On the Air
Mark McKinnon
Mark McKinnon, Bush-Cheney '04 Media Director, takes your questions
about the campaign's paid media strategy and provides insight into the
multi-facted process of creating a new campaign ad to communicate the intended
message.
Mark McKinnon
Bush-Cheney '04 Media Director wrote:
Good afternoon everyone. Hope you're better than fiction. Let's get
started!
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Donald Shelton from Bon Aqua TN wrote:
Since the Democrats have opened up the discussion of 9-11 wouldn't
it be a good idea now to be able to show the President during 9-11 and
all that he has accomplished. Donald Shelton
Mark McKinnon answered:
We've always believed that 9-11 is and should be a centerpiece of this
campaign. It is the most formidable event perhaps of our lifetimes.
And certainly has shaped everything that is happening now in terms of our
economy and our foreign policy. We felt it was important in the spring
as we began our advertising to remind people just how significant this
event was for all Americans and that it's a challenge that we've all faced
together. So, now the Democrats are talking about it as well, and
we will continue to talk about 9-11 in an appropriate fashion throughout
the campaign.
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Mary Allen from Belding MI wrote:
Mark,Please tell me we are going to see more ads and commercials with
the president and his family,instead of the negative ones on Kerry? I know
he is the wrong person for our great country,but we need to let everyone
else know why President Bush is the right one. Thanks,Mary Allen Belding,Mi.
Mark McKinnon answered:
Thanks for your question Mary. Actually, we began our advertising campaign with a series of spots featuring the President and the First Lady. We have of course aired a number of contrast ads that accurately highlight John Kerry's true record and vision for the country. And we have currently just released a couple of ads, and we will be releasing more over the next week, featuring the President and First Lady talking about his vision for the country and his agenda for the next four years.
Just to give you a little historical context, all Presidential campaigns air contrast ads. Contrasting your record is really what elections are about. The 1984 campaign of Ronald Reagan is often cited as one of the most "positive" campaigns in history. And yet, Reagan aired 18 ads, 40% of all of his advertising, directly attacking Walter Mondale's record and vision. Bill Clinton and the DNC in 1996, another incumbent re-election, ran 70% of his ads attacking Bob Dole. Our average is somewhere in the middle. We've run about 11 ads featuring the President and 11 ads that focus on John Kerry's record.
And since John Kerry only spent 26 seconds out of an hour long speech
at the Convention talking about his record in the Senate, we feel like
someone oughta do it.
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Rachel Riutzel from Onalaska WI wrote:
What new ideas do you have for advertising that will grasp viewers
attention and help sway their decision if they are undecided?
Mark McKinnon answered:
I've observed and studied political advertising for more than 20 years. And I've watched it evolve and change. Over the years, voters have become increasingly sophisticated about political advertising. Old conventions used in political advertising used in political advertising don't work anymore. Voters are very cynical and skeptical about political advertising. They start off with the conviction that if it's a political ad most of what they are seeing and hearing probably isn't true. Or at the very least is inflated or exaggerated. So, our challenge is to communicate something that is credible and believable or interesting or compelling.
Due to the incredible media scrutiny political ads get these days, everything we say must meet truth tests. So, it's incumbent on us to make sure that any information communicated is well-sourced and credible.
Presidential elections are very different than other kinds of races.
People are looking at broad attributes like leadership, trust, caring,
much more so than they do at single issues. They are really looking
to elect the head of our national family. So, what we try and do and what
President Bush makes easy for us is that we try quite often to communicate
a sense of humanity. We of course spend a great deal of time communicating
the President's agenda and where he stands on issues, but it's also important
for voters to get a sense of his character. Because in the end, most
people have busy, crowded lives and what they really want to get is a sense
that the President has strong convictions, strong moral character and the
strength to carry us through a crisis.
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Kimberly Wallis from Cave Springs AR wrote:
I was just wondering if the candidates are required to say that they
have approved the message before or afer a commercial?
