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Meet the People: Why Businesses Must Engage with Public Opinion to Manage and Enhance Their Reputations by James Frayne

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CHAPTER THREE: TARGETING AND TESTING

The science of campaigns

IN THE LAST decade, political campaigns have taken an increasingly professional and scientific approach to public persuasion for two reasons. First, in the US particularly, the electorate has polarised and the outcomes of the biggest races are increasingly close. Campaigns realise success or failure is determined by tiny numbers of identifiable voters, incentivising the development of innovative methods to increase turnout.

Second, as a result of better web technology, campaigns can more accurately target specific groups of people on a reasonable budget. Even the smallest campaigns have access to cheap and effective online databases, social media platforms and publishing facilities. ...

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