PS101 1st Edition Lecture 15Outline of Last Lecture I. The Political ContextII. Components of Strategy -Wholesale vs Retail PoliticsIII. Choosing Priorities and PositionsIV. How Do parties Win Elections?-The Downsian Model-The Median Voter Thereom -Converging and Diverging from the Median V. Campaign Advertising -Ads-MicrotargetingOutline of Current Lecture I. Review of MicrotargetingII. Microtargeting in Action-Why?-Who is targeted?III. Video Review QuestionsCurrent LectureI. Review of MicrotargetingA. What do we mean by it?1. It is used by political parties and election campaigns to di-rectly market data-mining techniques that involve predic-tive cluster analysis. Individual voters are tracked to identify potential supporters.B. Why might campaigns do it? 1. Microtargeting helps candidates tailor their campaigns mes-sages to specific groups of people and can persuade indeci-sive voters2. Increases turnoutII. Microtargeting in ActionA. Why has it increased1. Closer elections mean increased focus on persuasion and mo-bilizationThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.2. Technology exists to do it!B. (How) are you being targeted?1. Frontline’s The Digital Campaign video (was watched in class)III. Review Questions:A. How would you microtarget for the 2016 campaign?1. Use media- ads on TV and the internet2. Try to get strong supporters to volunteer their time or moneyB. What groups might the Democratic/Republican nominee want to reach out to?1. Democrats could target union voters2. Republicans could target Fox News watchers3. Both could target young adults by speaking about education or loans, put ads on the internet, or have other young people call themC. How might microtargeting differ in primary vs. general election1. Primary: Easier to sway voters during this time, usually there is a candidate that has a strong campaign and is persuasive to voters2. General: Try to mobilize voters and get them on board with your campaign. Won’t waste time on individuals who lean strong the other way, but aim to get the indecisive voters and keep those who are lean strongly towards your
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