Mark McKinnon answered:
This one drives us crazy! Just ridiculous. For years we got criticized for saying so little in 30 seconds, now we only have 25 seconds. This is one of the unintended consequences of campaign finance reform laws that were designed to make clear the sponsoring entities of advertising. But it reaches deep into the realms of the absurd when you have candidates saying they approve their ads when they are in their own ads.
There's got to be a better way. And I hope someone figures it
out soon.
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paul kristopeit from beloit WI wrote:
Laura Bush is held in high regard by most Americans. In fact, she may
be the most popular First Lady ever (for good reason). Will you try to
capitalize on her poularity by running a spot that features Mrs. Bush?
p.s. thank you for the most recent t.v. ad - the one that does not mention
John Kerry. Keep up the (positive) good work!
Mark McKinnon answered:
The First Lady is one of the greatest assets of this administration.
In fact, we have featured Mrs. Bush in several ads already and will continue
to. I believe she is the first First Lady who has ever actually not
just appeared but spoken on camera in a presidential campaign. You
can see an ad featuring the First Lady at http://www.georgewbush.com/FirstLady/.
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Holly Cortright from Point Roberts WA wrote:
With all the publicity surrounding the celebrity support of Kerry,
why are we not hearing about those celebrities who support Bush, especially
ones that the younger voters can relate to, like Kid Rock and Jessica Simpson?
Mark McKinnon answered:
We are very proud of the broad base of support the President enjoys
from the entertainment community. You'll hear and see a lot more
activity from these people as we approach our convention. Many of
them will be featured at the convention and many will be appearing at rallies,
fundraisers and other Bush related events. Let me just give you the
names of our supporters in addtition to those you've already mentioned:
Steven Tyler (Aerosmith), John Popper (Blues Traveler), Johnny Lang, Dennis
Miller, Ron Silver, 3 Doors Down, Lee Anne Womack, Kelsey Grammar, Marshall
Tucker Band, Lynyrd Skynyrd, Angie Harmon, Michael W. Smith, Sara Evans,
and many, many more.
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Gary Blumenstein from Apopka FL wrote:
Mark, I want to commend you and your team for producing a media campaign
for the President that explains John Kerry's positions by using his own
words. This is by far the most effective way of contrasting the beliefs
and records of the two candidates. It's not easy for an opponent to repudiate
what comes out of his own mouth. Can we expect more of these types of ads,
perhaps in the longer form of infomercials?
Mark McKinnon answered:
Very timely Gary. First of all, you're absolutely right. There's nothing better to explain and reflect your opposition's positions, and in this case, rapidly changing positions, than the candidate in his own words. We have already highlighted John Kerry's astounding comment about voting "for and against" the $87 billion appropriation to fund our troops in battle.
John Kerry has yet to articulate a clear position on Iraq. And
we were stunned as we looked over years of tape of John Kerry on the subject
of Iraq, Saddam Hussein and the War on Terror. We and the Republican
National Committee have sponsored the production of a startling documentary
that accurately reflects John Kerry's shocking shift of positions on these
issues over the years. I strongly encourage you to view this documentary
at www.KerryonIraq.com. If anyone is undecided on John Kerry, this
oughta do the job.
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Michael Hall from Mineral Wells WV wrote:
Mark-As a volunteer in the grassroots campaign, how should I answer
when we are accused of negative campaign advertising?
Mark McKinnon answered:
I touched on this earlier, but I do want to make some additional comments. John Kerry spent 75% of his advertising dollars in the primary attacking the President. Since the primary, John Kerry and Democratic special interest groups like MoveOn.org have spent close to $100 million dollars in negative ads about the President.
So, tell your friends and fellow supporters that we will continue to
aggressively promote the President's record and agenda, but we will not
shrink from setting the record straight or telling the truth about John
Kerry and his record and how his vision is wrong for America.
