Bernard Gauthier: The Liberal Ad Campaign: Confusion and indifference
Tim Kane
· 1 year ago
Well put Bernie,
To answer your question is simply to state that you know so well there are at a minumun two distinct cultures operating in Canada. Certinaly commercial advertiser realized this in the early 70s, while political campaigners may have known this even earlier. It typically does take two different creative approaches to satisfy Quebec and Canada.
The problem for the Liberals is that they bought into this conventional wisdom with both VISA and MasterCard not realizing that the Quebec creative will work in the rest of Canada. It's almost as if the campaign advertising strategy struggles in English by not being forceful and by as you say, filling the 30-seconds with a multuide of messages.
In terms of advertising frequency, my sense is that all parties are hoolding their big spending until the final week. They likely are still formulating the creative details for the final push.
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To answer your question is simply to state that you know so well there are at a minumun two distinct cultures operating in Canada. Certinaly commercial advertiser realized this in the early 70s, while political campaigners may have known this even earlier. It typically does take two different creative approaches to satisfy Quebec and Canada.
The problem for the Liberals is that they bought into this conventional wisdom with both VISA and MasterCard not realizing that the Quebec creative will work in the rest of Canada. It's almost as if the campaign advertising strategy struggles in English by not being forceful and by as you say, filling the 30-seconds with a multuide of messages.
In terms of advertising frequency, my sense is that all parties are hoolding their big spending until the final week. They likely are still formulating the creative details for the final push.