to go. I think the majority of people have already made their decision. And so you're really going after that low hanging fruit, you're going after that undecided, unmotivated, uninvolved voter. And that's going to take repetition and marketing is all about repetition. So see what happens. It's getting interesting. Just a matter of days, 20 days until election day, MSU Denver marketing professor, it's Darren Duber Smith. Thank you so much for your time this morning. There's only one feeling like knowing your banker personally, like growing up with a bank you can count on, like being sure what you've earned is safe, secure and local. There's only one feeling like knowing you're supporting your community. You deserve more from a bank. You deserve an institution that stood strong for generations. Bank of Colorado. There's only one member, FDIC head over to NFL shop.com today for the largest collection of officially licensed gear from all your favorite brands. NFL shop is your ultimate destination for the official NFL sideline collection worn by players and coaches on game day. Explore the same sideline and on field gear worn by your favorite players and coaches at NFL shop. To shop now, go to NFL shop.com. Hey, it is Ryan Seacrest. There's something so thrilling about playing Chumba Casino. Maybe it's the simple reminder that with a little luck, anything is possible. Chumbak Casino dot com has hundreds of social casino style games to choose from with new game releases each week. Play for free anytime, anywhere for your chance to redeem some serious prizes. Join me in the fun. Sign up now at Chumbak Casino dot com sponsored by Chumba Casino. No purchase necessary. 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