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Froston Back from Fort Gibson OK wrote:
Hi Mark, I have two short questions. First, who all is involved in
the writing process for a new TV ad? Also, what it the total production
time for a TV spot from the first brain storming session to the first airing?
Thank you very much.
Mark McKinnon answered:
I'm very lucky to have an incredibly talented team working for the President. Because I wanted to make sure the President had the best people in the business working for him, I hired about a dozen of the very best political/creative/advertising talents in the country. It is a very collegial process - and everybody does a little bit of everything. We don't have walls; we have short hedges that people jump over all the time.
I've worked with many corporate and political advertising professionals.
And the biggest difference between the two is time. Most corporate
advertisers spend months, sometimes years, developing and producing advertising
spots. We often have to produce ads in a day, which requires incredible
dexterity, agility and speed. In politics they say, "speed kills."
I'm proud to say we have a team that breaks the speed limit daily.
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Tammy Brotton from Sheridan OR wrote:
How do you choose the footage to make the ads? And are they going to
be more abundant as we get closer to e-day?
Mark McKinnon answered:
I like to shoot film of the President in an unscripted, relaxed environment. I think we see his best side when he's speaking from his heart as opposed to from a script. So I often try and capture genuine moments of reflection and thoughtfulness as opposed to having the President read a predetermined script.
We've also filmed a wide variety of very positive images of America that we believe reflect the President's optimism and forward-thinking agenda that we edit into the spots to evoke the President's vision.
As to your second question, the level of advertising already in this
election substantially dwarfs any election ever. And by the end of
this election, I think people will pay to see poliltical ad-free programming.
I can't imagine what it's going to be like watching television in places
like Ohio, Pennsylvania and Florida over the next few months.
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Teresa Towers from Martinez CA wrote:
I watched that 12 minute Video that the GOP put together . It is a
compilation of Kerry's responses over the years up till now about Iraq.
IT WAS BRILLIANT!!! I really think it should be played at our convention
in it's entirety. It is a calendar with Kerry speaking on various dates
through out the last 10 years. It shows how indecisive he has been over
Iraq and terrorism. It ends with the theme song of flipper. Will you play
it in New York? It was quintessential Kerry
Mark McKinnon answered:
For those that missed it the first time, the url is www.KerryOnIraq.com.
And pass it on.
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Sherryl Thomas from Chambersburg PA wrote:
In Pennsylvania, WE ARE PENN STATE! and JoePa rules - What are the
chances of a Television Commercial in Pennsylvania featuring Joe Paterno(using
bytes from his extremely rousing introduction of President Bush at the
York, PA rally)?
Mark McKinnon answered:
Love that event! Already on our Website. To see video from
the York rally featuring the very introduction you mention, please visit
www.GeorgeWBush.com/VideoandAudio and watch the Pennsylvania Bus Tour Video.
And check back regularly for more videos from the road.
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Janet Nickell from Tucson AZ wrote:
I am concerned that the DNC has been able to walk away from 20 years
in the Senate and present the candidate and the party as something different
from the actual. I followed the primaries and watching the DNC was like
Invasion of the Body Snatchers - where did these people come from. So the
question is what is going to be done to strip away the curtain and show
the real candidate and the real party?
Mark McKinnon answered:
You can run but you can't hide in a presidential election. By
failing to mention his 20 years in the Senate in his convention speech,
John Kerry made clear he doesn't want to talk about his record. But
the America people want to hear about it. Maybe that's why Kerry
got his dead-cat bounce out of his convention. Over the course of
the next several months and through the debates, I believe John Kerry's
Senate record will get ample scrutiny.
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Mark McKinnon
Bush-Cheney '04 Media Director wrote:
Thanks everyone for tuning in. Hope you'll stay tuned and watch closely during the coming months in what is surely to be one of the most exciting and interesting elections in our history.
Don't buy Tivo. It's killing political advertising.